Mc Richard Paglicawan
Now on its 16th year, Reader’s Digest Asia again conducts its Trusted Brands Survey approaching ordinary consumers to seek their opinions about the brands of products and services are important to them. The grand awarding ceremony was held on June 4, 2014, at the Crowne Plaza Manila, with Readers Digest Asia editor in chief Sue Carney and Readers Digest Group Advertising Director for Asia Pacific, Sheron White handing out the awards to the top executives of the winning brands.
Backed with years of experienced research, Reader’s Digest confidently dissects what features a trusted brand must possess in order to maintain relevance and purpose for Philippine consumers. Being ranked on the Trusted Brand list is a great achievement, but maintaining this ranking involves a genuine commitment to protect and fulfil the promises made to the consumer. It means ensuring the quality doesn’t drop. It means that great taste stays the same. And it definitely means delivering the same value and consumer satisfaction year in and year out, while always remaining open to innovation and reinvention – a task easier said than done.
Together with leading global market research company Ipsos, the Reader’s Digest Trusted Brands surveyed five thousand individuals from across five of Asia’s Key Markets including the Philippines, Singapore, Hong Kong, Malaysia and Taiwan.
The respondents included Reader’s Digest subscribers as well as selected individuals to reflect the demographics of the general population. Each respondent was required to complete a questionnaire or participate in a mail or online survey. Ipsos asked each participant to tell us the name of their most trusted brands and then rate those brands listed on the following attributes: trustworthiness and credibility, quality, value understanding of consumer needs innovation and social responsibility.
Gold Trusted Brand Awards are given to brands that scored significantly higher than their rivals while brands that performed exceptionally, winning their category with a score that vastly outpolled their nearest competitor receive the Platinum Trusted Brand Award. Asia’s Trusted Brand Award, meanwhile are given to brands that win the Reader’s Digest Trusted Brand award in the same category for at least three countries surveyed. The results present a captivating and transparent analysis of consumer confidence in brands driving the Philippines economy as well as the other economies surveyed.
Here are the awardees of the Readers Digest Trusted Brands 2014 Survey:
