Brand's importance

How brands increase the trust factor.

Brands play an important role in building trust. Across a whole range of businesses, this year’s Eye showed individual brands rating more strongly on trust than the category as a whole. Thus ANZ, Westpac and NAB were more trusted individually than ‘banks’. Myer was more trusted than ‘big department stores’. Bunnings was more trusted than ‘hardware stores’.

People trust brands more than big companies. While 47% of Australians agree that established brands are more trustworthy, 59% disagree with the statement ‘I trust most big companies’. These findings demonstrate the importance of associating the brand with the qualities people value, such as honesty and authenticity.