The results are in.
www.readersdigest.com.au/trustedbrands
Living Up to the Brand Promise
Trust is a tricky business – and corporations know this all too well. Commercial success depends on it. Trust is a prerequisite for many worthwhile things: childcare, professional relationships, friendships
– even just eating at a restaurant.
2013 trusted brands
each year, the number of brands available in australia grows. Whether local or global, corporations realise that australians are ever more fastidious and make their buying decision on more than just price. trust in the quality, consistency and familiarity of a brand remains ever important, regardless of prevailing economic times.
any corporation that owns a trusted brand is certain to enjoy commercial success – almost effortlessly. For consumers, knowing you can trust a brand means there’s one less thing to worry about – and that feels good. When people place their trust
in something – be it a person, an institution, an idea or a product, their brains release oxytocin, a hormone that produces pleasurable feelings and triggers the herding instinct that leads sheep to flock together for safety and prompts humans to connect with one another.
It’s no wonder then that the one brand that stood out above all others, has been around for generations. as one poll participant puts it: “It’s been around for a very long time, my mother used it and now I use it for my own grandchildren.” the brand that’s held the trust of this person her whole life is none other than dettol.
www.readersdigest.com.au/trustedbrands
Brands you can trust.Products you can win.
On the following pages are the stories of Australia’s most trusted brand names.
Great brands, great stories, and for you as a Reader’s Digest reader, great chances to win.
Each month a different Trusted Brand product will be given away – all you have to do for your chance to win the prize is to tell us in 25 words or less why you trust that brand. The best
and most creative entries will win*. Simple!
Trust us, you’ll love having one of these great prizes in your home.
Go to www.readersdigest.com.au/trustedbrands now and enter the Reader’s Digest 2013 Trusted Brands giveaway.
*Terms and conditions available online
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2013 trusted brands
Drivers of Trust in 2013For the past 12 years, the reader’s digest trusted brand survey has uncovered the products and services that australians reach for and have come to depend on to enrich their lives.
We commissioned leading market research company Catalyst Marketing and research to survey a representative
sample of 3024 australian adults on their most trusted brands in 40 categories of products and services across a wide range of industries.
each year, our annual survey digs up some entertaining – and telling – features of what drives australians to place their trust in a brand. Here’s what these drivers are:
“Premium quality at an affordable price.”
“Everlasting, reliable and cost-effective.”
“Top quality and innovative.”
“Well-known brand.”
“Has a positive reputation.”
“They have been in the business for a long
time creating quality products.”
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2013 trusted brands
Most Trusted Brands 2013*
1. Dettol
2. Band-Aid
3. Panadol
4. Dulux
5. Colgate
6. Guide Dogs
7. Elastoplast
8. Cadbury
9. Johnson and Johnson
10. Weet-Bix
* Of brands surveyed
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2013 trusted brands PrOMOtIOn
2013 Australia’s Most Trusted Brands CATEGORY WINNER HIGHLY COMMENDED
Iconic Australian brands Hills Hoist
Banks Commonwealth / CBA
Bread Bakers Delight
Breakfast food Weet-Bix
Cars Toyota
Charities Guide Dogs
Coffee machines Breville
Confectionery Cadbury
Cruise operators P&O
Dairy Dairy Farmers
Deodorant Rexona
DIY Power tools Bosch
Fast food Subway
First aid Dettol
Frozen food Bird's Eye
Gardening equipment Victa
Hair care Dove
Household cleaning products Pine O Cleen
Laundry cleaning products Vanish Napisan
Life insurance AAMI
Dick Smith Vegemite
ANZ NAB
Helga's Brumby's
Uncle Toby's Sanitarium
Mercedes Benz BMW
Red Cross RSPCA Salvation Army
Delonghi Nespresso
Lindt Nestle
Princess Cunard
Streets Peters Devondale
Nivea Dove
Stihl Makita
McDonald's KFC
Band-Aid Elastoplast
McCain Ingham
Bosch Yates
Schwarzkopf Head & Shoulders
Ajax /Spray 'n' Wipe Windex
OMO White King
NRMA Allianz
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2013 trusted brands PrOMOtIOn
2013 Australia’s Most Trusted Brands CATEGORY WINNER HIGHLY COMMENDED
Mobile phone service providers Telstra
Oral healthcare Colgate
Pain relief Panadol
Paint Dulux
Pet care Frontline
Pet food Pedigree
Retailers (excluding supermarkets) Bunnings
Skincare Dove
Small kitchen appliances Breville
Sugar substitutes Equal
Superannuation Australian Super
Supermarkets Woolworths / Safeway
Tea Lipton
Toilet paper Kleenex
TV & home entertainment Sony
Vacuum cleaners Dyson
Vitamins & supplements Blackmores
Weight loss products Weight Watchers
Weight loss programmes Weight Watchers
Whitegoods Westinghouse
Optus Virgin Mobile
Oral B Sensodyne
Nurofen Panamax
Wattyl British Paint
Advantage Bayer
Whiskas Purina
Big W Target Kmart
Nivea Olay
Sunbeam LG
Splenda Natvia
Hesta AMP
Coles IGA
Twinings Dilmah
Sorbent Quilton
Samsung Panasonic
Miele Electrolux
Swisse Nature's Own Berocca
Lite 'n Easy Lean Cuisine
Lite 'n Easy Jenny Craig
Miele Fisher & Paykel Samsung
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“Trust is the most important quality to have in any relationship but when it comes to trusted brands, it’s something that money simply can’t buy.”Sara ManSfield
“Trust is being able to believe in yourself and being able to solely depend on all others to do the right thing by you.”nicole Sly
“Trust means going away for the weekend and leaving your teenagers in charge of the house and believing you will see the cat alive again.”TeSSa MccarThy
“Trust is something you have to earn. it can be built in years but destroyed in seconds.”cenly Wong
“Trust is when my husband experiments in the kitchen and i happily play guinea pig!”aMy edWardS
“My very wise mother told me to never trust anyone who says ‘Trust Me.’ it is a precious commodity and should be taken very seriously.”Sharon MarkWell
“loyalty, integrity, consistency, value for money, commitment to good customer service, focuses on importance of relationship, gratitude, doing what’s right, making it count.” daMien STevenS
“Trust is the feeling of safety and security within, even when you kiss your partner goodbye as he heads off for a mates night out.”cherry WalliS
us on Facebook
means to youmeans to youmeans to youWHat tRustWHat tRustWHat tRust
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“Telling my wife my deepest darkest secrets and regrets and knowing it’s going no further. Everything hinges on trust.”PETEr ClEmEnTs
“Trust is having faith, a positive outlook, belief in the Divine, confidence in lifelong learning, certainty we are never alone. It renews strength, heals my fears.”lynDa WynColl
“Trust is like a vase, once broken it can be fixed, but it will never be the same because you always worry about the leaks!”VICkI FrasEr
“Trust cannot be bought, it can only be earned. loyalty, integrity, and having your back when you need it.”JamEs moorE
“never having to say ‘Don’t eat my Tim Tam’ if I leave the room!! Belief in honest relationships – whether it’s with a person or product!” Carol DE GIorGIo
“Trust means reliable and doing exactly as you say you will do.”sarah CollETT
“Trust means everything, to have someone so close to confide in no matter what. To honour my thoughts in love and life. a best friend.”lIz harrInGTon
We asked readers to go online and tell us what trust means to them. Here are some of our favourite responses.
www.readersdigest.com.au/trustedbrands
Congratulations to Tessa – you are the winner of our competition!
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2013 trusted brands
Creating trustOur retail and services sectors seem to be constantly changing, but
one thing remains constant: the value consumers put on trust.
2013 trusted brands
survey respondents love are static. Innovation is no barrier to building a lasting relationship with customers, quite the opposite. the vast majority of brands on the winners list have a range of products or services that is regularly updated, but each remains focused on the quality and reliability that built their reputation.
WHAT MAKES A WINNER?Key qualities unite these winning brands: they are open in their relationships with consumers and respond readily and rapidly to feedback; they are committed to quality and work to stay at the front of their field; they take time to get the details right; they are transparent in their promises and deliver on them reliably; and they see their consumers as their best brand ambassadors, and work with them as a community.
While many winners are large,
established companies, others are younger or smaller, but have focused their efforts on quality and reliability, allowing them to outshine brands with bigger budgets. In all cases, retaining happy customers is a core part of company success.
some retailers may feel that consumers are driving their transactions through their smartphones or online, but in truth, most decisions are still made through the heart. brands that connect with their customers on core emotional values will survive and thrive in even the most rapidly changing marketplace.
Certain phrases came up again and again when poll respondents spoke of their chosen brands: reliable, socially responsible, high quality and coming from a company that understood their needs. More than just desirable qualities, these are the cornerstones of what it means to be a reader’s digest trusted brand.
In this age of rapid transactions and point-and-click ordering, trust has become more vital, not less.
Consumers need to believe that companies are listening to their wants. they need to have faith that goods and services will be exactly as they are advertised. and they need to know that every promise a company makes to them will be met.
Our best brands are already meeting this challenge, viewing customers not just as numbers or potential profits, but as real people – even a brand-related community.
this attitude drives their relationship with their customers. From social media interactions – Facebook sales and twitter alerts to special offers being hugely popular – to having someone who can genuinely help on the other end of the phone or chat window, these brands know that
communication is key to building trust.and don’t forget the product –
quality goods and services are a communication tool in themselves, as satisfied customers pass on good word of mouth, or turn to internet review sites to give positive feedback.
CONNECTING WITH CUSTOMERSIt’s a case of building a relationship and keeping it. When asked to tell us about their most trusted brands, survey respondents told us they stayed with the brands they trusted, sometimes for generations within a family. While they might try out a new brand within a sector, it takes a lot to woo them away permanently. Price remains a factor in decision making, but even during difficult economic times it doesn’t outweigh quality, effectiveness and reliability.
Interestingly, very few of the brands To find more about the 2013 winning brands visit www.readersdigest.com.au/trustedbrands
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2013 trusted brands
Drivers of Trust in 2013
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