A brand is part of the meaning system of a product or service. Brand refers to the value added to a basic product or service. In this sense Starbucks isn't just a cup of coffee, it is the "place" between home and work. It is the latter that refers to the added value. So perhaps it's not surprising that a recent survey identified the following as the most trusted brands:
1. Johnson & Johnson
2. Sony
3. Apple
4. Colgate
5. Microsoft tied with 6. Coca Cola
7. Toyota
8. Nike tied with 9. Bank of America
10.Target tied with 11. Dell
How does this list gel with your own list of most trusted brands?
