This Is the Most Trusted Brand in America

By Douglas A. McIntyre Published Jun 16, 7:30AM EDT

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There are several surveys of brand valuation, brand trust and brand reputation. Each has a different set of criteria, and each differs in its conclusions.

Some of the most popular rankings revolve around what a brand is worth. The calculation can be made based on the revenue and profit the brand produces for its parent company. It can be based on the market value of the brand, which is like the market capitalization of a public corporation. Some brand names are barely different from the parents that own them. Apple, for example.

Brand trust measures seem more difficult. What does it mean for consumers to trust a brand? Does it have higher quality than its competition? It is better known? Is it more prestigious in the opinion of the public?

Morning Consult has put together its own brand evaluation list. For its Morning Consult’s Most Trusted Brands 2022, the research firm divided its measure into what it calls “research intelligence” and “brand intelligence.” The data were collected from 2,200 Americans between April 18 and April 22. Another yardstick measures brand trust in several countries outside the United States. For our purposes, only the U.S. study was analyzed.
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For brand trust, it took people who said their trust in a brand was “a lot” or “some” and placed it against people whose opinion of a brand was “not much” or “not at all.” The measure was calculated by this subtraction. The study pointed out that brand trust affects purchase behavior. The more trusted brands are most likely to be purchased. Brands with low trust, for example, were on people’s lists of items they would never buy again.
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Referring to brand trust in the United States, the authors wrote: “As the pandemic heads into its third year, Americans continue to place their trust in brands that have contributed to their personal well-being or living conditions, with Band-Aid, Lysol and Clorox taking the top three spots in the United States.” The balance of brands in the top 10 had no ready link among them. They were UPS, CVS Pharmacy, Visa, Cheerios, The Weather Channel and Home Depot.
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Researchers noted that the best-known brands have an advantage over those less known by the public.

About the Author Douglas A. McIntyre →

Douglas A. McIntyre is the co-founder, chief executive officer and editor in chief of 24/7 Wall St. and 24/7 Tempo. He has held these jobs since 2006.

McIntyre has written thousands of articles for 24/7 Wall St. He is an expert on corporate finance, the automotive industry, media companies and international finance. He has edited articles on national demographics, sports, personal income and travel.

His work has been quoted or mentioned in The New York Times, The Wall Street Journal, Los Angeles Times, The Washington Post, NBC News, Time, The New Yorker, HuffPost USA Today, Business Insider, Yahoo, AOL, MarketWatch, The Atlantic, Bloomberg, New York Post, Chicago Tribune, Forbes, The Guardian and many other major publications. McIntyre has been a guest on CNBC, the BBC and television and radio stations across the country.

A magna cum laude graduate of Harvard College, McIntyre also was president of The Harvard Advocate. Founded in 1866, the Advocate is the oldest college publication in the United States.

TheStreet.com, Comps.com and Edgar Online are some of the public companies for which McIntyre served on the board of directors. He was a Vicinity Corporation board member when the company was sold to Microsoft in 2002. He served on the audit committees of some of these companies.

McIntyre has been the CEO of FutureSource, a provider of trading terminals and news to commodities and futures traders. He was president of Switchboard, the online phone directory company. He served as chairman and CEO of On2 Technologies, the video compression company that provided video compression software for Adobe’s Flash. Google bought On2 in 2009.