Kiwis nuts about Pic's as it takes the chocolates

The 2nd wave of Opinion Compare’s Brand Reputation Index results sees a new brand take the coveted crown of best Brand Reputation in New Zealand.  The Brand Reputation Index measures factors and perceptions around brand love, quality, purpose and longevity to create the leaderboard of the most respected brands identified by the New Zealand population.

After the success of the April 2020 research, new brands were included with the existing 48 brands to determine how each performed with a mix of consistent performers and significant shifts.

BRAND

NOVEMBER 2020 POSITION

APRIL 2020 POSITION

Pic’s Peanut Butter

1

NEW ENTRY

Whittakers

2

1st

Watties

3

21st

Air New Zealand

4

6th

NZ Post

5

26th

Edmonds

6

7th

Tip Top Ice Cream

7

5th

Trade me

8

19th

Dettol

9

NEW ENTRY

Mitre 10

10

2nd

2degrees

11

36th

Ecostore

12

NEW ENTRY

Pak n Save

13

4th

Lewis Road

14

12th

New World

15

13th

Earthwise

16

3rd

Mainland

17

9th

Anchor

18

NEW ENTRY

Resene

19

NEW ENTRY

Garage Project

20

NEW ENTRY

Gavin Male, CEO of Opinion Compare explains “Congratulation firstly to Pic’s Peanut Butter.  In other research we’ve conducted, we’ve seen brand affinity but to be placed number one is an achievement.  Close behind is Whittakers which will surprise no-one but some of the shifts in the leaderboard are fascinating.  NZ Post which directly after lockdown restrictions drew the criticism of the Kiwi public seems to have restored elements of their reputation, I would argue that the latest advertising seems to have paid dividends for 2degrees and maybe after the COVID-19 impact, we’ve done all the DIY projects we need for 2020.”

“This research is much more than just a single leaderboard as it identifies the specific elements that drive a positive reputation and they are the levers and the elements that any brand operating in New Zealand need to be aware of”

About the Brand Reputation Index: This 2ND wave of research surveyed a representative sample of the New Zealand adult population (n=752) to identify the top New Zealand brands, while subsequent waves of the research will track movement over time. 61 brands were chosen for evaluation in this first wave of research, from a variety of sectors and industries, including products and services. Over 4000 individual brand evaluations were conducted as part of the methodology to create the BRI.

Brand Reputation Index

24 November / press releases
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