Kiwi icon Watties has been voted New Zealand`s number one trusted brand in the annual Reader`s Digest Most Trusted Survey; released today in the July issue of Reader`s Digest New Zealand.

The sixth annual Trust Survey confirms some solid favourite category brands, but heralds a change at the top for 2010. After six years at number one, confectionary giant Cadbury has been knocked from its perch as Overall Most Trusted Brand and winner of the food category to 36= place out of 133

Overall: Automobile giant Toyota came in at second overall (and won the automobile category), while Sony came in at third and won both the electronics categories and the computer categories.

Biggest movers: The brands that made the biggest moves up the charts in 2010 were Sony Ericsson, up 26 places to 34=”;” Lexus, up 33 places to 36 and ASB up 20 places to 60. Whittaker`s made an impressive debut at number 5.


RANKING BRAND (Place in last year`s overall ranking)

1. Wattie`s (9)
2. Toyota (4)
3. Sony (3)
4. Tip Top (2)
5. Whittaker`s (na)
6. Panadol (5)
7. Fisher & Paykel (7)
8. Panasonic (9)
9. Colgate (8)
10. New Zealand Post (13)


Bank Kiwibank
Beauty and Cosmetics Gillette
Cars Toyota
Computers Sony
Credit Cards Visa
Electronics Sony
Fast food Subway
Food Wattie`s
Health and wellbeing Panadol
Home improvement Mitre 10
Mobile phones Nokia
Retail New Zealand Post
Telecommunications Vodafone
Travel Air New Zealand
Whitegoods Fisher & Paykel

The 2010 Reader`s Digest Trust Survey was commissioned to independent research firm The Digital Edge, who surveyed a representative sample of 500 New Zealand adults aged over 18 years old on their trust of 133 brands across 15 categories.

The July issue of New Zealand`s Reader`s Digest also includes the result of the 2010 Most Trusted People Survey, which asked Kiwis to rank 85 well known people on a scale of one to ten, rank a list of professions and everyday relationships according to the level of trust attributed to those people.

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