Kylie Minogue is best known personal brand in Australia

Pop songstress Kylie Minogue has edged out sports stars, Hollywood personalities and the Prime Minister Kevin Rudd to take the title of Australia's best-known personal brand, according to a marketing and entertainment industry survey.

Some 400 people in the marketing/entertainment industry were asked to rate famous Australians according to how well developed their brand and brand awareness are.

Minogue topped the Talent Inc! Personal Brand survey, with a brand based on her music and acting, her perfume and underwear ventures, and her good looks and integrity.

Minogue had the most powerful branding of any famous Australian, with her name associated with music, acting, and ventures in perfume and underwear.

Coming in at second place is supermodel Elle Macpherson, who has her own lingerie label and skincare products.

Cricketer Shane Warne, and the character personality of Dame Edna Everage, played by Aussie actor Barry Humphries, and golfer Greg Norman rounded out the top five.

Wildlife personality Steve Irwin and actors Hugh Jackman and Nicole Kidman also made the top ten, followed by prime minister Kevin Rudd at number nine and entrepreneur Dick Smith, who was in tenth place.