Qantas (Qantas) took its top spot in a recent list of Australia's most trusted brands, and Aldi, the cheap retail giant, is now Australia's favorite brand.
Figure says: Aldi is rated as the most trusted brand
According to a new survey by Roy Morgan (Roy Morgan), Aldi was ranked first, followed by insurer NRMA, Bendigo Bank, Qantas and Bunnings also ranked top.
Qantas fell from first place to fourth place in Australia's most trusted brand, according to the survey.
Aldi's main competitors, Woolworths and Coles, scored high on trust, but fell behind Aldi, on net trust score (Net trust Score,NTS) because they scored a lot higher on distrust.
Despite Aldi's excellent performance, NTS is the highest of all brands, but as a category, supermarket NTS lags behind other industries, such as cars, consumer goods brands, tourism and technology.
Roy Morgan CEO Michele Levine says trust is important for the sustainable future of a brand, which is increasingly seen as a key measure. "A high level of trust is most important when it comes to providing the food we eat," he said. "she said.
"Aldi's success in entering the Australian market is based not only on low prices, but also on reliability and reputation to meet consumer needs.
"Aldi's outstanding performance in core competitiveness has allowed it to build a certain level of trust in the Australian market without causing as much distrust as its competitors."
"it's not enough to measure trust-we need to measure mistrust and then subtract it (with a net trust score) in order to really reveal a brand's health."
While Aldi's big rivals have gained high levels of trust, many Australians have expressed mistrust of the two market leaders, which are areas of concern for the two supermarkets.
"to address the challenges posed by Aldi and new entrants to the grocery markets such as Amazon Fresh,Costco and Kaufland, traditional market leaders Coles and Woolworths need to develop strategies to reduce the growing mistrust of Australians," she said.
Top 10 brands most trusted by Australians:
Aldi
NRMA
Bendigo Bank (Bendigo Bank)
Qantas (Qantas)
Bunnings
Kmart
ABC Network
IGA
Australian Post (Australia Post)
ING