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OC’s Most Trusted Brands announced – Chapman joins 15 others

June 6, 2011

The second annual list of Orange County’s Most Trusted Brands has been announced, and Chapman University, as previously revealed here in Happenings, is one of the few, the proud, the 16 local brands that will be feted for their trustworthiness on June 9.  This year Chapman is also the only university so honored.  The second annual OC Trust Summit, luncheon and award ceremony, presented by the Values Institute at DGWB and OC Metro magazine, will be held at Disney’s Grand Californian Hotel this year.

The 16 local brands chosen this year are the American Red Cross, Apple, Chapman University, Chick-fil-A, Children’s Hospital of Orange County, Costco, Disneyland, Girl Scouts of America, Hoag Hospital, In-N-Out Burger, Nordstrom, Planned Parenthood, St. Joseph Hospital, Target, Toshiba and Wells Fargo.   Of that list, Disneyland, Chapman University, In-N-Out, Planned Parenthood and St. Joseph Hospital are the only repeaters from last year.   Representatives from each of the repeat honorees will participate in a panel discussion at the event.

“Clearly, trust has become the business issue de rigueur over the past year, so part of the reason for the expanded program is giving the public what it wants,” explained Mike Weisman, the Values Institute’s founder, who is also co-founder and president of DGWB Advertising and Communications. “But beyond that, the OC Trust Summit seeks to educate, equip and inspire local business leaders to build trustworthy companies and brands that are successful at the cash register and in their communities.”

Designed to determine not only the most trustworthy brands based in, or commonly associated with, Orange County, but also the reasons why those specific products and services hold the public’s trust more than others, the survey is based on a proprietary research initiative developed by The Values Institute at DGWB. Profiles of the 16 brands and a summary of the six-month research effort appear in the June 2011 issue of OC METRO magazine. A national brand trustworthiness study also is in the works.

2011 Most Trusted Brands: Orange County Edition used a simple, 20-question online survey to measure five trust-related variables: concern, sincerity, identification, consistency/reliability and ability or competence. Through statistical regression analysis, a weighted average of each brand is being created, and those Orange County brands with the highest cumulative scores are included on the list. The brands are not ranked.

Tickets to the 2011 Orange County Trust Summit are $55 and can be purchased at www.ocmetro.com/mosttrustworthybrandsevent.  The event is expected to sell out.

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