{"id":37575,"date":"2025-04-09T08:56:58","date_gmt":"2025-04-09T06:56:58","guid":{"rendered":"https:\/\/www.markt-kom.com\/?p=233141"},"modified":"2025-04-09T14:52:48","modified_gmt":"2025-04-09T12:52:48","slug":"readers-digest-trusted-brand-2025-vertrauen-in-marken-bleibt-stabil","status":"publish","type":"post","link":"https:\/\/www.organisator.ch\/fr\/marketing\/2025-04-09\/readers-digest-trusted-brand-2025-vertrauen-in-marken-bleibt-stabil\/","title":{"rendered":"Reader's Digest \"Trusted Brand 2025\" : La confiance dans les marques reste stable"},"content":{"rendered":"

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L'\u00e9tude de marque annuelle \"Trusted Brand\" du Reader's Digest, r\u00e9alis\u00e9e en collaboration avec l'institut Dialego d'Aix-la-Chapelle, a de nouveau analys\u00e9 la confiance des consommateurs suisses dans les marques. Pour l'\u00e9dition 2025, 2300 personnes ont \u00e9t\u00e9 interrog\u00e9es et ont indiqu\u00e9, sans soutien, leurs marques les plus dignes de confiance dans 15 cat\u00e9gories de produits. Malgr\u00e9 les incertitudes \u00e9conomiques et sociales, la confiance dans les marques reste remarquablement stable : dans 13 cat\u00e9gories, les vainqueurs sont les m\u00eames que l'ann\u00e9e pr\u00e9c\u00e9dente.<\/p>\r\n

Parmi les leaders de chaque cat\u00e9gorie, on trouve Ricola (bonbons), Miele (appareils m\u00e9nagers), Amplifon (appareils auditifs), NeoCitran (produits contre la toux), Nivea (cosm\u00e9tiques) et CSS (caisses maladie). La domination de Fielmann dans la cat\u00e9gorie des marques d'optique\/lunettes est particuli\u00e8rement frappante, avec 752 mentions - le chiffre le plus \u00e9lev\u00e9 toutes cat\u00e9gories confondues -, suivi de Ricola (655 voix) et de Nivea (532 voix).<\/p>\r\n

L'acceptation de l'IA augmente<\/strong><\/h3>\r\n

L'attitude vis-\u00e0-vis de l'intelligence artificielle (IA) a chang\u00e9. Alors que 24 % des personnes interrog\u00e9es \u00e9valuent positivement les applications d'IA - une augmentation de deux points de pourcentage par rapport \u00e0 l'ann\u00e9e pr\u00e9c\u00e9dente -, l'attitude n\u00e9gative a baiss\u00e9 de six points pour atteindre 33 %. La majorit\u00e9 des consommateurs reste cependant indiff\u00e9rente \u00e0 l'IA, avec une augmentation de 43 %.<\/p>\r\n

L'\u00e9tude met \u00e9galement en lumi\u00e8re l'\u00e9valuation personnelle de l'avenir : seuls 57 pour cent des Suisses pensent que 2025 sera une bonne ann\u00e9e pour eux - un recul par rapport aux 61 pour cent de l'ann\u00e9e pr\u00e9c\u00e9dente. Andreas Karl, directeur g\u00e9n\u00e9ral de Reader's Digest Allemagne, Autriche et Suisse, commente : \"Notre \u00e9tude montre \u00e0 quel point il est important de fournir des points de rep\u00e8re clairs avec des offres de qualit\u00e9 et durables - et d'investir ainsi dans la confiance des clientes et des clients\".<\/p>\r\n

\"\"<\/a><\/p>\r\n

\r\n

L'\u00e9tude \"Trusted Brand\" est r\u00e9alis\u00e9e depuis 2001 et est consid\u00e9r\u00e9e comme l'une des plus grandes \u00e9tudes de consommateurs en Europe. Selon les donn\u00e9es, l'enqu\u00eate non assist\u00e9e est unique en son genre, car elle permet aux consommateurs de citer spontan\u00e9ment les marques auxquelles ils font le plus confiance. Au total, 2193 termes de marques ont \u00e9t\u00e9 cit\u00e9s en Suisse, ce qui souligne la concurrence intense pour gagner la confiance des consommateurs.<\/em><\/p>","protected":false},"excerpt":{"rendered":"

La 25e \u00e9dition de l'\u00e9tude \"Trusted Brand\" du Reader's Digest montre quelles sont les marques qui jouissent de la plus grande confiance en Suisse. Dans 13 des 15 cat\u00e9gories, les leaders restent inchang\u00e9s, tandis que l'acceptation des applications d'intelligence artificielle augmente.<\/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":"Die 25. 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