Building a brand that customers trust – that is the goal of many companies. The study “Most Trusted Brands 2022” by the magazine “Reader’s Digest” and the market research institute Dialego shows which companies are doing this particularly well.
For the current edition of the annual ranking, 4,000 people representing the population were asked which brands they personally trust the most – so much so that they would recommend them to friends and relatives. The methodology: Various industries were named, for which the respondents were then asked to name their respective brand favorites without further specifications. So the approach tended to favor big, well-known brands that spontaneously spring to mind.
Most brand followers are rather practical. Respondents named quality as the most important criterion for trusting a brand, followed by value for money and the practicality of the products. Aspects such as environmental protection and progressiveness, but also service and reputation, played only a subordinate role.
Our photo series shows which brand is ahead in which sector. However, it was also asked how trustworthy the sectors are overall. Manufacturers of mineral water, tea and household and kitchen appliances can be pleased about the generally high level of trust. On the other hand, consumers are particularly skeptical about insurance, vitamin products, and vegetarian and vegan products.