Whittaker’s unbeatable as NZ’s most loved brand

Whittaker's2The All Blacks may have a shot of becoming the first team ever to win consecutive Rugby World Cups but they cannot top a seemingly unbeatable Whittaker’s as New Zealand’s most loved brand.

Colmar Brunton this week released the results of its annual “Brands I Love” survey and while the All Blacks have jumped seven per cent to be the country’s second most loved brand for 2015, Whittaker’s comfortably holds on to the top spot for the fourth year in a row.

Tip Top, Air NZ and Pineapple Lumps round out the top five most loved brands.

Colmar Brunton CEO, Jacqueline Farman, says that around the world brands that are well loved grow faster for longer, and NZ is no exception.

“Kiwis were clear in the survey about what qualities make brands loveable, and Whittaker’s consistently ticks all the boxes. New Zealanders want to support brands that reflect who we are, and what we value. Being Kiwi owned and operated, great value for money, trustworthy and likeable are key,” she says.

“Whittaker’s delivers on all those qualities, adding further value by constantly innovating in partnership with other iconic Kiwi brands like Tip Top and L&P. Its combination of brand love and innovation is a surefire recipe for exceptional brand strength and growth. Whittaker’s has been a clear winner for the last four years by some distance, and is looking pretty much unbeatable at the moment. But if the All Blacks do win the World Cup, who knows?”

Whittaker’s topped the survey for both males and females and in the 18-29 and 50+ age categories; however it was pipped by the All Blacks in the 30-49 age group.

Farman adds that three of the biggest movers in the survey are all retailers, reflecting a return to value-led strategy in this sector. Mitre 10, New World and The Warehouse also featured in the top 10 companies for fair value in this year’s Colmar Brunton NZ corporate reputation index.

“Expectations of fair value from kiwi companies are especially tough, but it’s not just about the price, it’s about the whole package: range, location, convenience, a great shopping experience and a clear purpose that makes you different. Here are three retail brands doing that well, and building strong reputations as a result. And reputation matters a lot – not only do people feel and speak more positively about brands and businesses with strong reputations, when it comes to the purchase decision, they will pay a premium for them.”

She stresses that buying products made in NZ is important for Kiwis, especially when buying food products, according to the survey.

“Fresh fruit and vegetables and dairy products are where it matters most to buy NZ made, but we also make it a priority in other food categories such as frozen or tinned fruit and vegetables, and confectionery.”

The top three reasons for choosing NZ made products are supporting the NZ economy (87 per cent), supporting local producers (82 per cent) and helping to keep more Kiwis in work (78 per cent).

Colmar Brunton has developed a “NZ’s Most Loved Brands Top 20” love mark, which will be offered to the all those brands that made the top 20 in the survey.

The top 20 most loved brands in NZ for 2015 are as follows.

2015 Rank Brand 2014 Rank *Change + or –
1 Whittaker’s 1 0 per cent
2 All Blacks 5 seven per cent
3 Tip Top 2 three per cent
4 Air New Zealand 4 zero per cent
5 Pineapple Lumps 2 -six per cent
6 Watties 8 three per cent
7 Edmonds 14 eight per cent
8 Marmite 6 -two per cent
8 Mitre 10 16 seven per cent
8 New World 19 eight per cent
11 Cadbury 7 -two per cent
11 Vogel’s 10 zero per cent
13 The Warehouse 23 10
14 Weet Bix 8 -five per cent
15 Pak N Save 11 -four per cent
16 Trademe 14 -one per cent
17 Mainland 11 -six per cent
17 TVNZ 21 two per cent
17 Briscoes 25 six per cent
20 Sanitarium 22 one per cent


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