This document contains results for each of the 12 countries participating in the 2013 Reader’s Digest Trusted Brands Survey, a study of consumer attitudes and opinions related to everyday products and services.
Reader’s Digest European Trusted Brands enables marketers of local and global brands to:
identify by country, and across Europe, the brands consumers trust the most 12 countries/over 100 product categories
evaluate the Trusted Brands consumers are most likely to buy and/or recommend
track brands’ performance over 13 years, country by country
measure consumers’ perception of each Trusted Brand according to 5 criteria
recognise the brands consumers believe to be socially responsible
highlight by country the criteria consumers themselves associate with trust in brands
learn more about who, and what, is likely to influence the purchase of untried brands
compare levels of trust in professions by country
examine the confidence Europeans have in their governments’ policies
Some figures:
In the category Car` is VW (12%) the most trusted brand. Last year was the first position for Citroën.
Nokia (51%) is still the most popular cell phone brand.
Jet Air (24%) becomes the favorite holiday company. Last year took Neckermann the first place.
BNP Parisbas Fortis stays the first Bank Society although the percentage drops.
Ethias (23%) holds its first position in the category Insurance Companies`
For Hair Care` the consumers mostly chose for L`Oréal. Nivea is the most popular brand for Cosmetic and Skin
Care
If we go to the pharmacist we chose usually Dafalgan (51%)
