100% voted by Consumers



For the past 23 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.


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How Our Trusted Brands Survey Was Conducted

  • Catalyst Research

    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. Over 8,000 individuals were surveyed across five of the region’s key markets: the Philippines, Singapore, Malaysia, Hong Kong and Taiwan.

  • Consumers Voting

    Each respondent was required to complete an online questionnaire. Catalyst asked each participant to tell us the name of their most trusted brand and then to rate each of those brands listed on the following six attributes from 1 to 5 (1 being poor, 5 being excellent):

    • Trustworthiness and Credibility
    • Quality
    • Value
    • Understanding of Customer Needs
    • Innovation
    • Social Responsibility

  • Trusted Brand Rating

    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.

  • 2021 Platinum, Gold and Asia Award

    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.