Methodology ABOUT THIS SURVEY Reader's Digest Asia Trusted Brands Survey (previously known as Reader's Digest SuperBrands) was launched in 1999 and has been carried out annually for the past eleven years. The survey identifies which brands appeal most to affluent Asian consumers. Achieving Trusted Brand status is a genuine recognition of consumers' approval. The survey reflects consumers' choice of their most trusted and favorite brands among the thousands available in the market. The survey is carried out for Reader's Digest by The Nielsen Company. Consumers are surveyed through questionnaires distributed in Reader's Digest as well as through telephone interviews of randomly selected consumers in Hong Kong, India, Mainland China, Malaysia, the Philippines, Singapore, Taiwan, and Thailand. GOLD AND PLATINUM TRUSTED BRAND AWARDS Survey respondents are asked to name their most trusted brand in each of the product categories, and then to give each brand they name a rating, from 1 (low) to 5 (high), on six qualitative criteria: Trustworthiness & Credibility, Quality, Value, Understanding of Customer Needs, Innovative and Social Responsibility. Each brand then receives a mathematical score based on the number of respondents who named it, multiplied by the average rating on the six qualitative criteria. Brands which score clearly above competitors receive a Gold Trusted Brand Award. Most Trusted Brand Award winners achieve Gold status. Brands with scores more than three times that of their nearest competitor, or with a score at least double that of their nearest competitor and an average rating of at least 4 points (out of a possible 5) on the qualitative criteria, receive a Platinum Trusted Brand Award.   NATIONAL AND ASIA-WIDE WINNERS Trusted Brand Award winners are identified for each of the eight markets in which the survey is undertaken, as well as on a combined Asia-wide level. For the regional award, each market is weighted equally in determining standings. In addition to performing well above competitors on a combined score basis, winning Asia-wide brands must rank in the top five brands in at least three of the eight markets surveyed.

Questionnaire Please click on the image to enlarge.