Secrets of 10 Most-Trusted Brands
Bangalore: Across the globe there are some brands which become the most trust worthy among the customers. Though they may not have the biggest sales or market share, they remain most trusted names leaving behind the rest of the brands. These names have created relationships with consumers through experiences that trigger intuitive responses.
To know how deep the brands have rooted in the hearts of the customers, Branding Consultant Jim Stengel, the former global marketing officer of Proctor & Gamble, teamed with The Values Institute at DGWB, California, conducted a consumer survey for the Entrepreneur.
According to Paula Andruss of Entrepreneur.com, the survey by Jim Stengel identified 5 values that influence a brand’s trust among the customers: ability (company performance); concern (for customers, employees and the community); connection (with customers); consistency (dependability of products/services) and sincerity (openness and honesty). The survey, done among a total of 1,220 U.S. customers, came up with a few tactics that some of the American brands do to connect with customers and to remain at the top.
Let us have a look at the secrets behind the success of the 10 most-trusted American brands.
1 Get Personal: Amazon
Amazon.com, the online retailer that has almost everything under its ‘roof’, tops the list with highest scores in overall brand trust.
The Chief Brand Strategist for the Blake Project consultancy, Brad VanAuken finds no surprise in it, saying that the outstanding product accessibility, functionality and customer experience exhibited by Amazon, make it a strong brand that buys consumer trust.
“With millions of products, 24/7 access, superior search and browse technology, user reviews and many other sources of in-depth product information, Amazon.com offers a superior purchase experience,” he said.
According to VanAuken, the brand is seen as keeping its promises with its click ordering, quick-shipping options, low prices and free shipping on orders over a minimum total. Consumers trust Amazon for having almost all the things they are in need of in the site, thanks to partnerships with other selling channels such as Partner Count Merchandize.
Moreover VanAuken added, the site is doing an excellent job for encouraging healthy relationships with the consumers by helping them make decisions through recommendations of items based on past purchases, user reviews and ratings and suggested complementary purchases. Consumers find Amazon user-friendly for it also provides user profiles, reviews and ratings, wish lists and ‘Listmania’ lists for recommending favorite products.
