Unlike a triple-A rating, the ‘Triple G’ measurement system asks consumers to score brands against key factors other than financial performance, including ‘good actions’, ‘good engagement’ and ‘good recommendations’.
The Good Relations Group revealed that, out of 120 brands, Cadbury came out on top because of how well it listens to consumers and how strongly people are prepared to recommend the brand.
The brands were rated by 12,000 consumers across the UK, with Aldi, Amazon and John Lewis among the top ten.
Jackie Brock-Doyle, chief executive of the Good Relations Group, said: "The brands that scored a Triple G rating have built a clear sense of purpose, developed authentic engagement strategies and created relevant, demonstrable actions that inspire change and spark advocacy. They can feel very proud. For those that haven’t yet, our study provides clear direction on what brands must do to manage reputation as their most valuable and vulnerable asset."
Brock-Doyle said the keys to managing a brand’s reputation lay in customer service, quality and contribution to the family, community, city and society, as well as "relevance" to its customers.
Mark Price, managing director of Waitrose and deputy chairman of the John Lewis Partnership, said: "This study recognises such important intangible assets as values and reputation, which have far too often been overlooked when measuring the success of a company."
Triple G top ten brands:
• Johnson & Johnson
• John Lewis