ALDI still most-trusted brand, but others lose ground

Original article by Roy Morgan
Market Research Update – Page: Online : 21-Nov-18

The latest Roy Morgan Net Trust Score Survey, which was conducted in October 2018, shows that Aldi continues to be Australia’s most trusted brand. Bunnings, Qantas and the ABC have also held their positions in the top 10 list of brands with positive net trust scores. However, there have been big moves in the rankings since the July survey. Car insurance group NRMA has fallen from 5th to 7th place, Bendigo Bank has fallen from 7th to 9th place, and Samsung, Myer, RACQ and IGA have fallen out of the top 10 altogether. Kmart, ING, Toyota and Target all saw their Net Trust Scores improve enough to secure a place in the top 10. While trust is essential in the era of fake news, distrust is the real risk to a sustainable future for companies operating in Australia. Brands with large distrust scores include the big four banks, AMP, Telstra, AGL and Coles. Roy Morgan CEO Michele Levine says the key message of the Roy Morgan Net Trust Score survey is that growing distrust can be a disaster, leading to customer churn, loss of market share and in some cases a long slide into oblivion. Understanding what drives trust with customers – and just as importantly with potential customers – is essential to brands wishing to improve their Net Trust Score.

CORPORATES
ROY MORGAN LIMITED, ALDI STORES SUPERMARKETS PTY LTD, BUNNINGS GROUP LIMITED, QANTAS AIRWAYS LIMITED – ASX QAN, AUSTRALIAN BROADCASTING CORPORATION, NRMA LIMITED, BENDIGO BANK, SAMSUNG ELECTRONICS AUSTRALIA PTY LTD, MYER HOLDINGS LIMITED – ASX MYR, THE ROYAL AUTOMOBILE CLUB OF QUEENSLAND LIMITED, IGA, KMART AUSTRALIA LIMITED, ING AUSTRALIA HOLDINGS LIMITED, TOYOTA MOTOR CORPORATION AUSTRALIA LIMITED, TARGET AUSTRALIA PTY LTD, AMP LIMITED – ASX AMP, TELSTRA CORPORATION LIMITED – ASX TLS, COLES SUPERMARKETS AUSTRALIA PTY LTD, AGL ENERGY LIMITED – ASX AGL

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