Posted by: Onuora Amobi
Apple, Google, Microsoft
Brand loyalty from your consumers is built through various things. Keeping commitments, releasing great products, follow-through, not selling your information or mishandling it. In short, brand loyalty is quite a bit about trust.
Interestingly enough, a new survey by Ponomon was issued recently to dive into the topic of brand trust. The survey found that in the top most trusted companies when it comes to protecting their privacy and their personal information, the number one company is American Express. As far as computing and technology is concerned? HP is the highest, and the 2nd overall in the top twenty list.
Considering HP sometimes a bad rep for some of its products but is still a very big name when it comes to selling computers, it is clear that trust must have at least something to do with it.
Now let’s talk about the big boys in tech: Apple, Google and of course Microsoft. Where is Apple and Google on the list? They aren’t. In 2011 Google was number 19, Apple was number 14. Going to data from 2012, they’ve dropped of the top twenty entirely.
Here’s where it gets interesting though. The list goes back to 2006. Microsoft has NEVER been on the top twenty most trusted brands list, until 2012. With anti-trust issues and other problems, it isn’t surprising. What is a bit surprising though is that out of nowhere they are now number 17.
So how is that data gathered? Ponomon polls over 100,000 adults total and asks them to name the companies they trusted most to protect the privacy and personal info. From there they derived 6,704 usable responses and that provided a total of 39,890 positive and negative company ratings.
So what does all of this mean?
Microsoft is more trusted when it comes to privacy then Google or Apple. What does that really mean though and how did things come to this point? Bottom-line, people are getting fed up with Google sharing their data, selling positions in their search engine, and other tactics.
Additionally Google has recently become caught up in anti-trust issues which could affect how people feel about the company trust-wise as well. Apple additionally has come into some trouble in the past when it comes to tracking issues.
Is Microsoft clean here? Probably not, but it certainly isn’t affecting their trust ratings the way it has the competition. So how can Microsoft use that to their advantage when it comes to building up additional customers for its products? They already have to some extent.
Microsoft attacked Google’s data practices several times last year, enticing folks to use their products, including their browser (Internet Explorer) over their competitor’s offering.
Here’s the big question though, how do you feel when it comes to trusting your private information with companies? Would you consider Microsoft worthy of the top 20 position? What about Apple and Google?