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.

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

2009 Category Winners  Brand Category Cadbury Food Sony Electronics Panadol Health & Wellbeing Bunnings Retail Nokia Mobile Phones Westinghouse Whitegoods Toyota Cars Arnott's Australian Iconic Brand Dove Cosmetics & Skincare Hewlett-Packard Computers Glad Kitchen Brands Blackmores Vitamins & Supplements Qantas Travel / Airlines Whiskas Pet Food Visa Credit Cards Bendigo Bank Banks Vodafone Telecommunications

Source: The Leading Edge 2009 on behalf of Reader's Digest