A just-released brand report has numbered Boost Juice the 20th most powerful brand in Australia.

The only franchise brand to be listed, the juice bar concept was praised for its sense of fun consistently displayed by well-trained staff, even though some people surveyed thought it lacked some of the soul of its earlier days.

This provocative brand report by brand consultancy Belong, also listed the Bra Boys and Hells Angels in its top 20 line-up.

According to the brand audit, Hells Angels is number one. Number two on the list is Apple, followed by Star Wars, Dove, Moleskine, Smiggle, the Bodyshop, Virgin, Alannah Hill and Ecko.

The 2008 survey is a result of two years of research with more than 1000 brand interviews and hundreds of informal discussions.

Simon Hammond, author of two books, GUTS and BE Brands, executive creative chairman of The Belong Agency, ex journalist, radio host and magazine editor, said: “most brands are becoming bland and void of any substance or belief. They stand for little and few want to really be part of them. This is in stark contrast to the Bra Boys or the Hells Angels where belief and belonging become their cornerstones to loyal behaviour.

“Brand power is the ability to produce irrational, loyal and passionate behaviour. Consumers are looking for brands they can emotively believe in. They want to know what a company stands for and judge them accordingly. This isn’t just about the environment or whales, it’s a passion of purpose.”

The founder of Boost Juice Bars, Janine Allis, said: “We are as passionate today with our product and customer service as the day we started eight and a half years ago, so we are thrilled that we made the top 20 on the Belong list. We hope that eight and a half years on we are not only older, but wiser.”

The brand’s national marketing and promotion manager, Jessica Cleeve, said the company’s presence on this list was a sign it was meeting the key challenge of any mature brand, relevancy.

“Belief, belonging and behaviour are pertinent measures for brand success, and they are certainly considered as we seek to create a brand loved by all Australians,” she said.