Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Trust and Brands - UK - January 2017

“Trust acts as a building block for many other positive brand attributes, including the creation of perceived standout and brand preference. While the most trusted brands tend to be market-leading ones that have had high exposure to consumers, there are a significant minority of brands, predominantly non-FMCG, that are able to rely on reputation rather than active experience to generate trust.”
– Richard Hopping, Brand and Household Analyst

This Report discusses the following key topics:

  • Usage a major defining factor in building trust
  • Brands that score highly on trust tend to stand out
  • A link between trust and preference

Since the beginning of 2015, Mintel has conducted brand research on over 700 brands. As well as consumers’ attitudes towards brands, we investigate how many people have used those brands, how good their experience of the brand has been, and whether they would recommend that brand.

Research is run at a brand level, rather than based on a particular product. So rather than asking specifically about people’s perception of Barclays’ current accounts, or of Tesco’s ready meals, for example, we ask about their overall perception of the Barclays and the Tesco brands.

Data in this report is drawn from fieldwork conducted between January 2015 and December 2016. Many brands have been covered on multiple occasions and, unless otherwise stated, Mintel’s data refers to the most recent wave of research in which a given brand featured. Please refer to the report Appendix for details of the reports from which the brand data have been taken.

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

          • Functional and FMCG brands reign supreme
            • Figure 1: Top ranking of brands by agreement with “A brand that I trust”, January 2015-December 2016
          • A similar story to 2016, but with some different characters
            • Figure 2: Top ranking of brands by agreement with “A brand that I trust”, January 2014-December 2015 (for 2015) and January 2015-December 2016 (for 2016)
          • Loans brands are a marked category
            • Figure 3: Lowest scoring brands for agreement with “A brand that I trust”, January 2015-December 2016
          • Usage a major defining factor in building trust
            • Figure 4: Agreement with “A brand that I trust”, by brand usage, January 2015-December 2016
          • Brands that score highly on trust tend to stand out
            • Figure 5: Agreement with “A brand that I trust”, by perceived brand differentiation (net of “It stands out as being somewhat different from other brands” and “It’s a unique brand which really stands out from other brands”), January 2015-December 2016
          • A link between trust and preference
            • Figure 6: Agreement with “A brand that I trust”, by brand commitment (Net of agreement with “This is a favourite brand” and “I prefer this brand over others”), January 2015-December 2016
          • Trust not necessarily a defining factor of satisfaction
            • Figure 7: Agreement with “A brand that I trust”, by brand satisfaction (Net of “Excellent” and “Good” reviews of experience*), January 2015-December 2016
          • Trust can add value
            • Figure 8: Agreement with “A brand that I trust”, by agreement with “A brand that is worth paying more for”, January 2015-December 2016
          • Some brands not reliant on active experience
            • Figure 9: Brands with the highest trust to usage ratio, January 2015-December 2016
          • What we think
          • Brand Overview – What You Need to Know

            • Functional and FMCG brands reign supreme
              • Strength of Heinz and NIVEA evident
                • A similar story to 2016, but with some different characters
                  • Loans brands are a marked category
                    • Smaller finance brands feel the strain
                    • Brands with High Trust Levels

                      • Functional and FMCG brands reign supreme
                        • Figure 10: Top ranking of brands by agreement with “A brand that I trust”, January 2015-December 2016
                      • Amazon is a brand leader
                        • Samsung inclusion highlights changing consumer lifestyles
                          • Strength of Heinz and NIVEA evident
                            • Figure 11: Awareness and usage of the most trusted brands, January 2015-December 2016
                          • Trusted brands outperform average on experience
                            • Figure 12: Satisfaction and likely recommendation of the most trusted brands, January 2016-December 2016
                        • A Comparison with 2016

                          • A similar story, with some different characters
                            • Figure 13: Top ranking of brands by agreement with “A brand that I trust”, January 2014 – December 2015 (for 2015) and January 2015-December 2016 (for 2016)
                          • The risers: Amazon, Colgate, NIVEA, Dove, Samsung
                            • Figure 14: User profile of Dove, May 2015
                          • The fallers: Johnson’s, Pyrex, B&Q, Andrex
                          • Brands that Lack High Trust Levels

                            • Loans brands are a marked category
                              • Figure 15: Lowest scoring brands for agreement with “A brand that I trust”, January 2015-December 2016
                            • Smaller finance brands feel the strain
                              • Tabloid newspapers struggle to build trust in spite of high usage
                              • Sector Review – What You Need to Know

                                • Link between usage and trust evident in FMCG sectors
                                  • Active experience less influential on trust in fashion sector
                                    • Post Office most trusted financial services brand
                                      • A difficult situation for media brands
                                        • Changing consumer habits feeding through to brand attitudes
                                          • Samsung shows the potential for technology brands
                                          • Automotive

                                            • Vehicle recovery more trusted than car marques
                                              • Figure 16: Top ranking of brands by agreement with “A brand that I trust” in the automotive sector, January 2015-December 2016
                                            • Ford the most trusted car marque
                                            • Beauty and Personal Care

                                              • Market leader Colgate is most trusted BPC brand
                                                • Strong presence from NIVEA and Gillette
                                                  • Figure 17: Top ranking of brands by agreement with “A brand that I trust” in the BPC sector, January 2015-December 2016
                                                • Functional brands score more highly than those that provide glamour
                                                • Drink

                                                  • Link between usage and trust evident in drinks sector
                                                    • Figure 18: Top ranking of brands by agreement with “A brand that I trust” in the drinks sector, January 2015-December 2016
                                                  • Lucozade and Baileys represent two outliers
                                                  • Fashion

                                                    • Active experience less influential on trust in fashion sector
                                                      • Figure 19: Top ranking of brands by agreement with “A brand that I trust” in the fashion sector, January 2015-December 2016
                                                    • However, accessible brands still most likely to be trusted
                                                    • Financial Services

                                                      • Range of financial services categories represented
                                                        • Figure 20: Top ranking of brands by agreement with “A brand that I trust” in the financial services sector, January 2015-December 2016
                                                      • Travelex and Asda Money outliers
                                                      • Food

                                                        • Similarities between food and BPC sectors
                                                          • Figure 21: Top ranking of brands by agreement with “A brand that I trust” in the food sector, January 2015-December 2016
                                                      • Foodservice

                                                        • Highly-used foodservice brands fare better on trust
                                                          • Figure 22: Top ranking of brands by agreement with “A brand that I trust” in the foodservice sector, January 2015-December 2016
                                                      • Household Care

                                                        • Functional sector drives high level of trust in household care
                                                          • Yankee Candle and Dyson offer something different
                                                            • Figure 23: Top ranking of brands by agreement with “A brand that I trust” in the household care sector, January 2015-December 2016
                                                        • Media

                                                          • A difficult situation for media brands
                                                            • Figure 24: Top ranking of brands by agreement with “A brand that I trust” in the media sector, January 2015-December 2016
                                                        • Retail

                                                          • Amazon a brand leader
                                                            • Figure 25: Top ranking of brands by agreement with “A brand that I trust” in the retail sector, January 2015-December 2016
                                                          • Few glamorous brands are represented
                                                          • Technology Products

                                                            • Samsung leads technology product sector, but is subject to change
                                                              • Figure 26: Top ranking of brands by agreement with “A brand that I trust” in the technology product sector, January 2015-December 2016
                                                            • Bose has advantage in sound space
                                                            • Technology Service Providers

                                                              • The tech service provider sector shifting
                                                                • Figure 27: Top ranking of brands by agreement with “A brand that I trust” in the technology service provider sector, January 2015-December 2016
                                                              • History and heritage not enough in tech
                                                              • Travel

                                                                • British Airways stands out on trust in travel sector
                                                                  • Figure 28: Top ranking of brands by agreement with “A brand that I trust” in the travel sector, January 2015-December 2016
                                                              • Influencers on Trust – What You Need to Know

                                                                • Usage a major defining factor in building trust
                                                                  • Brands that score highly on trust tend to stand out
                                                                    • Consumers willing to associate with trusted brands
                                                                      • Satisfaction not dependent on trust
                                                                        • Trust can add value
                                                                        • The Link between Trust and Usage

                                                                          • Usage a major defining factor in building trust …
                                                                            • … but some brands are less reliant on usage
                                                                              • Figure 29: Agreement with “A brand that I trust”, by brand usage, January 2015-December 2016
                                                                            • Usage is not always enough to build trust
                                                                            • The Link between Trust and Perceived Differentiation

                                                                              • Brands that score highly on trust tend to stand out
                                                                                • Figure 30: Agreement with “A brand that I trust”, by perceived brand differentiation (Net of “It stands out as being somewhat different from other brands” and “It’s a unique brand which really stands out from other brands”), January 2015-December 2016
                                                                              • Premium or innovative brands more likely to stand out
                                                                                • Functional, habitual brands skewed more towards trust
                                                                                • The Link between Trust and Brand Preference

                                                                                  • A link between trust and preference
                                                                                    • Figure 31: Agreement with “A brand that I trust”, by brand commitment (net of agreement with “This is a favourite brand” and “I prefer this brand over others”), January 2015-December 2016
                                                                                  • Microsoft and Google’s habitual use creates preference
                                                                                    • Trust as a building block towards commitment
                                                                                    • The Link between Trust and Satisfaction

                                                                                      • All brands equally capable of creating trust
                                                                                        • Figure 32: Agreement with “A brand that I trust”, by brand satisfaction (net of “Excellent” and “Good” reviews of experience*), January 2015-December 2016
                                                                                      • Low scoring brands on satisfaction generally have low scores for trust
                                                                                        • Niche beauty brands capable of creating satisfaction despite low trust
                                                                                        • The Link between Trust and Innovation

                                                                                          • Innovation not necessarily a driver of trust
                                                                                            • Halo and horns effect evident
                                                                                              • Figure 33: Agreement with “A brand that I trust”, by agreement with “A brand that is innovative”, January 2015-December 2016
                                                                                          • The Link between Trust and Caring about Health and Wellbeing

                                                                                            • BPC and household care sectors demonstrate correlation
                                                                                              • Figure 34: Agreement with “A brand that I trust”, by agreement with “A brand that cares about my health/wellbeing”, January 2015-December 2016
                                                                                            • Caring about health is less important in the generation of trust in food sector
                                                                                            • The Link between Trust and Being Worth Paying More For

                                                                                              • A general link between the two factors
                                                                                                • Premium brands lack accessibility to promote as much trust as others
                                                                                                  • Figure 35: Agreement with “A brand that I trust”, by agreement with “A brand that is worth paying more for”, January 2015-December 2016
                                                                                                • Amazon is an outlier
                                                                                                • The Link between Trust and Caring for the Environment

                                                                                                  • Link between trust and environment not set in stone
                                                                                                    • Figure 36: Agreement with “A brand that I trust”, by agreement with “A brand that cares for the environment”, January 2015-December 2016
                                                                                                  • Niche nature of ethical brands impacts on generation of trust
                                                                                                  • The Link between Trust and Social Responsibility

                                                                                                    • Limited link between trust and social responsibility
                                                                                                      • Figure 37: Agreement with “A brand that I trust”, by agreement with “A brand that is socially responsible”, January 2015-December 2016
                                                                                                    • Ecover and The Body Shop are stark outliers
                                                                                                    • Cross Category Review – What You Need to Know

                                                                                                      • The food sector leads on trust
                                                                                                        • Some brands not reliant on active experience
                                                                                                          • Prominent sub-brands in most trusted list
                                                                                                            • Tesco Bank attacked by cyber criminals
                                                                                                            • Cross Sector Review

                                                                                                              • Food sector leads on trust
                                                                                                                • Figure 38: Average trust to usage ratio, by sector, January 2015-December 2016
                                                                                                              • Household care is functional and earns regular engagement
                                                                                                                • Myriad brands in BPC sector
                                                                                                                  • Figure 39: Average awareness of brands in different sectors, January 2015-December 2016
                                                                                                                • Fashion’s high desirability creates more trust
                                                                                                                  • Figure 40: Average trust to usage ratio, by sector, January 2015-December 2016
                                                                                                                • Travel and automotive sectors also benefit from glamorous image
                                                                                                                  • Health issues affect drinks sector
                                                                                                                    • Figure 41: Topic cloud around the sugar tax, 15 December 2014-15 December 2016
                                                                                                                  • Finance sector has a bad reputation
                                                                                                                    • Media brands least likely to be trusted
                                                                                                                      • Technology brands in line to boost trust
                                                                                                                      • Trust without Experience

                                                                                                                        • Some brands not reliant on active experience
                                                                                                                          • Figure 42: Brands with the highest trust to usage ratio, January 2015-December 2016
                                                                                                                        • Premium traits and a useful proposition have an impact
                                                                                                                          • Designer fashion and BPC labels most likely to earn trust without usage
                                                                                                                            • Figure 43: Brands that generate more trust than usage, by sector, January 2015-November 2016
                                                                                                                          • Newspapers highly read but lack trust
                                                                                                                            • Figure 44: Brands with the lowest trust to usage ratio, January 2015-December 2016
                                                                                                                          • Retail brands make up majority of brands with low trust levels
                                                                                                                            • Figure 45: Brands with a trust to usage ratio of less than 50%, January 2015-November 2016
                                                                                                                        • Trust and Sub-brands

                                                                                                                          • Prominent sub-brands in most trusted list
                                                                                                                            • But less of a catch-all pattern across all sub-brands
                                                                                                                              • Figure 46: Agreement with “A brand that I trust” by overall usage, with parent brand and sub-brands highlighted, January 2015-December 2016
                                                                                                                            • Financial services may offer an easier route for brands to expand
                                                                                                                            • The Tesco Bank Hacking

                                                                                                                              • Tesco Bank attacked by cyber criminals
                                                                                                                                • Figure 47: Proportion of online conversation around Tesco Bank, 1 January 2015-14 December 2016
                                                                                                                              • Tesco Bank perhaps yet to feel the full effect
                                                                                                                                • Figure 48: Agreement with “A brand that I trust” for Tesco Bank, by users of the brand and people aware of the brand, December 2014-December 2016
                                                                                                                              • Lack of wilful intent likely to play into Tesco Bank’s favour
                                                                                                                                • Tesco Bank’s previous clean image likely to assist
                                                                                                                                  • Consumers may be unsure of who to blame
                                                                                                                                  • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                      • Abbreviations
                                                                                                                                      • Appendix – Brands Covered

                                                                                                                                        Companies Covered

                                                                                                                                        To learn more about the companies covered in this report please contact us.

                                                                                                                                        Trust and Brands - UK - January 2017

                                                                                                                                        US $2,842.31 (Excl.Tax)