For the 18th year, Reader’s Digest has approached ordinary consumers to ask their opinions on what brands of products and services are important to them. With these years of research behind us, we are able to confidently dissect precisely what features a trusted brand must process in order to maintain relevance and purpose for Australian consumers.
A trusted brand enjoys international appeal, yet at the same time upholds a strong local connection. It has individual relevance for all its consumers, just about anywhere and in any culture.
Trust is an emotion that fuels our decision whether we are conscious of it or not. It is that intangible quality that signals reliability and integrity. Whether it is a product or service, trust is what reassures us that we are making the right choice. Cost, quality and desirability are all important factors for consumers. Yet it’s vital for a brand to stay true to its promises. While brands come in and out of vogue, those that capture our attention, maintain our confidence and win over our trust do so by holding fast to their core principles.
We commissioned one of the most well-recognised market research companies in Australia, Roy Morgan Research to survey a representative sample of 2,450 Australian adults on their most trusted brands in 71 categories of products and services across a broad range of industries.
Each respondent was required to complete an online questionnaire. Roy Morgan Research asked each participant to rate the brands they trust for each category.
Each category contains one Winning, and two Highly Commended brands. These brands scored higher in their respective categories than the other brands polled.
We are confident that the results of the survey are a truly accurate measurement of Australian consumer sentiment in 2017.
Blackmores - Trusted Brands 2016 Winner in Vitamins and Supplements
Toyota - Trusted Brands 2016 Winner in Cars
Bunnings - Trusted Brands 2016 Winner in Retailers
Bridgestone - Trusted Brands 2016 Winner in Tyres
Panadeine and Panadol - Higgly Commended and Winner in Pain Relief
Raffle Prizes - Australia Trusted Brand event 2016
Trusted Brands 2016 Winners