Renowned speaker brand Bose, along with American computer manufacturers Dell and HP, and electronic giants Sony and Panasonic from Japan, dominate the Top 5 most trusted technology brands among consumers, according to a study by Forrester Research.
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Source: CNET |
In stark contrast, the biggest loser is Microsoft, which has suffered a significant loss of trust following its legal battles with European lawmakers and frequent media coverage regarding its monopoly practices and defective products. On the trust scale, Microsoft only scored 3.9 out of 5.
Overall, consumer trust in technology brands has decreased by 2.3% over the past two years. Ironically, even though technology plays an increasingly vital role in daily life, people are becoming more skeptical and negative about it.
Among 5,000 American consumers surveyed by Forrester Research, 46.5% expressed caution or doubt. According to Forrester’s analysis, price has become more important than brand in today’s market.
It’s also worth noting that the decline in consumer trust in technology products is unrelated to the Nasdaq trading market, which has grown by 20% over the past two years. However, clearly, brands that consumers trust will have a significant advantage in promoting and disseminating new products and services to the broader audience.
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| Source: Businessweek |
This is indeed good news for HP, a company that tirelessly invests in R&D labs worldwide. Similarly, Dell’s acquisition of the premium gaming computer brand Alienware has also increased consumer favor towards the company.
Despite being ranked at the bottom of the 48 companies evaluated this time, Microsoft’s significant loss of trust is overshadowed by electronic brand Zenith, which saw a drop of 5.7%, and Gateway, which dropped by 4.9%. Furthermore, Gateway has even lost its CEO. Even as the South Korean giant Samsung rises, its reputation is also waning among consumers.
On the other hand, brands that have significantly improved their trust ratings include TiVo and Apple Computer. However, it’s important to note that this report is a double-edged sword for Apple, as consumers often associate the iconic iPod with the brand rather than its parent company. Moreover, Apple is currently facing a lawsuit from Apple Corp for allegedly exploiting the apple logo to sell music.
Thien Yi
