Introduction: Trust is More Than Just a Sale
For a brand, success is not measured solely by high sales. True success is achieved when a product is repurchased, recommended, and builds lasting trust with the consumer. At this point, brand health and consumer health are not separate concepts but two directly linked ideas. Especially in categories with a risk of counterfeit products, the strength of this bond can either make or break a brand.
1. What is Brand Health? Why Should It Be Measured?
Brand health is the credibility, reputation level, loyal customer base, and general consumer perception of a brand in the market. This health can be measured with data such as:
- Positive reviews
- Repeat purchase rates
- Number of complaints
- Rating systems
For example: The sentence, "I trust this brand with my eyes closed," indicates high brand health.
However, brand health is closely related not only to marketing but also to product safety and consumer satisfaction.
2. Consumer Health: Includes Emotional Security, Not Just Physical
When we talk about consumer health, it shouldn't just be about whether a product is harmful. Yes, counterfeit cosmetic products can cause allergies, and fake food supplements may not work. But not being sure if a product is original also creates stress, regret, and distrust in the consumer.
The consumer wants to trust that the product they bought:
- Truly belongs to the respective brand,
- Is original,
- Has not been opened before.
If this trust is lacking, the brand is damaged, and the consumer moves away.
3. How is Trust Broken in Online Sales?
Especially in the e-commerce environment, the riskiest situation for a brand is when a consumer makes a purchase with the doubt, "Is this fake?"
- The packaging of the purchased product may resemble the original.
- There may be multiple different sellers "selling the same brand" on marketplaces.
- If a comment like "I received a fake product" appears among the reviews, this comment damages not only that seller but also the brand.
4. How Much Damage Does a Counterfeit Product Cause to a Brand?
It's important to remember:
The consumer sees the problem with the brand, not with the place where they bought the counterfeit product.
A few incidents of counterfeit products in sectors like cosmetics, vitamins, and baby products can lead to the following consequences:
- The brand's rating drops
- Negative engagement on social media increases
- Sales decrease
- Sales channels outside of marketplaces or pharmacies close
In other words: Brand Health = Consumer Trust = Sales Sustainability
5. The Solution: Digitizing the Chain of Trust
At this point, verification systems like Orjina act as a bridge between the brand and the consumer. The UID (unique digital identity) given by the brand to the seller is added to the product packaging or shipping bag as a QR code.
When the consumer scans this code, they get answers to questions like:
- Was this product really sent by this brand?
- Is the seller approved?
- Has this product been scanned by another user before?
in a matter of seconds.
6. Orjina = Insurance to Protect Brand Health
Orjina protects not only the consumer but also the brand:
7. Conclusion: Brand Image Lives on Consumer Trust
Today's consumer is more conscious, more questioning. They look not only at the product's price or promise but also at the brand's reliability and history. That's why digital product verification systems are no longer a "luxury" but a necessity to make brand health sustainable.
Orjina acts as a digital guarantee that protects this health.
Because the biggest investment for a brand is for each consumer to return with confidence.
