HMD Global made a successful comeback of Nokia branded phones in 2017 from a marketing perspective, when the company announced their First smartphones, alongside the new Nokia 3310 that stole the show at MWC2017. The consumer trust in Nokia brand was strong back then, and I would argue it’s still strong, but according to research from Trusted Advisory, it’s not as strong as it used to be, at least in India.
Trusted advisory posted their annual report regarding consumer trust in brands operating in the Indian market. In 2017, the Nokia brand was surprisingly (or unsurprisingly) the most trusted brand in India in the category of “Personal gadgets – mobile phones”. In 2018, BBK members OPPO and Vivo surpassed Nokia that fell on place No. 3.
This year’s report (for 2019) reveals that the most trusted mobile phone brand in India is Samsung. In fact, in 2018 and 2017 Samsung was the most trusted Electronics brand, but didn’t appear at the top of Trusted Advisory’s “mobile phone” list. Looking at the Nokia brand, it went another place down and was positioned at No.4 in 2019.
Being the fourth most trusted brand in India is a good thing, but the trust in Nokia brand is in a stage of decline since 2017, according to Trusted Advisory ratings.