Comprehensive Analysis of Top 200 Global Companies
| Rank | Brand | Category | Overall Score | Trust | Product Superiority | Sustainability | Ethics | Brand Vulnerability | Customer Service | Commentary |
|---|---|---|---|---|---|---|---|---|---|---|
| 1 | Patagonia | Outdoor Apparel | 8.7 | 9 | 8 | 10 | 9 | 8 | 8 | Industry leader with exceptional trust through radical transparency, authentic environmental activism, and lifetime repair guarantees demonstrating superior quality commitment. |
| 2 | LEGO | Toys/Entertainment | 8.3 | 9 | 9 | 7 | 8 | 9 | 8 | 90+ year history with consistent quality, precision manufacturing, and innovative designs. Strong brand equity protects against most market risks effectively. |
| 3 | Costco | Retail | 8.2 | 9 | 7 | 6 | 8 | 8 | 9 | Most trusted retailer with transparent pricing, generous returns, ethical employee treatment. Industry-leading customer service with membership loyalty model providing stability. |
| 4 | Apple | Technology | 6.7 | 7 | 9 | 6 | 5 | 6 | 7 | Superior product design and ecosystem integration with strong customer satisfaction, but faces regular criticism over pricing, labor practices, and market dominance. |
| 5 | Toyota | Automotive | 7.7 | 9 | 8 | 7 | 7 | 8 | 8 | Decades-long reputation for reliability validated by industry ratings. Pioneer in hybrid technology with strong quality control processes and transparent recalls. |
| 6 | Samsung | Technology/Electronics | 6.2 | 6 | 8 | 6 | 5 | 6 | 6 | Often first-to-market with new technologies and high-quality displays, but mixed trust due to Galaxy Note recalls and various legal issues affecting confidence. |
| 7 | Rolex | Luxury Watches | 7.5 | 9 | 9 | 4 | 7 | 8 | 8 | Century-plus history of precision and quality with excellent resale value retention. Industry benchmark for luxury mechanical watches with superior craftsmanship and materials. |
| 8 | Microsoft | Technology | 6.7 | 7 | 7 | 7 | 6 | 7 | 6 | Strong trust in enterprise solutions and cloud services with carbon negative commitments, but past antitrust issues and privacy concerns affect consumer perception. |
| 9 | Mercedes-Benz | Automotive | 6.8 | 8 | 8 | 6 | 6 | 6 | 7 | Strong heritage brand with engineering excellence reputation, but diesel emissions scandal and luxury automotive environmental impact create some trust and ethical concerns. |
| 10 | Disney | Entertainment/Media | 6.7 | 7 | 8 | 6 | 6 | 6 | 7 | Strong family brand trust with industry-leading theme park experiences, but recent political controversies and content decisions have affected perception among some consumers. |
| 11 | Nike | Sportswear/Apparel | 6.7 | 7 | 8 | 6 | 6 | 6 | 7 | Industry leader in athletic footwear innovation with strong athlete endorsements, but past labor practice issues and political stances create mixed consumer perceptions. |
| 12 | Sony | Electronics/Entertainment | 6.8 | 7 | 7 | 6 | 7 | 7 | 7 | Strong heritage in electronics and gaming with generally reliable products. Industry leader in gaming consoles, cameras, and audio equipment with refined implementations. |
| 13 | Ben & Jerry's | Food & Beverage | 7.7 | 8 | 7 | 8 | 9 | 7 | 7 | Strong trust through authentic social activism and transparency. Industry leader in corporate activism with B-Corp certification and transparent values-driven decision making. |
| 14 | IKEA | Furniture/Home Goods | 6.8 | 7 | 6 | 8 | 7 | 7 | 6 | Strong design and value proposition with sustainability leadership in retail. Quality varies by price point but superior in design aesthetics and space efficiency. |
| 15 | Honda | Automotive | 8.0 | 9 | 8 | 7 | 8 | 8 | 8 | Exceptional reliability reputation validated by consumer reports. Industry leader in reliability and fuel efficiency with strong safety record and responsible corporate citizenship. |
| 16 | Canon | Photography/Imaging | 7.0 | 8 | 7 | 6 | 7 | 7 | 7 | Strong heritage in imaging with consistent product quality and professional trust. Industry leader in professional cameras and printers with high-quality optics and technology. |
| 17 | Starbucks | Food & Beverage | 5.8 | 6 | 6 | 7 | 5 | 5 | 6 | Mixed trust due to various controversies but significant sustainability commitments. Consistent product quality and experience across locations with ongoing reputation challenges. |
| 18 | Ferrari | Automotive | 6.8 | 8 | 9 | 3 | 6 | 7 | 8 | Industry benchmark for luxury sports car performance with superior craftsmanship. Strong trust among enthusiasts but limited sustainability initiatives given high-performance focus. |
| 19 | Red Bull | Beverages | 5.8 | 6 | 7 | 5 | 6 | 5 | 6 | Industry leader in energy drinks with strong brand preference, but mixed trust due to health concerns and marketing controversies creating regulatory scrutiny. |
| 20 | Adidas | Sportswear/Apparel | 6.8 | 7 | 7 | 7 | 6 | 7 | 7 | Strong competitor in athletic wear with innovative technologies. Significant sustainability initiatives including ocean plastic recycling compared to industry peers with improving practices. |
| 21 | Glossier | Beauty/Cosmetics | 6.5 | 7 | 6 | 6 | 7 | 6 | 8 | Strong trust among millennial consumers through authentic social media presence. Direct-to-consumer model builds relationships but mixed product performance across categories. |
| 22 | Allbirds | Footwear/Apparel | 7.2 | 7 | 6 | 9 | 8 | 6 | 7 | Industry leader in sustainable footwear with carbon-neutral operations. Innovative sustainable materials development but mixed durability reviews compared to traditional athletic footwear. |
| 23 | Warby Parker | Eyewear/Retail | 7.2 | 8 | 7 | 6 | 8 | 6 | 9 | Disrupted traditional eyewear industry with transparent pricing and social mission. Excellent customer service including home try-on program with high customer satisfaction scores. |
| 24 | Dr. Bronner's | Personal Care | 8.3 | 9 | 7 | 9 | 10 | 8 | 7 | Exceptional trust built over generations through consistent quality and authentic family business values. Industry leader in ethical practices with fair trade sourcing. |
| 25 | Chewy | Pet Care/E-commerce | 6.8 | 8 | 6 | 5 | 7 | 6 | 10 | Industry-leading customer service with 24/7 support and personal touches. Strong trust through excellent customer service and genuine care for pet owners and satisfaction. |
| 26 | Blueland | Cleaning Products | 7.2 | 7 | 6 | 9 | 8 | 6 | 7 | Industry leader in sustainable cleaning with plastic-free packaging and core business model built around environmental sustainability. Innovative refillable packaging system with effective performance. |
| 27 | Thinx | Personal Care/Apparel | 6.3 | 6 | 8 | 7 | 5 | 5 | 7 | Innovative period underwear technology with excellent performance, but trust damaged by past leadership scandals despite product quality and customer satisfaction improvements. |
| 28 | Burt's Bees | Personal Care | 7.0 | 8 | 6 | 7 | 7 | 7 | 7 | Strong trust through natural ingredient focus and consistent quality. Long brand history with generally positive consumer experiences and transparent ingredient labeling practices. |
| 29 | Oatly | Food & Beverage | 6.0 | 6 | 7 | 6 | 5 | 5 | 6 | Superior taste in plant-based milk alternatives but mixed trust due to sustainability claims scrutiny and supply chain controversies affecting overall brand reputation. |
| 30 | Chobani | Food & Beverage | 7.2 | 8 | 7 | 6 | 8 | 7 | 7 | Strong trust through high-quality products and authentic founder story. Strong ethical reputation with refugee hiring programs and community investment demonstrating authentic social responsibility. |
| 31 | Public Goods | Consumer Goods | 6.8 | 7 | 6 | 8 | 7 | 6 | 7 | Building trust through transparent pricing and sustainable focus. Core business model built around environmental responsibility with plastic-free packaging and carbon-neutral shipping. |
| 32 | Hello Bello | Baby/Personal Care | 6.3 | 6 | 6 | 7 | 6 | 6 | 7 | Building trust through celebrity endorsement and baby-safe products. Clean ingredient focus with attractive packaging, but limited track record compared to established baby care brands. |
| 33 | Ritual | Health/Supplements | 6.5 | 6 | 7 | 6 | 7 | 6 | 7 | Building trust through transparent ingredients and research-backed formulations. Strong scientific approach with third-party testing but supplement industry faces general consumer skepticism. |
| 34 | Pela | Phone Cases/Accessories | 7.2 | 7 | 6 | 9 | 8 | 6 | 7 | Industry leader in sustainable phone accessories with compostable materials. Core business model built around environmental responsibility but mixed durability reviews compared to traditional cases. |
| 35 | Goodr | Eyewear/Sports | 6.7 | 7 | 7 | 5 | 7 | 6 | 8 | Building strong trust through authentic brand personality and quality products at accessible prices. Excellent customer service with responsive support and customer-friendly policies creating loyalty. |
| 36 | Supergoop | Skincare/Sun Protection | 6.8 | 7 | 8 | 6 | 7 | 6 | 7 | Building trust through dermatologist recommendations and effective products. Superior sunscreen formulations with elegant textures receiving positive reviews from skincare experts and consumers. |
| 37 | Native | Personal Care | 6.7 | 7 | 7 | 6 | 7 | 6 | 7 | Strong trust through aluminum-free deodorants and clean products. Effective natural deodorants with superior performance compared to many natural alternatives and strong customer satisfaction rates. |
| 38 | Boom Supersonic | Aerospace/Transportation | 4.8 | 4 | 6 | 5 | 6 | 3 | 5 | Limited trust due to early-stage company with no commercial products delivered yet. High vulnerability due to technical, regulatory, and financial risks of developing aircraft technology. |
| 39 | Ecovative | Sustainable Materials | 7.2 | 6 | 7 | 10 | 8 | 6 | 6 | Industry leader in sustainable materials innovation with revolutionary mycelium-based alternatives. Core business model focused entirely on environmental solutions but B2B focus limits awareness. |
| 40 | Vuori | Athletic Apparel | 6.7 | 7 | 7 | 6 | 7 | 6 | 7 | Building strong trust through high-quality athletic wear and authentic California lifestyle brand. Superior comfort and style compared to competitors with growing customer loyalty. |
| 41 | Erewhon | Grocery/Health Food | 6 | 8 | 7 | 6 | 5 | 7 | Strong among health-conscious consumers but criticism for extremely high prices and exclusive positioning. Superior organic product selection but accessibility and elitist positioning concerns. | |
| 42 | Maude | Sexual Wellness | 7 | 7 | 6 | 8 | 6 | 7 | Building trust through sophisticated approach to sexual wellness with medical-grade products. Professional positioning reduces typical adult industry stigma with body-positive messaging and design. | |
| 43 | Kinfield | Outdoor/Personal Care | 6 | 7 | 7 | 7 | 6 | 7 | Building trust through effective natural insect repellent and outdoor care. Effective natural bug spray with superior performance compared to many natural alternatives and growing recognition. | |
| 44 | Care/of | Health/Supplements | 6 | 6 | 5 | 6 | 6 | 7 | Building trust through personalized vitamin approach but supplement industry faces skepticism. Acquisition by Bayer provides credibility but some authenticity concerns about startup values. | |
| 45 | Magic Spoon | Food & Beverage | 6 | 6 | 5 | 6 | 6 | 6 | Building trust through nostalgic cereal concept with adult nutrition. Higher protein, lower carb profile but mixed taste reviews compared to traditional cereals and high pricing. | |
| 46 | Function of Beauty | Beauty/Personal Care | 6 | 5 | 5 | 6 | 5 | 4 | Personalized hair care approach with custom formulations but mixed effectiveness reviews. Significant customer service challenges with complaints about responsiveness and product issues affecting satisfaction. | |
| 47 | Hims | Health/Telemedicine | 5 | 6 | 4 | 4 | 4 | 5 | Mixed trust due to aggressive marketing and regulatory scrutiny of telemedicine practices. High vulnerability due to regulatory risks and marketing controversies in telemedicine space. | |
| 48 | Beekeeper's Naturals | Health/Supplements | 7 | 7 | 8 | 8 | 6 | 7 | Strong trust through natural bee-derived products and transparent sourcing. Strong sustainability focus with bee conservation initiatives and B-Corp certification with authentic values-driven approach. | |
| 49 | Wild One | Pet Care | 7 | 7 | 6 | 7 | 6 | 7 | Building trust through stylish, functional pet products and transparent practices. Superior design and functionality with durable materials compared to traditional pet products but premium pricing. | |
| 50 | Fuzzy | Pet Care/Veterinary | 6 | 7 | 5 | 7 | 6 | 8 | Building trust through modern veterinary care approach and technology integration. Superior customer service through modern facilities and customer-focused approach but limited long-term track record. | |
| 51 | Amazon | E-commerce/Technology | 5.8 | 6 | 7 | 5 | 4 | 5 | 8 | Mixed trust due to market dominance concerns but strong delivery reliability. Superior logistics capabilities but ongoing concerns about worker conditions and competitive behavior affecting reputation. |
| 52 | Technology/Internet | 5.5 | 5 | 8 | 6 | 4 | 5 | 5 | Mixed trust due to privacy concerns but strong search quality. Superior technology and innovation but significant concerns about privacy practices and market dominance affecting consumer confidence. | |
| 53 | Tesla | Automotive/Electric Vehicles | 6.0 | 6 | 8 | 8 | 4 | 5 | 5 | Mixed trust due to CEO controversies but strong electric vehicle innovation. Industry-leading technology but concerns about leadership behavior and quality control issues affecting reputation. |
| 54 | Coca-Cola | Beverages | 5.8 | 7 | 6 | 5 | 5 | 6 | 6 | Strong global trust built over more than a century with consistent quality. Superior brand recognition but concerns about health impacts and environmental practices affect overall reputation. |
| 55 | McDonald's | Food & Beverage/Fast Food | 5.5 | 6 | 5 | 5 | 5 | 6 | 6 | Reasonable trust in food safety and global consistency but health concerns affect perception. Superior convenience and operational efficiency but vulnerable to health criticism and changing preferences. |
| 56 | Walmart | Retail | 4.8 | 6 | 4 | 5 | 4 | 5 | 5 | Trust in low prices and availability but concerns about quality and worker treatment. Superior price and convenience but ongoing concerns about community impact and practices. |
| 57 | Netflix | Entertainment/Streaming | 6.5 | 7 | 7 | 6 | 6 | 6 | 7 | Strong trust in content delivery and streaming reliability with transparent pricing. Superior streaming technology and content production but faces competition and content controversies. |
| 58 | Intel | Technology/Semiconductors | 6.5 | 7 | 7 | 6 | 7 | 6 | 6 | Strong trust in semiconductor technology and reliability built over decades. Industry leader in processor technology but faces competitive challenges and technology transition pressures affecting market position. |
| 59 | IBM | Technology/Enterprise Software | 6.7 | 7 | 6 | 7 | 7 | 6 | 7 | Strong trust in enterprise technology built over more than a century. Reliable business partner reputation with strong sustainability commitments but faces technology transition challenges. |
| 60 | Oracle | Technology/Enterprise Software | 5.7 | 6 | 7 | 5 | 5 | 6 | 5 | Mixed trust due to aggressive licensing practices but strong database technology. Superior technical capabilities but aggressive business practices create reputational risks and customer concerns. |
| 61 | Visa | Financial Services | 7.0 | 8 | 8 | 6 | 6 | 7 | 7 | Strong trust in payment security and global reliability with consistent service. Superior global payment network with excellent reliability but faces criticism about merchant fees. |
| 62 | Mastercard | Financial Services | 7.0 | 8 | 7 | 6 | 7 | 7 | 7 | Strong trust in payment security similar to Visa with competitive network. Good technology innovation in payment solutions with positive financial inclusion programs and corporate governance. |
| 63 | JPMorgan Chase | Financial Services | 6.0 | 6 | 7 | 6 | 5 | 6 | 6 | Mixed trust due to banking industry reputation but strong financial stability. Superior banking technology and comprehensive services but large bank ethical challenges affect consumer perception. |
| 64 | Johnson & Johnson | Healthcare/Pharmaceuticals | 6.0 | 6 | 8 | 6 | 5 | 5 | 6 | Mixed trust due to recent legal issues but strong healthcare product quality. Superior pharmaceuticals and medical devices but significant legal issues affect ethical reputation and vulnerability. |
| 65 | Procter & Gamble | Consumer Goods | 6.5 | 7 | 7 | 6 | 6 | 7 | 6 | Strong trust in consumer products built over decades with consistent quality. Superior consumer products in many categories with diverse brand portfolio providing market protection. |
| 66 | 3M | Industrial/Consumer Products | 5.0 | 5 | 8 | 4 | 4 | 3 | 6 | Trust significantly damaged by PFAS contamination lawsuits and environmental issues. Superior industrial products but major environmental challenges create extremely high vulnerability and reputation damage. |
| 67 | General Electric | Industrial/Technology | 5.7 | 5 | 7 | 6 | 5 | 5 | 6 | Trust damaged by financial difficulties and accounting issues in recent years. Superior industrial technology but financial challenges and management problems affect overall market confidence. |
| 68 | Boeing | Aerospace/Defense | 4.2 | 4 | 6 | 5 | 3 | 2 | 5 | Trust severely damaged by 737 MAX crashes and safety revelations. Still produces advanced aircraft but extremely high vulnerability due to ongoing safety scrutiny and reputation challenges. |
| 69 | Ford | Automotive | 6.2 | 7 | 6 | 6 | 6 | 6 | 6 | Generally strong trust in automotive reliability and American manufacturing heritage. Competitive products with some superior models but faces challenges from EV transition and competitive pressures. |
| 70 | General Motors | Automotive | 6.2 | 6 | 6 | 7 | 6 | 6 | 6 | Mixed trust due to past bankruptcy and recall issues but improving with electric investments. Strong electric vehicle commitments including all-electric plan providing competitive advantage in transition. |
| 71 | Pfizer | Pharmaceuticals | 5.7 | 5 | 8 | 5 | 5 | 5 | 6 | Mixed trust due to COVID-19 vaccine controversies and pharmaceutical industry skepticism. Superior pharmaceutical research but political polarization and pricing debates create ongoing reputation risks. |
| 72 | Merck | Pharmaceuticals | 6.3 | 6 | 8 | 6 | 6 | 6 | 6 | Generally better trust than industry average with strong scientific reputation. Superior pharmaceutical products with strong research capabilities but faces typical pharmaceutical industry challenges including pricing. |
| 73 | AT&T | Telecommunications | 4.8 | 5 | 5 | 5 | 5 | 5 | 4 | Mixed trust due to service quality issues and billing problems. Essential telecommunications services provide some stability but poor customer service reputation creates significant satisfaction challenges. |
| 74 | Verizon | Telecommunications | 5.8 | 6 | 7 | 5 | 6 | 6 | 5 | Generally better trust than AT&T with stronger network reliability reputation. Superior network quality and coverage with strong 5G deployment but typical telecommunications industry challenges remain. |
| 75 | Home Depot | Retail/Home Improvement | 6.3 | 7 | 6 | 5 | 6 | 7 | 7 | Strong trust among contractors and DIY customers with reliable product availability. Good product selection and knowledgeable staff but economic sensitivity affects resilient business model. |
| 76 | Lowe's | Retail/Home Improvement | 6.3 | 7 | 6 | 5 | 6 | 7 | 7 | Strong trust similar to Home Depot with reliable home improvement shopping experience. Competitive product selection with generally good customer service and knowledgeable staff support. |
| 77 | Target | Retail | 6.7 | 7 | 6 | 6 | 7 | 7 | 7 | Strong trust among consumers with better reputation than Walmart for quality. Good product curation with superior store design and better ethical reputation than large retailers. |
| 78 | Best Buy | Retail/Electronics | 6.3 | 7 | 6 | 5 | 6 | 6 | 8 | Strong trust in electronics retail with knowledgeable staff and reliable service. Excellent technical customer service with Geek Squad support but faces online competition challenges. |
| 79 | FedEx | Logistics/Shipping | 7.2 | 8 | 8 | 6 | 7 | 7 | 7 | Strong trust in shipping reliability and package delivery with consistent service quality. Superior logistics network with reliable overnight shipping and essential services providing market stability. |
| 80 | UPS | Logistics/Shipping | 7.2 | 8 | 7 | 7 | 7 | 7 | 7 | -poor">6Mixed trust due to COVID-19 vaccine controversies and pharmaceutical industry skepticism. Superior pharmaceutical research but political polarization and pricing debates create ongoing reputation risks. |
| 72 | Merck | Pharmaceuticals | 6 | 8 | 6 | 6 | 6 | 6 | Generally better trust than industry average with strong scientific reputation. Superior pharmaceutical products with strong research capabilities but faces typical pharmaceutical industry challenges including pricing. | |
| 73 | AT&T | Telecommunications | 5 | 5 | 5 | 5 | 5 | 4 | Mixed trust due to service quality issues and billing problems. Essential telecommunications services provide some stability but poor customer service reputation creates significant satisfaction challenges. | |
| 74 | Verizon | Telecommunications | 6 | 7 | 5 | 6 | 6 | 5 | Generally better trust than AT&T with stronger network reliability reputation. Superior network quality and coverage with strong 5G deployment but typical telecommunications industry challenges remain. | |
| 75 | Home Depot | Retail/Home Improvement | 7 | 6 | 5 | 6 | 7 | 7 | Strong trust among contractors and DIY customers with reliable product availability. Good product selection and knowledgeable staff but economic sensitivity affects resilient business model. | |
| 76 | Lowe's | Retail/Home Improvement | 7 | 6 | 5 | 6 | 7 | 7 | Strong trust similar to Home Depot with reliable home improvement shopping experience. Competitive product selection with generally good customer service and knowledgeable staff support. | |
| 77 | Target | Retail | 7 | 6 | 6 | 7 | 7 | 7 | Strong trust among consumers with better reputation than Walmart for quality. Good product curation with superior store design and better ethical reputation than large retailers. | |
| 78 | Best Buy | Retail/Electronics | 7 | 6 | 5 | 6 | 6 | 8 | Strong trust in electronics retail with knowledgeable staff and reliable service. Excellent technical customer service with Geek Squad support but faces online competition challenges. | |
| 79 | FedEx | Logistics/Shipping | 8 | 8 | 6 | 7 | 7 | 7 | Strong trust in shipping reliability and package delivery with consistent service quality. Superior logistics network with reliable overnight shipping and essential services providing market stability. | |
| 80 | UPS | Logistics/Shipping | 8 | 7 | 7 | 7 | 7 | 7 | Strong trust in shipping reliability similar to FedEx with consistent delivery service. Competitive logistics services with good sustainability initiatives and positive labor relations providing stability. | |
| 81 | American Express | Financial Services | 6.8 | 7 | 7 | 6 | 6 | 6 | 9 | Strong trust among premium customers with excellent fraud protection and customer service. Industry-leading customer service but limited accessibility creates economic downturn vulnerability. |
| 82 | Goldman Sachs | Financial Services | 5.5 | 4 | 8 | 6 | 4 | 5 | 6 | Low trust due to Wall Street reputation and financial crisis issues. Superior investment banking capabilities but high visibility and controversial reputation create significant regulatory risks. |
| 83 | Morgan Stanley | Financial Services | 5.8 | 5 | 7 | 6 | 5 | 6 | 6 | Slightly better trust than Goldman Sachs but faces Wall Street skepticism. Strong investment banking services but typical Wall Street risks from regulation and criticism affecting reputation. |
| 84 | Wells Fargo | Financial Services | 4.2 | 4 | 6 | 5 | 3 | 3 | 4 | Trust severely damaged by fake accounts scandal and regulatory issues. Extremely vulnerable due to ongoing regulatory scrutiny with customer service reputation damaged by aggressive practices. |
| 85 | Bank of America | Financial Services | 5.5 | 5 | 6 | 6 | 5 | 6 | 5 | Mixed trust due to financial crisis history and large bank issues. Competitive banking products with good digital capabilities but mixed customer service experience and satisfaction. |
| 86 | Citigroup | Financial Services | 5.5 | 5 | 6 | 6 | 5 | 6 | 5 | Mixed trust similar to other large banks with financial crisis legacy. Strong international banking capabilities but faces regulatory scrutiny and competitive pressures affecting customer satisfaction. |
| 87 | Berkshire Hathaway | Financial Services/Conglomerate | 6.7 | 8 | 7 | 5 | 7 | 7 | 6 | High trust due to Warren Buffett's reputation and long-term investment approach. Superior investment management with strong long-term performance but dependent on leadership transition and market conditions. |
| 88 | Exxon Mobil | Energy/Oil & Gas | 4.2 | 4 | 6 | 3 | 3 | 4 | 5 | Low trust due to climate change issues and environmental concerns. Superior technical capabilities but faces significant environmental criticism and regulatory risks from climate policies. |
| 89 | Chevron | Energy/Oil & Gas | 4.8 | 5 | 6 | 4 | 4 | 5 | 5 | Slightly better trust than Exxon with some environmental improvements but oil industry challenges. Better positioned than some peers but faces climate policy risks and environmental concerns. |
| 90 | Delta Air Lines | Transportation/Airlines | 6.2 | 6 | 7 | 5 | 6 | 6 | 7 | Generally good trust among airlines with better customer service reputation. Superior airline service and operational performance but vulnerable to economic downturns and health crises. |
| 91 | United Airlines | Transportation/Airlines | 5.2 | 5 | 6 | 5 | 5 | 5 | 5 | Mixed trust due to various customer service incidents and operational issues. Competitive airline services but faces reputation risks from past incidents and customer satisfaction challenges. |
| 92 | American Airlines | Transportation/Airlines | 5.0 | 5 | 5 | 5 | 5 | 5 | 5 | Mixed trust similar to other major airlines with operational concerns. Competitive airline services but faces financial pressures and typical industry challenges affecting customer satisfaction and reliability. |
| 93 | Southwest Airlines | Transportation/Airlines | 6.5 | 7 | 6 | 5 | 7 | 6 | 8 | Generally strong trust with better customer service reputation and transparent pricing. Superior customer service reputation with customer-friendly policies and positive employee culture creating high satisfaction. |
| 94 | Airbnb | Hospitality/Technology | 5.8 | 6 | 7 | 6 | 5 | 5 | 6 | Mixed trust due to safety and quality concerns but confidence in platform reliability. Superior accommodation variety but regulatory risks and community opposition create ongoing challenges. |
| 95 | Uber | Transportation/Technology | 4.8 | 4 | 7 | 5 | 4 | 4 | 5 | Low trust due to various scandals and safety concerns despite superior ride-hailing technology. High vulnerability due to regulatory risks and reputation issues from past leadership problems. |
| 96 | Lyft | Transportation/Technology | 5.8 | 6 | 6 | 6 | 6 | 5 | 6 | Better trust than Uber with fewer scandals and better corporate reputation. Competitive ride-hailing service with good sustainability initiatives but faces typical ride-sharing industry challenges. |
| 97 | Spotify | Entertainment/Music Streaming | 6.5 | 7 | 8 | 6 | 6 | 6 | 6 | Strong trust in music streaming reliability and playlist algorithms. Superior music streaming technology with excellent personalization but faces competition from tech giants and content licensing challenges. |
| 98 | Adobe | Technology/Software | 6.3 | 6 | 9 | 6 | 6 | 6 | 5 | Mixed trust due to subscription model changes but strong software quality. Superior creative software with industry-leading capabilities but faces customer dissatisfaction with subscription pricing. |
| 99 | Salesforce | Technology/Enterprise Software | 7.7 | 7 | 8 | 8 | 8 | 7 | 8 | Strong trust in business technology with reliable cloud services and security. Strong sustainability leadership with comprehensive environmental programs and excellent customer service for business clients. |
| 100 | Technology/Social Media | 6.3 | 7 | 7 | 6 | 6 | 6 | 6 | Strong trust in professional networking with good privacy practices and business focus. Superior professional networking platform but faces typical social media regulation risks and competitive pressure. | |
| 101 | Twitter/X | Technology/Social Media | 3 | 5 | 4 | 3 | 2 | 3 | Trust severely damaged by ownership changes and content moderation controversies. Extremely high vulnerability due to ongoing controversies and user exodus creating platform instability concerns. | |
| 102 | Meta (Facebook) | Technology/Social Media | 4 | 6 | 5 | 3 | 4 | 4 | Low trust due to privacy scandals and misinformation concerns. Strong technology capabilities but significant ethical concerns and regulatory scrutiny affect overall brand reputation. | |
| 103 | TikTok | Technology/Social Media | 4 | 7 | 4 | 4 | 4 | 5 | Mixed trust due to data privacy and national security concerns. Superior short-form video platform with excellent engagement but high vulnerability due to regulatory risks. | |
| 104 | YouTube | Technology/Video Platform | 6 | 8 | 5 | 5 | 6 | 5 | Reasonable trust in video platform reliability but content moderation concerns. Superior video platform with excellent streaming technology but faces ongoing ethical challenges and creator relations. | |
| 105 | Technology/Social Media | 5 | 7 | 5 | 4 | 5 | 4 | Mixed trust as part of Meta with privacy concerns but strong engagement. Superior photo and video sharing platform but faces similar ethical challenges to Meta. | ||
| 106 | Technology/Messaging | 6 | 7 | 5 | 5 | 6 | 5 | Better trust than other Meta platforms due to encryption focus. Superior messaging platform with excellent reliability but faces some regulatory scrutiny and competition challenges. | ||
| 107 | Zoom | Technology/Communications | 7 | 8 | 6 | 7 | 6 | 7 | Strong trust built during pandemic with reliable video conferencing. Superior video conferencing technology with excellent reliability but faces competition from tech giants and market changes. | |
| 108 | Slack | Technology/Communications | 7 | 7 | 6 | 7 | 6 | 7 | Strong trust in business communication with good security and reliability. Superior workplace communication platform but faces competition from Microsoft Teams and changing work dynamics. | |
| 109 | Dropbox | Technology/Cloud Storage | 7 | 6 | 6 | 7 | 6 | 6 | Strong trust in file storage and security with good privacy practices. Reliable service but faces intense competition from tech giants with integrated cloud services. | |
| 110 | Box | Technology/Cloud Storage | 7 | 7 | 6 | 7 | 6 | 7 | Strong trust in enterprise cloud storage with good security features. Superior enterprise cloud storage but faces competition from cloud giants and changing enterprise technology needs. | |
| 111 | Shopify | Technology/E-commerce | 7 | 8 | 6 | 7 | 6 | 7 | Strong trust among small businesses with reliable e-commerce platform. Superior e-commerce platform with excellent functionality but faces competition from Amazon and other platforms. | |
| 112 | Square | Financial Technology | 7 | 7 | 6 | 7 | 6 | 7 | Strong trust among small businesses with reliable payment processing. Superior payment processing technology with innovative solutions but faces competition from established processors and fintech companies. | |
| 113 | PayPal | Financial Technology | 7 | 7 | 5 | 6 | 6 | 6 | Strong consumer trust in digital payments with reliable fraud protection. Superior digital payment platform but faces intense competition from tech giants and newer fintech companies. | |
| 114 | Stripe | Financial Technology | 8 | 9 | 6 | 7 | 7 | 8 | Exceptional trust among developers with reliable API and transparent approach. Superior payment infrastructure with excellent developer experience and industry-leading technology and integration capabilities. | |
| 115 | Coinbase | Financial Technology/Cryptocurrency | 5 | 6 | 4 | 5 | 4 | 5 | Mixed trust due to cryptocurrency volatility and regulatory uncertainty. Good cryptocurrency exchange platform but high vulnerability due to regulatory risks and market speculation challenges. | |
| 116 | Robinhood | Financial Technology | 4 | 6 | 4 | 4 | 4 | 4 | Trust damaged by trading restrictions and payment controversies. Superior mobile trading app with accessibility but high vulnerability due to regulatory scrutiny and trust issues. | |
| 117 | Charles Schwab | Financial Services | 8 | 7 | 6 | 7 | 7 | 8 | Strong trust built over decades with reliable investment services. Good investment platform with excellent customer service but faces competition from fintech and changing market dynamics. | |
| 118 | Fidelity | Financial Services | 8 | 8 | 7 | 8 | 7 | 8 | Exceptional trust in investment management with long track record. Superior investment products with excellent fund management and industry leadership in retirement planning and investment services. | |
| 119 | Vanguard | Financial Services | 9 | 8 | 7 | 9 | 8 | 7 | Exceptional trust due to mutual ownership structure and low-cost investing. Superior low-cost index funds with exceptional ethical reputation and fiduciary responsibility creating strong investor loyalty. | |
| 120 | BlackRock | Financial Services | 6 | 8 | 7 | 6 | 6 | 6 | Mixed trust due to massive size concerns but confidence in capabilities. Superior investment management with industry-leading ETFs but massive scale creates regulatory and reputational risks. | |
| 121 | Whole Foods | Retail/Grocery | 7 | 8 | 8 | 7 | 6 | 7 | Strong trust in organic food quality with good sourcing standards. Superior organic and natural food selection but premium positioning and Amazon ownership create some reputation concerns. | |
| 122 | Trader Joe's | Retail/Grocery | 8 | 8 | 6 | 7 | 7 | 8 | Exceptional trust among customers with unique product curation. Superior private label products with unique flavors and excellent customer service creating strong loyalty and resilient positioning. | |
| 123 | Kroger | Retail/Grocery | 6 | 5 | 5 | 6 | 6 | 6 | Reasonable trust as major grocery chain with consistent availability. Competitive grocery products but faces competition from Walmart, Amazon, and specialty retailers with variable customer satisfaction. | |
| 124 | Louis Vuitton | Luxury/Fashion | 8 | 9 | 5 | 6 | 7 | 8 | Strong trust in luxury goods quality with centuries-old reputation. Superior luxury goods with exceptional craftsmanship but vulnerable to economic downturns affecting luxury spending patterns. | |
| 125 | Chanel | Luxury/Fashion | 9 | 9 | 5 | 7 | 8 | 9 | Exceptional trust in luxury fashion with timeless designs. Superior luxury products with iconic designs and exceptional customer service providing strong protection against fashion industry challenges. | |
| 126 | Hermès | Luxury/Fashion | 9 | 10 | 4 | 7 | 9 | 9 | Exceptional trust in luxury craftsmanship with centuries-old reputation. Superior luxury goods with unmatched craftsmanship providing maximum protection against criticism and industry challenges generally. | |
| 127 | Gucci | Luxury/Fashion | 7 | 8 | 6 | 6 | 6 | 8 | Strong trust in luxury fashion with design innovation and quality. Superior luxury fashion with excellent customer service but faces challenges from changing consumer preferences and sustainability demands. | |
| 128 | Prada | Luxury/Fashion | 8 | 8 | 5 | 6 | 7 | 8 | Strong trust in luxury fashion with minimalist design excellence. Superior luxury products with distinctive aesthetic and excellent customer service but faces typical luxury industry economic sensitivity challenges. | |
| 129 | Versace | Luxury/Fashion | 7 | 8 | 4 | 6 | 6 | 8 | Strong trust in luxury fashion with distinctive Italian design. Superior luxury fashion with excellent customer service but vulnerable to changing fashion trends and limited sustainability initiatives. | |
| 130 | H&M | Fashion/Apparel | 5 | 5 | 4 | 4 | 5 | 5 | Mixed trust due to fast fashion environmental concerns and quality issues. Competitive fast fashion but faces increasing criticism and regulatory pressure from sustainability concerns and practices. | |
| 131 | Zara | Fashion/Apparel | 6 | 6 | 4 | 4 | 5 | 6 | Better trust than some fast fashion competitors with higher design standards. Superior fast fashion with better design capabilities but faces typical fast fashion criticism and regulatory pressure. | |
| 132 | Uniqlo | Fashion/Apparel | 7 | 7 | 5 | 6 | 6 | 6 | Strong trust in basic clothing quality with Japanese quality reputation. Superior basic clothing with innovative fabrics providing some protection against typical fast fashion criticism through quality focus. | |
| 133 | Forever 21 | Fashion/Apparel | 4 | 3 | 2 | 3 | 2 | 3 | Low trust due to quality concerns and business difficulties. Poor quality fast fashion with high vulnerability due to bankruptcy and reputation problems creating existential business challenges. | |
| 134 | Victoria's Secret | Fashion/Apparel | 5 | 6 | 4 | 4 | 4 | 5 | Trust damaged by outdated brand image and leadership controversies. Good quality products but high vulnerability due to changing consumer preferences and competition from inclusive brands. | |
| 135 | Bath & Body Works | Beauty/Personal Care | 7 | 6 | 4 | 5 | 6 | 7 | Strong trust in fragrance products with consistent quality and seasonal offerings. Good fragrance products with appealing packaging but faces competition from clean beauty brands and sustainability concerns. | |
| 136 | Sephora | Beauty/Retail | 7 | 7 | 5 | 6 | 6 | 8 | Strong trust in beauty retail with good product curation. Superior beauty retail experience with excellent customer service and knowledgeable staff but faces competition from online brands. | |
| 137 | Ulta Beauty | Beauty/Retail | 7 | 6 | 5 | 6 | 6 | 7 | Strong trust in beauty retail with good product variety and accessible pricing. Good beauty retail selection but faces competition from specialty retailers and online beauty brands. | |
| 138 | L'Oréal | Beauty/Cosmetics | 7 | 7 | 6 | 6 | 6 | 6 | Strong trust in cosmetics with good safety record and quality standards. Superior cosmetics and beauty products with strong research capabilities but faces typical beauty industry ingredient safety concerns. | |
| 139 | Estée Lauder | Beauty/Cosmetics | 8 | 8 | 6 | 7 | 7 | 8 | Strong trust in premium cosmetics with high quality standards. Superior premium cosmetics with excellent customer service and premium positioning providing protection against most beauty industry challenges. | |
| 140 | MAC Cosmetics | Beauty/Cosmetics | 7 | 7 | 5 | 6 | 6 | 7 | Strong trust in professional-quality cosmetics with good reputation among makeup artists. Superior professional cosmetics but faces competition from newer inclusive beauty brands and changing preferences. | |
| 141 | Urban Decay | Beauty/Cosmetics | 6 | 7 | 5 | 6 | 6 | 6 | Good trust in edgy cosmetics brand with quality products. Superior cosmetics with distinctive brand aesthetic but faces competition in saturated cosmetics market with changing consumer preferences. | |
| 142 | Too Faced | Beauty/Cosmetics | 6 | 6 | 4 | 6 | 6 | 6 | Good trust in playful cosmetics brand with quality products. Good cosmetics with appealing packaging but faces intense competition and changing consumer preferences in beauty market. | |
| 143 | Benefit Cosmetics | Beauty/Cosmetics | 7 | 7 | 5 | 6 | 6 | 7 | Strong trust in specialty cosmetics with distinctive products. Superior specialty cosmetics with excellent customer service but faces competition from comprehensive beauty brands and changing market dynamics. | |
| 144 | NARS | Beauty/Cosmetics | 7 | 8 | 5 | 6 | 6 | 7 | Strong trust in artistic cosmetics brand with high quality products. Superior cosmetics with excellent formulations but faces competition in premium cosmetics market from emerging brands. | |
| 145 | Fenty Beauty | Beauty/Cosmetics | 8 | 8 | 6 | 9 | 7 | 7 | Strong trust built through inclusive shade range and authentic mission. Superior cosmetics with exceptional ethical reputation and revolutionary impact on beauty industry inclusivity standards and representation. | |
| 146 | Rare Beauty | Beauty/Cosmetics | 7 | 7 | 6 | 8 | 6 | 7 | Strong trust through mental health advocacy and authentic celebrity positioning. Good quality cosmetics with strong ethical reputation but celebrity brand dependence creates some vulnerability concerns. | |
| 147 | KKW Beauty | Beauty/Cosmetics | 5 | 5 | 4 | 4 | 4 | 5 | Mixed trust due to celebrity brand skepticism and market saturation concerns. Competitive cosmetics but high vulnerability due to celebrity dependence and authenticity questions affecting brand credibility. | |
| 148 | Kylie Cosmetics | Beauty/Cosmetics | 4 | 4 | 3 | 3 | 3 | 4 | Low trust due to various controversies and quality concerns. Competitive cosmetics but high vulnerability due to quality issues, celebrity dependence, and ongoing reputation challenges affecting customer satisfaction. | |
| 149 | Morphe | Beauty/Cosmetics | 5 | 5 | 4 | 4 | 4 | 5 | Mixed trust due to influencer marketing dependence and some quality concerns. Competitive affordable cosmetics but high vulnerability due to influencer dependence and authenticity concerns. | |
| 150 | ColourPop | Beauty/Cosmetics | 6 | 6 | 4 | 5 | 5 | 6 | Good trust in affordable cosmetics with consistent product releases. Good affordable cosmetics with superior value proposition but fast beauty model faces sustainability criticism and intense competition. | |
| 151 | e.l.f. Cosmetics | Beauty/Cosmetics | 7 | 7 | 5 | 7 | 6 | 6 | Strong trust in affordable cosmetics with consistent quality improvements. Superior affordable cosmetics with impressive quality and good ethical reputation providing protection against premium competition challenges. | |
| 152 | Maybelline | Beauty/Cosmetics | 6 | 6 | 4 | 5 | 6 | 5 | Good trust in mass market cosmetics with consistent availability. Competitive mass market cosmetics but faces competition from indie brands and changing consumer preferences toward clean beauty. | |
| 153 | Revlon | Beauty/Cosmetics | 4 | 4 | 3 | 3 | 2 | 3 | Trust significantly damaged by bankruptcy and business difficulties. Competitive cosmetics historically but extremely high vulnerability due to bankruptcy and business instability affecting product availability and customer confidence. | |
| 154 | CoverGirl | Beauty/Cosmetics | 6 | 5 | 4 | 5 | 5 | 5 | Reasonable trust in mass market cosmetics with drugstore accessibility. Competitive mass market cosmetics but faces challenges from premium and indie brands with limited innovation and changing preferences. | |
| 155 | Neutrogena | Beauty/Skincare | 7 | 7 | 5 | 6 | 6 | 6 | Strong trust in skincare products with dermatologist recommendations. Superior skincare products with clinical research but faces competition from clean beauty brands and ingredient transparency demands. | |
| 156 | Olay | Beauty/Skincare | 7 | 6 | 5 | 6 | 6 | 6 | Strong trust in anti-aging skincare with long brand history. Good skincare products with accessible pricing but faces competition from premium and clean skincare brands focusing on transparency. | |
| 157 | Dove | Beauty/Personal Care | 7 | 7 | 6 | 7 | 7 | 6 | Strong trust in personal care with gentle formulations and positive messaging. Superior personal care products with strong brand loyalty providing protection against typical industry challenges and competitive pressure. | |
| 158 | Nivea | Beauty/Personal Care | 7 | 6 | 6 | 6 | 6 | 6 | Strong global trust in skincare products with consistent quality and heritage. Good skincare products but faces competition from premium and natural skincare brands emphasizing ingredient innovation and transparency. | |
| 159 | Aveeno | Beauty/Skincare | 7 | 7 | 5 | 6 | 6 | 6 | Strong trust in gentle skincare with dermatologist recommendations and natural ingredients. Superior gentle skincare products but faces competition from clean beauty brands and ingredient transparency movement demands. | |
| 160 | Cetaphil | Beauty/Skincare | 8 | 7 | 5 | 6 | 7 | 6 | Exceptional trust in gentle skincare with strong dermatologist recommendations. Superior gentle skincare products with clinical reputation providing excellent protection against most skincare industry challenges and competitive threats. | |
| 161 | CeraVe | Beauty/Skincare | 8 | 8 | 5 | 6 | 7 | 7 | Strong trust in therapeutic skincare with dermatologist development. Superior therapeutic skincare with innovative technology and strong clinical positioning providing excellent protection against industry challenges and competition. | |
| 162 | The Ordinary | Beauty/Skincare | 7 | 8 | 6 | 7 | 6 | 5 | Strong trust through transparent formulations and honest ingredient communication. Superior skincare actives with revolutionary transparency approach but faces competition as larger brands adopt similar approaches and strategies. | |
| 163 | Drunk Elephant | Beauty/Skincare | 7 | 8 | 6 | 7 | 6 | 7 | Strong trust in clean skincare with biocompatible philosophy and ingredient transparency. Superior clean skincare with excellent clinical results but faces competition from other clean beauty brands. | |
| 164 | Tatcha | Beauty/Skincare | 7 | 7 | 6 | 7 | 6 | 8 | Strong trust in luxury skincare with Japanese-inspired formulations. Superior luxury skincare with excellent customer service and unique cultural approach providing differentiation but faces luxury market competition. | |
| 165 | Fresh | Beauty/Skincare | 7 | 7 | 6 | 6 | 6 | 7 | Strong trust in natural luxury skincare with high-quality ingredients. Superior luxury skincare with natural focus but faces competition from other luxury and clean beauty brands in competitive market. | |
| 166 | Kiehl's | Beauty/Skincare | 8 | 8 | 6 | 7 | 7 | 8 | Exceptional trust in apothecary skincare with long heritage and pharmaceutical approach. Superior skincare products providing excellent protection against most industry challenges through heritage and quality positioning. | |
| 167 | Origins | Beauty/Skincare | 7 | 7 | 8 | 8 | 7 | 7 | Strong trust in natural skincare with plant-based formulations and environmental consciousness. Superior natural skincare with strong sustainability leadership providing good protection against clean beauty competition and environmental concerns. | |
| 168 | Lush | Beauty/Personal Care | 7 | 7 | 9 | 9 | 7 | 7 | Strong trust in handmade cosmetics with natural ingredients and ethical practices. Superior handmade cosmetics with exceptional sustainability and ethics but controversial stances create some vulnerability risks. | |
| 169 | The Body Shop | Beauty/Personal Care | 7 | 6 | 8 | 8 | 6 | 6 | Strong trust in natural beauty with ethical trading heritage. Good natural beauty products with strong ethical heritage but faces competition from newer brands with similar values and innovation. | |
| 170 | Aesop | Beauty/Personal Care | 8 | 8 | 7 | 7 | 7 | 8 | Strong trust in luxury natural personal care with sophisticated formulations. Superior luxury personal care products with excellent customer service providing strong protection against most industry challenges through premium positioning. | |
| 171 | Le Labo | Beauty/Fragrance | 8 | 8 | 6 | 7 | 7 | 8 | Strong trust in artisanal fragrance with handcrafted approach and premium positioning. Superior artisanal fragrances with excellent customer service providing strong protection in niche fragrance market through unique offerings. | |
| 172 | Byredo | Beauty/Fragrance | 8 | 8 | 5 | 6 | 7 | 8 | Strong trust in luxury fragrance with innovative compositions. Superior luxury fragrances with excellent customer service and strong luxury positioning providing good protection in competitive fragrance market. | |
| 173 | Diptyque | Beauty/Fragrance | 9 | 9 | 5 | 7 | 8 | 9 | Exceptional trust in luxury fragrance with French heritage and artisanal quality. Superior luxury fragrances with outstanding customer service providing strong protection against most fragrance industry challenges through exceptional positioning. | |
| 174 | Jo Malone | Beauty/Fragrance | 8 | 8 | 5 | 6 | 7 | 8 | Strong trust in British luxury fragrance with elegant simplicity. Superior luxury fragrances with excellent customer service and British heritage providing good protection in competitive fragrance market through positioning. | |
| 175 | Tom Ford Beauty | Beauty/Cosmetics | 8 | 8 | 4 | 6 | 7 | 8 | Strong trust in luxury beauty with sophisticated positioning. Superior luxury beauty products with excellent customer service and designer association providing good protection in premium beauty market through brand strength. | |
| 176 | Charlotte Tilbury | Beauty/Cosmetics | 8 | 8 | 5 | 6 | 7 | 8 | Strong trust in luxury makeup with professional expertise and glamorous positioning. Superior luxury cosmetics with excellent customer service and professional reputation providing good protection in competitive beauty market. | |
| 177 | Pat McGrath Labs | Beauty/Cosmetics | 9 | 9 | 5 | 7 | 8 | 8 | Exceptional trust in artistic makeup with legendary professional reputation. Superior artistic cosmetics with industry leadership and legendary reputation providing strong protection through innovation and professional credibility in makeup industry. | |
| 178 | Anastasia Beverly Hills | Beauty/Cosmetics | 7 | 7 | 4 | 6 | 6 | 7 | Strong trust in brow and beauty products with professional expertise. Superior brow products with professional quality but dependent on beauty trends and social media influence creating some market vulnerability. | |
| 179 | Huda Beauty | Beauty/Cosmetics | 6 | 7 | 4 | 5 | 5 | 6 | Good trust in influencer beauty brand with strong social media presence. Good cosmetics with appealing formulations but influencer dependence and social media focus create vulnerability to changing trends. | |
| 180 | Jeffree Star Cosmetics | Beauty/Cosmetics | 3 | 6 | 3 | 2 | 1 | 3 | Low trust due to various controversies and scandals surrounding founder. Good cosmetics quality but extremely high vulnerability due to ongoing controversies and reputation damage affecting brand credibility. | |
| 181 | PepsiCo | Beverages/Snacks | 6 | 6 | 6 | 5 | 6 | 6 | Good trust in beverage and snack brands with consistent quality. Diversified product portfolio with good sustainability initiatives but faces health concerns typical of large food companies. | |
| 182 | Nestlé | Food & Beverage | 5 | 6 | 5 | 4 | 5 | 5 | Mixed trust due to various controversies including water rights and marketing practices. Good food products with strong portfolio but high visibility creates reputation risks from controversies. | |
| 183 | Kellogg's | Food & Beverage | 6 | 5 | 5 | 5 | 6 | 5 | Good trust in breakfast cereals with brand recognition. Competitive cereal products but vulnerable to health concerns and changing breakfast preferences toward healthier options and alternatives. | |
| 184 | Unilever | Consumer Goods | 7 | 6 | 7 | 7 | 7 | 6 | Strong global trust in consumer brands with consistent quality. Good consumer products with strong sustainability leadership and diverse global brand portfolio providing market protection and resilience. | |
| 185 | Colgate-Palmolive | Consumer Goods | 7 | 7 | 6 | 6 | 7 | 6 | Strong trust in oral care products with reliable quality and heritage. Superior oral care products with strong market leadership providing protection against competitive threats through established market position. | |
| 186 | Kimberly-Clark | Consumer Goods | 6 | 6 | 6 | 6 | 6 | 6 | Good trust in personal care and hygiene products with reliable quality. Competitive personal care products but faces competitive pressure and changing consumer preferences in hygiene categories and markets. | |
| 187 | Puma | Sportswear/Apparel | 6 | 6 | 6 | 6 | 6 | 6 | Good trust in athletic wear with decent reputation for quality. Competitive athletic products but faces intense competition from Nike, Adidas, and other athletic brands in saturated market. | |
| 188 | New Balance | Footwear/Sportswear | 7 | 7 | 6 | 7 | 6 | 7 | Strong trust in athletic footwear with good reputation for quality and fit. Superior athletic footwear with excellent domestic manufacturing ethics but faces competition from larger athletic brands. | |
| 189 | Converse | Footwear | 7 | 6 | 5 | 6 | 6 | 6 | Strong trust in classic sneaker designs with iconic brand heritage. Superior in classic style and cultural significance but generally resilient classic positioning despite limited athletic performance. | |
| 190 | Vans | Footwear/Apparel | 7 | 6 | 5 | 6 | 6 | 6 | Strong trust in skateboarding and lifestyle footwear with authentic heritage. Superior in skateboarding footwear but faces competition from other lifestyle and athletic footwear brands in competitive market. | |
| 191 | Timberland | Footwear/Apparel | 7 | 7 | 7 | 7 | 6 | 6 | Strong trust in outdoor footwear with good reputation for durability. Superior outdoor footwear with good sustainability initiatives providing protection but faces competition from other outdoor brands. | |
| 192 | UGG | Footwear | 6 | 6 | 4 | 5 | 5 | 6 | Good trust in comfort footwear with consistent quality. Superior comfort in sheepskin footwear but fashion-dependent brand vulnerable to trend changes and seasonal sales variations. | |
| 193 | Crocs | Footwear | 6 | 7 | 5 | 6 | 5 | 6 | Mixed trust due to polarizing design but confidence in comfort. Superior comfort and functionality but polarizing design creates vulnerability to fashion criticism despite strong functional benefits. | |
| 194 | Birkenstock | Footwear | 8 | 8 | 7 | 7 | 7 | 7 | Strong trust in comfort footwear with long heritage of health benefits. Superior comfort and foot health benefits with generally resilient positioning based on comfort and health functionality. | |
| 195 | Columbia Sportswear | Outdoor Apparel | 7 | 6 | 6 | 6 | 6 | 6 | Strong trust in outdoor apparel with good reputation for weather protection. Good outdoor apparel but faces competition from premium and specialized outdoor brands in competitive market segments. | |
| 196 | L.L.Bean | Outdoor Apparel | 8 | 7 | 6 | 8 | 7 | 9 | Exceptional trust built through lifetime guarantee and consistent quality. Superior outdoor apparel with outstanding customer service providing excellent protection and industry benchmark for satisfaction. | |
| 197 | Arc'teryx | Outdoor Apparel | 8 | 9 | 6 | 7 | 7 | 8 | Strong trust in premium outdoor gear with exceptional quality reputation. Superior outdoor apparel with excellent customer service and premium positioning providing strong protection against most outdoor industry challenges. | |
| 198 | Erewhon | Grocery/Health Food | 6 | 8 | 7 | 6 | 5 | 7 | Strong among health-conscious consumers but criticism for extremely high prices. Superior organic product selection but economic sensitivity due to luxury positioning and accessibility concerns affecting broader market appeal. | |
| 199 | Whole Foods | Retail/Grocery | 7 | 8 | 8 | 7 | 6 | 7 | Strong trust in organic food quality with good sourcing standards. Superior organic and natural food selection with strong sustainability leadership but premium positioning creates some reputation concerns. | |
| 200 | Trader Joe's | Retail/Grocery | 8 | 8 | 6 | 7 | 7 | 8 | Exceptional trust among customers with unique product curation and consistent quality. Superior private label products with excellent customer service creating exceptionally strong loyalty and resilient market positioning. |