Trust is a brand's greatest asset

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.Credibility results in trustThe 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. This quality requirement also includes a company's service performance. For 73% of consumers, this is relevant to their purchasing decision. 44% 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 them 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 making a purchase decision. It is clear that a good product should not be as cheap as possible, but above all "worth its price".Constant quality as a prerequisiteThe 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. Today's customers want their personal needs to be taken seriously," says Urs Anderegg, Business Unit Manager of Reader's Digest Switzerland. 61% of respondents are therefore not surprised that they 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.The top performers in 2017 by categoryNon-alcoholic beverages: Coca-ColaAutomobiles: VWBanks: RaiffeisenClothing: H&MCandies: RicolaHousehold appliances: MieleCoffee: NespressoCosmetics: NiveaHealth insurance companies: AssuraCredit cards: MastercardLife insurance: AxaMattresses: BicoNatural remedies: SimilasanOpticians/eyewear brands: FielmannOutdoor/Sports: SportXXProperty insurance: Die MobiliarFilling stations/petrol: CoopTV/Internet/mobile: SwisscomVitamin products: BurgersteinDetergent: Ariel