Whittakers has been announced New Zealand’s most trusted brand in the annual Reader’s Digest ‘Most Trusted Brands’ survey. Whittakers won the confectionery category and was also announced most iconic New Zealand brand.
Dettol and Toyota sit in second and third place, respectively, on the most trusted list. All three companies have long held the mantle as trusted New Zealand enterprises. The survey ranks New Zealand’s top 10 trusted brands, 40 category winners, and top five most trusted charities. The winner of this year’s Most Trusted Charity is St John.
The results come, not from a reader’s poll, but an independent, commissioned survey, which has been running for 14 years. Reader’s Digest commissioned Catalyst Marketing & Research to survey more than 1,211 New Zealanders to identify the products that dominate their lifestyles and hold their all-important trust.
The New Zealanders surveyed were asked what makes a brand trustworthy. The results show they back brands that: provide premium quality at an affordable price; make life easier; have integrity and stand out from the competition; and create a strong emotional connection with the consumer.
The survey reveals New Zealander’s like to start their day with Sanitarium and Vogel’s and end it with Sara Lee frozen dessert – perhaps accompanied by a Heineken or Montana wine. They favour Toyotas and prefer them to have firestone tyres, and be topped up with fuel from Z. If vacuuming is a chore that can’t be ignored then Dyson is the cleaner to trust, while a Masport will take care of the lawn, and Dettol will deal to the bathroom.
Of the brands surveyed, the top ten Most Trusted Brands in New Zealand for 2015 are: Whittakers (1), Dettol (2), Toyota (3), Sony (4), Panadol (5), Tip Top ice cream (6), Yates (7), Resene (8), Sleepyhead (9) and Janola (10).