Colgate: Australia’s most trusted brand
Colgate is the country’s most trusted brand, followed by disinfectant brand Dettol. Cadbury is third, then Panadol and Band-Aid.
Nokia is the only technology brand to make the top ten.
By category, none of the big four banks appeared in the most trusted banks list. Bunnings was the most trusted retailer, Subway the most trusted fast food and Dyson the most trusted home appliance.
Last year, when a different survey company – The Digital Edge – was used, Band-Aid topped the survey, followed by Cadbury, Panadol, Sony and Colgate.
(October 22 2011 update: Concerns have been raised by the ABC’s Media Watch about the quality of research carried out by McCrindle research. However, Reader’s Digest states that the research carried out on its behalf was based on a thorough methodology.)
Australia’s most trusted brands according to the research:
- Pine O Cleen
- Dairy Farmers
The survey was conducted by McCrindle Research with a sample size of 1,200 Australians in January 2011.
The most trusted brands by category
Highly commended: BMW, Holden
Winner: Bendigo Bank
Highly commended: St George, ING
Highly commended: Apple iPhone, Sony
Highly commended: Woolworths/Safeway, Target
Highly commended: Panasonic, Apple
Highly commended: Dairy Farmers, Schweppes
Highly commended: Hungry Jack’s, McDonald’s
Winner: Uncle Toby’s
Highly commended: Sanitarium, Kellogg’s
Highly commended: Natural Confectionery Co, Mars
Winner: Dairy Farmers
Highly commended: Peters, Streets
Highly commended: Bird’s Eye, Ingham
Winner: Johnson & Johnson
Highly commended: Nivea, Olay
Shampoo and conditioner
Winner Johnson & Johnson
Highly commended: Dove, Sunsilk
Winnter: Pine O Clean
Highly commended: Vanish NapiSan, White King
Winner: Fisher & Paykel
Highly commended: Westinghouse, Miele
Highly commended: AAMI, Suncorp
Highly commended: Breville, Sunbeam
Highly commended: Bunnings, Campbell Arnott’s