AA most trusted UK brand

Millions trust the AA in the home and on the road each year

The AA has been confirmed as the UK’s most trusted brand

The AA has been confirmed as the UK’s most trusted brand

The AA has been confirmed as the UK’s most trusted brand in a survey of more than 3,000 people.

The research* measured brand perception of companies across a range of sectors and amongst the UK’s twenty most trusted brands, the AA, the UK’s biggest motoring organisation, came top, excluding charities and armed forces, ahead of Post Office, Boots and Google.

When charity brands and the armed forces are included, the AA is second, only behind Royal British Legion Poppy Appeal with the NSPCC in third.

Top 5 brands

(Excluding charities and armed forces)

  1. The AA
  2. Post Office
  3. Boots
  4. Google
  5. Johnson’s Baby

Source: BrandAsset Valuator 2014

In a volatile and tough market, it should be reassuring that the AA is so well trusted and always there to help its customers

Chris Jansen, AA chief executive

Proud tradition

Chris Jansen, AA chief executive, says: “The AA has been around for more than 100 years and has a proud tradition of focusing on our customers and members and delivering outstanding customer service.

“This is why we have held a Which? accolade for eight consecutive years. In a volatile and tough market, it should be reassuring that the AA is so well trusted and always there to help its customers.”

Last year, the AA attended around 3.5 million breakdowns and is investing more than £22 million this year in patrols’ equipment, technology and vehicles.


(11 April 2014)

* Source: Survey of more than 3,000 people in the UK aged 18-74 between 4 January and 7 February 2014 by Rainey Kelley Campbell Roalfe / Y&R’s BrandAsset Valuator (BAV).