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.
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