For the 19th 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 New Zealand 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 recognised market research companies in New Zealand, Catalyst Research to survey a representative sample of 1,411 New Zealand adults on their most trusted brands in 65 categories of products and services across a broad range of industries.
Brands included in the list to be rated were generated by asking New Zealand consumers for their most trusted brands. This was an unprompted question to ensure the rating of top brands in each category, as selected by New Zealanders without prejudice.
Each respondent was required to complete an online questionnaire. Catalyst 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 true accurate measurement of New Zealand consumer sentiments in 2018.
AA Insurance - Winner in General Insurance (home, contents, car)
Whittaker's - Most Trusted Brand of all Brands Surveyed
Harcourts - Winner in Real Estate Agencies
GJ Gardner - Winner in Home Buiders
Bosch - Winner in Power Tools
Resene - Winner in Paint
Canon - Winner in Digital Cameras
Villa Maria - Winner in NZ Wines