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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 "Beyond Trust" study was conducted
in partnership with The Futures Company and introduces "TrustR,"
a new metric for understanding and strengthening the bond
between consumers and brands.
"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. (Rank, Brand, TrustR Score)
1
Amazon.com
123
2
FedEx
122
3
Downy
120
4
Huggies
120
5
Tide
120
6
Tylenol
120
7
Toyota
119
8
WebMD
119
9
Pampers
118
10
UPS (United Parcel Service)
118
Source: Millward Brown
Note: Study conducted over the course of 2009,
prior to Toyota's recent recall
"When a person recommends a brand they
put their own personal trust and credibility on the line.
They are only willing to recommend brands which themselves
have proven reliable and trustworthy," said Nigel Hollis,
EVP and Chief Global Analyst of Millward Brown. "Amazon.com,
the brand ranked first in the U.S. by TrustR, has achieved
that status through exceptional service and providing its
own recommendations to users. This combination has made Amazon
the gold standard of trust and recommendation in the U.S."
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