Which factors have the biggest impact on a brand's reputation?
To find out, researchers at Reputation Leaders conducted a survey in February 2025 among a nationally representative group of 922 adults in the United States.
Respondents say the top things that matter to them when considering a brand's reputation are that it provide good value, have high-quality products/services, and treat its employees well.
The researchers found that providing good value, having high-quality offerings, and treating employees well were more important to respondents in the most recent edition of the survey compared with earlier editions.
The researchers found that being trusted was less important to respondents in the most recent edition of the survey compared with earlier editions.
About the research: The report was based on data from a survey conducted in February 2025 among a nationally representative group of 922 adults in the United States.
