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Hills Hoist named Australia’s most iconic brand

Which branded item are you most likely to put in your shopping trolley? According to a Reader's Digest poll, it may be Dettol.
Which branded item are you most likely to put in your shopping trolley? According to a Reader's Digest poll, it may be Dettol.

Hills Hoist has been named Australia's most 'iconic brand' (edging out Arnott's and Vegemite), while Guide Dogs is the nation's most trusted charity.

And of all the names, products and services that fight for our attention, Dettol is the one we believe in above all others, as it protects us and make things right.

To complete its annual Trust series, the latest issue of Australian Reader's Digest reveals the brands and companies that have won the crucial battle - sometimes across many generations - to build a name and a product we believe in.

This is not a reader's poll, but an independent commissioned survey which has been running for 13 years now.

Australian Reader's Digest commissioned leading independent research company Catalyst Marketing & Research to survey more than 2400 Australians to identify the products that dominate our lifestyles and hold our all-important trust.

"Many purchases are made with the heart, and it's the brands which continue to offer quality and substance that hold our trust," Australian Reader's Digest Editor-in-Chief Sue Carney said.

"They have a long history of being steadfast and safe, which makes them a hot property in modern day Australia."

AUSTRALIA'S 'TOP TEN' MOST TRUSTED BRANDS IN 2014

1) Dettol

2) Colgate

3) Dyson

4) Dulux

5) Band-Aid

6) Parker Pens

7) Johnson & Johnson

8) Weber

9) Sanitarium Weetbix

10) Panadol

CATEGORY WINNERS

Toyota again topped the car category, we feel confident on a P&O cruise, we reach for Vanish Napisan for the cleanest clothes, Bunnings has won our faith in the retailing sector, and you can't beat a Four'N Twenty pie.

We trust Lipton tea to deliver the best cuppa, Kleenex is not just close to our hearts when it comes to toilet tissue and, if we have to do the vacuuming, we want to do it with a Dyson. And with the vacuuming done, best to indulge in some Cadbury's chocolate.

WHY TRUST IS A MUST - AND AN ONGOING CHALLENGE

When it comes to consumer products, trust is quite simply money in the bank. It is a successful business, happy customers, and gainfully employed people.

Scoring a spot on the Trusted Brands list is a great achievement, and it also carries the responsibility of maintaining a high set of expectations.

Companies need to be aware of what it is they're actually promising their customers.

Is it great taste? Loyal service? Quality products? Squeaky-clean reputation?

As well as the all-important emotional bond, trusted brands promote desirable values, market leadership, accessibility and high quality.

They become benchmarks in the market and their every move becomes monitored and pursued by competitors.

Trust is a badge of honour that needs to be carefully nurtured and protected.

WHAT MAKES US TRUST A BRAND?

For the last 13 years, the Reader's Digest Trusted Brands survey has revealed the products and names we depend on to improve our lives.

Each year, our annual survey unearths some interesting - and revealing -features of what drives Australians to place their trust in a brand.

These include:

- Premium quality at an affordable price

- Everlasting, reliable and cost-effective

- Has a positive reputation

- Business longevity

SO JUST HOW LOYAL ARE WE?

The majority of Australian consumers agree that "Trust is not forever"

95% of those surveyed believe "Trust is more important than ever"

90% add that "Trust is easily lost"

Most Australians say that "Trust = Peace of Mind"

Trusting brands makes perfect sense to 81% of Australians, because doing so makes their life easier.

 

The full report appears in the latest issue of Australian Reader's Digest.

Topics:  brands, reader's digest



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