Secrets of 10 Most-Trusted Brands

7. ‘Can Do’ Attitude: Nike

Notably, Nike mentions its mission on the website as to "bring inspiration and innovation to every athlete in the world." It also has an attitude that everyone can do, as it says, "If you have a body, you are an athlete."

It is by this way, the athletic apparel company connects with the customers worldwide.

According to the branding consultant Kevin Lane Keller, "Nike has always been extremely customer-focused, with a broad access point that makes the brand relevant to elite athletes as well as the everyday person. It's about self-empowerment and being your best, and the brand really does invite everyone to 'Just Do It.'"

Nike constantly focuses on product development, including introducing technologies such as Nike Air cushioning and Dri-Fit fabrics which make its customers to tend to equate the brand with innovation and expertise, said Keller.

When a brand is innovative, consumers will have trust in it as they tend to think that the company really knows what it is doing, he said, adding, "Nike's first product was just the first step on this journey that's allowed them to completely transcend their roots as a quality running shoe to be everything athletic, all over the world, in all kinds of sports."

Keller also observes that Nike has achieved trust because of the celebrated co-founder Phil Knight, which is still involved with its operations. He said, "When the founder is still there, people respect the brand in a way that doesn't happen when the reins have been handed down over and over. Having his voice and persona still associated with the company keeps it closely connected to the consumer."

Have a look at the secrets behind the success of the most-trusted American brands.