For the past 17 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 possess 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. 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.
How Our Trusted Brands Survey Was Conducted
We commissioned leading global market research company Ipsos to survey a representative sample of people in Asia on their most trusted brands in 42 categories of products and services across a wide range of industries.
Approximately five thousand individuals were selected across five of Asia's key markets: Singapore, Hong Kong, Malaysia, the Philippines and Taiwan.
Half were Reader's Digest subscribers, while the remainder were selected to reflect the demographics of the general population.
The final rankings 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, the data was weighted to reflect the population distribution of participants.
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 to then rate each of those brands listed on the following six attributes:
trustworthiness and credibility, quality, value, understanding of consumer needs, innovation and social responsibility.
Awards were presented in each of the 42 categories.
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 the Reader's Digest Trusted Brand award in the same category for at least three countries surveyed.