Brands and consumer trust
Oliver KollEuropanel
We have become used to reading about the decline in trust in large companies and institutions. But trust is a major feature of strong brands in the FMCG category. This article reports the key insights from a major study looking at a wide range of FMCG sectors.
Strong brands have been linked to many qualities – for example, better functional performance, better value for money, smarter marketing and higher social symbolism. One unifying theme is that strong brands are better able to keep the promises they extend to the marketplace. In other words,...