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Qantas no longer most trusted brand in Aust, but not all’s lost

Consumers still have heaps of confidence in the travel industry

It may have lost the honour of being the most trusted brand in Australia, but Qantas can take solace in the fact it’s still more highly regarded by the Australian public than any of its rival airlines.



According to the recently released Roy Morgan Net Trust Score survey, discount supermarket chain ALDI has replaced the flying roo as Australia’s most trusted brand.


However, Qantas is still among the most reliable names in business, finishing fourth in the index behind second placed NRMA and third placed Bendigo Bank, and ahead of big names Bunnings, Kmart, ABC, IGA, Australia Post and ING.


In its survey, Roy Morgan asked 4,000 Australians which brands they trust and which they distrust.


“Measuring trust alone is never enough – we need to measure distrust and then subtract it from trust to reveal the accurate health of a brand,” Roy Morgan CEO Michele Levine said.


“Although ALDI’s larger rivals [Coles and Woolworths] both have high levels of trust, it is the number of Australians who express distrust in the two market leaders that they should be worried about.”


Roy Morgan found that important drivers of trust included “reliability, customer focus, knowledgeable staff, ease of contact and previous good experiences with the company, in addition to other key performance indicators”.


Distrust revolved around “perceptions of self-centredness, greed, and dishonest and deceitful business practices”.


Despite producing the most trusted brand overall, supermarkets as a category were found to be less dependable than industries like Automotive, Consumer Product Brands, Technology and Travel.


Written by: Mark Harada
Published: 11 July 2018

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