Trust, Digital Strategies and Customer Loyalty Drive Brand Influence

Survey conducted by Public Relations Global Network finds business leaders view brand influence as increasingly important, with digital channels leading growth strategies

NEW YORK / BRUSSELS – A new global survey of marketing and business leaders across 40 countries highlights a fundamental shift in branding strategies, with trust, reputation and digital engagement emerging as the most important drivers of brand influence. The research, which was commissioned by the Public Relations Global Network (PRGN) and conducted by Researchscape International with the involvement of PRGN’s 50+ member agencies globally, provides key insights into how businesses are redefining influence in an era shaped by digital transformation and evolving consumer trust.

The study found that 89% of business leaders view brand influence as “extremely” or “very” important to organizational success, with 67% expecting its importance to increase over the next three to five years. The study also found that 87% have already adjusted their strategies to strengthen brand influence, with 29% having made major changes to stay competitive.

“These results highlight a significant transformation in how organizations perceive and develop brand influence,” said Natacha Clarac, President of PRGN. “It’s not just about presence in the market—it’s about fostering trust and authentic relationships with stakeholders, and it highlights its increasing importance in today’s business environment,” she adds. 

Among the key findings of the survey: 

Trust and digital presence define brand influence: Trust (65%) and reputation (61%) were identified as the most crucial brand factors, while customer-focused metrics like customer loyalty (42%) and brand equity (19%) are leading indicators for assessing influence. Digital and social media platforms are now central to brand development, with 76% of respondents saying social media has an “extremely” or “very significant” impact.

“The digital shift in brand communication is imperative,” added Bill Southard, chair of PRGN’s marketing and communications committee. “Organizations must embrace these platforms while preserving genuine connections with their audiences.”

Leaders are looking for better brand measurement and digital strategies: The study also highlighted key challenges, with 60% of respondents seeking enhanced measurement and analytics capabilities and 57% desiring deeper insights into digital strategies and purpose-driven branding.

Apple, Nike, and Coca-Cola lead as the most influential brands: Among the most respected brands for their influence, Apple (30%), Nike (13%) and Coca-Cola (9%) were top ranked, highlighting the lasting power of consistent brand building and innovation. 

Consumer behavior and employee trust drive brand influence: Consumer behavior is a crucial element, with 89% of respondents indicating that a brand’s impact on consumer behavior is “extremely” or “very” significant. The survey also revealed that employees are the most trusted stakeholders, with 63% expressing “extremely” or “very high” trust, emphasizing the role of internal brand advocates.

“In today’s rapidly evolving business environment, we felt it was important to better understand the importance of influence and these survey results certainly shed some important light on this critically important topic,” Natacha Clarac concluded. “The findings provide a roadmap for brands looking to strengthen their influence amid evolving consumer expectations and increased digital engagement. This survey is scheduled to be an annual exercise conducted by PRGN in the coming years.” 

The online survey polled business leaders from more than 40 countries and was conducted by PRGN’s 50+ member agencies globally and supported by Researchscape.