America's Most Trusted Brands
Currently, half out of the 10 most trusted brands in the world are located in the United States. But what about sentiment within the US itself?
Here’s a look at the most trusted brands in America.
10 most trustworthy brands in the US (2024): Table
|
Rank |
Brand |
Net trust score |
|
1 |
Band-Aid |
60.6 |
|
2 |
UPS |
57.2 |
|
3 |
|
54.5 |
|
4 |
Lysol |
54.3 |
|
5 |
Dove |
54.2 |
|
6 |
Amazon |
53.9 |
|
=7 |
Colgate |
53.6 |
|
=7 |
Kleenex |
53.6 |
|
=9 |
Home Depot |
52.6 |
|
=9 |
USPS |
52.6 |
Most trusted brands in America in 2024
A recent study of the most trusted brands in America puts Band-Aid in first place for the third year running, with a net trust score of 60.6. This score is determined by calculating the difference between the share of consumers who say they trust the brand to do the right thing and the share who say they don’t. In other words, the share of consumers that trust Band-Aid is 60.6 percentage points higher than the share that doesn’t. Band-Aid is also the only brand on this list that has a net trust score above 60.
Incidentally, Band-Aid is also the most popular US brand, according to a separate study that tracks brands’ public perception based on metrics such as impression, satisfaction, and likelihood of being recommended. Experts say Band-Aid’s stellar brand reputation is rooted in its quality and price value, which drives consumers to continue to choose its products over general brand competitors’, despite their higher prices.
Band-Aid is followed by UPS, with a net score of 57.2. It is the second consecutive year that UPS has ranked second on the list. Third and fourth on the ranking of the most trustworthy brands are Google and Lysol. They have trust scores of 54.5 and 54.3, respectively. Dove rounds out the top five, with a score of 54.2.
This means that three of the five most trusted brands in America are related to health and personal well-being, which analysts say is a result of the COVID-19 pandemic. Their high scores are also an indication that Americans continue to count on these products to keep themselves and their surroundings clean and safe.
After Dove, Amazon ranks sixth with a trust rating of 53.9, making it the top-ranking brand related to ecommerce. With retail sales of more than $200 billion in the US alone, Amazon is also one of the largest retailers in the country.
Personal care brands Colgate and Kleenex follow in joint seventh place, with scores of 53.6. Completing the list of the 10 most trusted brands in America are Home Depot and USPS, both with net trust scores of 52.6.
Most trusted brands in America: Summary
Of these 10 most trusted brands in America, half produce personal hygiene and care products. The remaining half are related to logistics, ecommerce, tech, and home improvement.
Analysts say these brands currently enjoy high brand awareness and were able to establish themselves as the 10 most trusted brands in America after years of investment. Beating them will likely be difficult, but aspiring entrepreneurs certainly can take a leaf out of their branding books.