Colgate: Australia’s most trusted brand
Foods and humdrum domestic products dominate a list of the most trusted brands in Australia, according to research from Reader’s Digest.
Colgate is the country’s most trusted brand, followed by disinfectant brand Dettol. Cadbury is third, then Panadol and Band-Aid.
Nokia is the only technology brand to make the top ten.
By category, none of the big four banks appeared in the most trusted banks list. Bunnings was the most trusted retailer, Subway the most trusted fast food and Dyson the most trusted home appliance.
Is readers digest really a broad cross section of Australian demographics and opinions !?
I never trust these surveys.
Dettol … Australia’s second most trusted brand? Really?
Chiko rolls not in the top 10?
Wow, didn’t see that coming!
Least trusted? Tiger Airways anoyone?
These results seem to correlate closely with a stereotypical Readers Digest market.
So, the takeaway might be:
Readers Digest readers drive Camrys, like Bendigo Bank’s community profile, buy groceries from the eye-level shelves, and aspire towards a Dyson vacuum.
But not for vacuuming.
hi all-i aggree with mog comment-and to go on a bit-sounds like it was done in sydney with 20’s something demografic that watch a lot of commercial t.v.-i am nearly sixtie old and have worked out that most or all of what won here are crap now-they used to be good a long time ago-i supose thats the power of a good brain washing commercial /ad campain
@Mog, no, not the vacuum, I think everyone wants one of those ring shaped fans that look incredibly cool (no pun intended) but nobody ever seems to buy.
In the frozen food I was not aware that heinz sold frozen food I have always thought of them as tin food (baked beans)
1200 seems way too small a sample size
McCrindle has had a big PR push of late – keen to be the new Roy Morgan, Saulwick etc, so i would be highly sceptical of the quality of any of their ‘findings’ that you see publicised anywhere at the moment
they are more likely to be flimsy PR surveys used to facilitate profile raising via the free media rather than reliable consumer insights