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.

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ABOUT THE AUTHOR
image of Ayaz Nanji

Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji