New Zealand's most trusted brands revealed

30 minutes ago

Toyota has retained its top position in the Kantar Corporate Reputation Index.

Photo: 123RF

Big businesses will be keeping a close eye on where they rank on the latest Kantar Corporate Reputation Index.

"This is an important survey to businesses, because reputation underpins everything in business," Kantar's Sarah Bolger said.

"It's the single strongest indicator of whether a company will thrive or fail."

The index compiled by Wright Communications and Kantar has been running for 13 years and measures public perceptions across trust, leadership and success, fairness and responsibility.

Bolger said 6500 New Zealand consumers took part in the survey, which ranked Toyota New Zealand in top position for the third year in a row, followed by PAK'nSAVE in second place for the third year running, while insurer AA Insurance climbed into the top three for the first time, ahead of TVNZ.

Kantar New Zealand chief client officer Sarah Bolger.

Photo: Supplied / Wright Communications

"In a year marked by economic pressure, global uncertainty and declining trust in many institutions, New Zealanders are rewarding companies that feel dependable, consistent and genuinely useful in their everyday lives," Bolger said.

"The highest-performing brands are not necessarily the loudest or most aspirational. They are the organisations people believe will turn up, deliver value, treat customers fairly and behave responsibly when times are tough."

This year's top 20

1. Toyota - no change

2. PAK'nSAVE - no change

3. AA Insurance - up 3

4. TVNZ - no change

5. Air New Zealand - down 2

6. Lotto - down 1

7. New World - no change

8. Southern Cross - up 8

9. Mitre10 - up 4

10. Samsung - down 2

11. Bunnings - no change

12. ASB - up 12

13. Zespri - down 1

14. Kiwibank - down 4

15. Mainfreight - up 11

16. AMI - up 20

17. ANZ - up 2

18. Z - up 10

19. Woolworths - up 16

20. 2 degrees - up 1

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