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
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.
Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.
Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.
Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.
Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.
* This is a sample representation of the report layout and does not reflect the research included in this report.
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