Reader’s Digest’s consumer survey reveals brands Filipinos trust

Reader’s Digest has found out which brands have captured the hearts and gained the trust of Filipinos and the rest of Asia in its annual consumer survey.

Currently in its eighth year, the survey has been renamed this year as the Reader’s Digest Trusted Brands to focus on the driving factor behind brand integrity — trust. Brands were evaluated based on trustworthiness, credible image, quality, value, understanding of customer needs and innovation.

Enjoying excellent trust ratings among Filipinos are Platinum winners Philamlife insurance company, GE refrigerator, and Boysen paint. Nokia mobile phone is a runaway Platinum winner in the seven markets in Asia.

Other brands that earned the Filipino consumers’ trust and confidence include Panda and Pilot pens, Petron gas station, Insular Life insurance company, Sharp washing machine, Emperador brandy, and Bank of the Philippine Islands and Metrobank investment fund companies. Canon received a stamp of approval in the categories of printer/scanner, office equipment, camera/digital camera, and video camera.

Homegrown brands rule as Filipinos remain loyal to local brands. Bank of the Philippine Islands, Equitable PCI Bank, Metrobank, and Philippine National Bank are trusted banks. Tupuro is their water purifier of choice. Philippine Airlines is their trusted choice of air travel. PLDT was voted their trusted telecom company, while Globe and Smart are trusted mobile service provider companies. San Miguel beer continues to be a hit with Filipinos. Local favorites Baguio Oil, Minola, Wilkins and Absolute made the list again. Winning over international competition are jewelry chains Ding Velayo, Miladay, and Silverworks.

Winning Trusted Brands named by Filipinos as their single most preferred brand in 42 categories of products and services were awarded during a dinner affair at the Garcia Villa of The Peninsula Manila Hotel. Gold Trusted Brand status is awarded to brands whose performance rated significantly above others in their category. Platinum status is an extraordinary recognition for brands that achieve a rating score of three times that of the nearest competitor.

Working with Nielsen Media Research, a world leader in international media research and analysis, Reader’s Digest sampled a total of 7,000 people in the Philippines, Hong Kong, Malaysia, Singapore, India, Taiwan and Thailand. A total of 251,000 questionnaires were mailed by Reader’s Digest magazine in the region and 34,000 phone interviews conducted by Nielsen Media Research.