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Tuesday, 23rd February 2010

Lists & Rankings: Most Trusted and Recommended Brands in the U.S.

From the Summary:

New consumer research released today by Millward Brown reveals that Amazon.com is the top performing brand in the U.S. based on "trust" and "recommendation," the key ingredients to brand success, according to a new report entitled "Beyond Trust: Engaging Consumers in the Post-Recession World."

"The 'TrustR' metric is very relevant in a global economy that is struggling to emerge from a gloomy recessionary period. Consumers are less likely to spend hard-earned money on brands that they don't trust. In fact, we found that the number one "TrustR" brand in each of the 22 countries we researched was nearly seven times more likely to be purchased and consumers were 10 times more likely to have formed a strong bond with these brands," commented Eileen Campbell, Global CEO of Millward Brown.

TrustR is calculated by looking at consumer responses to the questions "how trustworthy is this brand?" and "would you recommend this brand?" The scores are indexed and combined to reach a TrustR score. The average score is 100, and anything over 105 is considered "good."

The Top 10 Most Trusted and Recommended Brands in the U.S. (TrustR Score Listed on Web Page)

10. UPS (United Parcel Service
9. Pampers
8. WebMD
7. Tylenol
6. Toyota
Note: Study conducted over the course of 2009, prior to Toyota's recent recall
5. Tide
4. Huggies
3. Downy
2. FedEx
1. Amazon.com

Source: Millward Brown
Hat Tip: TechFlash / Eric Engleman's Amazon Blog


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