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The tech brands we trust most

It was predictable that firefighters would again take the top spot as the most trusted profession in the Reader’s Digest ‘Most Trusted’ annual survey, while Victoria Cross winner Willie Apiata was an obvious choice to succeed the late Sir Edmund Hillary as the most trusted person.

But which technology brands have gained the trust of New Zealanders?

This year Sony was the standout, gaining its second consecutive first place in the electronics category and fifth place overall. It also improved on last year’s overall ranking of ninth.

General manager of marketing Matt Walton-Smith says Sony has worked to grow brand recognition in New Zealand, and its reputation is based on product innovations and commitment to quality.

“We invest heavily in product training and our service offering,” he says. “In addition, we continually gather ‘voice of customer’ feedback through research programmes, our websites and from our MySony club members.”

The survey was carried out by research firm The Leading Edge, which asked 500 New Zealand adults to rate 122 brands on a trust scale of one to 10, with the results grouped by business category.

HP topped the computer brands, with Apple second, while Vodafone was first for telecommunications. Telecom came near the bottom of the overall list at 112. Nokia came first among mobile phone brands.

Other tech brands to feature were Philips at 24th equal overall, Sanyo at 51st and Samsung at 72nd. Mitre 10 was the leading retailer, followed by The Warehouse and Noel Leeming

Last year, Nokia was placed 14th and Panasonic at 20th. Philips was ranked 25th equal last year.

Category kings


Winner: Sony

Runner-up: Panasonic

Mobile phones:

Winner: Nokia

Runner-up: Philips


Winner: Hewlett-Packard

Runner-up: Apple


Winner: Vodafone

Runner-up: TelstraClear