ALDI, Bunnings, Qantas, and ABC most trusted brands in Australia

Results from the latest Roy Morgan Net Trust Score Survey show the iconic brands at the top of its list

build-trust-100662550-orig.jpg
build-trust-100662550-orig.jpg

ALDI is Australia’s most trusted brand - for the second survey in a row, according to the latest Roy Morgan Net Trust Score Survey, while Facebook is the most distrusted media brand.

The survey, conducted in July, revealed Australia’s top four brands with positive net trust scores were Aldi, Bunnings, Qantas, and the ABC. The rest of the top 10 (ranked) were NRMA, SamSung, Bendigo Bank, Myer, RACQ and IGA.

The first two benchmark surveys were conducted in October 2017 and January 2018, with a third conducted in February and a fourth in April. Comparing the most recent (July) survey with the previous (April) survey, Qantas improved one place from number four, and the ABC jumped three places from number seven.

ALDI, Bunnings, and Qantas have remained in the top five most trusted brands across all surveys since October 2017.

Bendigo Bank is the only bank brand to defy the fallout from the Financial Services Royal Commission, remaining in the top 10 brands with a positive Net Trust Score (NTS) across the five surveys to date.

Conversely, AMP has moved to feature prominently in the two most recent surveys of Australian brands with a negative NTS.

According to Roy Morgan CEO, Michele Levine, AMP provides a good insight into how distrust can have a material effect on brand value and sustainable growth.

“The banks were already deeply distrusted so any material impact on their market value is up and down. But AMP has never before been so distrusted,” she said.

“Seventeen years ago, AMP shares were worth more than $14. Today they’re worth less than $3.50. That’s a drop of 72 per cent.

“AMP’s skyrocketing level of distrust has cost the household brand billions of dollars. According to financial analysts, more than $4 billion has been wiped off the company’s value as a direct consequence of revelations during the Royal Commission.”

In addition, Bendigo Bank is ranked number one most Australia’s trusted bank in Australia, HCF is the number one most trusted Private Health Insurer, the ABC is the most trusted media brand, SBS the most trusted commercial media brand, while Facebook is now the most distrusted media brand.

According to Levine, Facebook is another example of how skyrocketing distrust has a material effect on brand value.

“After all the accusations of fake news, international political interference, and the Cambridge Analytica data privacy scandal, users, employees and advertisers jumped ship.

“Facebook’s distrust score catapulted it into the number one ranking on the top ten most distrusted media brands, and into the top ten most distrusted brands in Australia.

“Facebook’s earnings dropped and its share price plummeted, wiping $US145 billion off its market value,” she said.

The trust across Industry Sector survey reveals that the most trusted industry sector is retail, with the banking sector by far the most distrusted.

Roy Morgan asked more than 10,000 Australians to nominate brands they trust and brands they distrust, and why. Surveys are unprompted and open-ended. A Net Trust Score or NTS is calculated by subtracting a nominated brand’s distrust score from its trust score.

Top Ten Brands with a Negative NTS (alphabetical)

  • AMP
  • ANZ
  • CBA
  • Facebook
  • Google
  • NAB
  • NewsCorp
  • Telstra
  • Westpac
  • Woolworths

Media with a Positive Net Trust Score (ranked)

  1. ABC
  2. SBS
  3. The Guardian
  4. The Age
  5. BBC
  6. The New York Times
  7. AFR
  8. ABC Radio
  9. Washington Post
  10. ABC TV

Media with a Negative Net Trust Score (alphabetical)

  • Facebook
  • Fox
  • Fox News
  • Instagram
  • Network 10
  • News Corp media
  • Nine Network
  • Seven Network
  • Snapchat
  • Twitter

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Launch marketing council Episode 5: Retailer and supplier

In our fifth and final episode, we delve into the relationship between retailer and supplier and how it drives and influences launch marketing strategies and success. To do that, we’re joined by Campbell Davies, group general manager of Associated Retailers Limited, and Kristin Viccars, marketing director A/NZ, Apex Tool Group. Also featured are Five by Five Global managing director, Matt Lawton, and CMO’s Nadia Cameron.

More Videos

Great read. I agree that it should be a perfect balance between interacting with your customers and knowing your brand. As a business, yo...

Caroline Scott

7 ways CMOs can improve their customer engagement game

Read more

Very true. Team development helps improve collaboration among the team members. I was able to improve my team's collaboration skills by t...

Quent Sinder

Why empowering others can help make you a great leader

Read more

CRM is a very good software that can help you succeed in your business. In my company, this system has allowed me to improve customer rel...

Anna Janicka

Sensis rebrands to Thryv and brings business software to Australian SMBs

Read more

AI Leasing Assistants have finally arrived for the multifamily industry. With so many to choose from it can be hard to figure out which i...

Alice Labs Pte. Ltd.

CMO's top 8 martech stories for the week - 6 May 2021

Read more

Nowadays, when everything is being done online, it is good to know that someone is trying to make an improvement. As a company, you are o...

Marcus

10 lessons Telstra has learnt through its T22 transformation

Read more

Blog Posts

Why if marketing is all you do, you’ll never be very good at it

OK, so you’re probably thinking: “Here comes another article to badger me about living in my bubble.” And also, “I bet this bubble-bashing piece will go on to explain how I can achieve better results through some heady dose of new life experiences, new routines and annoyingly different opinions on social media.”

Dane Smith

Behavioural science lead and regional consulting partner, Ogilvy

A leader’s role in rebuilding a culture of confidence

Every day, there are new predictions and studies on the future of work, the state of the economy and the unfolding global pandemic. All of which creates uncertainty and heightens the imperative of effective leadership.

Michelle Gibbings

Workplace expert, author

Confused About Your Customers?​

​I've worked in brand and marketing for more than 20 years. But there’s one area where I’ve found myself going around in circles and I must admit I'm becoming increasingly confused.

Rich Curtis

CEO, FutureBrand A/NZ

Sign in