How do consumers choose what to buy? As Reader’s Digest annual poll reveals,
low prices or fashion don’t always count. Consumers can be fickle, but they’re not always driven by self-interest, as we discover in our Most Trusted Brands survey.The most important thing to a customer, it seems, is a brand being true to its promise. 87% of Australians regard trust as important when choosing brands.

Some brands consistently retain our confidence and trust by fulfilling their promises. But having consumers’ trust means meeting expectations, without fail. 

Most Trusted Brands 2011

1. Colgate 6. Pine O Cleen
2. Dettol 7. Nokia
3. Cadbury 8. Gillette
4. Panadol 9. Dairy Farmers
5. Band-Aid 10. Peters




Trust 2011 Category Winners & Highly commended

BREAKFAST FOOD
Winner
Uncle Toby's
Highly commended
Sanitarium
Kellogg's

HOME ENTERTAINMENT
Winner
Sony
Highly commended
Panasonic
Apple

BANKS
Winner
Bendigo Bank
Highly commended
St George
ING

CONFECTIONERY
Winner
Cadbury
Highly commended
Natural Confectionary  Co.
Mars

CARS
Winner
Toyota
Highly commended
BMW
Holden
INSURANCE PROVIDERS
Winner

NRMA
Highly commended
AAMI
Suncorp
DAIRY
Winner
Dairy Farmers
Highly commended
Peters
Streets
VITAMINS AND SUPPLEMENTS
Winner
Blackmores
Highly commended
Nature's Own
Swisse
HOME APPLIANCES
Winner
Dyson
Highly commended
Breville
Sunbeam
FROZEN FOODS
Winner

Heinz
Highly commended
Bird's Eye
Ingham
CAT FOOD
Winner
Whiska's
Highly commended
Purina
Hill's Science Diet

ICONIC BRANDS
Winner
Vegemite
Highly commended
Bunnings
Campbell Arnott's

BEVERAGES
Winner
Milo
Highly commended
Dairy Farmers
Schweppes
DOG FOOD
Winner
Pedigree
Highly commended
Purina
Pal
FIRST AID
Winner
Dettol
Highly commended
Band-Aid
Johnson & Johnson
FAST FOOD
Winner

Subway
Highly commended
Hungry Jack's
McDonald's
CLEANING PRODUCTS
Winner
Pine O Cleen
Highly commended
Vanish NapiSan
White King
PAIN RELIEF
Winner
Panadol
Highly commended
Nurofen
Herron
SKINCARE
Winner
Johnson & Johnson
Highly commended
Nivea
Olay
RETAILERS
Winner
Bunnings
Highly commended
Woolworths/Safeway
Target
PERSONAL CARE AND ORAL HEALTH
Winner
Colgate
Highly commended
Gillette
Oral B
SHAMPOO AND CONDITIONER
Winner
Johnson & Johnson
Highly commended
Dove
Sunsilk
WHITEGOODS
Winner
Fisher & Paykel
Highly commended
Westinghouse
Miele
MOBILE PHONES
Winner
Nokia
Highly commended
Apple iPhone
Sony

 

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