Campbell Soup, Rolex top ranking of brand personality

Marketing Dive
marketing dive

Dive Brief:

  • Packaged foods giant Campbell Soup and Swiss luxury watchmaker Rolex topped a ranking of brand personalities that measured traits such as trust, openness, imagination and friendliness, according to a study that consumer review site Trustpilot shared with Marketing Dive.


  • Campbell boosted its stature with a focus on corporate social responsibility and more natural product offerings, making it the most reputable U.S. brand. Rolex was rated the most reputable brand in the U.K. and globally with an openness rating in the 99.8th percentile, along with an association with desirable qualities like wealth and victory as a sponsor of successful athletes in golf and equestrian events.​
  • Trustpilot leveraged IBM's Watson Personality API — an artificial intelligence (AI) technology that uses linguistic analysis to infer the personality characters of individuals based on their writing samples — to study the press releases of the 50 most reputable brands determined by the Reputation Institute.

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