Whittaker’s most trusted brand again
Porirua chocolate company Whittaker’s once again tops the list of Kiwis’ most trusted brands, but consumers have lost faith in Samsung and Dettol.
The New Zealand Readers Digest Most Trusted Brands survey has had the 120-year-old family chocolate 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.
Technology 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. Technology product company Panasonic, tea maker Dilmah, electronics and music company Sony and 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 Wellington 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.
Category winners suggested that New Zealanders have the most trust in GJ Gardner Homes for building houses, Kiwibank for banking, AA Insurance for general insurance, AA Life for life insurance, Panadol for pain relief, Z for petrol, New World for supermarket shopping and Oyster Bay New Zealand for wine.