The Consumer Intelligence Blog - Infegy

The world’s most trusted brands + free interactive dashboard

In the not-too-distant past, brand trust was one of many factors that shaped how consumers chose a brand’s product or service over another company’s. In today’s tough market conditions, however, it can prompt a consumer to postpone or walk away from a purchase. 

Knowing how trusted your brand is, and why it is trusted or not is vital to growing your business, and maintaining your brand visibility and reputation during tight market conditions.

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What is brand trust and why does it matter?

Brand trust is the confidence customers have in a brand’s ability to deliver on the promises it makes. It covers way more than the quality of products or service, or the cost-quality ratio. More than ever, consumers purchase based on a broader set of values-based factors.

These days, trustworthy brands earn their reputation based on how they treat their customers and employees, how they engage with political, environmental and philanthropic issues; and how well they protect customer information. With the purse-strings of the economy tightening on businesses and individuals alike, consumers are less likely to risk spending on untrustworthy brands and services.

This is why knowing how trusted your brand is and why it is trusted or not is vital to growing your business, and maintaining your brand reputation.

Social media intelligence helps identify brand trust

Fortunately, there is an abundance of authentic consumer information about trustworthy and untrustworthy brands out there. For better or worse, consumers don’t shy away from sharing both the positive and negative experiences that impact their trust in a brand on social media. This means that data on consumer trust – both on your brand, and on your competitors’ – is available for you to see, and act on!

Related: Track the social media fall out of the Southwest Airlines’ mass flight cancellations over Christmas 2022.

Social listening solutions like our consumer intelligence platform, Infegy Atlas, exist to analyze these consumer conversations – full of opinions, feelings, interests, ideas, and desires – and convert them into measurable, quantitative data and metrics…including brand trust.

You can also learn about and take lessons from brands who are trusted leaders in their respective spaces. This is why we analyzed social media conversations and created an interactive tool that allows you to learn more about trustworthy brands.

The Most Trusted Brands (2022) dashboard

Last year, for our “Most Trusted Brands 2021”, we analyzed social media conversations to provide measurable trust and sentiment data on the top 100 most trusted brands in 2021. This year, we’ve done the same for the companies that earned the most consumer trust in 2022!

Infegy's Most Trusted Brands dashboard features a list of 100 brands featured in Interbrand’s Best Global Brands 2022 report. Using Infegy Atlas, we then analyzed the online conversation around each of these 100 brands – one year’s worth of posts, tweets, blogs, news articles from real consumers discussing each brand – and then ranked them by their Infegy Trust score.

This article lists the top 20 most trusted brands ranked by Infegy’s Trust Score.

You can also access full exclusive analysis and interactive dashboard for free, and learn more about the ranking trustworthy brands of 2022 (Figure 1).

Most Trust Brands
Figure 1: A glimpse at Infegy's Most Trusted Brands (2022) dashboard

What is the Infegy Trust Score?

When people post online, they intentionally or unintentionally express how they feel about the subject they discuss. Picking up on the emotions in online conversations requires a process called linguistic analysis. Using proprietary AI and natural language processing, Infegy Atlas can accurately identify 10 emotions within online posts, regardless of language.

For the purposes of this interactive dashboard, the Trust Score is the total number of positive posts that express the emotion of trust. The dataset for this year’s dashboard is limited to conversations occurring Jan. 1, 2022 - Dec. 31, 2022.

Most Trusted Brands (2022) – the Top 20

Rank Brand Trust Score Net Sentiment Post Volume
1 HP 21,395 83% 1,331,857
2 3M 20,059 91% 887,967
3 Gillette 19,242 82% 2,338,625
4 LinkedIn 18,613 70% 53,694,721
5 PayPal 18,039 71% 116,618,407
6 Salesforce 17,650 90% 8,301,293
7 Land Rover 16,745 83% 3,096,015
8 American Express 16,095 77% 4,215,658
9 Nintendo 15,922 82% 224,362,758
10 IBM 15,653 87% 6,829,520
11 Adobe 15,514 79% 7,913,655
12 Ford 14,996 86% 2,820,967
13 Jack Daniel's 14,423 77% 1,546,861
14 DHL 14,204 51% 3,322,605
15 Mercedes-Benz 13,840 79% 14,974,886
16 Visa 13,721 80% 2,448,978
17 Loréal 13,514 85% 10,151,500
18 Amazon 13,434 77% 328,425,525
19 Panasonic 13,371 84% 14,119,177
20 Budweiser 13,093 50% 4,494,371

Metrics in the Most Trusted Brands dashboard

Infegy Trust score is a powerful way to see how audiences express trust in your brand but, as you can see from the list above, we’ve included a few other relevant metrics when we discuss Trust:

  • Net Sentiment
  • 2022 Post Volume
  • Top Topics

The interactive dashboard allows you to click into each of the ranking brands and check out a “brand close-up” (Figure 2).

DHL Most Trusted Brands
Figure 2: Brand close-up on DHL in the Most Trusted Brands dashboard.

Net sentiment and post volume are presented in graphs that allow you to track how the data story for the brand unfolded through 2022.

Top Social Conversation Topics

And finally, we’ve given you the Top Topics in the conversation around each brand. A capability of Infegy’s powerful linguistic analysis. Top Topics identifies frequently occurring phrases that social media users mention when discussing a particular brand. We’ve colorized this by sentiment – the darker green topics are discussed with greater positive sentiment than the lighter green topics. Top Topics in the conversation can help you understand why a brand is trustworthy (Figure 3).

DHL Top Social Topics Example

DHL Most Trusted Brands 2
Figure 3: Brand close-up on DHL in the Most Trusted Brands - 2022 dashboard displays Top Topics mentioned when consumers discuss DHL.

Top Topics in the conversation around DHL, which ranked 14 in our Most Trusted Brands dashboard show that users are very positive about their “worldwide” services. “Shipping” and “international” are also mentioned with high positive sentiment. Moreover, a prime competitor, FedEx, is clearly discussed with less positive sentiment in conversations about DHL.

Brand trust data is within your reach!

Whether you want to track consumer trust in your brand, or learn about the leaders (or competitors) in your space, data on brand trust can literally be at your fingertips today! Check out the free dashboard on the top 100 trustworthy companies and trusted brands.

Or, if you want to examine the emotions and sentiment surrounding a particular brand, reach out for a custom demo today!