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Consumers rank NZ’s most reputable brands

Whittakers, Trade Me, Mitre 10 and Earthwise were picked as the top most reputable brands in New Zealand, according to consumer insight agency Opinion Compare.

Opinion Compare’s inaugural Brand Reputation Index, which surveyed  over 1,000 Kiwis in early July to evaluate 48 brands and measure how the New Zealand population view and evaluate a brand’s reputation, showed Whittakers came in first place for overall brand reputation and Trade Me took out the top spot for brand purpose.

The survey also showed Mitre 10 was recognised by consumers for the company’s overall reputation and performance in the last six months and Earthwise for corporate social responsibility, which, according to Opinion Compare, is a key driver in overall reputation.

“This first wave of research sets the benchmark of not only how brands perform in the eyes of the typical Kiwi, but what the specific elements are that drive brand reputation,” said Gavin Male, Opinion Compare CEO. 

According to Opinion Compare, the overall measurement is derived from a series of brand measures deemed to influence a brand’s good reputation, including brand love, brand purpose, corporate social responsibility and much more.

“Sustainability is at the heart of everything we do, reusing and diverting 500 tonnes of plastic from landfills over the last 18 months is a testament to that,” said Jamie Peters, Earthwise managing director and owner. “We’re pleased Earthwise is one of New Zealand’s most trusted and loved Kiwi brands.”

Male said the reputation of a brand has been proven to link to return on investment so knowing the levers to increase this can give brands an edge over the competition.

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