Biotechnology and vaccine manufacturer CSL’s brand jumps in value

Australia’s largest manufacturer, biotechnology and vaccine producer CSL’s brand value has jumped more than 30 percent over the past year to make it the fastest growing brand in its industry, according to a new report from consultant Brand Finance.

The report lists CSL’s brand value at US$1.3 billion, which is up 80 percent since 2020.

The company’s recent rebranding and moves – including the acquisition of CSL Vifor, increased collection volumes from CSL Plasma and the launch of CSL Behring’s first gene therapy – ‘position the brand to continue its impressive growth trajectory’, according to Brand Finance.

The results follow the August 2022 launch of CSL’s unified global brand identity, which incorporated a paid media campaign to define CSL’s brand for the industry and beyond.

CSL’s Chief Communications & Brand Officer Anthony Farina said: “Recognition as our industry’s fastest-growing brand is the result of our focused global brand strategy and exemplary execution across the CSL enterprise as well as a multi-year effort to elevate our company’s external profile.

“We look forward to continuing to grow the CSL brand by amplifying the unique story of our promise with stakeholders around the world.”

CSL was originally part of the federal health department but was privatised by the Keating government over union objections in 1994.

Since then Melbourne based CSL has grown to be a global powerhouse in vaccines, blood plasma products and biopharmaceuticals, employing 32,000 globally.

At times it has eclipsed even the banks and held the position as the most valuable company on the ASX – currently it is number three in value with a market capitalisation of $83.94 billion.

The Brand Finance report is an independent analysis developed from publicly available information, and defines brand value as ‘the present value of earnings specifically related to brand reputation’.

Last month, CSL was named among the top 500 companies in the Forbes 2000, a list that ranks companies based on sales, profits, assets and market value.

CSL includes business units CSL Behring, which makes medicines for people who have rare and serious diseases; CSL Seqirus, which develops and manufactures vaccines; and the recently acquired CSL Vifor, a leader in iron deficiency and nephrology or kidney care.

CSL also operates CSL Plasma, one of the largest collectors of donated human plasma used to make medicines for diseases such as haemophilia and primary immune deficiency.

Picture: CSL headquarters in Parkville, Melbourne