TRUST. Five letters that spell the
difference between succeeding and building the legacy of a company. Much like
any kind of relationship, trust is something that is not so easily achieved,
yet has become invaluable in today's rapidly changing landscape.
There is no doubt that for business, trust is a form of currency. It underpins the perceived value a brand enjoys. If a product doesn't deliver what it promises, or what it has done on previous occasions, then there are many alternative products waiting to lure away its customers. But when a brand does deliver, consumers feel a sense of trust and are more likely to support it – and to continue buying it in the future.
Once trust is established, it becomes an instinctive response – the consumer buys the brand without so much as a second thought because it is "their" brand.
For consumers, a trusted brand makes their
lives easier and gives them peace of mind, hence they are even willing to pay a
bit more for the products they trust.
For business, this is the ultimate vote of
confidence. While reputation is based on past experiences, trust is a
forward-facing measure, and is imbued with expectation, promise and
satisfaction. Once gained, it is its own reward.
PH MOST TRUSTED
In a territory as brand-savvy and
sophisticated as Philippines, consumers have high expectations. A trusted brand
must be genuine, reliable and consistent.
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.
Consumers take a lot of things into account such as cost, quality and desirability. But the survey also revealed that staying true to its promise is just as important. Trends give rise to a lot of new brands that quickly capture our attention, but only those who stay true to their core principles are the ones that win over consumer trust.
Now on its 16th year, Reader’s Digest Asia again conducts its Trusted Brands Survey approaching ordinary consumers to seek their opinions about the brands of products and services are important to them.
The grand awarding ceremony was held on June 4, 2014, at the CROWNE PLAZA MANILA, with Readers Digest Asia editor in chief Sue Carney and Readers Digest Group Advertising Director for Asia Pacific, Sheron White handing out the awards to the top executives of the winning brands.
Backed with years of experienced research,
Reader’s Digest confidently dissects what features a trusted brand must possess
in order to maintain relevance and purpose for Philippine consumers.
Being ranked on the Trusted Brand list is a
great achievement, but maintaining this ranking involves a genuine commitment
to protect and fulfil the promises made to the consumer. It means ensuring the
quality doesn't drop. It means that great
taste stays the same. And it definitely means delivering the same value and
consumer satisfaction year in and year out, while always remaining open to
innovation and reinvention – a task easier said than done.
INFLUENTIAL SURVEY
Together with leading global market
research company Ipsos, the Reader’s Digest Trusted Brands surveyed five
thousand individuals from across five of Asia’s Key Markets including the
Philippines, Singapore, Hong Kong, Malaysia and Taiwan.
The respondents included Reader’s Digest subscribers as well as selected individuals to reflect the demographics of the general population. 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 then rate those brands listed on the following attributes: trustworthiness and credibility, quality, value understanding of consumer needs innovation and social responsibility.
Gold
Trusted Brand Awards are given to brands that
scored significantly higher than their rivals while brands that performed
exceptionally, winning their category with a score that vastly outpolled their
nearest competitor receive the Platinum
Trusted Brand Award.
Asia’s Trusted Brand Award, meanwhile are given to brands that win the Reader’s Digest Trusted Brand award in the same category for at least three countries surveyed.
The results present a captivating and
transparent analysis of consumer confidence in brands driving the Philippines
economy as well as the other economies surveyed.
Here are the awardees of the Readers Digest Trusted Brands 2014
Survey:
CONSUMER
ELECTRONICS
CATEGORY
|
ASIA
|
PHILIPPINES
|
AWARD
|
Camera
|
Canon
|
Canon
|
Platinum
|
Nikon
|
Nikon
|
Gold
|
|
Sony
|
Sony
|
Gold
|
|
FlatScreen TV
|
Panasonic
|
LG
|
Gold
|
Samsung
|
Samsung
|
Gold
|
|
Sony
|
Sony
|
Gold
|
|
Mobile Phone
|
Nokia
|
Gold
|
|
Samsung
|
Gold
|
||
Multi Function Printer/Copier
|
Canon
|
Canon
|
Gold
|
HP
|
Epson
|
Gold
|
|
HP
|
Gold
|
||
Personal Computer
(Desktop/Notebook/Tablet
|
Acer
|
Acer
|
Gold
|
Apple
|
Apple
|
Gold
|
|
HP/Compaq
|
Gold
|
||
Samsung
|
Gold
|
FINANCE
CATEGORY
|
ASIA
|
PHILIPPINES
|
AWARD
|
Bank
|
Banco De Oro
|
Gold
|
|
Bank of Philippine Islands
|
Gold
|
||
Credit Card Issuing Bank
|
Citibank
|
Banco De Oro
|
Gold
|
Bank of Philippine Islands
|
Gold
|
||
Citibank
|
Gold
|
||
Insurance Company
|
AIA
|
Philamlife
|
Platinum
|
Prudential
|
Sun Life
|
Gold
|
|
Investment Fund
|
Bank of the Philippine Islands
|
Gold
|
|
Philam Asset Management
|
Gold
|
||
Sun Life Financial
|
Gold
|
HOUSEHOLD PRODUCTS
CATEGORY
|
ASIA
|
PHILIPPINES
|
AWARD
|
Air Conditioner
|
Daikin
|
Carrier
|
Platinum
|
Panasonic
|
Condura
|
Gold
|
|
LG
|
Gold
|
||
Panasonic
|
Gold
|
||
Mattress
|
Simmons
|
Uratex
|
Platinum
|
Salem
|
Gold
|
||
Paint
|
Dulux
|
Boysen
|
Platinum
|
Nippon Paint
|
|||
Refrigerator
|
LG
|
Condura
|
Gold
|
Panasonic
|
GE
|
Gold
|
|
Samsung
|
LG
|
Gold
|
|
Panasonic
|
Gold
|
||
Samsung
|
Gold
|
||
Washing Machine
|
LG
|
LG
|
Gold
|
Panasonic
|
Panasonic
|
Gold
|
|
Sharp
|
Gold
|
||
Whirlpool
|
Gold
|
PERSONAL PRODUCTS
CATEGORY
|
ASIA
|
PHILIPPINES
|
AWARD
|
PEN
|
Pilot
|
Platinum
|
|
Panda
|
Gold
|
||
Parker
|
Gold
|
FOOD
AND BEVERAGE
CATEGORY
|
ASIA
|
PHILIPPINES
|
AWARD
|
Beer
|
San Miguel Beer
|
Platinum
|
|
Red Horse
|
Gold
|
||
Bottled Water
|
Wilkins
|
Platinum
|
|
Absolute
|
Gold
|
||
Cooking Oil
|
Knife
|
Minola
|
Platinum
|
Baguio Oil
|
Gold
|
||
Golden Fiesta
|
Gold
|
||
Corned Beef
|
Argentina
|
Gold
|
|
Purefoods
|
Gold
|
||
Fast Food Chain
|
Jollibee
|
Platinum
|
|
McDonalds
|
Gold
|
||
Fresh/Frozen Meat
|
Monterey
|
Platinum
|
|
Purefoods
|
Gold
|
||
Fresh Frozen Poultry
|
Magnolia
|
Platinum
|
|
Bounty Fresh
|
Gold
|
||
Ice Cream
|
Magnolia
|
Gold
|
|
Selecta
|
Gold
|
||
Juice
|
Del Monte
|
Gold
|
|
Tang
|
Gold
|
||
Gold
|
|||
Rice
|
Dona Maria
|
Gold
|
|
Harvest
|
Gold
|
||
Seasoning
|
Knorr
|
Gold
|
|
Maggi
|
Gold
|
||
Sugar Substitute
|
Equal
|
Gold
|
|
Splenda
|
Gold
|
HEALTH AND PERSONAL CARE
CATEGORY
|
ASIA
|
PHILIPPINES
|
AWARD
|
Ambulatory Specialty Clinic
|
Healthway
|
Platinum
|
|
Eye Center
|
Acebedo
|
Gold
|
|
Ideal Vision
|
Gold
|
||
American Eye Center
|
Gold
|
||
Hospital
|
St. Luke's Medical Center
|
Platinum
|
|
Makati Medical Center
|
Gold
|
||
The Medical City
|
Gold
|
||
Pain Relief Products
|
Alaxan
|
Gold
|
|
Biogesic
|
Gold
|
||
Vitamins / Health Supplements
|
Centrum
|
Gold
|
|
Enervon - C
|
Gold
|
SERVICES
CATEGORY
|
ASIA
|
PHILIPPINES
|
AWARD
|
Airfreight / Courier Service
|
DHL
|
LBC
|
Platinum
|
FedEx
|
FedEx
|
Gold
|
|
Budget Airline
|
Cebu Pacific Air
|
Gold
|
|
Philippine Airlines
|
Gold
|
||
Property Developer
|
Ayala Land
|
Platinum
|
|
Camella Homes
|
Gold
|
||
DMCI Homes
|
Gold
|
||
SMDC
|
Gold
|
||
Shopping Center
|
SM Mall
|
Platinum
|
|
Ayala Malls
|
Gold
|
||
TV Network
|
ABS-CBN 2
|
Gold
|
|
GMA 7
|
Gold
|
MOTORING
CATEGORY
|
ASIA
|
PHILIPPINES
|
AWARD
|
Petrol Station
|
Shell
|
Petron
|
Gold
|
Shell
|
Gold
|
||
Tire
|
Goodyear
|
Platinum
|
|
Bridgestone
|
Gold
|
||
Michelin
|
Gold
|
||
Yokohama
|
Gold
|
TELECOMMUNICATIONS
CATEGORY
|
ASIA
|
PHILIPPINES
|
AWARD
|
Internet Service Provider
|
PLDT MyDSL
|
Platinum
|
|
Globe Broadband
|
Gold
|
||
Phone Service (Fixed Line or Mobile)
|
Globe Telecom
|
Gold
|
|
Philippine Long Distance Telephone Co.
(PLDT
|
Gold
|
||
Smart
|
Gold
|
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