In our 100th Anniversary Year, Reader’s Digest’s Annual Trusted Brands Awards celebrates the brands Asian consumers trust the most

For 24 consecutive years, Reader’s Digest has reached out to consumers across Asia to identify those elements in a brand that make it worthy of their trust. 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.