Apple tops Australian brand charts

14 December 2012

SYDNEY: Apple and Dyson are among the brands receiving the highest approval levels from Australian shoppers, new figures show.

Product Review, a dedicated web platform where consumers can upload their comments about goods and services, assessed 65,000 entries and ratings entered on its pages during the year to date.

Apple, the electronics giant, led the charts with an average score of 4.33 stars out of five, ahead of Steelcraft, which makes prams, cots and car seats, on 4.02 points.

Dyson, which manufactures vacuum cleaners and fans, took third position on 3.95 points, and believes the details contained in consumer reviews is crucial for brands.

"Customer insight is important. We use customer insights to continue to evolve our technology," said Karen Gentles, marketing manager for Dyson Australia.

"We've converted unhappy customers into brand advocates simply by being able to hear what they are saying. We've refined our customer care and added new information to our website as a result of the insights we've received from online reviews."

DéLonghi, the coffee machine specialist, claimed fourth spot with 3.89 stars, beating Breville, the appliances firm, on 3.68 points.

Samuel Williamson, Product Review's marketing manager, reported that the number of visitors to its site each day has grown by 38% in the past year, showing the importance of positive word of mouth.

"The need to listen online is more evident today than ever," he said. "We believe this will rise in 2013 as consumers continue to trust reviews over traditional marketing messages."

Among the operators at the bottom of the rankings were Dodo, the broadband provider, on 1.61 stars, and Nestlé, the food group, on 1.72 stars, largely due to negative comment about one of its baby formula products.

Data sourced from Product Review; additional content by Warc staff