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

More Videos

fdgfd www.google.com

Caroline Natalia

How WW shifted physical engagement to virtual success in 5 days

Read more

I found decent information in your article. I am impressed with how nicely you described this subject, It is a gainful article for us. Th...

Daniel Hughes

What 1800 Flowers is doing to create a consistent customer communications experience

Read more

Extremely informative. One should definitely go through the blog in order to know different aspects of the Retail Business and retail Tec...

Sheetal Kamble

SAP retail chief: Why more retailers need to harness data differently

Read more

It's actually a nice and helpful piece of info. I am satisfied that you shared this helpful information with us. Please stay us informed ...

FIO Homes

How a brand facelift and content strategy turned real estate software, Rockend, around

Read more

I find this very strange. The Coles store i shop in still has Flouro lights? T though this would have been the 1st thing they would have ...

Brad

Coles launches new sustainability initiative

Read more

Blog Posts

9 lessons from 7 months of relentless failure

The most innovative organisations embrace failure. Why? Because it is often through failing the most creative out-of-box thinking happens. And with it comes vital learning opportunities that bring new knowledge and experience into teams.

Jacki James

Digital product lead, Starlight Children's Foundation

Why conflict can be good for your brand

Conflict is essentially a clash. When between two people, it’s just about always a clash of views or opinions. And when it comes to this type of conflict, more than the misaligned views themselves, what we typically hate the most is our physiological response.

Kathy Benson

Chief client officer, Ipsos

Brand storytelling lessons from Singapore’s iconic Fullerton hotel

In early 2020, I had the pleasure of staying at the newly opened Fullerton Hotel in Sydney. It was on this trip I first became aware of the Fullerton’s commitment to brand storytelling.

Gabrielle Dolan

Business storytelling leader

Sign in