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Part of a wider annual trust survey now in its fifth year, Reader’s Digest polled a representative sample of Australians, asking respondents to rank more than a hundred brands across sixteen different categories, to find out what brands they trust the most.

With a very high mean score, aspirational brand Mercedes-Benz took the number one position in the car category.

Commenting on the results, Paul Heath, Managing Director and Publisher of Reader’s Digest said: “The results of our annual survey continue to provide some useful insights into consumer loyalty and the important part Trust plays in our purchasing decisions. In short, the most trusted brands are the ones we purchase most.”

Some of the key drivers to trust also identified by the survey findings include positive past experiences and perceived quality.

“For an aspirational brank like Mercedes, trust plays an important role in attracting new customers and keeping loyal customers within the family,” said Horst von Sanden, Managing Director of the Mercedes Car Group in Australia.

“Mercedes-Benz has, over the years, excelled at taking care of its loyal customers as well as welcoming newcomers to the three-pointed-star.

“The positive experiences and perceptions of quality experienced by Mercedes customers is widely appreciated as evidenced again by this most recent survey,” said von Sanden.

Notes to editors: The Leading Edge surveyed a statistically representative sample of 1502 adult Australians on behalf of Reader’s Digest between February 23 and March 1 2005. This is its fifth annual Reader’s Digest poll on Trust and respondents were asked to rank 100 individuals, 30 professions and 119 brands. This is the first time individuals have been included in the survey. Approximately half of the sample was asked how much they trusted the individuals and professions in the poll and half about the brands and professions they trust the most.

Survey results are featured in the June issue of Australian Reader’s Digest on sale 18 May 2005