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Amazon – The Most Trusted and Recommended Brand in US

Amazon.com is the most trusted and recommended brand in USA now. A consumer research report has been revealed by Millward Brown. Amazon has been ranked top in terms of “Trust & Recommendation.” There are the two greatest assets for any company. People trusts Amazon. The new report, “Beyond Trust: Engaging Consumers in the Post-Recession World” puts Amazon ahead of FedEx, Huggies and Downey.

The “Beyond Trust” study was conducted in partnership with The Futures Company. The study used a new metric called “TrustR” which represents “Trust & Recommendation.” The more people trust a brand, the more likely they are going to spend their money with that company.

According to Millward Brown:

“The ‘TrustR’ metric is very relevant in a global economy that is struggling to emerge from a gloomy recessionary period. Consumers are less likely to spend hard-earned money on brands that they don’t trust. In fact, we found that the number one “TrustR” brand in each of the 22 countries we researched was nearly seven times more likely to be purchased and consumers were 10 times more likely to have formed a strong bond with these brands,” commented Eileen Campbell, Global CEO of Millward Brown.

TrustR is calculated by looking at consumer responses to the questions “how trustworthy is this brand?” and “would you recommend this brand?” The scores are indexed and combined to reach a TrustR score. The average score is 100, and anything over 105 is considered “good.”

Amazon’s recent stellar performance during the fourth quarter of 2009 is a testament to that fact. The company saw its sales jump 42 percent over the same quarter in 2008 to $9.5 billion. During the year, Amazon grew its sales by over 30 percent, in what was arguably the worst economic times in recent memory, a feat that pushed its share of the total online retail market to about 13.3 percent.

Source: GigaOM

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