In a report released last week by brand expert Simon Hammond, Lee Kernaghan was placed at #5 on Australia 's most trusted musical brand list. Lee followed AC/DC, The Wiggles, Nick Cave and Kylie to become the nation's most trusted adult music brand residing in Australia .

Lee was followed by The Veronicas, Powderfinger, The Living End, Rolf Harris and Paul Kelly who rounded off the top ten.

Mr. Hammond said “Great music brands don't try too hard – they just are”. Mr. Hammond looked at hundreds of local musicians, assessing their credibility based on his brand methodology – belief, belonging and behaviour.

“We look at whether the artist is a living, breathing delivery of a clearly articulated belief,“ said Mr. Hammond, who has worked for his company, Belong, on re-branding tasks for companies, including National Australia Bank and Sportsgirl.

He added “We look at the consistency of the brand and the reaction of the public to it. Clearly, sales do matter, but they are not the only measure in our view. We look at substance because ultimately, that leads to brand longevity and deep loyalty in consumers”.