Once again, Reader’s Digest Trusted Brand 2016 recognized the consumers’ choice. The awarding ceremony held June 30, 2016 at the Marco Polo Hotel in Pasig is a testament that in an era of trends and influencers, it’s still evident that Filipino’s choice is still dependent on trust. The products, services, and even personalities awarded have very strong brand recall.
Readers Digest commissioned global market research company CATALYST to conduct the survey for the Reader’s Digest Trusted Brand 2016. Some 8,000 individuals were selected across 5 of Asia’s key markets such as the Philippines, HongKong, Malaysia, Singapore and Taiwan. The survey covers 44 categories of products and services across a wide range of industries.
Around 1000 respondents were surveyed in the Philippines. Fifty percent were subscribers to Reader’s Digest, while the rest 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, Gold and Asia Award
The Platinum Trusted Brand Awards were given to brands that performed exceptionally, winning their category with a score that’s vastly higher than their nearest competitor. The winners included Baby Company (Baby Store); SM Supermalls (Shopping Center); ABSCBN (TV Network); Century Tuna (Canned Tuna); Monterey (Frozen Meat) Magnolia (Fresh/Frozen Poultry); Carrier (Air Conditioner); Uratex (Mattress); Boysen (Paint); Pilot (Pen); Executive Optical (Eye Center) and PLDT Home (Landline Phone Service).
The Gold Trusted Brand Awards were given to brands that scored significantly higher than their rivals. The Gold award winners are Healthway (Ambulatory Medical Services); Condura (Air Conditioner); PLDT Home DSL (Broadband Services); San Marino Corned Tuna (Canned Tuna); Baguio Oil (Cooking Oil); Citibank (Credit Card Issuing Bank); Asian Eye Institute (Eye Center); Ideal Vision (Eye Center); Medicard (Health Card); Acer (Personal Computer); Camella Homes (Property Developer); DMCI Homes (Property Developer); Condura (Refrigerator); GMA7 (TV Network); Panda (Pen); Sharp (Washing Machine) and Whirlpool (Washing Machine) to name a few.
Asia Trusted Brand Awards were given to a brand that wins Reader’s Digest Trusted Brand award in the same category for at least three countries surveyed. Some of them are Canon (Multi-Function Printer / Copier); Apple (Personal Computer); Sony (TV); Citibank (Credit Card Issuing Bank); Centrum (Vitamins / Health Supplements).
The recipients of the Reader’s Digest Trusted Brand 2016 awards received a trophy and are allowed to use the globally recognized Trusted Brand Logo in their marketing collateral and merchandising materials.
Most Trusted Personalities
Special awards were also given to the countries most trusted personalities of the Reader’s Digest Trusted Brand 2016. Jessica Soho was named Most Trusted TV News Presenter for the 6th consecutive year. Mike Enriquez on the other hand was chosen as Most Trusted Radio Presenter. Toni Gonzaga won Most Trusted Entertainment/Variety Show Presenter, while Filipino boxing champ and now Senator Manny Pacquiao is still the Philippines’ Most Trusted Sports Personality.
“There are awards and there are awards, and the Reader’s Digest Survey, is in itself a trusted award. This is a result of a survey conducted among its readers and not an award that you can apply for,” says Enriquez who was present at the ceremony. “They just write you one day to inform you that you have been chosen, and being named most Trusted Radio Presenter is definitely quite an honor.”
Reader’s Digest Managing Director for Asia Pacific, Mr. Walter Beyleveldt and RD Group Advertising & Retail Sales Director for Asia Pacific, Ms. Sheron White, flew in from Australia to personally award the trophies to the winners. Renowned motivational speaker and business influencer, Ms. Anna Esperanza served as keynote speaker.
“For the past 18 years, we have been surveying the people of Philippines and consumers in major markets across Asia, about which brands they depend on, believe in and that they expect to provide premium value and exceptional service,” notes Beyleveldt. “Being included in this prestigious list is a huge endorsement and one the winners should be very proud of,” he added.
The Reader’s Digest Trusted Brand 2016 mark has become a recognizable symbol globally. The winners of the latest survey now be able to use this badge of recognition for 2016 to help consumers make the right choices. This badge will definitely be among the deciding factor for purchase decisions.