Reader's Digest Trusted Brands

Sustaining Excellence
By Nico Erle Ciriaco


In a territory as brand-savvy and sophisticated as the Philippines, consumers have high expectations. Trusted brands, therefore, must be genuine, reliable and consistent. Such labels enjoy international appeal as well, yet at the same time uphold a strong local connection. It has individual relevance for all its consumers, just about anywhere and in any culture.
Now on its 16th year, Reader’s Digest Asia conducted again its Trusted Brands survey by approaching ordinary consumers to seek their opinions about brands of products and services that are important to them. Backed with years of experienced research, Reader’s Digest confidently dissected what features a trusted brand must possess in order to maintain relevance and purpose for Philippine consumers.
Recently, the well-read magazine handed out the specially-crafted glass trophies to the Philippine recipients at the Crowne Plaza Ballroom.
This year’s Gold category winners included Acer (consumer electronics), BDO, BPI and Citibank (finance), Condura air-con and Whirlpool washing machines (household products), Panda pens (personal products), Baguio cooking oil (food & beverage), Camella, DMCI and SMDC (property development), ABS-CBN and GMA (TV networks), Lazada.com (online shopping), The Medical City (health & personal care), Cebu Pacific Air and PAL (services), Petron and Shell (motoring), and PLDT (telecommunications), who has been receiving the distinction for ten consecutive years now.
The Platinum recipients were Canon (camera), PhilAmLife (insurance), Magnolia (fresh frozen poultry), Monterrey (fresh frozen meat), St. Luke’s Medical Center (hospital), Carrier (air-conditioning), Uratex (mattress), Boysen (Paint), Pilot (pen), SM Supermalls (shopping mall), PLDTMyDSL (internet service), and Healthway Medical (ambulatory/specialty care).  Healthway was also given the Marketing Excellence Award as the entity who most effectively used the trusted brands logo in their campaign materials.
Being ranked on the Trusted Brands list is a great achievement, but maintaining this ranking involves a genuine commitment to protect and fulfill the promises made to the consumer. It means ensuring the quality doesn’t drop. It also 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 that’s easier said than done.
“I take this award very seriously. Awards have corresponding responsibilities. A journalist should always be in doubt and should always ask some more. But there lies the challenge not to be mistaken; though at times it does. If you do, then you should know how to rectify it thereafter. Accolades happen because you’re simply doing your best. You need to know what you want in life early on and remain focused and passionate,” enthused multi-awarded newscaster Jessica Soho, who received her fourth Trusted Brand award as the Philippines’ most trusted news presenter since 2011.
The survey is carried out on behalf of Reader’s Digest by Ipsos in six markets: Hong Kong, India, Malaysia, Singapore, Taiwan, and the Philippines. Those surveyed included subscribers as well as randomly selected consumers.  
Respondents were asked to name their most trusted brand in each of the product categories, then give each a rating on a scale from 1 (poor) to 5 (excellent) on six qualitative criteria: trustworthiness & credibility; quality, value, understanding of customer needs, innovation, and social responsibility. Each brand then receives a score based on the number of times it was named by respondents, multiplied by the average rating of the six qualitative criteria.
Trusted Brands award winners are identified for each of the six surveyed markets as well as on an Asia-wide level. In order to win a region-wide award, the brand must receive a Trusted Brand award in at least three of the six markets surveyed.  
“The Trusted Brands awards celebrate the good in humanity as well as the success of our magazine. It inspires people to be their best and their potential to be extraordinary in a media filled with bad news. Reader’s Digest started as a reprint of best readings from many sources. Most of our story contributions come from the Philippines. Today, we have the iPad edition and in a lot of platforms but readers still prefer the mag. Each region chooses the content in each issue, may it be in the Asia Pacific, Australia/New Zealand, North America, South America, United Kingdom, and the European regions,” shared Sue Carney, editor-in-chief of Reader’s Digest Asia, during an intimate colloquy.
The Reader’s Digest is read by over 40 million readers in 21 languages all over the world. To know which other brands won the Trusted Brands awards, simply log-on to www.rdasia.com/trusted-brands


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