Trust is the key characteristic of a leading brand

A leading brand is one that is liked and trusted by a majority of people, according to a new study by The Futures Company.

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Research unveiled at the Marketing Society Annual Conference today (18 November) by The Futures Company looks at the characteristics of a leading brand.

The study polled 1,010 people online and asked them to rank 18 characteristics of a leading brand.

Two other characteristics that ranked highly were offering “the highest quality products” and “superb customer service”. Coming at the bottom of a list of the Top 10 characteristics was that the brand “sets the trend in its category”.

The study also asked the panel to rate the 27 characteristics essential to being a great leader in an online survey of 1,010 people. Nine characteristics in particular stood out with “Having a clear vision of what the future will look like” mentioned by 61%.

Top 10 Characteristics of being a Leading Brand

  • Is a brand everyone likes and trusts …………………………………..66%
  • It offers the highest quality products …………………………………..66%
  • It has superb customer service …………………………………………66%
  • It is number one in customer satisfaction …………………………….…65%
  • It always puts right its mistakes ………………………………………..64%
  • It anticipates the future better than its competitors …………………..61%
  • It is the brand that competitors try to copy …………………………….61%
  • It is the most responsive to changing consumer needs ………………60%
  • It is the number one seller ……………………………………………….55%
  • It sets the trends in its category ………………………………………..53%

Top Ten Characteristics of Leaders

  • Being a good communicator ………………………………………74%
  • Being willing to take responsibility for good and bad decisions.74%
  • Identifying the most important actions needed by the business.71%
  • Having a firm grasp of the facts ……………………………………69%
  • Being effective at organizing people ……………………………….69%
  • Focusing on what is best for the business ……………………….66%
  • Being able to evaluate a situation quickly and make a decision .66%
  • Being undeterred by setbacks ………………………………….….62%
  • Having a clear vision of what the future will look like …………….61%
  • Focusing on opportunities rather than problems …………………53%

The Futures Company is a global trends and futures consultancy, formed in 2008 from the coming together of Henley Centre HeadlightVision and Yankelovich.

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