Dettol named Australia’s ‘most trusted’ brand and Vegemite our most ‘iconic’

Dettol has claimed the title of Australia’s most trusted brand in the 20th annual Trusted Brand Survey.

Band-Aid came in second, while Vegemite, Qantas, Betadine and Energizer rounded out the top five. Vegemite was also voted most ‘iconic’ brand, Cancer Council the most trusted charity, and Toyota the most trusted car company, while Bendigo Bank triumphed over the ‘Big 4’ to take the top spot in the banking category.

The top 20 most trusted brands

The survey is conducted independently by Catalyst, the results of which are published exclusively in the Australian Reader’s Digest. Catalyst polled over 3,000 Australians to determine the rankings among 70 consumer categories.

“The digital world is awash with fake news and social media tribes, which can make consumer trust hard to earn and maintain. But the value of being a trusted brand shouldn’t be ignored as it truly matters to consumers,” said Australian Reader’s Digest editor-in-chief, Louise Waterson.

“Ultimately, trust is built on the traditional foundations of quality, consistency, honesty and delivering on your promise.

“Trust matters. So congratulations to those who have managed to earn it. They enjoy a hard-fought competitive advantage.”

Cadbury (confectionary), Panadol (pain relief), Bunnings (retailers) and Coles (supermarkets) were also voted first in their respective categories.


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