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The results are in.

www.readersdigest.com.au/trustedbrands

Living Up to the Brand Promise

Trust is a tricky business – and corporations know this all too well. Commercial success depends on it. Trust is a prerequisite for many worthwhile things: childcare, professional relationships, friendships

– even just eating at a restaurant.

2013 trusted brands

each year, the number of brands available in australia grows. Whether local or global, corporations realise that australians are ever more fastidious and make their buying decision on more than just price. trust in the quality, consistency and familiarity of a brand remains ever important, regardless of prevailing economic times.

any corporation that owns a trusted brand is certain to enjoy commercial success – almost effortlessly. For consumers, knowing you can trust a brand means there’s one less thing to worry about – and that feels good. When people place their trust

in something – be it a person, an institution, an idea or a product, their brains release oxytocin, a hormone that produces pleasurable feelings and triggers the herding instinct that leads sheep to flock together for safety and prompts humans to connect with one another.

It’s no wonder then that the one brand that stood out above all others, has been around for generations. as one poll participant puts it: “It’s been around for a very long time, my mother used it and now I use it for my own grandchildren.” the brand that’s held the trust of this person her whole life is none other than dettol.


Brands you can trust.Products you can win.

On the following pages are the stories of Australia’s most trusted brand names.

Great brands, great stories, and for you as a Reader’s Digest reader, great chances to win.

Each month a different Trusted Brand product will be given away – all you have to do for your chance to win the prize is to tell us in 25 words or less why you trust that brand. The best

and most creative entries will win*. Simple!

Trust us, you’ll love having one of these great prizes in your home.

Go to www.readersdigest.com.au/trustedbrands now and enter the Reader’s Digest 2013 Trusted Brands giveaway.

*Terms and conditions available online

Media Copy - Not For Publicatio

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2013 trusted brands

Drivers of Trust in 2013For the past 12 years, the reader’s digest trusted brand survey has uncovered the products and services that australians reach for and have come to depend on to enrich their lives.

We commissioned leading market research company Catalyst Marketing and research to survey a representative

sample of 3024 australian adults on their most trusted brands in 40 categories of products and services across a wide range of industries.

each year, our annual survey digs up some entertaining – and telling – features of what drives australians to place their trust in a brand. Here’s what these drivers are:

“Premium quality at an affordable price.”

“Everlasting, reliable and cost-effective.”

“Top quality and innovative.”

“Well-known brand.”

“Has a positive reputation.”

“They have been in the business for a long

time creating quality products.”


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2013 trusted brands

Most Trusted Brands 2013*

1. Dettol

2. Band-Aid

3. Panadol

4. Dulux

5. Colgate

6. Guide Dogs

7. Elastoplast

8. Cadbury

9. Johnson and Johnson

10. Weet-Bix

* Of brands surveyed


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2013 trusted brands PrOMOtIOn

2013 Australia’s Most Trusted Brands CATEGORY WINNER HIGHLY COMMENDED

Iconic Australian brands Hills Hoist

Banks Commonwealth / CBA

Bread Bakers Delight

Breakfast food Weet-Bix

Cars Toyota

Charities Guide Dogs

Coffee machines Breville

Confectionery Cadbury

Cruise operators P&O

Dairy Dairy Farmers

Deodorant Rexona

DIY Power tools Bosch

Fast food Subway

First aid Dettol

Frozen food Bird's Eye

Gardening equipment Victa

Hair care Dove

Household cleaning products Pine O Cleen

Laundry cleaning products Vanish Napisan

Life insurance AAMI

Dick Smith Vegemite

ANZ NAB

Helga's Brumby's

Uncle Toby's Sanitarium

Mercedes Benz BMW

Red Cross RSPCA Salvation Army

Delonghi Nespresso

Lindt Nestle

Princess Cunard

Streets Peters Devondale

Nivea Dove

Stihl Makita

McDonald's KFC

Band-Aid Elastoplast

McCain Ingham

Bosch Yates

Schwarzkopf Head & Shoulders

Ajax /Spray 'n' Wipe Windex

OMO White King

NRMA Allianz


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2013 trusted brands PrOMOtIOn

2013 Australia’s Most Trusted Brands CATEGORY WINNER HIGHLY COMMENDED

Mobile phone service providers Telstra

Oral healthcare Colgate

Pain relief Panadol

Paint Dulux

Pet care Frontline

Pet food Pedigree

Retailers (excluding supermarkets) Bunnings

Skincare Dove

Small kitchen appliances Breville

Sugar substitutes Equal

Superannuation Australian Super

Supermarkets Woolworths / Safeway

Tea Lipton

Toilet paper Kleenex

TV & home entertainment Sony

Vacuum cleaners Dyson

Vitamins & supplements Blackmores

Weight loss products Weight Watchers

Weight loss programmes Weight Watchers

Whitegoods Westinghouse

Optus Virgin Mobile

Oral B Sensodyne

Nurofen Panamax

Wattyl British Paint

Advantage Bayer

Whiskas Purina

Big W Target Kmart

Nivea Olay

Sunbeam LG

Splenda Natvia

Hesta AMP

Coles IGA

Twinings Dilmah

Sorbent Quilton

Samsung Panasonic

Miele Electrolux

Swisse Nature's Own Berocca

Lite 'n Easy Lean Cuisine

Lite 'n Easy Jenny Craig

Miele Fisher & Paykel Samsung


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“Trust is the most important quality to have in any relationship but when it comes to trusted brands, it’s something that money simply can’t buy.”Sara ManSfield

“Trust is being able to believe in yourself and being able to solely depend on all others to do the right thing by you.”nicole Sly

“Trust means going away for the weekend and leaving your teenagers in charge of the house and believing you will see the cat alive again.”TeSSa MccarThy

“Trust is something you have to earn. it can be built in years but destroyed in seconds.”cenly Wong

“Trust is when my husband experiments in the kitchen and i happily play guinea pig!”aMy edWardS

“My very wise mother told me to never trust anyone who says ‘Trust Me.’ it is a precious commodity and should be taken very seriously.”Sharon MarkWell

“loyalty, integrity, consistency, value for money, commitment to good customer service, focuses on importance of relationship, gratitude, doing what’s right, making it count.” daMien STevenS

“Trust is the feeling of safety and security within, even when you kiss your partner goodbye as he heads off for a mates night out.”cherry WalliS

us on Facebook

means to youmeans to youmeans to youWHat tRustWHat tRustWHat tRust

RDAU1308 TB Competition Results DPS.indd 1 25/06/13 4:53 PM

“Telling my wife my deepest darkest secrets and regrets and knowing it’s going no further. Everything hinges on trust.”PETEr ClEmEnTs

“Trust is having faith, a positive outlook, belief in the Divine, confidence in lifelong learning, certainty we are never alone. It renews strength, heals my fears.”lynDa WynColl

“Trust is like a vase, once broken it can be fixed, but it will never be the same because you always worry about the leaks!”VICkI FrasEr

“Trust cannot be bought, it can only be earned. loyalty, integrity, and having your back when you need it.”JamEs moorE

“never having to say ‘Don’t eat my Tim Tam’ if I leave the room!! Belief in honest relationships – whether it’s with a person or product!” Carol DE GIorGIo

“Trust means reliable and doing exactly as you say you will do.”sarah CollETT

“Trust means everything, to have someone so close to confide in no matter what. To honour my thoughts in love and life. a best friend.”lIz harrInGTon

We asked readers to go online and tell us what trust means to them. Here are some of our favourite responses.


Congratulations to Tessa – you are the winner of our competition!

RDAU1308 TB Competition Results DPS.indd 2 25/06/13 4:53 PM


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2013 trusted brands

Creating trustOur retail and services sectors seem to be constantly changing, but

one thing remains constant: the value consumers put on trust.

2013 trusted brands

survey respondents love are static. Innovation is no barrier to building a lasting relationship with customers, quite the opposite. the vast majority of brands on the winners list have a range of products or services that is regularly updated, but each remains focused on the quality and reliability that built their reputation.

WHAT MAKES A WINNER?Key qualities unite these winning brands: they are open in their relationships with consumers and respond readily and rapidly to feedback; they are committed to quality and work to stay at the front of their field; they take time to get the details right; they are transparent in their promises and deliver on them reliably; and they see their consumers as their best brand ambassadors, and work with them as a community.

While many winners are large,

established companies, others are younger or smaller, but have focused their efforts on quality and reliability, allowing them to outshine brands with bigger budgets. In all cases, retaining happy customers is a core part of company success.

some retailers may feel that consumers are driving their transactions through their smartphones or online, but in truth, most decisions are still made through the heart. brands that connect with their customers on core emotional values will survive and thrive in even the most rapidly changing marketplace.

Certain phrases came up again and again when poll respondents spoke of their chosen brands: reliable, socially responsible, high quality and coming from a company that understood their needs. More than just desirable qualities, these are the cornerstones of what it means to be a reader’s digest trusted brand.

In this age of rapid transactions and point-and-click ordering, trust has become more vital, not less.

Consumers need to believe that companies are listening to their wants. they need to have faith that goods and services will be exactly as they are advertised. and they need to know that every promise a company makes to them will be met.

Our best brands are already meeting this challenge, viewing customers not just as numbers or potential profits, but as real people – even a brand-related community.

this attitude drives their relationship with their customers. From social media interactions – Facebook sales and twitter alerts to special offers being hugely popular – to having someone who can genuinely help on the other end of the phone or chat window, these brands know that

communication is key to building trust.and don’t forget the product –

quality goods and services are a communication tool in themselves, as satisfied customers pass on good word of mouth, or turn to internet review sites to give positive feedback.

CONNECTING WITH CUSTOMERSIt’s a case of building a relationship and keeping it. When asked to tell us about their most trusted brands, survey respondents told us they stayed with the brands they trusted, sometimes for generations within a family. While they might try out a new brand within a sector, it takes a lot to woo them away permanently. Price remains a factor in decision making, but even during difficult economic times it doesn’t outweigh quality, effectiveness and reliability.

Interestingly, very few of the brands To find more about the 2013 winning brands visit www.readersdigest.com.au/trustedbrands


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2013 trusted brands

Drivers of Trust in 2013


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