Reader’s Digest annual survey reveals Britain’s trusted brands

| April 1, 2009 | 0 Comments

The Reader’s Digest 9th annual survey has revealed Britain’s most trusted brands, which in today’s climate, has more relevance than previous years.

Lloyds TSB (now Lloyds Banking Group following its takeover of HBOS) has retained the top spot for the most trusted bank/building society in the UK. Since the survey commenced, Lloyds has won the title several times.

The financial crisis has meant confidence in banks has plummeted with major banks such as Lloyds and Royal Bank of Scotland receiving billions of pounds from the taxpayer to prevent it from collapse.

In the meantime, Nationwide is number one in the most-trusted mortgage lender category, beating Halifax to the top spot, who has held this accolade for eight years. Nationwide is increasingly seen as one of the UK’s safest financial services company on the high street.

Furthermore, Barclaycard has emerged the winner as the most trusted credit card, while Norwich Union has lost its crown to Direct Line as the most trusted insurance provider.

In other news, Tesco continues to dominate the food retailing category, while Ford (despite its difficulties due to the ailing car industry) has topped the category in the car sector - and has done so since the survey commenced.

Other brands taking the top spot as trusted brands for the consumer, include Pain killer Nurofen, holiday brand Thomson, washing powder Persil and camera brand Canon.

Commenting on the survey, Reader’s Digest managing director Chris Spratling said: “When you look at the brands closely it’s not hard to understand why they have won. All have been consistent to their brand values and at the heart of those values is a desire to build trust”.

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