Why good deeds pay off for brands

18/09/14 at 11:41am

The value of ‘intangible assets’ such as brand reputation and consumer relationships is receiving greater recognition by businesses, and new research suggests those of Cadbury are more valuable than those of any other brands in the UK.

The Triple G study rates brands with up to three Gs according to how ‘good’ consumers perceive them to be across three areas: actions, recommendation and engagement. Brands that achieve top scores in each category receive a Triple G ranking, which suggests consumers regard them as among the most trusted brands in the country.

The survey by The Good Relations Group asked 12,000 UK consumers about their views of 120 brands across a range of business sectors. Only 16 of these brands achieve Triple G status, with Cadbury gaining the highest score.

Read more: Marketing Week

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