FedEx, UPS are top trusted b-to-b brands

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New York— is the top performing brand in the U.S. based on “trust” and “recommendation,” according to a report released Monday by Millward Brown, a research agency. Two b-to-b marketers placed in the top 10: FedEx at No. 2 and United Parcel Service of America at No. 10.

The report, “Beyond Trust: Engaging Consumers in the Post-Recession World,” was conducted by Millward Brown in partnership with the Futures Company. It introduces the “TrustR” metric, which is calculated by tabulating consumer responses to the questions “how trustworthy is this brand?” and “would you recommend this brand?” “When a person recommends a brand, they put their own personal trust and credibility on the line. They are only willing to recommend brands which themselves have proven reliable and trustworthy,” Nigel Hollis, exec VP-chief global analyst at Millward Brown, said in a statement.

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