The recent Trusted Brands survey commissioned by Reader’s Digest, one of the world’s longest running print publication, proved that Fil...
The
recent Trusted Brands survey commissioned by Reader’s Digest, one of the
world’s longest running print publication, proved that Filipinos have added the
element of trust to their purchase decisions. The survey results reveal how
consumers put their money on brands that they feel has virtues that go beyond
price, market trends and promotions.
(L-R) Bien Mateo - Vice–President for Operations, Northern Luzon; Annie Garcia - President of SM Supermalls,; Jonjon San Agustin - Senior Vice-President for Marketing of SM Supermalls. |
Reader’s
Digest Asia Pacific Publisher and Managing Editor Walter Beyleveldt believes
that a brand has to stay relevant and worthy enough for consumers to associate
themselves with.
“A
brand can’t just become a brand through media. It also needs to deliver on the
qualities that make a brand great,” said Beyleveldt. “You have to deliver on
innovation and trustworthiness.”
Beyleveldt
further explained that having the seal of a trusted brand somehow helps the
consumers make decisions when making purchases or availing themselves of
services. It gives them reassurance that they are making the right decision,
knowing that other Filipino consumers trust the same brand.
Trusted
brands are those that get consumers talking, passing on the information about the
good things they find in brands by word of mouth and now, by social media.
Social media can make or break a brand, depending on how trustworthy the brand
is. Brands that have established strong relationships with all stakeholders are
the ones that get a boost from social media.
One
of the recipients of this year’s platinum award, SM Supermalls, typifies how a
brand that remains in the consumer’s subconscious based on certain traits that
translate into brand trust. Based on the Trusted Brands’ open-ended survey, SM
excelled in its category based on the following attributes: trustworthiness
& credibility, quality, value, understanding of consumer needs, innovation,
and social responsibility.
The
SM mall brand has been operating for 30 years now, constantly making
innovations and improvements based on customer feedback, behavior and demands.