Iconic Brands in Australian Culture

This year, Bunnings Warehouse has been voted Australia’s Most Trusted Iconic Brand by Australians. Since its humble beginnings in 1886, when brothers Arthur and Robert Bunning opened their first hardware store in Perth, the company has transformed into a mega-retailer whose brand name offers just about any home improvement tool and gadget (many of which appear in this year’s most trusted winners list). Homeowners have spent more time at home over the past year than ever before. But millions saw it as a time to launch into that great Australian obsession – DIY. From growing pot plants and greener lawns, to painting exterior walls and revamping bathrooms, during the pandemic months and beyond, a trip to a Bunnings Warehouse became one of the few indulgences we could enjoy. And we did it safely, with Bunnings team members ensuring public health safety precautions were upheld. With over 300 outlets, and employing tens of thousands of locals, Bunnings is part of Australian culture. According to Harvard Business School professor Douglas Holt, few brand marketers know how to secure their brand that illusive iconic status. Why? “Because icons are built according to principles entirely different from those of conventional marketing.” Iconic brands like Bunnings, as well as Vegemite, the Royal Flying Doctor Service, WeetBix, Qantas, Bega, AVJennings and Victa are Australian icons with deep connections to our culture and lifestyles. They each enjoy culture share, as well as market share, and are tethered by history and symbolism that states what the brand stands for, not just how it performs. Among the winning trusted brands in 2021, our iconic brands stand out in the market because of their place in Australian history – they are trusted icons as well as a source of national pride.