For the fifth consecutive year, Whittaker’s has been announced New Zealand’s most trusted brand in an annual survey commissioned by Reader’s Digest.
The results of the Reader’s Digest ‘Most Trusted Brands’ survey, were released today, with the popular chocolate manufacturing company taking the top accolade of most trusted New Zealand brand.
Reader’s Digest Australasian managing editor Louise Waterson says of all the names, products and services that fight for New Zealanders’ attention, Whittaker’s is the one we believe in above all others. Whittaker’s knows well the sweet taste of success – not only is Whittaker’s the number one brand across all categories surveyed, the brand also won the confectionery category and was voted most iconic NZ brand.
Samsung and Dettol sit in second and third place, respectively, on the most trusted list. Dettol was also in the top three last year.
The survey ranks New Zealand’s top 10 trusted brands* and 41 category winners. The other brands to finish in the top 10 are, in order, from fourth place: Panasonic, Toyota, Dilmah, Sony , Huntley & Palmers, Air NZ and Tip Top Ice Cream. * of brands surveyed.
The results come, not from a reader poll, but an independent, commissioned survey. Reader’s Digest used Catalyst Marketing & Research to survey a representative sample of 1214 New Zealand adults on the most trusted brands in 41 categories of products and services across a broad range of industries.
Louise Waterson says brands that feature highly have won the “crucial battle” – sometimes across generations – to build a name and a product people believe in.
“Many purchases are made with the heart and, even in this digital age, it’s the brands which continue to offer quality and substance that hold our trust.”
The New Zealanders surveyed were asked what factors influence them to place their trust in a brand. High reputation, great customer service, reliable and cost effective, quality and innovative, promise keepers, consistent and durable (stood the test of time) were the answers.
Louise says, in many cases, the same trustworthy qualities that were attractive to our grandparents remain the primary motivators today. But, that is increasingly being coupled with the presence of well-established social media communities. Social media plays a big part in the winning of trust, with many people preferring the testimonials of fellow consumers on social media.
As results over the last two years have shown, more than 90 per cent of us will trust the social media reviews of our fellow consumers. What’s more, many online shoppers will actively seek out these reviews as part of the shopping process, Louise says.
“There’s no doubt that a well-managed social media account is a valuable tool in fostering ongoing trust.
“For example, on average, over 2.5 million Kiwis use Facebook every month with 80 per cent reporting they use it to discover products and brands. The winning brands featured in the survey understand the role social media plays in terms of the power of customer reviews, and the decision making of prospective customers,” she says.
The survey reveals New Zealanders like to start their day with Sanitarium and Vogels and end it with a Villa Maria wine purchased from New World. 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’s there for any necessary cleaning tasks. A Sleepyhead bed – New Zealanders’ favoured bed - will look even better than ever at the end of such an active day.
