Bruce Temkin thinks it all comes down to a matter of trust.
Over the past five years, he's evaluated thousands of brand perceptions and distilled them all into his company's Temkin Trust Ratings.
Brands that earn trust do so over time -- with consistent customer experiences, he said.
"Trust is built up over time based on the experience that consumers have with the company," said Temkin, customer experience transformist and managing partner of the Waban, Mass.-based Temkin Group.
"The top companies are really good at meeting their brand promises. That's why the companies at the top of the list have employees that understand and are bought into the company's mission and its brand promises. They're committed to earning the trust of customers. They tend to do really well in our Temkin Experience Ratings as well, showing that they deliver great customer experience."