Bunnings has retained its position as Australia’s most trusted brand while Australia Post, Apple, Myer and Samsung all improved, according to the latest Roy Morgan Risk Monitor data.
The biggest mover was Australia Post, which improved four spots to rank sixth, just behind Apple, while Myer moved up to seventh spot, and Samsung increased two places to enter the top 10. However, Woolworths and Coles plunged in the ranking, down 32 and 221 places respectively.
The results serve as a salutary reminder for Bunnings, Roy Morgan CEO Michele Levine said, that has retained high levels of trust based on extensive goodwill and reputational strength, combined with a stable and minimal level of distrust.
“The fate of Woolworths and Coles reveals how quickly distrust can gain momentum and negatively impact a brand’s reputation,” she said.
Other companies in the top ten most trusted brands were Aldi now number two, followed by Kmart, then Toyota, BIG W and NRMA.
JB Hi-Fi was one of three brands to improve results, sitting at 11th spot and David Jones moved into the top 20 in the 19th spot. The biggest improver in overall trust rankings was Nintendo, up 33 places, credited for ‘making devices that don’t’ break’, ‘providing good personal service’ and ‘making great family friendly and kids games.’