Minogue topped the survey with a brand based on her music and acting, and clothing ventures.

“I think what makes Kylie number one is overall she appeals to a broad stream of people,” Mark Richardson from Talent Inc! said.

“Although she’s had ups and downs in terms of her albums, and especially in her … love life and her health, she’s always managed those things with grace and integrity.

“Over a period of time it’s given her brand a real strength and value.”

Elle Macpherson took second place in the survey, who has her own lingerie and skincare products.

Shane Warne, Edna Everage and golfer Greg Norman completed the top five.

Richardson said that Warne made the list for his reputation on and off the field.

“Because of his extraordinary genius on the pitch, he will always be revered,” Richardson said.

“The indiscretions he had are kind of idiotic, they’re kind of stupid, not malicious. Ben Cousins’ indiscretions are far more damaging than Shane’s.”

Steve Irwin, Hugh Jackman and Nicole Kidman were in the top 10, whilst Prime Minister Kevin Rudd and entrepreneur Dick Smith finished nine and 10.

Australia’s highest paid entertainers were ranked at 18 in the survey, whilst the infamous Aussie icon Ned Kelly was at 34.

Richardson believes that many of the people with the most powerful personal brands were involved in multiple activities, such as Elle MacPherson and Greg Norman.

“It’s important that there’s balance there and they’re seen as well-rounded,” he said.

“But more importantly that there’s some integrity there.”

Quotes from AAP.  For more information on this article visit their website.