2018年B2B可信赖品牌报告（英文版）_8页_4mb

报告摘要

2018 B2B Trusted Brands Report Summary

Introduction

The 2018 B2B Trusted Brands Report highlights brands that are most trusted by other businesses in the marketplace. It builds on the insights from Sagefrog's eBook Does Your Branding Suck?, which explains the importance of branding that resonates with customers in terms of appearance, feel, and sound.

Why Trust Is Important in B2B

Trust is essential in B2B for brand promotion and maintaining professional relationships.
Marketing in the B2B sector heavily relies on referrals and word-of-mouth.
Trust often leads to brand loyalty, making it easier to retain current clients.

Trusted Brands Methodology

The report was based on a customer-choice survey with over 1,000 votes.
Brands were ranked by their Trust Factor, which reflects their standing in terms of trustworthiness.
The findings provide insights into the most trusted industries and the traits of top B2B brands.

The Most Trusted B2B Brands (Trust Factor 80+)

Brand	Industry	Trust Factor
Amazon	E-Commerce & Technology Services	100
FedEx	Courier Services	85
Google	Technology	83
Johnson & Johnson	Healthcare	81
American Express	Financial Services	78
LinkedIn	Social Network	78
Costco	Business Retail	76
Apple	Technology	76
Visa	Financial Services	76
Starbucks	Business Retail	74
UPS	Courier Services	74
Adobe	Technology	72
Berkshire Hathaway	Conglomerate	69
Dell	Technology	69
Marriott International	Hospitality	69
Hewlett-Packard	Technology	67
Southwest Airlines	Airline	67

B2B Brands with a “Good” Trust Factor (Trust Factor 50+)

These brands are considered to have a solid foundation of trust, though not at the top level.
Examples include Siemens, AT&T, Philips, YouTube, Canon, Chase, Honeywell, Verizon, Microsoft, Stanley Black & Decker, Caterpillar, Michelin, Boston Scientific, Thomson Reuters, Facebook, GE, John Deere, Lockheed Martin, and GM.

How to Make a Brand Trustworthy

Trust in the B2B industry is built on three key factors:

1. Brand Awareness

High awareness is crucial for trust.
Brands must be recognizable and positively associated with their offerings.
Multi-channel marketing is essential to increase visibility and awareness.

2. Customer Interaction & Satisfaction

Brands that offer products or services essential for business operations tend to have higher trust.
Positive user interaction with the product or service enhances satisfaction and trust.
For example, Google's trust is built on the user experience of searching, while FedEx's trust comes from the delivery experience.

3. Trusted Industry

The industry itself can significantly influence brand trust.
Technology brands generally score higher in trust than those in other sectors.
Companies must excel in all three areas to be seen as the most trusted in the marketplace.

Conclusion

The 2018 B2B Trusted Brands Report emphasizes the importance of trust in business-to-business relationships. It identifies top brands based on their Trust Factor, which is determined by brand awareness, customer interaction, and industry reputation. For companies aiming to improve their brand trust, a focus on these three areas is critical for success in a buyer-centric market.