Brand Trust: A Win-Win Advantage in Working with Clients

Trust is not just a word. It is the basis of successful communication with the buyer. When a client trusts you, he or she confidently opens your newsletters, makes purchases and recommends you to friends. However, in a world full of competition and information, it is becoming increasingly difficult to earn the audience's favor.

How is trust in a company formed and which brands will consumers choose in 2024?

Russians' Trust in Brands - Market Research 2024

We often exchange useful information and market  on page seo service news with our partners. Today we will share with you one interesting study conducted by our colleagues. Marketers found out what influences the level of trust in a company, what emotions and actions of the brand motivate people to buy.




What is important for the Russian consumer when choosing a brand in 2024? Not only the quality of goods and service, but also the company's image are of primary importance:

Quality characteristics of goods/services - 89%
Service characteristics - 83%
Company image - 47%
Country of origin - 45%
Social brand policy - 41%
Country of brand origin - 41%


61% of consumers believe that companies value their opinion. Almost half – 46% – leave positive reviews and give good ratings to their favorite brands.

What is a brand that is trusted and respected? Respondents highlight the following criteria:

The company provides high quality goods and services.
Constantly expanding product offerings
Shows love and care for consumers
Provides the ability to shop online
Has attractive prices
Has a high quality of service
Reliable and stable
Transparent and open
Concerned about consumer safety
Cares about the convenience of customers


Russians also identified their favorite brands. The TOP-10 included clothing stores, food stores, and banking services:

Gloria Jeans / Gloria Jeans
Lime / Lime
Yours
Austin
Yandex
Zarina
Sber
Delicious - period
Befree
Kari
45% of respondents said that they trust brands more today than they did several years ago. This means that almost every second Russian is loyal to one or another brand.

Respondents believe their favorite brands sell an emotion, not a product. What emotions do consumers want to “buy” in 2024:

Comfort and convenience - 47%
Pleasure - 46%
Joy and happiness - 45%
Confidence and self-acceptance - 39%
Care and support - 36%
Warmth and tenderness - 33%
Inspiration - 33%
Feeling special and unique - 31%
Peace and tranquility - 29%
Activity, youth and modernity - 26%
Success and wealth - 26%
Aesthetics and minimalism - 24%
Feeling of superiority - 21%
Responsibility, awareness - 20%


In addition to the emotional message, other factors also encourage purchase. For Russians, regional offers and companies have a high motivational potential:

Support of Russian regions - 64%
Advertising campaigns aimed at popularizing regions - 62%
The history of the brand's origin in one of the regions of Russia - 61%
Regionally inspired products – 60%
Mention of the region in the brand name - 55%
Client trust in the company is the “engine” of brand development
A high level of customer trust opens dozens of doors for the company. Using the tool, the brand gets the opportunity to improve key areas of activity:

Brand trust promotes more open and constructive communication with customers
Increases customer satisfaction and loyalty
Allows the company to better understand the needs and preferences of the audience
Allows you to set higher prices for products or services because customers are willing to pay for quality and reliability
Increases purchases and repeat visits
Increases the likelihood of recommendations and positive reviews
Reduces costs and resources for attracting new clients
Helps to plan and conduct effective advertising campaigns
Increases brand popularity and recognition
Minimizes the likelihood and consequences of negative situations, from which no business is immune.