Despite its recent troubles, Marks and Spencer has topped a poll of
Consumer Association (CA) members as the most trusted company, while
Marlboro has emerged as the least trusted brand.
The results of a survey of 2,000 CA members, conducted by the
association and thinktank the Future Foundation, was announced at the
Communication Directors’ Forum last Saturday.
In order of popularity, company qualities such as honesty, fairness,
trustworthiness, helpfulness, innovation and friendliness came out as
most important among consumers.
Brands like Marks and Spencer, the BBC and The Body Shop consistently
matched the qualities, while Nike, Channel 5, Sky, Marlboro and
Microsoft were perceived most negatively.
The research explored the importance of good corporate citizenship,
which the researchers believe is a crucial part of branding. ’Trust is
at the heart of relations with customers, regulators and government,’
said Leslie Sopp, CA marketing research head.