Reader’s Digest Australia has just released it’s annual survey of “Australia’s Most Trusted Brands” (details here).
“Band-Aid” launched in 1920, was voted “Australia’s No. 1 Most Trusted Brand” (followed by Cadbury, Panadol, Sony and Colgate).
There are 22 categories in all. Here are 5 of them…
Airlines – Qantas
Banks – ING Direct
Cars – Toyota
Telecoms – Vodafone
Whitegoods – Fisher & Paykel / Westinghouse (Joint Winners)
There’s also a sub category for the “Most Trusted Vacuum Cleaner Brand” that goes to Dyson.
Looking at the results, couple of thoughts come to mind…
1) Toyota has ranked highly for many years now and it’s high profile problems in the USA don’t seem to have hurt it too much
2) Aussies seem happy to support the “home team” when they deliver, but are quite prepared to take their business elsewhere if they must. To be fair, in many categories, there isn’t a local brand.
3) In the banking category, interesting that a relative newcomer, ING, has become so popular. Perhaps that’s not so surprising as the local banks have a poor reputation and seem widely loathed by the general public.