Trusted Brands - About The Survey

Respondents are asked to name their most trusted brand in each of the product categories, then give each brand named a rating on a scale from 1 (Poor) to 5 (Excellent) on six qualitative criteria: Trustworthiness & Credibility, Quality, Value, Understanding of Customer Needs, Innovative and Social Responsibility. Each brand then receives a score based on the number of times it was named by respondents, multiplied by the average rating of the six qualitative criteria.

Brands that clearly score above their competitors receive a Gold Trusted Brand Award. Most Trusted Brand award winners achieve Gold status.

The Platinum Trusted Brand Award is reserved for brands with scores three times or more that of the nearest competitor. Platinum can also be awarded to a brand which has a score that is at least twice that of the nearest competitor and an average rating of at least 4 points (out of 5) on the qualitative criteria.