Colgate has been named Australia’s most trusted brand according to a new survey released by Readers Digest.
The toothpaste manufacturer has put the polish on more than just our enamel – beating Dettol, Cadbury, Panadol and Band-Aid to the top spot in the magazine’s annual Trust series.
More than 1200 people were surveyed to identify the nation’s best loved brands.
Readers Digest editor Sue Carney said longevity and familiarity were key factors behind most of the top brands this year.
"There’s strong loyalty with most of the iconic brands and there is something very instinctive when we see their logos on the supermarket shelves … it shows they pay close attention to what the market wants," Ms Carney said.
Other iconic brands including Vegemite, Bunnings, Arnotts, Bonds and Qantas also made the list.
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