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Spanish consumers don’t trust in brands

The main handicaps of the marks in Spain is that they fail to "communicate honestly" or "act with integrity"

  • Key4Communications

Spain is the second European market where it is least trusted brands reveals the study 'Authentic Brands' prepared by the Cohn & Wolfe agency in collaboration with the Leading Brands of Spanish Forum and Esade. The analysis, prepared with surveys 12,000 consumers from 14 countries, has identified a large deficit of authenticity, which makes Spain the second European market where trust in brands is lower, surpassed only by Sweden. Only 7% of Spanish respondents considered "open and honest" marks indicative of the high degree of skepticism among consumers and a major challenge for the various industries involved.

Communication problems
In the analysis by markets, food and beverage brands are considered more authentic, followed by luxury and retail sector; while the industrial sector, business consulting and pharmacist are those who occupy the last positions. One of the main handicaps overall marks in Spain, as consumers, is to be real, ie, get "communicate honestly" and "act with integrity."

Businesses that champion the retail sector as the most authentic are El Corte Ingles, Mercadona, Ikea, Carrefour and Eroski, as consumers appreciate that "communicate honestly and act with integrity", while stressing the proper treatment and proper management of privacy and data protection. In the technology sector brands such as Samsung and Google are positioned between the most authentic, while in the luxury industry highlights the privileged position they occupy brands like Rolex, Cartier and Louis Vuitton.

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