The AA has been named as the most trusted brand among British consumers, according to a new survey released by agency Rainey Kelly Campbell Roalfe/Y&R (RKCR/Y&R).
The research, of over 3000 people in the UK, was conducted using the company’s BrandAsset Valuator technology.
The automotive club – whose ads famously used to claim that their workers were ‘Britain’s fourth emergency service’ – came out on top ahead of the Post Office, Boots, Google and Johnson’s Baby.
Rival organisation RAC placed seventh. Marks & Spencer came in at 8th, whilst BBC News placed at #15 and Royal Mail finished at 16 – an interesting fate given the negative publicity which surrounded the Royal Mail’s sell off. It would appear that the brand reputation hasn’t diminished that much.
The strength of AA’s brand was revealed as it also came second in the standings of the UK’s most trusted brands including charities and armed forces. The Royal British Legion Poppy Appeal topped that chart, with the NSPCC (#3), Macmillan Cancer Support (#4) and Cancer Research UK (#6) also performing strongly.
Ben Kay, chief executive of RKCR/Y&R, said: “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.”
It’s interesting to note Google’s position as number four in the list (position 11 with charities and armed forces included) – particularly given the search giant was named the second most valuable brand by Interbrand in September behind Apple, who had beaten Coca-Cola to top spot for the first time in 13 years.
The full list can be seen below:
1. AA
2. Post Office
3. Boots
4. Google
5. Johnson’s Baby
6. Fairy
7. RAC
8. Marks & Spencer
9. Dulux
10. Kellogg’s Corn Flakes
11. PayPal
12. Parcelforce
13. Pampers
14. Johnson & Johnson
15. BBC News
16. Royal Mail
17. Benylin
18. Dettol
19. Cow & Gate
20. Lloyds Pharmacy
