The research firm said that the decline was due to ubiquitous technologies like PCs, HDTVs, and MP3 players reaching more price-conscious, mainstream consumers -- a major challenge for tech companies that must now sell to tech-averse customers who demonstrate little brand loyalty, according to report. "Trust is a powerful way to measure a brand's value and its ability to command a premium price or drive consumers into a higher profit direct channel," said Forrester Vice President Ted Schadler. "A decline in trust causes brand erosion and price-driven purchase decisions, which in turn correlates with low market growth." Forrester's Technology Brand Scorecard evaluated 22 of the best-known consumer technology brands, based on the responses of more than 4,700 consumers. The third, semi-annual survey ranked consumer electronics and personal computer manufacturers on consumer trust, brand usage, and future purchase intent.