Top trusted brands in 2009

By LBV

23 Dec 2009

Trust has never been as important to consumers as it is now. The results of the Reader’s Digest Trusted Brands 2009 survey reveal a number of successful brands have topped the polls once again. Thomson Holidays, Lloyds TSB, Nurofen, Hotpoint, Persil and Colgate are celebrating after being crowned the most trusted brands in their category every year since the survey began in 2001.

Discount own-branded products have only accounted for 3% of almost all the categories in the Trusted Brands survey, indicating that although we may be cutting back in the economic downturn, our loyalty and trust remains with our favourite brands.

The major winners in the survey, such as Boots and Tesco retailers, have shown a consistency with quality and service delivery and established a trusting relationship with their consumers.

So what is it about a brand that makes us want to use them again and again? For me it comes down to how much I can rely on the brand to deliver what it is promising. Most of us have at least one brand that we can rely on implicitly – perhaps sometimes even more than our friends and family! My top ten most trusted brands are those I can rely on, having used for a long time and built up a lasting relationship with. They are:

1. Sony Ericsson
2. Apple
3. Boots
4. Asda
5. Cadbury
6. Nivea
7. Thomson Holidays
8. Coca Cola
9. Ford
10. Halifax

I trust these brands even though there have been occasions when a couple of them have let me down. Like the time I bought a new Sony Ericsson phone and it stopped working barely days after I’d unwrapped the packaging. Of course I was annoyed and questioned whether I could still trust the brand to deliver what I needed, but when I contacted Sony I was dealt with in a quickly yet friendly manner and given a replacement phone straight away. Because of the positive way Sony dealt with the problem, and taking into account nothing similar had happened in the several years since I had begun using the brand, I kept my trust in them and have enjoyed a continuous trusting relationship since.

When a crisis occurs within an organisation, it can easily damage the brand’s image, sacrificing the trust of its most loyal customers. A few years ago Cadbury faced a health scare that could well have destroyed its whole reputation but this year’s Trusted Brands survey proves the scare is well and truly behind it as it takes the title of the most trusted confectionary brand. It seems that longer-established brands such as Cadbury are in a better position to turn things around when something goes wrong because they have already built up a loyal consumer base.

Although we accept the ultimate aim of a brand is to make a profit, we still want to feel like our values as consumers are important. A brand that doesn’t appear to care about its consumers is not likely to gain any trust. I’ve experienced this with certain mobile phone networks and insurance providers and as a result I would not want to use them again because of the poor level of customer service I have received.

Ultimately trust in a brand has to be earned and deserved.

Tony Garner, managing director, Viva PR.
 

Enjoyed this? Read more from LBV

Latest news

1

Breck to deliver £150m of affordable homes over four years Breck Development In Progress

Breck to deliver £150m of affordable homes over four years

18 Jul 2024

2

Business board launches to support county's economic growth Lancashire Business Board

Business board launches to support county's economic growth

18 Jul 2024

3

Miller Homes supports Coppul school's Zambia Project Letter-writer Abi.JPG.jpg

Miller Homes supports Coppul school's Zambia Project

19 Jul 2024

4

Colne gears up to host major British cycling event The Fort Vale Colne Grand Prix will welcome some of the best riders in the country to the town. Photo credit JJR Video Productions.jpg.jpg

Colne gears up to host major British cycling event

19 Jul 2024

5

Bespoke wins Wiserr lead generation contract Bespoke wins Wiserr Digital Marketing Contract.jpg.jpg

Bespoke wins Wiserr lead generation contract

19 Jul 2024

Bec Web Strip 980x120
Background image for hub sign up block

LBV Hub

Leverage Lancashire Business View platforms

Post your news
Post your events
Post your offers
Build your network
Improve your SEO
Gain coverage in the magazine
Sign-up
Events
Lancashire Built Environment Conference
BEC 315 X 315 Px
Networking
25 Sep 2024

Lancashire Built Environment Conference

Conference and Exhibition Centre, Winter Gardens Blackpool, FY1 1HL

08:30 - 13:00

RISE - The Academy for Female Leaders and Managers
WENDY BOWERS RISE Illustrstion copy.jpg.jpg
LBV Hub Seminars
11 Jun 2024 - 04 Dec 2024

RISE - The Academy for Female Leaders and Managers

East Lancashire Chamber of Commerce, Clayton le Moors, BB5 5JR

09:00 - 16:30

What are Menopause Action Plans & How to Write One
Menopause Action Plan 2024.png.png
LBV Hub Webinar
19 Jul 2024

What are Menopause Action Plans & How to Write One

~ Online ~, ~ Online ~, ~ Online ~

12:30 - 13:00

Business Networking in Fylde, Blackpool
Blackpool Fylde Image.jpg.jpg
LBV Hub Networking
19 Jul 2024

Business Networking in Fylde, Blackpool

Village Hotel Blackpool, Blackpool, FY3 8LL

07:30 - 09:30

Preston Freelancer MeetUp and Coworking Day
Screenshot 2024-06-13 at 13.55.10.png.png
LBV Hub Networking
30 Jul 2024

Preston Freelancer MeetUp and Coworking Day

Society1 Coworking Space, Preston, PR1 3LT

10:00 - 12:00

Skills Bootcamp in Procurement - Cohort 1
Blue-Modern-Land-Travel-Youtube-Thumbnail-2-1024x576.png.png
LBV Hub Seminars
30 Jul 2024 - 08 Oct 2024

Skills Bootcamp in Procurement - Cohort 1

Community & Business Partners CIC, Blackburn, BB2 3UA

09:30 - 13:00

Chamber Breakfast Networking
Chamber Logo1.png.png
LBV Hub Networking
31 Jul 2024

Chamber Breakfast Networking

Pye Motors, Morecambe, LA3 3PF

08:00 - 10:00

Scaling your revenue: From zero to £1m in 60 months
CBP-logo LBV.png.png
LBV Hub Webinar
31 Jul 2024

Scaling your revenue: From zero to £1m in 60 months

Online, Online, Online

08:00 - 09:30

Online Women's Health Clinic
clinic.png.png
LBV Hub Webinar
06 Aug 2024

Online Women's Health Clinic

x, Online, x

12:00 - 12:00

International Coworking Day Open Day
1.png.png
LBV Hub Social
09 Aug 2024 - 09 Aug 2024

International Coworking Day Open Day

Society1 Coworking Space, Prestin, PR1 3 LT

10:00 - 13:00

Knowledge & Networking: Basic Digital Marketing
Chamber Logo1.png.png
LBV Hub Seminars
12 Aug 2024

Knowledge & Networking: Basic Digital Marketing

Lancaster Golf Club, Lancaster, LA2 0AJ

14:00 - 13:00

Understanding Menopause
menopause.png.png
LBV Hub Webinar
15 Aug 2024

Understanding Menopause

x, Online, x

12:30 - 13:15

Advertise with us

Reaching 50,000 members, our print, digital and event platforms offer a fantastic way to raise your business profile and help you grow.

Find out more LBV116 Online Graphic
Subscribe now

Weekly news bulletin