SUMMARY OF RESULTS – 2002 MOST TRUSTED BRANDS & PROFESSIONS
Respondents were asked to rank their Most Trusted Profession or Institution, on a scale of 1 to 10 where 1 = don’t trust
at all and 10 = trust completely.
The most trusted profession in 2002 was ambulance officers followed by firefighters and nurses.
A total of 27 product categories were also included in the 2002 survey. These ranged from consumer goods such as tea and breakfast cereal, to banks, telecommunications providers and arthritis
treatments.
Category
Most Trusted Brand/s
Airline
Air New Zealand
Arthritis treatment
Celebrex
Bank
National Bank
Breakfast cereal
Weet-Bix
Car
Toyota
Computer ( PC or portable)
Hewlett-Packard
Coughs and colds
Vicks/Formula 44
Credit card
Visa
Department store
Farmers
Entertainment equipment
Sony
Health insurance
Southern Cross
Home loan or mortgage provider
National Bank
House and car insurance
State
Internet Service Provider
Xtra
Large appliance
Fisher & Paykel
Mobile handset
Nokia
Motel
Best Western
Newspaper
The New Zealand Herald
Pain reliever
Panadol
Pet food
Whiskas
Small appliance
Sunbeam
Supermarket
New World
Tea
Bell
Telephone company
Telecom *
Toothpaste
Colgate
TV News and Current Affairs
TV1/One News
Vitamins
Healtheries
* Overall most trusted brand for 2002 -nominated more times than any other brand in any category.