These are Australia’s ‘most trusted brands’
Dettol, Band-Aid and Cadbury are Australia’s most trusted brands, a new survey by Reader’s Digest Australia has revealed.
According to the 25th Australia’s Most Trusted Brands annual survey, not-for-profit aeromedical organisation, The Royal Flying Doctor Service, is our most trusted charity.
Carried out by market research agency Catalyst, more than 4,000 Australians were surveyed, representing a cross-section of the consumer market. Participants reviewed nearly 70 different categories.
Director of Catalyst research, Cameron Gentle, said the category winners share a key common trait: they consistently deliver on their promises.
“People have an expectation of what they’re going to get, and the particular product or organisation delivers what they’re after. Time and again,” he said.
“And the other key thing to note is that the people who were surveyed nominated these brands, unprompted – that is to say, without any trigger lists of suggested candidates – in each category. So it’s a very clear reflection of the market sentiment at the time of polling.”
Bunnings was also crowned the ‘most iconic’ retailer, a category that highlights brands that are an integral part of the Australian lifestyle experience.
Other noteworthy category winners include Weber for BBQs, Singapore Airlines to fly, Toyota for cars, Victa to mow our lawns, Panadol for pain relief, Band-Aid to patch us up and Liption for tea.
According to the survey, Australia’s top 15 most trusted brands are:
Dettol
Band-Aid
Cadbury
Bunnings
Dulux
Cancer Council (sunscreen)
Bridgestone
Panadol
Toyota
Bega
Weber
Royal Flying Doctor Service
Dairy Farmers
Glen 20
Selleys
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I find this research superfluous as Roy Morgan tracks both trusted and dis-trusted. RM’s method is a far more effective barometer of brand sentiment and attitudes
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Bar RFDS not one trusted brand is a service brand.
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