24
Messenger
WhatsApp is a messaging platform for private and group communication that also offers status, channel, and broadcast functions for public content. This makes the brand not only a communication service but also an important distribution channel for media and information. In the MBTM 2026, the brand’s strongest dimensions are benevolence, competence, and relevance; with a Trust Score of 64/100, it ranks 24th overall. This places the brand in the upper tier of the ranking.
Description created by ChatGPT
MBT Score:
64
Position in our ranking:
24
7
Benevolence
Benevolence represents consumers’ perception of the brand as being ‘responsible and caring despite the vicissitudes of future problematic situations’
7
Competence
Competence describes the organizational ability to realize promises based on available expertise, skills and leadership.
5
Commercialism
Commercialism is directed towards the level of and approach on earning money through media products, especially through the integration of advertising.
6
Consistency
Consistency incorporates the relationship between consumers and a brand that is built on past interactions.
6
Credibility
Credibility is characterized as the ability to meet a consumer’s expected performance.
7
Halo
Halo incorporates findings on the importance of mutual influences between content and environment on media perception.
6
Integrity
Integrity describes the belief that a brand is consistent, honest and responsible
7
Likeness
Likeness describes the perceived similarity between oneself, a brand and other consumers from this brand.
6
Transparency
Transparency describes the availability of information on a company’s internal processes and open communication about content production
7
Relevancy
Relevancy is characterized as the degree to which the brand provides things relevant to consumers’ lives.