Reader's Digest Interactive
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“Companies are vitally aware of the need for trust in a brand,” says Salt. Survey respondents agreed, with a massive 86% saying trust was important when choosing a product to buy. According to Ogden-Barnes, price-based marketing can only get you so far. “Can you be loyal to a brand you don’t trust? I don’t think so.” Again, our survey respondents agreed. The more trusted a brand is, the more likely you are to buy that product. For the top-ranked brand Cadbury, a massive 48% of respondents would always buy that brand.
There was an exception to this rule - brands that scored very strongly in terms of trust, but low in terms of intention to purchase. For example, seven out of 10 respondents trust Mercedes-Benz, but only 26% of respondents say they would “always” purchase. Even though consumers don’t necessarily buy the product, it doesn’t mean they don’t have an opinion on trust, says Ogden-Barnes, it might be that the frequency of purchase is large or that purchase prices are high. As one respondent explained their choice for most trusted brand, “Mercedes Benz has a proven quality and performance over many years”.
How They Scored
- Cadbury
- Panadol
- Band Aid
- Colgate
- Sony
- Nokia
- Canon
- Nestle
- Kellogg's
- Qantas
- Streets
- Dairy Farmers
- Bunnings
- Arnott's
- Peters
- Gillette
- Elastoplast
- Johnson's Baby
- Kraft
- Sanitarium
- Big W
- Toyota
- Target
- Panasonic
- Kmart
- Uncle Tobys
- Woolworths
- LG
- Holden
- Mercedes Benz
- Fisher & Paykel
- Maggi
- Palmolive
- Dick Smith
- BMW
- Mars
- Listerine
- Coles
- Continental
- Nurofen
- Dove
- Herron
- Hewlett-Packard
- Coca-Cola
- Westinghouse
- Macleans
- Visa
- Myer
- Rexona
- IGA
- Virgin Blue
- Dairy Australia
- Philips
- Toshiba
- David Jones
- Blackmores
- Honda
- Simpson
- Harvey Norman
- Whirlpool
- Sunsilk
- Better Homes and Gardens
- Sony Ericsson
- Electrolux
- Hoover
- Revlon
- Samsung
- Olay
- L’Oreal
- Lexus
- Nature’s Own
- Apple
- Audi
- Subaru
- Mazda
- Garnier
- Stay Free
- Singapore Airlines
- Volkswagon
- Miele
- Ford
- Mastercard
- Safeway
- Nissan
- ING
- Pepsi
- Neutrogena
- Volvo
- Dell
- British Airways
- Mitsubishi
- Avon
- Saab
- Emirates
- Compaq
- Bendigo Bank
- Fooland
- Jetstar
- Air New Zealand
- Acer
- Clairol
- Motorola
- Maytag
- Vodafone
- Optus
- Smeg
- St George Bank
- Commonwealth Bank
- Hyundai
- ANZ Bank
- Renault
- Virgin Mobile
- Telstra
- Benq
- Westpac Bank
- Scenic Tours
- Australian Pacific Tours
- Rimus
- Advil
- National Australia Bank
- Trafalgar Tours
- 3
- Poise
- HSBC Bank
- Macquarie Bank
- Bank West
- AAPT
- American Express
- Diners Club
- Lenovo
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