The report highlights the growing role of customer experience and technology in driving brand value.
The bank came in at 68th overall, rising six places from last year, with a brand value of US$43.3bn according to the rankings.
Customer experience and technology driving brand strength
Kantar Australia Head of Brand Strategy Ryan France said CommBank’s performance reflects a sustained focus on how the brand shows up for customers.
“CommBank’s strength is that it doesn’t rely on telling people it’s better. It shows them,” he said.
“The experience matches the promise: it’s smoother, the tech is more intuitive, and improvements are visible over time. It’s in how the brand shows up too: more human, less institutional, and connected to modern Australian life, all wrapped in distinctive and consistent brand codes.”
France said this consistency has helped build stronger connections with customers over time.
CommBank Chief Marketing Officer Jo Boundy said the result reflects the bank’s continued focus on customers.
“Being recognised as one of the world’s most valuable brands, and the only Australian brand in the Global 100, reflects the work our teams do every day to deliver better experiences for our customers,” said Boundy.
“Across the bank, we’re focused on making banking simpler, more intuitive and more relevant to people’s everyday lives through digital tools, technology and how we show up in communities. Supporting the communities we serve is central to this, because building trust and long-term value is a whole of bank effort that goes beyond products and services.”
CommBank is the only Australian brand to feature in the global top 100.
AI reshaping global brand value
The 2026 rankings highlight the growing influence of artificial intelligence on brand growth with AI-driven companies the fastest movers year-on-year with four technology giants breaking the trillion-dollar threshold.
Meanwhile, Claude debuted in the global top 100 at #27, with a brand value of US$96.6bn and ChatGPT recorded the highest year-on-year brand value increase, rising by 285%.
According to Kantar, consumers are increasingly experiencing brands through AI-driven channels, including personalised feeds and large language models.
Kantar’s Head of Brand Guidance for Australia and APAC Gareth O’Neill said AI is accelerating both growth and complexity.
“The brands outperforming the market are using AI to bring judgement back into the system: to identify which signals to trust, connect what people are doing to real business choices, and do so quickly and confidently. In a market this fragmented, sustained growth is coming from clarity,” he said.
