U.S. Buyers Trust Sony the Most

It makes logical sense that companies with trusted brands should generate more business, which in theory should fuel gains in the stock price. In fact, a new study by consulting firm AlixPartners shows just that.

From January 2004 to January 2007, the stocks of the eight brands that were most trusted according to AlixPartners' Brand Power Index (BPI) returned an average of 116% vs. an increase in the S&P 500 of 26%. Meanwhile, the seven companies that "clearly did not meet consumer expectations" rose only 15% over the same period.

The brands that wowed consumers included Apple (APPL), General Electric (GE) and Procter & Gamble (PG). Among those that disappointed them were Gap (GPS), Pfizer (PFE) and Ford (F).

Sony (SNE) is the brand that came out on top in terms of winning consumer trust. Fred Crawford, managing director of AlixPartners, was surprised by that particular finding. "It's remarkable that a Japanese brand is the most trusted in America," he says. "Especially when you consider that many of the Japanese cars were not trusted, particularly by the older demographic [in the study]."

Crawford contrasts Sony with Apple, which also came out near the top. "Sony has not been on the leading edge of technology, but it builds solid, reliable products." Apple was viewed as a product leader but received bad grades in price and service. "Apple is perceived as an innovative company that charges too much for their products," he suggests.