Marketing News: Research : Nappy brand Pampers is the UK’s most trusted brand

News Release from: MarketingUK
23/02/2010
Millward Brown,TrustR, Pampers,The Futures Company, Brand Finance

Nappy brand Pampers is the UK's most trusted brand, according to new research from WPP's Millward Brown and The Futures Company.

The research company has formulated a new metric called TrustR, a score which is calculated by looking at consumer responses to the questions "how trustworthy is this brand?" and "would you recommend this brand"?

Pampers was the top scorer in the UK, while Amazon took the crown in the US.

Eileen Campbell, Global CEO of Millward Brown, said, "The 'TrustR' metric is very relevant in a global economy that is struggling to emerge from a gloomy recessionary period. Consumers are less likely to spend hard-earned money on brands that they don't trust.

"In fact, we found that the number one 'TrustR' brand in each of the 22 countries we researched was nearly seven times more likely to be purchased and consumers were 10 times more likely to have formed a strong bond with these brands."

Other brands which ranked in the top spot included Nokia – which w

Interestingly, Toyota was ranked the most trusted brand in Canada and Japan and was the 6th highest scoring brand overall.

Across the 22 countries studied by Millward Brown, the number one TrustR brand in each was nearly seven times more likely to be purchased and had a brand-consumer bond 10 times greater than average.

Last week, Brand Finance named mobile giant Vodafone as the UK’s most valuable brand. Other brands including HSBC, Tesco, Barclays, Sainsbury’s, Cadbury and British Airways also featured on the ‘top 500’ list.