The Key to Brand Success? Trust.

Entrepreneur has listed the 10 most trusted brands and shows how they got their ranking.

The most trusted brands don’t always have the most sales or biggest market share.  What they do have is a relationship with their customers that was created over time through personal experiences and two-way communication, a new study shows.  The Values Institute, which conducted the study, identified five values that influence trust in a brand: ability (company performance); concern (care for consumers, employees and community); connection (sharing consumers’ values); consistency (dependability of products/services); and sincerity (openness and honesty).

In successful companies, such as Amazon, Coca-Cola, and Fed-Ex, a stronger emphasis is being made on building emotional relationships with consumers.  “When you do it, you have a much stronger affinity, a much stronger business, much stronger growth and much stronger results,” says branding consultant Jim Stengel, former global marketing officer of Procter & Gamble.

Source: Secrets of the 10 Most-Trusted Brands at

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