THE SOCIAL VALUE OF BRANDS
3.3 2.1
Levels of trust in brands in the United States %
69
Johnson & Johnson Coca-Cola Microsoft Ford Motor McDonald’s Bayer Pfizer World Wildlife Fund Merck Nike Amnesty Greenpeace Dow Chemicals Citicorp Monsanto BASF ExxonMobil Deutsche Bank Royal Dutch/Shell Unilever Oxfam HSBC
66 59 56 55 54 52 49 47 47 45 41 40 37 36 36 35 30 29 25 16 13 0
10
20
30
40
50
60
70
Source: Fourth Edelman Survey on Trust and Credibility
moting youth participation in the electoral process through its high profile “Rock the Vote” campaign. More recent examples demonstrate the range of potential applications:
the UK’s Sky satellite service harnessing the youth appeal of its
brand to inspire teenagers about their future choices through its “Reach For The Sky” initiative; Kia cars encouraging its customers to use their vehicles responsibly through its “Think Before You Drive” campaigning, and its support for walking buses that enable children to walk to school safely, reducing traffic congestion from the school run; Coca-Cola using its marketing expertise to help create sexual health campaigns in Africa, the best long-term solution to the aids pandemic; Avon cosmetics raising awareness of breast cancer and offering its customers practical advice and support; Asda supermarkets in the UK using their trusted role in local communities to campaign on issues from crime prevention to domestic violence.
59