Britons trust the AA, the Post Office, Boots and Google more than any other non-charity brand, according to a new survey.
The AA tops the list of the UK’s 20 most trusted brands, excluding charities and British armed forces, compiled from a survey of over 3,000 people in the UK between the ages of 18 and 74.
The top ten most trusted brands in the UK are in order: AA, Post Office, Boots, Google, Johnson’s Baby, Fairy, RAC, Marks & Spencer, Dulux, and Kellogg’s Corn Flakes.
The survey was compiled by Rainey Kelly Campbell Roalfe/Y&R using Y&R’s in-house database, the BrandAsset Valuator (BAV). The survey was conducted between the January 4th and February 7th 2014.
Including charity brands and British armed forces, the top 20 list of the most trusted brands in the UK is topped by the Royal British Legion Poppy Appeal, followed by the AA and NSPCC.
The top ten most trusted brands including charities are in order: Royal British Legion Poppy Appeal, AA, NSPCC, Macmillan Cancer Support, Post Office, Cancer Research UK, Help for Heroes, British Red Cross, Boots, and RNLI.
Ben Kay, the chief executive of Rainey Kelly Campbell Roalfe/Y&R, said: “There’s been a huge amount of discussion around trust in brands in recent years and this latest BAV study shows us who the winners and the losers in the battle for trust over the recession have been. There’s a fascinating mixture of brands spanning services, retail, FMCG and technology from both UK and abroad, proving beyond doubt that trust is driven as much by how you act as what you sell.”
Top 20 brands, excluding charities and armed forces:
2. Post Office
5. Johnson’s Baby
8. Marks & Spencer
10. Kellogg’s Corn Flakes
14. Johnson & Johnson
15. BBC News
16. Royal Mail
19. Cow & Gate
20. Lloyds Pharmacy
Top 20 brands including charities and armed forces
1. Royal British Legion Poppy Appeal 11. Google
2. AA 12. RSPCA
3. NSPCC 13. The Army
4. Macmillan Cancer Support 14. The RAF
5. Post Office 15. Johnson’s Baby
6. Cancer Research UK 16. Fairy
7. Help For Heroes 17. The Royal Marines
8. British Red Cross 18. RAC
9. Boots 19. Marks & Spencer
10. RNLI 20. The Royal Navy