In this article, we will take a look at the 20 most trusted brands in the US. If you want to skip our discussion on the factors influencing consumer trust levels, you can go directly to the 5 Most Trusted Brands In The US.
Brands win the trust of their buyers based on several parameters. The most important of these are product quality and customer experience. This trust is further reinforced by how a company addresses complaints and its commitment to customer service. Over time, ethical considerations such as sustainable practices and fair staff treatment have also become influential factors shaping customer perceptions of brands. Building and maintaining trust is crucial for brands to enhance marketing efficiency and minimize customer turnover. In a 2021 report on customer trust and its advantages for brands, Deloitte identifies four pillars that form a brand's trust components. These pillars are capability, reliability, humanity, and transparency. While many brands excel in the first two pillars, categorized as competency components, some fall short in the last two, which are the intent components. Aligning all four components towards cultivating customer trust enables companies to avoid being labeled as one of the Most Hated Brands in the World.
Deloitte’s report shows that over 68% of consumers spend more on their most trusted brands compared to other brands. This means that customers will recommend a trusted brand 5.4x more often and are 2.3x more likely to try a new product launched by a trusted brand, highlighting the substantial impact of building brand trust on sales, customer loyalty, and word-of-mouth promotion. It's worth noting that there are generational differences in brand trust, with the most trusted brands being less favored by Generation Z compared to other demographic age groups.
Most companies have made it to the list of the most trusted brands in the US by delivering consistent value to their customers over time. Amazon.com Inc (NASDAQ:AMZN) serves as an example, as its customers trust the company for its dependable service and timely delivery, with the assurance that any issues will be resolved through Amazon’s customer service. Apart from Amazon.com Inc (NASDAQ:AMZN), technology giants such as Microsoft Corp (NASDAQ:MSFT) and Apple Inc. (NASDAQ:AAPL) are also among the top 10 most trusted brands in the technology sector. However, when comparing across sectors, these technology companies tend to rank lower, with most fast-moving consumer goods brands taking the lead.
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20 Most Trusted Brands In The US
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Our Methodology
To shortlist the 20 most trusted brands in the US, we consulted credible sources like Morning Consult, YouGov, Axios, and Reddit threads to gain information on the general perception people have of different brands. We used Morning Consult’s database to determine brand rankings based on net trust scores, calculated as the percentage of respondents who express a high or moderate level of trust in a brand minus those who indicate a low level of trust. These rankings were based on representative samples ranging from 799 to 8,434 adults in the United States, and the unweighted margin of error for these samples was within the range of +/-3 percentage points.
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20 Most Trusted Brands In The US
20. Walgreens
Company Name: Walgreens Boots Alliance Inc.
Trust Score: 48.85
With the tagline “Walgreens: Trusted since 1901,” the brand emphasizes the company’s long history of service. The consistent theme of the brand revolves around being reliable. The company culture is rooted in the mission of helping people find joy in their lives.
19. CVS Pharmacy
Company Name: CVS Health
Trust Score: 49.19
CVS Pharmacy, Inc., a pharmaceutical retail corporation, is a subsidiary of CVS Health Corp (CVS:NYSE). The brand is positioned to offer “trust, familiarity, and community access” to CVS customers while addressing their comprehensive healthcare needs in an affordable manner. The company's website emphasizes its commitment to customer engagement "in unparalleled ways.”
18. Levis
Company Name: Levi Strauss & Co.
Trust Score: 49.62
Levi's, a leading jean brand globally, operates under the parent company Levi Strauss & Co (NYSE:LEVI), which also markets clothing under the Dockers, Signature by Levi Strauss & Co, and Denizen brands. Levi's jeans are available in over 110 countries through a network of 50,000 outlets. Renowned for their iconic stature, Levi's jeans are popular for their style, durability, and comfort. The brand itself holds a prominent position as one of the most popular and iconic clothing brands worldwide.
17. Oreo
Company Name: Mondelez International
Trust Score: 50.34
Oreo stands as one of the world's top-selling cookies, available in over 100 countries. Since its launch in 1912, the brand has maintained a staple advertising theme known as the "twist, lick, dunk" concept, emphasizing sharing and connection through the cookie. This consistent and iconic theme has been a hallmark of Oreo's marketing strategy. The brand is recognized for offering high-quality products at affordable prices, contributing to its widespread popularity and global success.
16. Target
Company Name: Target Corporation
Trust Score: 50.38
Target Corporation (NYSE:TGT) runs a chain of discount department stores that are based on the premise of paying less for more. The brand promises a wide variety of products. Target customers get high-quality designs at affordable prices. The brand fosters a culture of mutual care and respect, aiming to make a meaningful impact on the lives of its customers.
15. Lowe's
Company Name: Lowe's Companies, Inc.
Trust Score: 51.00
Lowe's Companies Inc (NYSE:LOW) runs a chain of retail stores that sell home improvement items. The brand is focused on providing tailored solutions to customers' home improvement needs, with a focus on value addition. With approximately 2,181 stores across the USA, Lowe's Companies Inc (NYSE:LOW) seeks to be a go-to destination for individuals seeking solutions and products for their home improvement projects.
14. FedEx
Company Name: FDX Corporation
Trust Score: 51.17
FedEx Corporation (NYSE:FDX) is positioned as a leader in the overnight delivery category. The brand’s taglines “the world on time” and “where now meets next” highlight its commitment to delivering parcels and documents on time, anywhere in the world. The consistent brand image and perceptions associated with these slogans contribute to the high level of customer trust in FedEx for their shipment delivery needs.
13. Home Depot
Company Name: The Home Depot, Inc.
Trust Score: 51.52
Home Depot Inc (NYSE:HD) is one of the largest home improvement retailers in the US, with over 2,300 stores. The brand is known for its knowledgeable staff in-store, ethical approach to business, and customer support.
12. Campbells
Company Name: The Campbell Soup Company
Trust Score: 51.63
Campbell Soup Company (NYSE:CPB), known for its signature soups, operates on the principle of "Connecting people through food they love." The brand is focused on offering products based on principles of convenience and quality. Campbell Soup Company (NYSE:CPB) has earned a high level of trust, positioning itself as a responsible business that conducts operations in a sustainable manner.
11. Google
Company Name: Alphabet Inc.
Trust Score: 51.86
Alphabet Inc. (NASDAQ:GOOG), a multinational technology corporation based in the United States, holds a controlling interest in several prominent tech companies, with Google being the largest among them. Google's brand statement centers on innovation and excellence. The brand's extensive focus on user experience has contributed to a high customer satisfaction rating, establishing Google as a leader in the tech industry.
10. Kellogg’s
Company Name: WK Kellogg Co
Trust Score: 51.90
Kellogg’s is globally recognized as a trusted breakfast cereal supplier. The parent company, WK Kellogg Co (NYSE:KLG), fosters a culture that encourages people to share ideas and take ownership.
9. The Weather Channel
Company Name: Allen Media Group, LLC
Trust Score: 52.50
Recognized as one of the most reliable sources for weather forecasts, the channel has garnered multiple loyal viewers. The brand's commitment to scientific accuracy, safety information, and engaging storytelling positions it as a trusted authority in the field of weather reporting.
8. Dove
Company Name: Unilever plc
Trust Score: 52.97
The Dove brand is positioned as a beauty product that aims to instill confidence in women regarding their skin and beauty. Employing an emotional strategy, the brand adopts a brand voice centered on social causes, emotional appeal, and inclusivity. Some of the brand’s popular campaigns include the Self Esteem Project and Real Beauty.
7. VISA
Company Name: Visa Inc.
Trust Score: 53.00
Visa Inc (NYSE:V) is an international card payment services provider specializing in processing electronic funds transfers through credit, debit, and prepaid cards. The brand places significant emphasis on advertising the ease, security, and international acceptance of Visa cards.
6. Cheerios
Company Name: General Mills, Inc.
Trust Score: 53.42
Cheerios is a brand under General Mills Inc (NYSE:GIS). The brand strategically utilizes themes of connection and family to promote its image as a healthy choice.
In addition to Cheerios, companies like Amazon.com Inc (NASDAQ:AMZN), Microsoft Corp (NASDAQ:MSFT), and Apple Inc. (NASDAQ:AAPL) are also among the most trusted brands in the technology sector.