The survey results for the annual Reader’s Digest Trusted Brands Awards are in!
On Tuesday 14 April, 2023 the Reader’s Digest Trusted Brands Awards will be presented to winners gathered to celebrate at the Marco Polo Ortigas Manila Hotel at 7pm. Some of the country’s marketing leaders and captains of the industry will be in attendance to cheer on the success of those brands that hold the highest levels of consumer trust in the Philippines market today. These innovative brands not just engage with their customers but also consistently deliver on their promises, something that has earned their customers’ trust.
This year’s Awards is particularly special as it marks the 25th Anniversary Year of the Trusted Brands Survey.
For 25 consecutive years, the results of the Reader’s Digest Trusted Brands annual survey have highlighted the invaluable role trust plays in influencing consumer behaviour. Gaining and maintaining consumer trust has become increasingly challenging for brands, both established and newcomer companies. What’s more, it’s clear that a lack of trust or eroded trust in a brand can be catastrophic to a company. Brands that forget this risk losing their market share to new players.
“Today’s consumers have high expectations of the brands they purchase goods and services from – high quality must be matched with value for money. Gaining a consumer’s trust in your brand takes years of careful planning, product research, dedicated ongoing customer service, and ultimately outstanding reliability and value. But this hard work pays off when a brand is recognised in the market as a Trusted Brand. Congratulations to all the brands celebrating success in this year’s Trusted Brands Awards,” says Reader’s Digest Editor-in-Chief, Louise Waterson.
The independently-conducted Trusted Brands survey appears exclusively in the April 2023 issue of the Philippines Reader’s Digest magazine. The research was conducted by leading research company, Catalyst, who surveyed 8,000 everyday consumers across the markets of the Philippines, Singapore, Malaysia, Hong Kong and Taiwan, asking each to identify which recognizable brands of products and services they trust the most.
Twenty-five years ago, Reader’s Digest launched the first Trusted Brands survey in Asia. Since then the survey has grown from 11 categories to today’s survey that covers 50 categories in the Philippines markets.
“The strength of our Trusted Brands survey lies in its longevity and consistent methodology. Over the years, it has helped countless brands understand what matters most to their customers. Earning the right to display a Trusted Brands Trustmark logo is a significant benchmark across the various industries surveyed as it identifies which brands and services, as well as personalities, local consumers trust the most,” said Reader’s Digest Asia-Pacific Retail and Advertising Sales Director Sheron White.
Also celebrating today is an elite group of individuals who have won the coveted awards in the Most Trusted categories of Radio Presenter (Mike Enriquez), Entertainment & Variety Presenter (Vice Ganda), TV Host For News & Current Affairs (Atom Araullo) and Sportsperson (Alyssa Valdez).
THE PERSONALITIES FILIPINOS TRUST THE MOST
One of the highlights of the 2023 Reader’s Digest Trusted Brands awards is the list of most trusted personalities in the following categories: Most Trusted News Presenter; Most Trusted Radio Presenter; Most Trusted Variety/ Entertainment Presenter; and Most Trusted Sportsperson. The personalities that Filipinos put their trust in most were:
Most Trusted Radio Presenter
Mike Enriquez began his broadcasting career in radio in 1969, as a staff announcer at the Manila Broadcasting Company. Today, after over 50 years and countless roles across both the radio and television media, Mike is a national treasure, whose dedication and contribution to news reporting is much appreciated by his listeners and viewers across the GMA Network. Reader’s Digest is thrilled that Mike Enriquez has been voted Most Trusted Radio Presenter for 2023.
Most Trusted Entertainment & Variety Presenter
Vice Ganda makes people laugh, cry and ponder the irony and unfairness of modern life – his cultural impact makes him one of the country’s most successful entertainers. Vice is a national treasure whose influential voice is heard in politics, philanthropic circles and, of course, as a much-loved comedian, entertainer and presenter. Vice uses his popularity to rally against discrimination of minority groups. This only adds to his authenticity, something that has secured him respect and trust across all sectors of the community. This is the fifth year in a row that Vice has won this award.
Most Trusted TV Host For News & Current Affairs
Atom Araullo is well known for his broadcasting excellence as anchor and correspondent of the GMA Network’s The Atom Araullo Specials. Atom’s drive for compelling documentaries on an array of social and environmental topics has seen him build a wide appeal with viewers and the Filipino public.
Most Trusted Sportsperson
The Queen of Philippine Volleyball, Alyssa Valdez has well over four million social media followers (two million on Snapchat alone), Alyssa holds the title of the world’s most followed volleyball player. Her authentic approach to life in the sporting spotlight has helped cement an enviable level of public trust, and earned her the Most Trusted Sports Personality for 2023.
THE BRANDS FILIPINOS TRUST THE MOST
The award-winning Trusted Brands, outlined in the Reader’s Digest 25th annual survey, listen to customer concerns, sympathize with their situations and provide the necessary support and assistance to their customers because they appreciate these valued relationships.
“Trust is built on the traditional foundations of quality, consistency, honesty and delivering on your promises. No matter what external changes may impact, whether it be economic, climate or even political, the core values of trust remain solid,” says Editor-in-Chief, Louise Waterson.
This year’s winning brands ranged across 50 categories and include products and services as diverse as air conditioners, canned tuna, banks and optical stores.
Platinum Awards went to those brands that perform exceptionally, based on consumers’ perception. In the poll, these brands attained scores that exceed those of their nearest competitors. Some of the awardees were:
- Broadband/Fiber Internet Services – PLDT Home Fiber;
- Canned Tuna – Century Tuna;
- Credit Card Issuing Banks – BDO Unibank;
- Investment Fund Companies – Sun Life;
- Life Insurance – Sun Life;
- Mattress – Uratex;
- Online Bank – BDO Unibank
- Pen – Pilot;
- Personal Computers – Acer;
- Pharmacies/Drugstores – Mercury Drug;
- TV Network – GMA; and
- Tires – Goodyear.
Gold Awards went to brands that had outstanding results, based on the perception of consumers. Some of the brands included in this list were:
- Air Conditioner – Panasonic;
- Canned Sardines – 555 Sardines;
- Canned Sardines – Ligo;
- Canned Tuna 555 Tuna;
- Cooking Oils – Baguio Oil;
- Facemasks – Indoplas;
- Health Insurance – AXA;
- Investment Fund Companies – BDO Unibank;
- Life Insurance – AIA;
- Milk Tea Shops – Macao Imperial Tea;
- Optical Shops/Stores – Ideal Vision Center;
- Personal/Consumer Loans – BDO Unibank;
- Plasticware – Orocan;
- Refrigerators – Panasonic;
- Refrigerators – Sharp;
- Travel Insurance – AXA;
- TV Network – ABS-CBN;
- Washing Machines – Panasonic;
- Washing Machine – Sharp; and
- Washing Machines – Whirlpool.
About the survey
The survey is an independently commissioned poll, with the results appearing exclusively in Reader’s Digest Philippines. Leading market research agency Catalyst Research surveyed a representative sample of 8000 individuals from the Philippines, Singapore, Malaysia, Hong Kong and Taiwan to determine which brands consumers trust most.
The survey reveals the brands, products and services that consumers believe in, over more than 50 categories.
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