New research from HarrisQuest maps 245+ U.S. brands on the Trust–Relevance matrix.

Most brand leaders track one dimension at a time. Trust. Or relevance. Rarely both – and almost never together.

That's the gap this guide closes.

What you'll get in this guide

• The Trust–Relevance matrix: where major U.S. brands sit today, and what each position means strategically

• Why composite scores hide the risks that matter – and how to read the data that doesn't

• Generation-by-generation breakdowns showing where brand equity is fracturing

• Case studies from Bud Light, Mayo Clinic, and Toyota – with the data behind the decisions

• Five diagnostic questions to run on your own brand today

Why it matters now

82% of Americans say a company needs a proven track record before they'll take it seriously. And no brand cleared the Resilient threshold among Gen Z respondents in Q1 2026 – not one.

The brands that weather crises and command pricing power hold Trust and Relevance in balance. This guide shows you how to measure that balance, and what to do when it's off.

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