Whit­taker’s re­mains our most trusted

Auckland City Harbour News - - WHAT’S ON - MADISON REIDY

Cho­co­late com­pany Whit­taker’s once again tops the list of Ki­wis’ most trusted brands, but they have lost faith in Sam­sung and Det­tol.

New Zealand Read­ers Digest Most Trusted Brands sur­vey has had the 120-year-old fam­ily Welling­ton com­pany claim the top spot for the sixth year in a row, as well as win­ning the most iconic brand cat­e­gory.

The re­main­ing win­ners in or­der were Canon, Tip Top, Ed­monds, Re­sene, Air New Zealand, Mitre 10, Toy­ota and Sleepy­head. Whit­taker’s took the two tops spots in the top 10 for win­ning two cat­e­gories.

In the same sur­vey last year, Sam­sung was voted the sec­ond most trusted brand and Det­tol claimed the third spot, but nei­ther brand was voted as trust­wor­thy this year.

South Korea tech­nol­ogy prod­uct com­pany Sam­sung faced pub­lic re­la­tions scan­dal last year when a fault in its Galaxy Note 7 smart­phone bat­tery caused some to catch on fire, re­sult­ing in a global re­call. Sam­sung head of prod­uct de­vel­op­ment Todd Sel­wyn said Sam­sung’s in­ter­na­tional mar­ket share did not drop in 2016.

How­ever, the sur­vey re­sults sug­gest that New Zealand con­sumers’ trust in the brand has been hit.

Tech­nol­ogy prod­uct com­pany Pana­sonic, In­dian tea com­pany Dilmah, Ja­panese elec­tron­ics and music com­pany Sony and United King­dom bis­cuit brand Hunt­ley & Palmers also failed to be recog­nised as trust­wor­thy this year de­spite fea­tur­ing in last year’s top 10.

The sur­vey car­ried out by Roy Mor­gan Re­search asked 1400 New Zealan­ders to ex­plain why they put their trust in par­tic­u­lar brands.

A Welling­to­nian male re­spon­dent said Whit­taker’s gained his trust be­cause it did not use pack­ag­ing tricks to fool cus­tomers.

Whit­taker’s tapped into Easter sales for the first time last year when it added a cho­co­late kiwi to su­per­mar­ket shelves.

New Zealan­ders have the most trust in GJ Gard­ner Homes for build­ing houses, Ki­wibank for bank­ing, AA In­surance for life in­surance, Panadol for pain re­lief, Z for petrol, New World for su­per­mar­ket shop­ping and Oys­ter Bay New Zealand for wine.


Whit­taker’s claimed the first and sec­ond place in this years Most Trusted Brands sur­vey.

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