CorpComms Magazine

Pampers is the top performing brand when it comes to a combination of trust and recommendation, according to new consumer research. The study released by Millward Brown coins the term 'TrustR', a new metric for 'understanding and strengthening the bond between consumers and brands'.

The TrustR metric is calculated by combining the trustworthiness of a brand with how likely it is to be recommended.

Part of a report entitled 'Beyond trust: Engaging consumers in the post-recession world', the research reveals that across the 22 countries studied, the number one TrustR brand was nearly seven times more likely to be purchased and had a brand-consumer bond 10 times greater than average.

Other brands in the UK top ten include Unilever's fabric conditioning brand Comfort in second place and Amazon.co.uk in third place, with the BBC at number six and Marks and Spencer at number eight.

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