It's Not Samsung; iPhones Now Most Trusted Mobile Phone Brand In India
Until recently [ideally before the Note 7 fiasco], Samsung was the most trusted smartphone brand in India. This was according to Trust Research Advisory (TRA) survey that also ranked Sony, LG, Nokia and Tata phones among its top trusted brands last year [Read the full story here]. Things have drastically changed in the last couple of months and in its latest survey by TRA Research, Apple’s iPhone [which ranked no where in the top five last year], has been declared as the most reputed mobile phone brand in India.
Much deserved, Apple’s iPhone has garnered the highest positive media appearances in terms of sheer volume. The study named ‘India’s Most Reputed Mobile Phone Brands 2017’ featured 72 mobile phone brands from 12 countries, including 29 Indian brands.
Of course, Samsung phones still hold a special place to many Indians, as the study noted Samsung as the second most reputed brand in India which counted 67 per cent less than Apple, mostly driven by the Note 7 fiasco. The third slot is occupied by home grown company Micromax which scored 94 per cent lower than Samsung. China’s Xiaomi and Finland’s Nokia secured fourth and fifth position respectively.
Chinese multinationals Lenovo, Huawei, and Motorola (now owned by Lenovo) ranked sixth, seventh, and eighth respectively. South Korea’s LG featured on the ninth positions while home brand Intex Technologies figure last in the list.
“Reputation can be seen as a currency that the brand can earn through positive action, communication, or sometimes erode due to lack of the same. Reputation has to be consistently maintained, monitored, and enhanced. In a cluttered space like the mobile phone industry, with diverse brands attempting to capture consumer attention, customers buy and recommend on the basis of reputation, making it the most important influencer of buying decisions,” said Pooja Kaura, Chief Spokesperson for India’s Most Reputed Brands.
Apple is in discussion with the Indian government about the possibility of manufacturing its products in India, according to reports. Meanwhile, preceding Tim Cook’s India visit and his meeting with Prime Minister Narendra Modi in May, buzz was around that Apple is keen to manufacture its products in India and is also setting up its own flagship stores. It’s important for Samsung and domestic smartphone makers to review their strategies in order to retain customer loyalty in the coming quarters.
On what makes a brand most trustworthy, branding consultant Jim Stengel and author of “Grow: How Ideals Power Growth and Profit at the World’s Greatest Companies,” points out that the most trustworthy brands have created relationships with consumers through experiences that trigger a instinctive response. He adds that when a brand focuses on its trust with intensity, apart from trust the brand gains in market-share, product premium and acceptance of new products as an automatic by-product.
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