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Trust and Brands - UK - January 2017

Published By :

Mintel

Published Date : Jan 2017

Category :

Lifestyle

No. of Pages : N/A

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.

Table of Content

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

List of Table

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