REPORT: 13% of Australian product brand names contain ‘Bondi,’ even if they have absolutely nothing to do with Bondi

BONDI BANDWAGON: A new report by consumer group Choice has uncovered systemic abuse of the noun ‘Bondi’ by Australian brands.

From clothing stores, to alcohol & food brands, as well as jewellery and dessert companies, a whopping 13% of Australian brand names contain the name of the iconic beachside suburb.

“The issue is that they are trying to leverage the name Bondi, even if their products have absolutely nothing to do with it,” says Choice.

Marketing experts say the allure of Bondi lies in its global recognition and association with a laid-back, aspirational lifestyle.

“Bondi conjures images of sun, surf, and a carefree existence,” says one branding consultant.

“It doesn’t matter if your business is located in the bush or specialises in accounting software, slap ‘Bondi’ on it, and suddenly it’s cool and fresh.”

However the new research also shows brand names using ‘Bondi’ have very low demand from consumers in Bondi and surrounding suburbs.

“But they are very popular in Sydney’s west,” says Choice.