Tuesday, 25 July 2017

Samsung is most trusted mobile brand

Millward Brown
Tuesday 10 March 15

New analysis conducted by brand research agency Millward Brown shows that Samsung is the most trusted mobile brand in the world today, followed by Sony – which remains highly trusted despite an email hacking scandal at the end of 2014. Apple is the mobile brand perceived by consumers as most innovative…

New analysis conducted by brand research agency Millward Brown shows that Samsung is the most trusted mobile brand in the world today, followed by Sony – which remains highly trusted despite an email hacking scandal at the end of 2014. Apple is the mobile brand perceived by consumers as most innovative.

The analysis looked at how different mobile phone brands are scored for ‘differentiation’, ‘great ads’ and ‘trustworthiness’ in the BrandZ Index, which calculates brand value on a number of factors – including measures of consumer perception. Only Samsung and Sony scored above average on trust.

With the overall pace of innovation by mobile brands having slowed, factors such as consumer trust become more important. Samsung’s newly-launched Galaxy S6 and S6 Edge lack some of the leaps in innovation that have been evident over the last few years, but Millward Brown research shows that Samsung’s tried and tested technologies and long engineering history are a positive influence on its trust rating among consumers.

While Apple has been a firm fixture at the top of Millward Brown’s BrandZ Top100 Most Valuable Global Brands ranking over the last 10 years, there is a growing perception that it is no longer redefining technology for consumers, reflected by a lack of dramatic new product launches. With so much of its value driven by innovation, failure to show significant advances can be more harmful to Apple's brand than to its competitors'.

Peter Walshe, BrandZ Strategy Director at Millward Brown, says: “Mobile phone brand owners are looking to services rather than technical innovations to find their meaningful difference this year. Consumer trust is more important than ever because there is less to differentiate one brand from another. Brands with lower levels of trust should make building trust a key priority for 2015; future product launches and innovation may well not be enough in the longer term if the brand is not trusted.”


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