Monday, February 22, 2010
What do we trust the brands for? Is it their image that associates to our own, their usage that meets our needs or their promise that we usually see in advertising messages or communication platforms?
Some statistics first:
- 85% of consumers around the world are willing to change the brands they buy or their consumption habbits; (Environmental Leader, 2008)
- 72% of consumers say they purchase a brand because it supports a cause they believe in; (PR Week, 2007)
According to the study released today by Milward Brown - Nokia was named the Most Trusted Brand in 8 out of 22 listed countries: Italy, Russia, China, Taiwan, Poland, Hungary,Thailand and Sweden. The research company used metrics based on "trust" and "recommendation" asking customers to answer on 2 questions:
1. "how trustworthy is the brand?" and
2. "would you recommend this brand?"
Although "trust" is a rather stretched term meaning different things to different people, the answers collected in research gave a hint to determine brands' "likability" and "the power of purchase", according to their "recommendation" index.
It's curious the fact that different countries "trust" different brands, still the chosen ones are: either global or local - leaders. Thus, Amazon.com scored the highest in the US (where online shopping became a "no-wonder" habbit), Toyota - in Canada, and Pampers - in UK, Germany and France, as shown below:
Even though online brands such as Amazon and Microsoft are showing up in major world markets, apparently people are more inclined to trust and recommend "material" goods, rather than intangible assets. Should the reason be in "the engagement power"? If so, than online brands might be soon keeping the pace with offline performers.
What's your call? How should a brand earn your trust?
Curious to hear,
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