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About Top Brand

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The programme

The Top Brand endorsement programme enables New Zealand consumers to recognise brands that perform strongly across an entire product category, such as televisions or vacuum cleaners.

The Top Brand endorsement is available to manufacturers and distributors to use in advertising and promotion. It can only be used for those products that have been awarded Top Brand status, subject to meeting licence conditions.

How do I recognise Top Brand?

The Top Brand endorsement may be used directly alongside relevant products. The list of manufacturers and distributors that hold a current licence to use the Top Brand endorsement in advertising and promotional activities is available here and in Consumer magazine.

All applications of the endorsement brandmark are approved by Consumer NZ prior to use and meet our brand usage guidelines.

FAQs for consumers

Brands awarded Top Brand status are eligible to purchase a non-exclusive licence to use the Top Brand endorsement in their advertising and promotion. Top Brand is awarded annually.

The endorsement programme was launched to recognise excellence and to provide consumers with ‘at a glance’ information on products and services that have been awarded Top Brand status.

Our independence is what sets us apart from other organisations. We select products for testing based on market research and we buy products from stores just like consumers do. Manufacturers, distributors and service providers that have purchased endorsement licences have no involvement in our testing programme.

Consumer NZ reserves the right to withdraw a Top Brand endorsement from a product if appropriate.

Our work is funded by member fees, revenue from the Consumer Recommends, Top Brand and People’s Choice endorsement programmes, the Consumer Trusted accreditation programme and contract work, mostly with government departments. All revenue from our endorsement programmes is used to increase the scope of product testing, advocacy and investigative work.

We print a list of endorsements in our magazine and online. If you are concerned about a product being promoted without a licence, feel the endorsement logo is being used in a confusing manner or wish to ask any questions about the programme, please email us on info@consumer.org.nz.

FAQs for businesses

Top Brand status is awarded to brands that perform strongly across an entire product category, such as televisions or vacuum cleaners. Brands must perform strongly in product test results as well as in overall satisfaction and reliability from Consumer NZ member surveys. The endorsement programme allows you to celebrate this and communicate it to your customers and retailer network.

An endorsement licence allows you to use the Top Brand endorsement in a variety of ways – print, online, TV, radio, point of sale, packaging and other advertising, and promotion executions approved by Consumer NZ.

Please contact our General Manager – Business, Derek Bonnar, at derek@consumer.org.nz or 021 486 330.

Top Brand is awarded annually. The period of the endorsement licence will usually be 12 months.

Endorsement licences will only be granted when the Top Brand status is current. Eligibility for an endorsement licence is at the discretion of Consumer NZ.

Once Top Brand status has been awarded to your product, you will be notified by Consumer NZ. Or you can contact our General Manager – Business, Derek Bonnar (derek@consumer.org.nz), anytime.

  • You are a manufacturer, distributor or service provider whose brand(s) have been awarded Top Brand status.
  • You notify Consumer NZ you wish to buy an endorsement licence.
  • The date of commencement for the licence period is agreed.
  • The contract is drawn up and sent out with your endorsement brandmark files.
  • Your promotional material is submitted for approval to Consumer NZ.
  • Your endorsement fee is paid and your licence period commences.

All use of the endorsement brandmark must be approved by Consumer NZ prior to use.

The licensee can use limited excerpts from Consumer reports relating to the brand and category in which they have been awarded top brand in their advertising and promotion. All excerpts must be approved by Consumer NZ before publication.

There is no limit as long as it is used in accordance with the criteria outlined within the endorsement agreement and is approved by Consumer NZ prior to use.

We select products for testing based on market research and we buy products from stores just like consumers do. We do not accept free or discounted products from businesses or manufacturers for testing.

We do like to keep up to date with what is happening in the marketplace, so if you have a new product or service you think we might be interested in, please email info@consumer.org.nz. Your email will be forwarded to our Research and Testing team.

If you wish to discuss the Top Brand endorsement programme further, please contact:

Derek Bonnar
General Manager – Business
Phone: 021 486 330
Email: derek@consumer.org.nz

Awarded brands

To see the brands that have been awarded Top Brand status, become a paying Consumer member or log in at the top of the page.

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Our programmes

We award Consumer Recommends, People’s Choice and Top Brand endorsements, as well as accredit businesses as part of our Consumer Trusted programme.

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