Did you know you can cook bread with steam?
© 2026 Appliancenews. All Rights Reserved.
In terms of the broad technology space, the winner is Nokia while in the consumer electronics market, LG has topped the list as Australia’s most authentic brand, according to a new study.
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.
“LG demonstrates an important principle to new brands entering mature categories: to capture consumer’s attention as a new brand today you’ve got to be prepared to champion new ideas forcefully. LG has rapidly gained traction by consistently bringing fresh thinking to every category it enters and conveying a sense of self confidence that Australians have clearly picked up on,” he added.
LG spokesperson Fabienne Guildhary said “As the only consumer electronics brand (in the broad sense of being a manufacturer of white goods, TVs etc) in the top ten of the authenticity index, this accolade emphasises the strength and reliability of the LG brand.”
Further details of the study and results can be found in the January edition of The Australian Financial Review’s ‘BOSS Magazine’ where the results were first published.
