{"id":26571,"date":"2024-04-16T15:04:20","date_gmt":"2024-04-16T13:04:20","guid":{"rendered":"https:\/\/www.werbewoche.ch\/?p=213764"},"modified":"2024-11-11T07:03:19","modified_gmt":"2024-11-11T06:03:19","slug":"studie-von-readers-digest-diesen-15-brands-vertraut-die-schweiz","status":"publish","type":"post","link":"https:\/\/www.organisator.ch\/fr\/marketing\/2024-04-16\/studie-von-readers-digest-diesen-15-brands-vertraut-die-schweiz\/","title":{"rendered":"\u00c9tude du Reader's Digest : la Suisse fait confiance \u00e0 ces 15 marques"},"content":{"rendered":"<p><img class=\"aligncenter wp-image-213765 size-full\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2024\/04\/MTB_Readers-Digest_CH.jpg\" alt=\"Marque de confiance\" width=\"1040\" height=\"600\" \/><\/p>\r\n<p>La confiance repose sur un engagement \u00e0 long terme. Selon la 24e \u00e9tude de marque \"Trusted Brand 2024\" du Reader's Digest, les marques gagnantes de l'ann\u00e9e pr\u00e9c\u00e9dente ont pu conserver leur position dans leurs 15 cat\u00e9gories de produits respectives. Dans neuf groupes de produits, soit plus de la moiti\u00e9, l'ordre des trois meilleures marques est m\u00eame rest\u00e9 inchang\u00e9 - dans les cat\u00e9gories suivantes : bonbons, fabricants d'appareils auditifs, produits contre la toux et le rhume, douleurs musculaires et articulaires, rem\u00e8des naturels\/hom\u00e9opathie, marques d'opticiens\/lunettes, produits v\u00e9g\u00e9taliens\/v\u00e9g\u00e9tariens, assurances, produits vitamin\u00e9s.<\/p>\r\n<h3><strong>Le trio de t\u00eate en termes de citations<\/strong><\/h3>\r\n<p>La force de certaines marques gagnantes est particuli\u00e8rement \u00e9vidente. Selon l'\u00e9tude, Fielmann a obtenu le plus grand nombre de citations toutes cat\u00e9gories confondues avec 791 mentions (marques d'optique\/lunettes), suivie de Ricola avec 695 voix (bonbons). Nivea (cosm\u00e9tiques) arrive en troisi\u00e8me position avec 543 mentions.<\/p>\r\n<p>Particuli\u00e8rement frappant : la banque Credit Suisse occupe toujours la septi\u00e8me place en mati\u00e8re de confiance dans les banques\/prestataires de services financiers, avec 63 voix. Apr\u00e8s des sorties de fonds massives, la banque a \u00e9t\u00e9 rachet\u00e9e l'ann\u00e9e derni\u00e8re par sa concurrente UBS.<\/p>\r\n<p>Selon l'\u00e9tude, la population suisse est devenue globalement plus optimiste : Une nette majorit\u00e9 de 61 % des personnes interrog\u00e9es pensent que 2024 sera une bonne ann\u00e9e pour elles. En 2023, ils \u00e9taient encore 57 pour cent. \"Le fait que les consommateurs soient \u00e0 nouveau plus confiants en l'avenir est une \u00e9volution r\u00e9jouissante\", explique \u00e0 ce sujet Andreas Karl, directeur g\u00e9n\u00e9ral de Reader's Digest Allemagne, Autriche et Suisse. \"Mais notre \u00e9tude montre surtout \u00e0 quel point il est important pour les marques d'investir dans la confiance de leurs clientes et clients - avec des offres de qualit\u00e9 et durables\".<\/p>\r\n<h3>Sentiments mitig\u00e9s sur l'IA<\/h3>\r\n<p>L'attitude des Suisses \u00e0 l'\u00e9gard de l'intelligence artificielle (IA), sond\u00e9e pour la premi\u00e8re fois, donne une image mitig\u00e9e. Pr\u00e8s d'un quart d'entre eux (22 %) voient certes d'un \u0153il plus positif les marques qui utilisent l'IA, en premier lieu lorsqu'il s'agit de la conception individuelle de produits ou de la protection contre le piratage et les abus. Mais nettement plus d'un tiers (39 pour cent) per\u00e7oit les marques concern\u00e9es de mani\u00e8re plus n\u00e9gative. 40 % des personnes interrog\u00e9es se d\u00e9clarent indiff\u00e9rentes \u00e0 la confiance qu'elles accordent \u00e0 une marque qui utilise l'IA.<\/p>\r\n<h3><strong>Aper\u00e7u des t\u00eates de liste en 2024<\/strong><\/h3>\r\n<ul>\r\n\t<li>Banques\/services financiers : Raiffeisen Bank<\/li>\r\n\t<li>Bonbons : Ricola<\/li>\r\n\t<li>Appareils m\u00e9nagers\/de cuisine : Miele<\/li>\r\n\t<li>Fabricant d'aides auditives : Amplifon<\/li>\r\n\t<li>M\u00e9dicaments contre la toux et le rhume : NeoCitran<\/li>\r\n\t<li>Cosm\u00e9tiques : Nivea<\/li>\r\n\t<li>Caisses d'assurance maladie : CSS<\/li>\r\n\t<li>Troubles musculaires et articulaires : Voltaren<\/li>\r\n\t<li>Rem\u00e8des naturels\/hom\u00e9opathie : Similasan<\/li>\r\n\t<li>Marques d'opticiens\/lunettes : Fielmann<\/li>\r\n\t<li>R\u00e9gions\/lieux de vacances suisses : Tessin<\/li>\r\n\t<li>Produits pour animaux\/alimentation animale : Qualipet<\/li>\r\n\t<li>Produits v\u00e9g\u00e9taliens\/v\u00e9g\u00e9tariens : V-Love (Migros)<\/li>\r\n\t<li>Assurances de la soci\u00e9t\u00e9 : La Mobili\u00e8re<\/li>\r\n\t<li>Produits \u00e0 base de vitamines : Burgerstein<\/li>\r\n<\/ul>\r\n<hr \/>\r\n<p><em>L'\u00e9tude ind\u00e9pendante sur les marques <strong>\"Marque de confiance\"<\/strong> est soutenu par <strong>Reader's Digest<\/strong> est men\u00e9e depuis 2001 et compte, selon ses propres indications, parmi les \u00e9tudes de consommateurs les plus importantes et les mieux \u00e9tablies en Europe. En Suisse, 2 300 consommateurs ont \u00e9t\u00e9 interrog\u00e9s. Toutes les questions relatives aux marques sont pos\u00e9es de mani\u00e8re non assist\u00e9e, c'est-\u00e0-dire sans qu'aucune d\u00e9signation ne soit impos\u00e9e.<\/em> <em>Dans 15 cat\u00e9gories de produits, les participants ont cit\u00e9 spontan\u00e9ment la marque en laquelle ils ont personnellement le plus confiance et qu'ils recommanderaient \u00e0 leur famille ou \u00e0 leurs amis. Au total, 1984 termes de marques illustrent la forte concurrence pour gagner les faveurs des consommateurs.<\/em><\/p>","protected":false},"excerpt":{"rendered":"<p>La 24e \u00e9tude de marque \"Trusted Brand 2024\" du Reader's Digest montre qui m\u00e8ne la politique de marque la plus digne de confiance dans 15 cat\u00e9gories de produits. En outre, l'\u00e9tude s'est pench\u00e9e sur la confiance personnelle des consommateurs suisses en 2024 et sur leur attitude vis-\u00e0-vis des marques qui utilisent l'intelligence artificielle.<\/p>","protected":false},"author":8,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"Trusted Brand","_yoast_wpseo_metadesc":"rusted Brand 2024: Raiffeisen Bank, Ricola und Fielmann dominieren. Schweizer Verbraucher vertrauen Qualit\u00e4t und Best\u00e4ndigkeit.","articlekey":"","footnotes":""},"categories":[29],"tags":[2617,2822,414,459],"class_list":["post-26571","post","type-post","status-publish","format-standard","hentry","category-marketing","tag-marken","tag-readers-digest","tag-reputation","tag-studie"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Studie von Reader\u2019s Digest: Diesen 15 Brands vertraut die Schweiz - Organisator<\/title>\n<meta name=\"description\" content=\"rusted Brand 2024: Raiffeisen Bank, Ricola und Fielmann dominieren. 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