Leading marketing and research professionals have emphasised that manufacturers must prioritise trust and consumer engagement to forge successful brands. The call came during a symposium held to mark the 2019 World Consumer Rights Day, organised by the Brand Journalists Association of Nigeria (BJAN).
The Importance of Trust in Brand Building
At the symposium, titled ‘Building Trusted Brands: The Nigerian Experience’, Mrs. Ugo Geri-Robert, Chief Executive Officer of Kantar Millward Brown Nigeria, underscored that trust is a cornerstone of successful branding. According to Geri-Robert, trust is not merely about product quality but involves demonstrating competence, integrity, and a clear brand purpose.
“Trust is first established when brands demonstrate competence and integrity,” Geri-Robert said. She highlighted that trust evolves through various levels, driven by aspiration, emotion, motivation, and function. “Brands must understand the current level of trust they hold with consumers to communicate effectively,” she added.
Geri-Robert illustrated the concept using Toyota as an example. The car manufacturer’s decision to recall faulty airbags, despite significant costs, showcased its commitment to customer safety and trust. “Toyota’s actions demonstrated to customers that the brand prioritises their well-being,” she noted.
Similarly, Mrs. Geri-Robert cited GTBank’s unique approach to building consumer trust. The bank’s decision to forego physical barriers like fences at its branches sends a strong signal of openness and confidence to customers. “GTBank’s approach reflects a deep-seated trust in its customers and an effort to convey a friendly and secure environment,” she explained.
The Role of Research and Development
During the panel discussion, Mr. Michael Umogun from Kantar Millward Brown Nigeria emphasised the critical role of research and development (R&D) in brand success. “Multinational companies often embed R&D and innovation into their core operations, valuing consumer insights highly,” Umogun said. He contrasted this with local companies that may view investment in R&D as a budgetary burden rather than a strategic advantage.
Umogun pointed out that successful brands continuously consult consumers to drive innovation and improve market positioning. “The expectation of understanding and meeting consumer needs drives these multinational firms to outperform local competitors,” he observed.
Enhancing Consumer Engagement
The symposium concluded with a call to action for brands to integrate consumer feedback into their core strategies. Building trust through transparent practices and effective customer service is essential for fostering loyalty and maintaining a competitive edge.
Experts agree that establishing a trusted brand requires more than just delivering a quality product. It demands a commitment to understanding consumer needs, demonstrating integrity, and engaging in meaningful interactions. As the market continues to evolve, brands that prioritise these elements will be best positioned for long-term success.