Samsung is the most trusted Olympic sponsor brands among UK consumers, while McDonald's is the least trusted, according to new research.
The study, from user generated content platform Reevoo, was carried out over the weekend with a base of 634 UK respondents.
Key findings:
• Samsung is the most trusted Olympic sponsor brand among UK consumers (53%)
• Visa (47%) and Panasonic (44%) are the second and third most trusted brands
• McDonald’s (11%) and General Electric (5%) were the least trusted brands
• 75% of people disagree with brands that sell unhealthy products sponsoring sporting events
Richard Anson, founder at Reevoo, said: “Samsung, Visa and Panasonic have all invested heavily in building loyalty and social engagement around their brands in the past couple of years, and evidently it’s paying off – they have emerged as the top three most trusted Olympic sponsor brands in our survey. Samsung in particular has made use of its strong real-life brand advocates through campaigns like ‘Launching People’ which puts the spotlight on people who use Samsung technology to turn their dreams into reality, which appears to have had a positive effect on how authentic consumers perceive the brand to be.”
“McDonalds, despite having tried incredibly hard to battle its unhealthy image in recent years, has performed very badly in our survey, with only 11% of respondents saying they trust the brand. Together with the fact that 75% of survey respondents don’t think brands that sell unhealthy products should be allowed to sponsor major sporting events, it’s clear that the public now have a keenly attuned ear to the ethical issues surrounding sports sponsorship.”
