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Canon nearly the most trusted brand in NZ, but just can’t beat chocolate

24 May 2017

The results of the Reader’s Digest annual Most Trusted Brands survey are out, revealing that while Canon did make it into third, Whittakers managed to take home the top prize.

As one Wellingtonian male said in his survey response, Whittaker’s is “a great product, a great family business, is honest about its ingredients, and there are no packaging tricks to fool customers”. Whittaker’s “great taste, amazing flavours, and much-loved artisan collection” were applauded by a female Auckland respondent.

The top ten in order (after Whittakers, as it did feature first and second in the list due to winning both the iconic and confectionary categories) Canon, Tip Top, Edmonds, Resene, Air NZ, Mitre 10, Toyota and Sleepyhead. 

A representative sample of 1,400 New Zealanders were surveyed by market research company Roy Morgan Research to attain the Most Trusted Brand findings, while respondents were selected to reflect the demographics of the general population and were tasked with completing an on-line questionnaire. 

There is an exhausting list of categories, but of the ones that are tech relevant, Canon took out digital cameras, Sony won electronics (TV and home entertainment) and Mitsubishi Electric came out on top for heat pumps.

Reader’s Digest Australasian managing editor, Louise Waterson says it is a great achievement being ranked on the Trusted Brands list, as it indicates a company is genuine, authentic, reliable and consistent - something only the best brands can manage.

However, she adds, being considered so trust-worthy comes with responsibilities.

“Maintaining this ranking involves a genuine commitment to protect and fulfil the promises made to the consumer,” Waterson says.

Many of the brands on the list this year have proven they can do just that, as they have also featured in years past.

According to Waterson, ranking trusted brands remains as valuable an exercise as ever - after all, consumers of today have said the number one quality they demand of a brand is… honesty.

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