B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
60%
60% -- consumers unwilling to use company with poor brand image for consumers (2025)
60% of consumers stated they would not use a company if its brand image looked terrible, even if they had heard good things.
- applies even if consumers had heard good things about the company
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
60%
Unit
Percentage
Data Vintage
2025
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
VistaPrint
Primary
Tier C
https://rizco.com/financial-sense-in-branding-asset-or-liability/ ↗
Source Article
Financial Sense in Branding—Asset or Liability?
In finance, branding is often viewed as a “necessary investment” with a hard-to-quantify ROI. From a financial standpoint, it can be easy to see branding as a liability. However, it’s valuable to consider branding through financial principles to bridge the gap between finance and marketing.
Branding…
Original Research
VistaPrint
· Original study ↗
Methodology
Cited from VistaPrint research
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
consumers: 60% consumers unwilling to use company with poor brand image. Source: VistaPrint (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/consumers-avoid-bad-brand-image
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<blockquote cite="https://lighthousedata.io/data/consumers-avoid-bad-brand-image" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>60%</strong> -- consumers unwilling to use company with poor brand image for consumers<br><small>Source: VistaPrint (2025) · <a href="https://lighthousedata.io/data/consumers-avoid-bad-brand-image" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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