Air NZ viewed as Australia’s most reputable brand, Mazda second

Air New Zealand is perceived as Australia’s most reputable company taking out the top spot in the Australian Corporate Reputation Index.

The New Zealand airline – which recently won Marketing Team of the Year at Mumbrella’s Travel Marketing Awards – jumped from sixth spot in 2016’s index.

Air New Zealand team at Mumbrella’s Travel Marketing Awards

Oliver Freedman, managing director at AMR, said in a statement: “This is an incredibly strong results for a company clearly based overseas, and shows Air New Zealand’s ability
to engage and create an emotional attachment with the Australian public.

“Australians view the company to be authentic and focussed on the community, rating highly across the individual measurements of Workplace, Citizenship, Governance, and Leadership. In addition, our research showed a clear relationship between its reputation and advertising recall,” he said.

The reigning winner of 2016’s index, JB Hi-Fi, fell to third place.

Two motor corporations made their way into the index’s top four with Mazda Australia coming in second place, jumping three spots from last year, while Toyota finished in fourth – dropping from last year’s second place.

The index’s results have come while Toyota relocates its head office to Melbourne, appointing Red Agency to its public relations account and after the brand’s CMO Brad Cramb departed after 22 years.

Qantas Airways also made it into the top 10 again, finishing in fifth place, falling one spot from last year’s index.

Earlier in April Qantas released its Qantas Assure frequent flyer benefit branded campaign and launched a Qantas Concierge bot to Facebook Messenger.

ING Direct finished behind Qantas in sixth, moving up a massive 11 spots while Apple Australia finished seventh also jumping two positions from last year’s index.

Despite falling two spots, Aldi Australia just scraped its way into the top 10 at number nine, beating a new addition to the index, Australia Super.

Supermarket giant Woolworths was also amongst the top 30 coming in at number 26. The brand recently pitched its PR account in March, before switching from One Green Bean to PPR.

Crown Resorts was another new addition to the Index finishing at number 51. The resorts and hotels appointed Eleven PR in Melbourne earlier this year.

The Reputation Index includes 60 companies from the IBIS World Top 2000 Company list, which ranks companies by revenue. The Reputation Index collates insight from consumers only.

View the full list here.


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