Reader's Digest Trusted Brands 2016: Recognizing the Consumers Choice

For Filipinos, the issue of choice has always been matter of trust. From the brands we put in our shopping carts to the services we rely on, Filipino consumers have a strong sense of brand familiarity – and that belief weighs heavily on the decision-making process.

Reader’s Digest (RD), one of the longest-running and most read print publications in the world, once again puts the spotlight on the companies we believe in at the RD Trusted Brands 2016 Awards ceremony held June 30, 2016 at the Marco Polo Hotel in Ortigas, Pasig.

The Trusted Brands Survey,identifies the brands and services Filipinos trust, above all others. It also honors the country’s most trusted TV news Presenter, Radio News Presenter, Entertainment/Variety Show Presenter and Sports Personality.

Trust is an emotion that fuels our decision whether we are conscious of it or not. It is that intangible quality that conveys reliability and integrity. Whether it is a product or service, trust is what reassures us that we are making the right choice.

“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 Walter Beyleveldt, Reader’s Digest Managing Director, Asia Pacific.

“Every survey we ask thousands of people – both our readers and a representative sample of consumers in each market – to tell us which brands they consider worthy of their support, custom, and their trust. Not only have we learnt which brands consumers follow, we have discovered a lot about what trust means and how it wins the hearts of people across Asia.”

“Being included in this prestigious list is a huge endorsement and one the winners should be very proud of,” he added.

Beyleveldtand Ms. Sheron White, RD Group Advertising & Retail Sales Director, Asia Pacific 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 CONSUMERS, BY THE CONSUMERS 
Trust is a key component in the relationship between brands and their customers.

It is built on – and it builds – loyalty. And loyal customers, as any successful brand knows, are key to getting – and remaining – in competitive times.

Trust is hard won – it is usually built up over many years. Trust goeshand-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.

“Trust is an emotion that fuels our decisions whether we are conscious of it or not--an intangible quality that signals reliability and integrity. Whether it is a product or service, trust is what reassures us that we are making the right choice,” said White.

“A trusted brand has both international appeal but also upholds a strong local connection. It has individual relevance for all its consumers, just about anywhere and in any culture,” she added.

The Reader’s Digest Trusted Brand mark has become a 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.

For the 2016 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 44 categories of products and services across a wide range of industries.

Around 1000 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, GOLD AND ASIA AWARD
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 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).

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.

Recipients of the Trusted Brand awards will receive 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 sixth consecutive year, Jessica Soho was named Most Trusted TV News Presenter. Mike Enriquez on the other hand was chosen as Most Trusted Radio Presenter. Toni GonzagawonMost 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.

“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.” 

Mike Enriquez, Jessica Soho, Toni Gonzaga and Manny Pacquiao Named Most Trusted Personalities By Reader's Digest

Multi-awarded news anchor and veteran radio host Mike C. Enriquez, adds another distinction to his illustrious career after being named as the Philippines Most Trusted Radio Presenter at the recent Readers Digest Trusted Brands 2016 awarding ceremony. 

“I heard it was the first time they gave out this award so I am very honored, Enriquez told media after receiving his award.  

“Being called “Most Trusted” is very humbling since this one is from the Reader’s Digest Survey, which is in itself a very trusted award giving body.  This is a result of a survey conducted from among its readers and not an award that you can apply for. They just send you a letter one day to inform you that you have been named by their readers as the one they believe in most,” he said with pride. 

Enriquez can be heard on Super Radyo DZBB’s programs – Saksi sa Dobol B, Super Balita sa Umaga Nationwide, and Imbestigador Sa DZBB. He is also one of the anchors of GMA’s flagship news telecast, 24 Oras, and hosts the investigative public affairs program, Imbestigador.

His advice to aspiring journalists? “Don’t mind the pay. Don’t mind the long hours…and have a passion for the truth. Just stick to the truth and nothing will be too difficult.”

“You speak well when you speak the truth and you speak from the heart,” he said.

For the sixth straight year, Jessica Soho was once again was named Most Trusted TV News Presenter, while Toni Gonzaga was named Most Trusted Entertainment / Variety Show Presenter. Filipino boxing champ and now Senator Manny Pacquiao remains the Philippines Most Trusted Sports Personality.

MOST TRUSTED SURVEY
Now on its 18th year, the Trusted Brands 2016 awarding ceremony was held on June 30, 2016 at the Marco Polo Hotel in Ortigas, Pasig.

“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 Walter Beyleveldt, Reader’s Digest Managing Director, Asia Pacific. 

“Every survey we ask thousands of people – both our readers and a representative sample of consumers in each market – to tell us which brands they consider worthy of their support, custom, and their trust. Not only have we learnt which brands consumers follow, we have discovered a lot about what trust means and how it wins the hearts of people across Asia.”

FOR CONSUMERS, BY THE CONSUMERS 
For the 2016 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 44 categories of products and services across a wide range of industries.

Around 1000 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 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 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).

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.

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

Revealed: Philippines's Most Trusted Names

THE BRANDS AND PEOPLE WE BELIEVE IN THE MOST

The Philippines has voted, and the results are in.

The Reader’s Digest Most Trusted Survey, now in its 17th year, has identified the brands and services Filipinos believe in, above all others, along with our most trusted TV presenter and sports personality.

Having a trusted name in 2015 – as a brand or a public figure – is more valuable than ever, especially in a world where choices are increasingly decided with a click on the computer, or a click on the TV remote.

It’s a huge endorsement,” notes Walter Beyleveldt, Reader’s Digest Managing Director, Asia Pacific.  “And one the winners should be very proud of.”

THE BRANDS FILIPINOS TRUST

Ø  Filipinos trust their meals to Baguio cooking oil, believe the quality of Monterey and Magnolia Chicken, and are confident in shopping at SM Malls. We’re secure with Acer laptops and when it comes to capturing those precious memories we prefer Canon cameras.  In all, the survey covers a broad range of 42 different product and service categories. See here / See attached for the full results

 Ø  One of the world’s leading custom research firms, Ipsos, was commissioned to conduct the independent poll, and to ensure results were compiled in an objective manner using proven methodology.  Approximately 5,000 individuals were selected across 5 of Asia’s key markets such as the Philippines, HongKong, Malaysia, and Taiwan.

Ø  In the Philippines, around 1000 respondents completed the survey. Half were subscribers to Reader's Digest, while the remainder were selected to reflect the demographics of the general population.

Ø  Consumers were asked to rate the brands they nominated on six qualitative criteria, including quality, value and innovation

Ø  There are two premium level awards given for Philippines Most Trusted Brands.  Gold Trusted Brand Award winners are those which stand out clearly above their competitors.  Platinum Trusted Brand Award is for brands which have achieved a mathematical ranking at least double that of the nearest competitor.

“Having a trusted brand is a distinct competitive advantage, and something the winners should quite rightly be making the most of in the marketplace,” notes Sheron White, Reader’s Digest Group Advertising Director, Asia Pacific.   “Congratulations to them all.”

 MOST TRUSTED PERSONALITIES

 The Reader’s Digest Most Trusted Survey has also identified the Philippines most trusted TV presenter, entertainment presenter and our most trusted sports personality.

 These are highly popular and competitive sectors, where trust is a crucial attribute.

 “TV presenters and their ratings depend on our trust, so to top this poll is a significant achievement indeed,” notes Sue Carney, Reader’s Digest Editor-in-Chief, Asia Pacific.

 “Likewise, sport is something of a cultural and emotional attachment for many people, so being at the top of the podium is definitely worth celebrating.”

 Much like the awardees for the consumer categories, the Filipinos choice for the Most Trusted Personalities have likewise remained consistent for the past few years.

 Ms. Jessica Soho remains as the Most Trusted News Presenter for the fifth straight year, proving how much the Filipinos value her news reporting and her opinions.

 As one of the most visible TV personalities and bankable product endorsers, multi awarded host Vic Sotto has again been voted as the Most Trusted Entertainment Presenter.

 Sotto, who has been part of Eat Bulaga, the Philippines longest running variety shows on TV, has also hosted several game shows and starred in various sitcoms throughout the years.

 Finally, despite coming up short in what was billed as the “greatest boxing match of the century” Filipino Pride and future boxing hall of famer Manny Pacquiao continues to be the Filipinos Most Trusted Sports Personality.