Brand Asset Consulting (BAC) have released their results for Australia’s top 10 most trusted brands in their 2010 Brand Asset Valuator (BAV).
Google has snatched the top spot as Australia’s top trusted brand, whilst men’s magazine FHM has received the wooden spoon as Australia’s least trusted brand.
Brands that took a battering this year were Toyota and BP. Toyota’s product recall and BP’s Gulf oil spill saw the two brands drop significantly as trusted brands in Australia.
According to the study, consumer brand loyalty has dropped from 40% in 2000, to 9% in 2010. BAV research director David Evans explained:
“Brands that are seen as betraying consumer’s trust, that don’t deliver on value and customer service, are being punished.”
Conversely, brands that are seen to be original, offering good customer service and delivering on their promises are capitalising and seeing an increase in sales. These brands include Google, Apple, Virgin and Red Bull, just to name a few.
The study included 1000 brands covering 120 different categories, with over 2000 Australian consumers surveyed on-line.
See below for the top ten trusted and least trusted brands:
BAV 2010 Top 10 Brands
- Google (search engine)
- Microsoft
- Google (portal)
- Microsoft (office)
- Nokia
- Sony
- Apple
- eBay
- Apple iPhone
- Vegemite
BAV 2010 Least Trusted Brands
- FHM
- Star City
- Nutrient water
- Smart water
- Tiger Airlines
- Jupiters
- Instyle
- MySpace
- Betfair