Trader Joe’s, AAA, Samsung, USAA and Target came out on top in Escalent’s newly released Brand Authenticity Index.
Escalent, a human behavior and analytics firm, evaluated 32 top brands from the consumer and retail, financial services, technology and telecom industries, measuring each brand on five dimensions that it says predict and diagnose a brand’s authenticity: thoughtful, transparent, reliable, committed and socially aware.
The result, based on a national survey of 1,000 consumers aged 18 and older from May 5 to 7, is intended to provide a data-driven, composite look at what it takes to win over consumers and engender strong brand loyalty through genuine messaging and action in alignment with intrinsic brand values.
“The companies that performed well in our initial surveys go beyond the talk—they live and breathe their values,” said Jill Miller, vice president of Escalent’s consumer & retail practice. “These five companies have won consumers over with their words and actions.”
Escalent will host a 30-minute informational webinar on Oct. 8 at 12:30 p.m. that will talk about how the five dimensions of authenticity were reached and how strategists can turn the intelligence gleaned from consumers into action. To register for the webinar, click here.