Bikie gang Hells Angels, Apple computers, and the Star Wars movies, top the list of Australia’s 20 most recognisable and comprehended brands, while a number of other prominent identities such as Facebook and World of Warcraft failed to make the cut.

No.1 on the list is bikie gang the Hells Angels, described by Mr Hammond as a tribe that takes belonging very seriously. “One person put it this way: ‘If you pull up at the traffic lights next to a Hells Angel, instantly, you get an incredible feeling throughout your body,’ ” he said. “They are about rebellion, freedom and brotherhood, and you know where there’s one, there’s many. “If you turn around and say, ‘Mate, your bike’s a piece of shit,’ you know they are going to react a certain way.”