Consumers most likely to trust and recommend Colgate says survey
Colgate is Australis’a most trusted and recommended brand, according to a new study published by research company Millward Brown.
The company has created an index which it calls TrustR based on asking consumers questions about how much they trust individual brands and whether they would recommend them to friends.
An average score for a brand is 100. Most brands in the top ten are global ones.
The top 10 for Australia:
Interesting results.
Does the research show or compare how often people actually recommend brands?
It would be interesting to add what each of these brands spends on TV a year – a fair wad I’d imagine.
Maybe an idea for Free TV Australia to show the power of the medium …
Not sure if Toyota will stay so high next time around
I’m struggling to answer the ‘So what?’ question here.
Interesting – I’d heard that almost all of us continue to buy the same brand of toothpaste that our mum’s bought when we were kids. I buy Colgate as my mum did but if hubby shops, he buys McLeans (as his mum did)!
If anyone’s looking for smaller, service businesses they can trust, womow.com.au has heaps of trades, restaurants, hairdressers, mechanics, beauticians, professional services, etc – all reviewed and recommended by real customers.
Tim?? are you just including anyold PR that comes your way or do you actually think this is interesting?
Common sense tells you that the trust required of a car or a bank is very different for that of a bar of chocolate or tube of toothpaste.
This is a meaningless survey with only one purpose – to promote the brand of the research company.
I don’t agree Gezza. Mumbrella caters to a wider spectrum of industries than just media. I’m sure that in times like the GFC, marketers for brands like ‘Pampers’ (for example) are very pleased to see they are the no.1 trusted brand in several countries. Nappies may be a low interest category compared to banks or motor vehicles, but at least consumers are buying ‘brands’ instead of generics because they trust them.
The GFC has brought the issue of ‘trust’ to the fore and many manufacturers are very interested in this type of PR/news.
Common sense tells me that “awareness” is not the only measurement in marketing & advertising!
I also disagree with ‘Gezza’.
Building brand trust is A vital, if not THE vital, task of marketing and advertising.
You may not agree with the results of this survey but they are certainly worth discussing. And if Daren gets a plug, good on him.