BRANDS CONSUMERS CAN TRUST
Trusted Brands in Asia celebrates its silver anniversary.
For 25 consecutive years, the Reader’s Digest Trusted Brands Trustmark has been helping consumers identify the brands in the marketplace that are value-for-money, reliable and worthy of their business. 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.
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.
How Our Trusted Brands Survey Was Conducted"
We commissioned Catalyst Research, experts in marketing research, to independently survey a representative sample of consumers across Asia to discover their views on products and services in over 50 categories across a broad range of thriving industries. The purchasing opinions of around 8000 individuals were collected, representing five of the region’s key markets: the Philippines, Singapore, Malaysia, Hong Kong and Taiwan.
Each of these 8000 participants completed an online questionnaire that required them to name the brands that they trust above all others. They were then asked to rate between 1 and 5 (5 being the highest) for each brand, based on these six key attributes:
- Trustworthiness and Credibility
- Understanding of Customer Needs
- Social Responsibility
Trusted Brand Rating
The rankings were then reached by multiplying the total number of votes for a single brand with its average score across the six attributes. The data was also weighted to reflect the population distribution of participants for statistical accuracy, and also to ensure that the results were compiled in an objective manner using proven methodology.
2023 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 topped their category with an overwhelmingly higher score than their nearest competitor. Asia Trusted Brand Awards were given to brands that won a Reader’s Digest Trusted Brand award in the same category for at least three markets and countries surveyed.