Trusted Brands 2017: Trust is the highest asset of a brand
Brands that consumers trust are purchased more often. This is confirmed by the results of this year’s «Trusted Brands 2017» survey. Another finding from the study: brand trust is based on credibility and product quality.
The list of brands most trusted by Swiss consumers again includes many familiar names this year: Raiffeisen, Ricola, Bico or Nivea are winners in their respective product categories, as in previous years. These brands are characterized by a high level of quality, good service and special closeness to their customers. They have all understood how to respond to their customers and their needs and address them on a personal level.
| Category | 2017 | Named brands | Winner in % | 2016 | Named brands | Winner in % |
|---|---|---|---|---|---|---|
| Non alcoholic beverages | Coca-Cola | 152 | 16 | Coca-Cola | 109 | 19 |
| Automobiles VW | VW | 57 | 9 | VW | 56 | 9 |
| Banks | Raiffeisen | 81 | 21 | Raiffeisen | 74 | 19 |
| Clothing | H&M | 277 | 9 | H&M | 223 | 9 |
| Candies | Ricola | 83 | 22 | Ricola | 78 | 25 |
Credibility results in trust
The study shows what is important to consumers: they want a brand to give them a positive feeling, to perceive them as individuals and, above all, to offer good product quality. A company's service performance is also part of this quality requirement. For 73 percent of consumers, it is relevant to their purchase decision.44 percent are even prepared to pay more for good service. In addition to comprehensive and personal customer service, which picks up the consumer before the purchase and does not leave him alone after the purchase, the quality of the product naturally also plays a fundamental role. High-quality products offered at a reasonable price are additional arguments for consumers when deciding to buy. It becomes clear that a good product should not be as cheap as possible, but above all "worth its price.
Constant quality as a prerequisite
The price-performance ratio is therefore crucial and gives a customer-friendly company the decisive advantage. "Honest customer service and an individual approach to the customer can be a competitive advantage. Customers today want to be taken seriously with their personal needs," says Urs Anderegg, Business Unit Manager of Reader's Digest Switzerland. It is therefore not surprising that 61 percent of those surveyed remain loyal to a brand they trust, even in times of crisis. If the aforementioned trust factors are in place and the quality of a product is reaffirmed with every subsequent purchase, consumers will remain loyal to a brand and its products for a long time.
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To the "Trusted Brands" study by Reader's Digest
"Trusted Brands" is an independent study and has been measuring consumer brand trust annually since 2001. It is one of the most established and largest consumer studies, is a pioneer for other studies of this kind and is recognized as a brand monitor. The approach of asking the brand question unprompted, i.e. without any brand specifications, remains unique. Consumers alone reveal which trusted brand is at the top of their list. The 2308 people surveyed by Reader's Digest in Switzerland this year named a total of 2453 different brands that they personally consider particularly trustworthy. The study was conducted this year on behalf of Reader's Digest by the market research institute Dialego.
