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When opening up the purple packet Kiwis trust they're getting their piece of chocolately goodness, and it's that certainty in a brand that we're after in these uncertain times. The results are in from the annual Reader's Digest Trust Survey that asked 500 New Zealanders which brands they trust the most.
Cadbury topped the list for the seventh consecutive year and Tip Top came in second place, the same ranking as last year. They were followed by Sony at number three, Toyota at four and Panadol in fifth place.
Kiwis also gave the tick to New Zealand icons like New Zealand Post, up 13 places to number 13 and ranks as our most trusted service provider. And its subsidiary Kiwibank (30) out ranks its Australian banking rivals by 47 places, where ASB is the nearest challenger, ranked a distant 77. Brand strategist Brain Richards says New Zealanders look for certainty in brands and this is particularly true in uncertain times.
"The top 15 brands are companies like Sanitarium, Fisher & Paykel, L&P and Watties. These are brands we're familiar with, they're consistent and we know their heritage, and that's what makes us trust them.
"In a recession when people are losing their jobs and times are tough, people turn to simple pleasures like chocolate and ice cream. These are emotive products that they trust will make them feel good," Mr Richards says.
Our national carrier Air New Zealand also ranked highly at 18, 22 places ahead of its nearest rival Singapore Airlines. In contrast local telecommunications giant Telecom was the least trusted of the telcos at 130, far behind multi-national Vodafone at 54 and Telstra Clear at 112.
"People are generally distrustful of a lot of things. When we're spending money we want to know that we're spending it on brands that will deliver what they promise," Mr Richards says.
Despite their massive advertising spend the multi-national fast food franchises featured in the bottom 20 places with KFC ranked the lowest of the group at 135. McDonald's fared just better than Telecom at 129, Burger King was at 120 and Pizza Hutt at 113.
Mr Richards says people are questioning what's in their food more than ever before and that probably accounts for the distrust of fast food.
"People want to know where their food is coming from, what processes are used to create it and are questioning the integrity of companies more than ever before.
Increased publicity about healthy eating and the growing issue of obesity has meant fast food franchises have copped a lot of flack," Mr Richards said.
New Zealand's most trusted brands: 1.Cadbury, 2. Tip Top, 3. Sony, 4. Toyota, 5. Panadol, 6. Sanitarium Health Food Company, 7. Fisher & Paykel, 8. Colgate, 9. Panasonic and 10. Heinz Watties.
Movers and shakers: The two big movers in 2009, both up 20 places, were Australian discount hardware store Bunnings and Korean electronics company Samsung. Countdown supermarkets were up 17 places to number 26 and Australian healthcare company Blackmores leapt up 16 places to 68.
Downward slide: The Australian banks took a hammering in 2009, with ASB sliding down 33 places to 80th, ANZ down 31 places to 124 and BNZ down 26 places to 113. National Bank was also down 23 places to 96th and Westpac down five places to 101.
Kiwi as: Along with strong performances from New Zealand Post, Fisher & Paykel and Air New Zealand, local favourite L&P fared well at umber 15.
Iconic department store Framers came in at 29 and The Warehouse was at 43.
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Comments
I heard a guy on tv today
I heard a guy on tv today call Cadburys' an 'iconic Kiwi brand' - i suggest that he and others that think that Cadbury's is a New Zealand Brand maybe look where Cadburys started, and where their headquarters are - it certainly isn't New Zealand.
Maybe so, but it's made in
Maybe so, but it's made in the mainland, employs many nz'ers and we know where it comes from. it can still be 'iconic' if it's seen as an an important and enduring symbol of kiwi culture, no matter where it's made
As a huge chocolate fan...
As a huge chocolate fan... Cadbury's New Zealand is iconic. There is no where else in the world that Cadury's chocolate is made with New Zealand milk and this is what makes it so special.... Have you ever tried the English or Australian versions of it... it just doesn't compare.
But the point is it's not a
But the point is it's not a New Zealand brand is it? It's like saying the Honda Civic is an iconic UK car!
And outside of New Zealand it is not seen as an enduring symbol of Kiwi culture - it's seen as an enduring symbol of British culture - as that's where Cadbury's is from. Mc'donalds employs New Zealanders and uses Kiwi Products, are you going to claim that as your own too?
Don't cry about it... It can
Don't cry about it... It can still be an iconic brand in NZ, we are not trying to steal anyone elses brand. The brand has been in NZ for many years and has become iconic for NZers. We just because we make it better than other countrys.
I don't think anyone's
I don't think anyone's crying, i just think that sometimes New Zealander like to think that NZ is the centre of the world (example the GIANT New Zealand on the globe at the begining of the news)
We'll give you the electric fence, you can have that - but get the hell away from our chocolate.
A lot of it is now getting
A lot of it is now getting made in Ausralia and it's crap. If you buy a bar of NZ made Crunchie Choc Slab (if you can find it) and aussie made Crunchie Slab. (The NZ one is in the paper wrapper and the aussie one is in cardboard) The hokey pokey in the aussie one is cheap rubbish and the chocolate is not as good either. Cadbury NZ should keep making its bars here otherwise they are letting NZ's down like so many other companys!!
Got to agree, Cadburys is
Got to agree, Cadburys is considered an iconic UK brand across the rest of the world because that is where it was founded. It may be the case that kiwis cnsider it iconic here but that is simply not the case outside of this country. The Mc Donalds comparrison is a good one, although it has restaurants across the world it is still regarded as an American brand becasue that was where it was founded.
Morons! If you read the
Morons! If you read the article it talks about iconic brands in New Zealand. It doesn't follow that they are iconic New Zealand brands. Sheesh the education system in this country is rapidly following that of the States...
Idiot! if you read the first
Idiot! if you read the first thread you'll see that the original poster identified a person on TV that noted that 'cadbury's' was 'an iconic kiwi brand' not 'iconic brands in New Zealand' crivens! the standard of attention on this forum is rapidly following that on the mashed up degenerate yoof exhibited in UK secondary schools.
I've just thought of an
I've just thought of an actual 'iconic Kiwi Brand' the 'Biomag' you know the quilt with magnets in it - hahahah like that is going to do jack! it won't even keep sheep in a field or taste like lemon and urine (l&P) like your other kiwi products!
Just sit there and get wound up you muppets with some frikken magnets stuck to your stupid big heads.
For you information, I am
For you information, I am 'the guy' who called cadbury and 'iconic kiwi brand'. It was the first thing that came to my head when the camera started rolling. How about I put you on the spot with a One News camera and see if you can pull it off perfectly. Grow up the lot of you, build a bridge and get over it.
I myself have always seen it as an iconic kiwi brand. I grew up with it. I don't care where it is made or what ever. I has to be one of the most purchased chocolate brands in New Zealand. For the person that posted the first comment, I didn't exactly have time to jump on Google and research Cadbury before the camera started rolling!
I didn't see any of you on TV, so just shut up and find something else to criticize!
Calm down, relax, have a
Calm down, relax, have a cool glass of Lemon and what-ever, chill, and maybe stick some magnets on your face (i've heard it helps).
Has it escaped everyone's
Has it escaped everyone's attention on this forum that New Zealand has its own iconic chocolate brand? Has anyone heard of Whittaker's? Did any of you grow up on Peanut Slabs and K Bars??? And guess what England doesn't have any of them and they can't claim it as their own. How about you get behind a good solid kiwi brand that is made in New Zealand.
It didn't escape my
It didn't escape my attention, I just don't trust or like it.
Hey Cormac Are you
Hey Cormac
Are you retarded???
Whittaker's is tasty as! And it's made in good old P town! And they have a cute talking bunny in their ad! Which was filmed in NZ! Unlike the hideious eyebrown monster children.
So give Whittaker's a go and support the NZ economy!
Yum!
Got to agree - Cormac you
Got to agree - Cormac you fool, Whittikers is great, it doesn't taste like dog egg like NZ Cadburys, and it's a bonified Kiwi brand, get with the programme you sheep loving buffoon!
Interesting fact that
Interesting fact that whittakers was created by an english fella !! (who learned how to make chocolate in the UK before emigrating to NZ)
Awwwww come on, give them
Awwwww come on, give them something for gods sake, what about those disgusting pinapple lumps things, can you let them have that? If not the only thing they have left is some magnets stuck to their giant hobbit feet, the electric fence and the ability to drive worse than any other english speaking nation, GIVE THEM SOME HOPE!!!
I'm not sure its as trusted
I'm not sure its as trusted now that everyone knows they shipped production to Aussie, changed the recipe and reduced the size of the product without apparently changing the price.
Not sure how nice it is to
Not sure how nice it is to be Cadbury's *this* month. Heard on the radio this morning that the Auckland Zoo (not previously holding a reputation as die-hard radicals) has taken all Cadbury's products out of their shop because the cheeky buggers added palm oil to the recipe, at the same time as making the bars smaller and, well, greasier. Wrong on *so* many levels, Cadbury. Go the Zoo! They're standing up for their principles cos much of the palm oil used in everyday products comes from areas that were once the forest home of orangutans and other forest critters in Malaysia and Indonesia. From iconic kiwi brand to being banished from the zoo cafeteria, oh how the mighty can fall.
If you fancy reading more on their "we are your number one iconic brand now shut up and eat it" approach to customer service and corporate responsibility, and what palm oil is doing to the Paradise Forest, check out these links. They explain it much better than I am. Let's just say, it's Whittaker's from now on with my cups of tea...
http://www.stuff.co.nz/the-press/news/2586606/Why-Cadbury-leaves-a-bitter-taste
http://www.greenpeace.org.uk/forests/faq-palm-oil-forests-and-climate-change
Oh, and there's also the site where you can explain to Cadbury's that being voted most trusted kiwi brand is *not* a get out of jail free card on corporate irresponsibility.
http://www.cadbury.co.nz/Feedback.aspx
I would totally agree with
I would totally agree with you Karli. I no longer like Cadbury chocolate and don't trust them anymore. I would rather spend more money and buy Lindt or switch to Whittiers. From what I see they have just taken advantage of the 'most trusted brand'. It will be interesting to see what takes the number one spot next year for the most trusted brand!
Well Cadburys have ruined
Well Cadburys have ruined their number one status for the moment, but remember that L&P was originally a NZ product from Paeroa that was probably nz's favourite fizz, even more popular than coke amongst all the kids in my suburb, but then coca-cola bought L&P changed it to a chemical pretend version and pretty much ruined it. (I hear that the springs in Paeroa were permanently polluted after coca-cola purchased L&P).
But now look what's happened - 40 odd years later and L&P has advertised themselves to becoming a trusted kiwi brand even though it tastes like a bad chemistry experiment in comparison to the original.
So my point is that advertising will eventually put cadburys back to the top and ppl will forget that cadburys in nz was originally a superior product. (Hopefully it will take them 30 odd years though).