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ALDI Remains Most Trusted Brand In Oz

German supermarket chain, ALDI, has remained Australia’s most trusted brand, despite a “big shake-up” in the Top 10 between July and October 2018.

According to Roy Morgan, ALDI has continued to lead, with Bunnings, Qantas and ABC retaining a position in the Top 10.

Rankings have significantly shift since July, with car insurance brand NRMA falling from 5th to 7th place, and Bendigo Bank dipping from 7th to 9th.

Brands such as Samsung, Myer, RACQ and IGA all slipped from the Top 10, replaced by Kmart, ING, Toyota and Target.

Roy Morgan’s consumer panel of 600,000 assessed brands based on trust/distrust, culminating in a Net Trust Score (NTS).

[Roy Morgan]

On a sector basis, NTS was the lowest across banking and media, with retail and consumer products boasting the most trusted brands.

Michele Levine, Roy Morgan CEO, affirms no brand is immune from a slipping consumer trust score:

“We have seen time and again companies making bad business decisions that don’t take into account the way people will feel about an action or policy”

“Whether it’s Facebook, the big banks or our major utilities, directors and their management teams need to think about the social drivers of trust and distrust – ethics, believability, integrity and transparency.”

[Roy Morgan]

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