Most Reputable Brands’ Traits & Characteristics

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The brands that consumers find most reputable tend to come across as risk-taking, friendly, uncompromising, trustworthy, and orderly, according to research from TrustPilot.

The report was based on an analysis of Global RepTrack’s 2018 list of the top US, UK and global brands that consumers find most reputable.

The researchers used IBM’s Watson Personality API, an AI-driven platform that processes written text, to see which key personality traits the brands exhibit.

Most Reputable Brands' Traits & Characteristics 1


The brands examined ranked in the 95% percentile, on average, for immoderation, the analysis found.

At first glance, that personality trait may not seem to go hand-in-hand with being reputable, but a high score can indicate a deep commitment to taking risks in order to pursue a company’s values, goals, and ideas.

Top Characteristics of Most Reputable Companies

Most Reputable Brands' Traits & Characteristics 2

Friendliness was the personality trait with the second-highest average percentile; it was followed by uncompromising, trustworthy, and orderly.

The Global RepTrak 100


Most Reputable Brands' Traits & Characteristics 3

About the research: The report was based on an analysis of Global RepTrack’s 2018 list of the US, UK and global brands that consumers find most reputable. The researchers used IBM’s Watson Personality API, an AI-driven platform that processes written text, to see which key personality traits the brands had in common.



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