05 May 10 US Consumer Befriending Financial Services
The worst seems to be over for financial services in the United States, as people’s perception has started to sway in favor of financial services providing companies, according to the Harris Interactive 2010 EquiTrend study.
The US consumers’ perception of the financial services providers was quite low in 2009, which seem to have got back to its 2008 state in April. Even AIG, whose reputation touch the bottom in 2009 during the financial crisis, has also gone up in 2010.
Visa got the highest brand equity score of 65.76, followed by MasterCard whose brand equity score is 60.66. The Hartford with the score 53.40 and Fidelity Investments Financial Services with 53.29 score on brand equity make the bottom two of the report that studies top 10 highest ranked financial services company. See image for detail.
Not only the perception (brand equity) is on the way up, but the trust is also going up on the scale. Although it has not touched even 2008 level, the hope of its speedy recovery can be felt in the report released by Harris Interactive.
In the trust ranking, TIAA-CREF Financial Services ranked at number one with a trust score of 6.64, and at number two is Vanguard Group with a trust score of 6.55. Visa is at number 3 with the total score of 6.6. The Hartford which was at number 9th position in terms of brand equity has fared relatively well on the trust quotient. It is on number 5 with a trust score of 6.39. See image for detail.
Tags: Aig, Brand Equity, Consumers, Equitrend, Fidelity Financial, Fidelity Investments, Financial Crisis, Financial Services Company, Financial Services Providers, Harris Interactive, Hartford, Number 3, Perception, Quotient, Reputation, Score, Speedy Recovery, Tiaa Cref, Vanguard Group, Visa
18 Feb 10 Americans Trust Their Cola Advertisers
Soft-drink advertisements are more trustworthy than either pharmaceutical advertising company or financial service company, as told by 34 percent of Americans adults (18 or above) during a study conducted by Harris Interactive. The second preferred group of advertisers was fast food companies, and on the third place were pharmaceutical company. The least trustworthy group of advertisers, as seen by American consumers, is financial services companies.
Only 13% of the US 18 and above adults think that financial services companies are any trustworthy with their ad campaigns. 40% of the US adults between 35 and 44 trust soft-drink advertisements, but only 10% among them trust advertising shown by financial services companies.
Can we read this cue as breaking of “financial security” myth shown by financial institutions?
We must remember that this is the age-group that has to pay for their kids’ education. For complete report, see the image below.
Tags: Ad Campaigns, Advertisements, Advertisers, Advertising Company, Age Group, American Consumers, Americans Trust, Cue, Fast Food, Financial Institutions, Financial Security, Financial Services Companies, Food Companies, Harris Interactive, Kids Education, Myth, Pharmaceutical Advertising, Pharmaceutical Company, Preferred Group, Soft Drink
