Louise Grimmer, University of TasmaniaThink of some of the world’s biggest brands: Nike, McDonald’s, Coca-Cola, Apple. With what do you associate them? Are they positive associations? Now consider, do you trust them?
Brand trust is a measure of how customers feel about a brand in terms of how well the brand delivers on its promises. Trust is an important measure for any organisation, large or small.
Whether or not customers trust a brand can be the difference between choosing that brand’s products or services over another.
In Australia, Woolworths held the title of our most trusted brand for three and a half years. But recent cost-of-living pressures have put supermarkets in the spotlight for all the wrong reasons.
Roy Morgan Research’s most recent trust rankings show Woolworths has slipped to number two, handing its crown to hardware behemoth Bunnings.
It’s clear that trust is fragile and can be quickly squandered when brands lose touch with those they serve.
So what makes us trust a brand in the first place? And why do we trust some more than others?
What makes us...
