Conducted by branding consultants Principals, together with research company Synovate, the study examined 70 brands across a range of services and categories – spanning beyond the CE space. The 2362 participants were asked to grade brands on seven drivers of authenticity: heritage, familiarity, personal utility, originality, momentum, sincerity and declared beliefs.
The overall winner was Qantas, followed by Cadbury and mobile-phone specialist, Nokia. LG took eighth place, while IT players Microsoft and Google took 5th and 6th place respectively.
"LG has emerged from our study as one of Australia’s most authentic brands and is in the company of other relatively young technology leaders like Nokia, Microsoft and Google, who are now viewed by Australians as being integral to their lives," said Principals Planning Director, Wayde Bull.
Source: Smart House
Congratulations! I know my favorite brands are Lenovo, Nokia, Pioneer and Klipsch.