Reader’s Digest Trusted Brands 2017: Trust Remains Biggest Influencer

Reader’s Digest (RD), one of the longest-running and most read print publications in the world, today revealed the winners of the prestigious Readers Digest Trusted Brands 2017 Awards at an exclusive ceremony held March 7, 2017 at the Marco Polo Hotel in Ortigas, Pasig.

Now on its 19th year, the Trusted Brands Survey has become a benchmark in the industry for recognizing the brands and services Filipinos trust, above all others. It also honors the country’s most trusted personalities with the TV news Presenter, Radio News Presenter, and Entertainment/Variety Show Presenter category.

This year the RDTB awards added six more categories, to reflect the changes in the market and recognize the new brands that have made an impact on the consumers buying habits. Among the new categories added to the Trusted Brands awards are Bakery/Pastry Shop; Dog Food; Remittance Center; Pawn shop; Coffee Shop/ Café; and Optical Shop.

“For nearly two decades, we have been surveying consumers in major markets across Asia such as the Philippines, to ask them about the brands they believe and expect to provide premium value and exceptional service,” notes Ms. Sheron White, Group Retail and Advertising Sales Director Reader’s Digest Asia Pacific.

“These respondents are not only composed of Readers Digest subscribers but also of random consumers and we rely on their answers as to which brands deserve their loyalty, support and most importantly their trust. Not only have we learned which brands consumers follow, but more importantly how important trust is in the hearts of people across Asia.”

“As such, being included in this prestigious list is a huge endorsement and one the winners should be very proud of,” Sheron added.

TRUST AND INFLUENCE

While certain brands sign famous celebrities to create a buzz about their products, the recipients of the Trusted Brand awards have gotten the endorsement of the most important people of all their loyal consumers.

Ryan Agoncillo was named Most Trusted Entertainment/ Variety Show Presenter

Much like loyalty, trust is something not easily measured by trends or likes on social media. Brands have to work for it for many years and goes hand-in-hand with a good reputation and delivery of customers’ expectations. It emerges out of the very best consumer experiences, and is achieved only by truly understanding your customers and not by mentions and hashtags.

“Trust is that emotion that helps us in making our final decisions whether we are conscious of it or not it is that intangible quality that we associate with reliability and integrity. Whether it is a product or service, trust is what reassures us that we are making the right choice,” said Sheron.

The Reader’s Digest Trusted Brand mark has become a trusted recognizable symbol globally. And we are honored to announce the winners of the latest survey, who will now be able to use this badge of recognition for 2016 to help consumers make the right choices.

Jessica Soho was named Most Trusted TV News Presenter

For the 2017 Trusted Brand Survey, Readers Digest commissioned global market research company CATALYST. Approximately 8,000 individuals were selected across 5 of Asia’s key markets such as the Philippines, HongKong, Malaysia, Singapore and Taiwan.

The survey covers 50 categories of products and services across a wide range of industries.

Around 1200 respondents were surveyed in the Philippines. Half were subscribers to Reader’s Digest, while the remainder were selected to reflect the demographics of the general population.

The final ranking in each product category were obtained by multiplying the total number of votes for a brand with its average score for six qualitative characteristics. For statistical accuracy and to ensure results were compiled in an objective manner using proven methodology, the data was weighted to reflect the population distribution of participants.

PLATINUM AND GOLD AWARDEES

Platinum Trusted Brand Awards were given to brands that performed exceptionally, winning their category with a score that vastly outpolled their nearest competitor.

Platinum award winners included ABS-CBN and GMA Network (TV Network); Boysen (Paint); Carrier(Air Conditioner); Century Tuna (Canned Tuna); Executive Optical (Optical Shop) Magnolia Chicken (Fresh/ Frozen Poultry); Monterey (Fresh/ Frozen Meat); Pilot (Pen); PLDT Home (Landline Phone Services); SM Supermalls (Shopping Center/Mall); Uratex (Mattress); Mercury Drug (Drug Store/ Pharmacy) LBC Express (Airfreight/ Courier).

Mike Enriquez received his second Most Trusted Radio Presenter trophy

Gold Trusted Brand Awards were given to brands that scored significantly higher than their rivals.

The Gold award winners include; Acer (Personal Computer); Asian Eye Institute (Eye Center); BDO(Bank); Baguio Oil (Cooking Oil); Bounty Fresh Chicken (Fresh/ Frozen Poultry); Camella Homes (Property Developer); Citibank (Credit Card Issuing Bank); Citibank (Personal Loans); Condura (Air Conditioner);

Condura (Refrigerator); Goldilocks (Pastry/ Bakeshop); Insular Life (Life Insurance); Healthway(Ambulatory/ Multi-specialty Clinic); Ideal Vision (Optical Shop); Hi-Precision (Ambulatory/ Multi-specialty Clinic); LBC Express (Remittance Center); Manulife (Investment Fund Company); Panda(Pen); PLDT Home Fibr (Broadband Services); San Marino Corned Tuna (Canned Tuna); Sharp (Washing Machine) and Whirlpool (Washing Machine).

Recipients of the Trusted Brand awards were given a Trophy and will be allowed to use the globally recognized Trusted Brand Logo in their marketing collaterals and merchandising materials.

MOST TRUSTED PERSONALITIES

Another highlight of the night was the special awards given to the countries most trusted personalities.

For the seventh consecutive year, Jessica Soho was named Most Trusted TV News Presenter. Mike Enriquez received his second Most Trusted Radio Presenter trophy while Ryan Agoncillo was named Most Trusted Entertainment/ Variety Show Presenter.

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