20 years of celebrating brands and services Filipinos trust the most
The Reader’s Digest Trusted Brand Awards 2018
The stage is set as Reader’s Digest — one of the longestrunning and most read print publications in the world — celebrates the products and services Filipinos trust the most through the “Trusted Brand 2018 Awards.” The ceremony will be held tonight at the Marco Polo Hotel in Ortigas Center, Pasig.
Since its launch in 1998, the Reader’s Digest Trusted Brand Awards have proven that beyond the price, the trends, and the hype, people will patronize products and services they think deserve their trust.
In its 20th year, the Trusted Brand Awards surveyed 54 categories of products and services from various industries, including the most trusted personalities in the Philippines.
Foundation of a brand
They say consumers nowadays have it easy. They have more brands to choose from and products are more accessible, thanks to the internet and social media. Yet such a myriad of choices can leave them overwhelmed to make sound decisions.
It still boils down to seeking what the majority says: people sharing the same preferences and standards in buying a product or in subscribing to a service, people who have actually bought the product and can vouch for its quality.
Such is the crux of the Reader’s Digest Trusted Brand Survey. Twenty years later, it remains one of the most significant measurements of success in one’s business.
“Over the years, the Reader’s Digest Trusted Brand Survey has been a significant benchmark in various industries with its capability to identify which brands and services, as well as personalities, consumers trust the most,” says Sheron White, group retail and advertising sales director of Reader’s Digest Asia-Pacific.
Like in any relationship, trust is the foundation that makes the bond between companies and consumers strong. Indeed, with mere five letters, the word ‘trust’ can make or break any company or brand.
For the past two decades, Reader’s Digest surveys not only its subscribers, but also general consumers in the Philippines, to discover which of the brands out there have earned their loyalty and trust.
“Having the ‘Reader’s Digest Trusted Brand’ seal is something a brand or a personality can really be proud of. It is a great honor since the award came from the voice of the opinions that count — the consumers,” adds White.
Philippines’ most trusted brands
Reader’s Digest commissioned global market research company Catalyst Research to survey a representative sample of the Asian population this year. Around 8,000 individuals were surveyed across five of the region’s key markets: Philippines, Singapore, Malaysia, Hong Kong and Taiwan.
In the Philippines, about 4,000 respondents were asked to participate in the ‘Trusted Brand Survey.’ Fifty percent were Reader’s Digest subscribers while the other half were chosen to reflect the demographics of the general population.
Each respondent was required to complete an online questionnaire. Participants were asked to provide their most trusted brands and rate each of the brands listed,based on the following six attributes: Trustworthiness, Credibility, Quality, Value, Understanding of Customer Needs, Innovation and Social Responsibility.
Brands that have scored significantly higher than their rivals will receive the ‘Gold Trusted Brand Pre Award.’ On the other hand, brands that perform exceptionally — winning their category with a score that vastly outpolled their nearest competitor — will earn the ‘Platinum Trusted Brand Award.’
A brand that wins the Reader’s Digest Trusted Brand Award in the same category for at least three countries surveyed will receive the ‘Asia Trusted Brand Award.’
Special awards will also be given out to the Most Trusted TV News Presenter; Radio Presenter; Entertainment Presenter, Sports Personality as well as the Marketing Excellence Award.
All recipients of the Trusted Brand awards will be given a trophy and will be allowed to use the globally recognized ‘Trusted Brand Logo’ in their marketing collateral and merchandising material.