Secrets of 10 Most-Trusted Brands

9. Serve Up the Quirky: Southwest Airlines

This low-cost carrier created a distinct personality through everything, from open passenger seating to flight attendants who sing the safety demonstrations. 

The professor at Northwestern University’s Kellogg School of Management, Tim Calkins said, "Southwest has always been a very independent brand that's quick to break the norms of the airline industry."

Calkins added that Southwest's brand tasted success because its operations and corporate culture are unique, and those different features support the company's central function. "Southwest has a fun, energetic corporate culture that's unique in the airline industry, but at the core they are a very proficient operation that gets travelers from point to point in an efficient, affordable manner," he added.

Calkins further said that several of the big carriers have tried to follow Southwest's low-cost subsidiaries, but none of them could maintain them. "The magic of Southwest is that even though the brand has many unique elements, all of the different pieces work together to serve its customers in a unique way," he said.

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