U.S.-based market research firm Breakthrough Research today released data from a recent consumer study, the "2023 Brand Authenticity Report," with LEGO, Crayola, Whirlpool, Hot Wheels, and Costco topping the list of the Top 20 Most Authentic Brands. More than 5,000 respondents were surveyed and more than 100 national brands were evaluated using a proprietary new approach that measures brand authenticity using the latest research in behavioral science.
U.S.-based market research firm Breakthrough Research today released data from a recent consumer study, the 2023 Brand Authenticity Report, with LEGO

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