It’s official: Bunnings has again been crowned the most trusted brand in the 12 months to June 2024, retaining top spot ahead of supermarket Aldi and discount department store Kmart in third place.
The much-loved hardware chain has now held top spot as Australia’s most trusted brand for three consecutive quarters after previous leaders Woolworths and Coles fell down the rankings earlier this year.
There wasn’t much movement in the top 10 with the exception of Toyota moving up one place to fourth to be just ahead of Apple to fill out Australia’s top five most trusted brands.
Notable improvers outside the top 10 included Bendigo Bank, up two places to 11th, IGA, up one place to 13th, Nike, which entered the top 20 most trusted brands list for the first time at 16th, ING, up one place to 17th and David Jones, up one place to 18th.
The strong performances of both Aldi and IGA, both comfortably ranked within Australia’s top 15 most trusted brands, prove that not all supermarkets have lost the trust of Australians during the current cost of living crisis.
Bunnings (1st) has retained top spot as the most trusted brand in the June quarter – the ubiquitous hardware chain’s third straight quarterly victory atop the rankings with ALDI (2nd) and Kmart (3rd) also unchanged in rankings.
Filling out the top five are Toyota (4th), now just ahead of Apple (5th), with these two highly respected brands swapping positions in the June quarter. The remainder of the top 10 was unchanged in the June quarter.
Within the top 20, there were several brands to increase their rankings during the quarter led by Bendigo Bank, up two places to 11th, and Nike, up six places to 16th, and entering the top 20 for the first time.
Also improving their rankings were independent supermarket chain IGA, up one place to 13th, banking giant ING, up one place to 17th and department store David Jones, up one place to 18th.
Distrusted Brands – Woolworths is the big slider, down a massive 194 places
Telecommunications company Optus is once again the most distrusted brand in Australia, an ignominy now held by the Singaporean-owned telco for a fourth straight quarter.
Australia’s national carrier, Qantas, has moved up further in the distrust rankings, into second place in the June quarter, and overtaking social media giant Facebook/Meta in third.
The biggest loser in the latest quarterly rankings was Woolworths, which slid a massive 194 places to be the fifth most distrusted brand in the June quarter – almost matching the slide taken by rival Coles in the previous March quarter. Coles is now the fourth most distrusted brand. As recently as a year ago both supermarkets were the two most trusted brands in the country.
The rise in the distrust rankings of the large supermarkets has led to many brands sliding in the distrust rankings during the June quarter including Telstra, down two spots to sixth, X (formerly Twitter), down one spot to eighth, TikTok, down one spot to ninth, and both Nestle and Amazon which both dropped out of the top ten most distrusted brands.
Notably, there were still some brands that bucked this trend and rose significantly in the distrust rankings including News Corp, up two spots to seventh, Temu, which rose eight spots to be the tenth most distrusted brand and BP, which entered the top 20 most distrusted brands in 18th place.
In positive news, those to improve their positions significantly included Amazon (12th), an improvement of six places, Medibank (17th), also up six spots from the previous quarter, Tesla (19th) and improving by five positions and ANZ (20th), up an impressive six places in the June quarter.
Source: Roy Morgan
