Reader’s Digest names Australia’s most trusted retailers and electrical brands of 2013

By Claire Reilly

Australians have voted (at least the Australian readers of Reader’s Digest have) and the results are in for the annual Reader’s Digest Trusted Brands awards for 2013. Now in its 12th year, the rankings list brands that “stand out above the others by consistently delivering on a promise — to satisfy [consumers’] needs, to make their life easier and to offer value for money” according to Reader’s Digest.

While no appliance or retail brands made the overall top ten this year, a number were listed in the category-specific rankings, including Breville, Miele and Samsung, which each appeared twice in the list, and Dick Smith, which was voted as a runner up in the flagship “Most Iconic Brand” category.

After an “initial scoping survey” that helped the title create a short list of brands, based on an “open-ended questionnaire”, Reader’s Digest conducted a main survey asking Australians to rate brands on a trust scale of 1 to 10 across 40 categories. In total, 3,024 consumers were surveyed, producing the following list of trusted brands

“The brands that Australians trust the most” according to here, the Reader’s Digest Trusted Brands survey of 2013 (select list sourced from Reader’s Digest):

Winner: Bunnings
Runners up: Big W, Target, Kmart

Coffee Machines
Winner: Breville
Runners up: De’Longhi, Nespresso

Small Kitchen Appliances
Winner: Breville
Runners up: Sunbeam, LG

Vacuum Cleaners
Winner: Dyson
Runners up: Miele, Electrolux

Winner: Westinghouse
Runners up: Miele, Fisher & Paykel, Samsung

TV & Home Entertainment
Winner: Sony
Runners up: Samsung, Panasonic

Mobile Phone Service Providers
Winner: Telstra
Runners up: Optus, Virgin

DIY Power Tools
Winner: Bosch
Runners up: Stihl, Makita

Iconic Australian Brand
Winner: Hills Innovation [producer of the Hills Hoist clothesline]
Runners up: Dick Smith, Vegemite

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