Consumer electronic brands including the Nintendo Wii and Apple are among the world’s most trusted brands, with BMW and Cascade the least liked, according to a new survey.
The latest Y&R Brands Brand Asset Valuator study finds that brands which performed well during the global financial crisis ranked higher, with Weet-Bix, Tim Tams and Nurofen among the winners.
David Evans, the national research director of Brand Asset Consulting told The Age that some brands are liked more than others due to their willingness to adapt to new markets.
“For me energy is the most important attribute as it shows pending success for a brand. These are the brands that are going to be the successful ones,” he said.
Ikea, Bunnings, Virgin, eBay and Lindt all recorded score rises in the survey, while scores for some magazines, hotels and alcohol brands all fell.
James was the editor and publisher of SmartCompany and LeadingCompany for five years. He is now the Australian Financial Review‘s companies & markets editor, and a former BRW editor.
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