Trust and Brands - UK - February 2016
“It is the brands that consumers are most familiar with and that have consistently proved their functional credentials that develop the strongest amount of trust; something which particularly pays off for brands in the household and personal care categories. Not only can developing trust act as an advantage in the present, but it can also help to provide some protection from external forces in the future.”
– Richard Hopping, Brand and Social Media Analyst
This report looks at the following areas:
- Long-standing brands around the home are most trusted
- Finance brands, particularly loan brands, least likely to build trust
- Experience of a brand helps to build familiarity and trust
- Ethics matter – but only to a point
- Perceived quality translates into greater levels of trust
- A contrast between high-use categories...
- ...and sectors where people have fewer direct interactions
- Aldi and Lidl shaping new behaviours and attitudes in the grocery category
Mintel’s research shows that the most trusted brands are not necessarily those that get pulses racing; instead they are the brands that consumers have become familiar with over time, and the ones they feel that they can rely on, particularly in the household and personal care sectors. The likes of Johnson’s, Fairy and Pyrex might not be seen as particularly glamorous, but they are time-tested brands that help people care for their home or family.
Finance brands get the toughest ride from consumers, evidence of the challenges facing companies operating in that sector, and of the impact that repeated scandals and crises have had on consumer perceptions of the industry as a whole.
Trust cannot be viewed in isolation. It is closely correlated to usage, and it is those day-to-day brands that really engender high levels of trust, although a few prestige brands are able to stand out from the crowd despite relatively low levels of use. Levels of trust also tend to correlate with people’s opinions on other key brand attributes, such as customer service, reputation, quality and perceived value. Few brands are able to sidestep these broad links. Trust is not built in isolation: people need to feel they can rely on a brand to deliver on every front before they truly trust it.
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This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
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* This is a sample representation of the report layout and does not reflect the research included in this report.
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