Dettol retains crown as most trusted brand with Hills Hoist judged the most ‘iconic’

Screen Shot 2015-07-20 at 5.54.17 PMDettol has retained the crown of Australia’s most trusted brand, with Parker Pens, Sony, Twinings and Lipton entering the top 10, a survey has found.

The germ killer edged out paint manufacturer Dulux, which climbed two places to second, and Colgate which slipped from second to third in the annual Reader’s Digest analysis.

Band-Aid climbed one place to fourth, Dyson slipped out of the top three to fifth while Parker Pens entered the top 10 in sixth place.

Rotary clothes line manufacturer Hills Hoist, a feature in Australia’s backyards since 1945, was again voted the country’s most iconic brand, ahead of Arnott’s and SPC.

The annual research was conducted by Catalyst Marketing and Research and quizzed around 2,400 Australians.

Individual category winners included Lindt who ousted Cadbury as Australia’s most trusted confectionary brand while ING Direct replaced Commonwealth Bank in the banking sector.

“Many purchases are made with the heart and, even in this digital age, it’s the brand which continues to offer quality and substance that hold our trust,” Reader’s Digest editor-in-chief Sue Carney said.

“But it also has to be acknowledged that the process of winning our trust has shifted dramatically, with many people preferring the testimonials of their fellow consumers on social media.”

Reader’s Digest most trusted brands

1) Dettol

2) Dulux

3) Colgate

4) Band-Aid

5) Dyson

6) Parker Pens

7) Panadol

8) Sony

9) Twinings

10) Lipton


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