When you heard the word TRUST, what comes into your mind? It’s a matter of building a legacy and being a successful in someone’s craft. The stature of being a reputable brand makes sense, and with a quality product, consumers will never fails to continue their utmost support.
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
Camera
Canon- Platinum
Nikon- Gold
Sony- Gold
FlatScreen TV
Panasonic LG- Gold
Samsung- Gold
Sony- Gold
Mobile Phone
Nokia- Gold
Samsung- Gold
Multi Function Printer/Copier
Canon-Gold
HP Epson-Gold
HP-Gold
Personal Computer (Desktop/Notebook/Tablet
Acer – Gold
Apple- Gold
HP/Compaq – Gold
Samsung- Gold
FINANCE
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
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
PEN
Pilot- Platinum
Panda- Gold
Parker -Gold
FOOD AND BEVERAGE
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
Rice
Dona Maria-Gold
Harvest-Gold
Seasoning
Knorr-Gold
Maggi-Gold
Sugar Substitute
Equal-Gold
Splenda-Gold
HEALTH AND PERSONAL CARE
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
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
Petrol Station
Shell
Petron-Gold
Shell-Gold
Tire
Goodyear-Platinum
Bridgestone-Gold
Michelin-Gold
Yokohama-Gold
TELECOMMUNICATIONS
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