For the past 19 years, the Reader’s Digest has approached ordinary consumers to ask their opinions on what brands of products and services are important to them. With these years of research behind us, we are able to confidently dissect precisely what features a trusted brand must process in order to maintain relevance and purpose for Asian consumers.
A trusted brand enjoys international appeal, yet at the same time upholds a strong local connection. It has individual relevance for all its consumers, just about anywhere and in any culture.
Trust is an emotion that fuels our decision whether we are conscious of it or not. It is that intangible quality that signals reliability and integrity. Whether it is a product or service, trust is what reassures us that we are making the right choice. Cost, quality and desirability are all important factors for consumers. Yet it’s vital for a brand to stay true to its promises. While brands come in and out of vogue, those that capture our attention, maintain our confidence and win over our trust do so by holding fast to their core principles.
We commissioned a highly recognized market research company Catalyst Research to survey a representative sample of the Asian population, in 50 categories of products and services across a broad range of industries. About 8,000 individuals were surveyed across five of the region’s key markets: the Philippines, Singapore, Malaysia, Hong Kong and Taiwan. These respondents were composed of Reader’s Digest subscribers and residents selected to reflect the demographics of the general population.
Each respondent was required to complete an online questionnaire. Catalyst asked each participate to tell us the name of their most trusted brands and then to rate each of those brands listed on the following six attributes from 1 to 5 (1 being poor, 5 being excellent):
The final ranking in each product category were obtained by multiplying the total number of votes for a brand with its average score for six qualitative characteristics. For statistical accuracy and to ensure results were compiled in an objective manner using proven methodology, the data was weighted to reflect population distribution of participants.
Gold Trusted Brand Awards were given to brands that scored significantly higher than their rivals. Platinum Trusted Brand Awards were given to brands that performed exceptionally, winning their category with a score that vastly outpolled their nearest competitor. Asia Trusted Brand Awards were given to a brand that wins Reader’s Digest Trusted Brand award in the same category for at least three countries surveyed.
Singapore Trusted Brands 2016 Winners
2016 Singapore Most Trusted Presenters
Philippines Trusted Brands 2016 Winners
PLDT - 2016 Platinum Winner in Landline Phone Service
2016 Philippines Most Trusted Radio Presenter
Malaysia Trusted Brands 2016 Winners
Taiwan Trusted Brands 2016 Winners
Hong Kong Trusted Brands 2016 Winners