Reader’s Digest Asia group advertising director Simon Cholmeley said the ultimate measure of success for any brand was the level of consumer trust and confidence it enjoyed.
“The winners of the awards are the leaders in their categories – the top choices of consumers. These brands have proven their commitment to quality, value, innovation, and to answering consumers’ everyday needs,” he said at the award giving ceremony here yesterday.
“In today’s increasingly complex market, consumers need an objective benchmark to refer to when making a purchase decision. It helps to know which brands are most trusted by other consumers,” he added.
In the category of most trusted investment fund companies, Amanah Saham Nasional Bhd and Public Mutual were the winners, while Maxis took the top honours in the phone service category.
“Made in Malaysia” brands were the top choice of local customers, with home-grown labels named winners in 20 trusted brand categories.
The awards were given based on the Reader’s Digest Asia Trusted Brands survey, which reflected affluent Asian consumers’ choice of their most trusted and favourite brands.
Deputy International Trade and Industry Minister Datuk Mukhriz Mahathir presented the awards.
The survey was carried out by research firm The Nielsen Co, with respondents voting for their most trusted brands in 43 categories of products and services.
The brands were assessed and ranked quantitatively and qualitatively based on six determining factors: trustworthiness and credibility, quality, value, understanding of customer needs, innovation and social responsibility.
According to the survey, 79% of Malaysian respondents said a brand’s social responsibility performance was an important factor in their purchase decisions
http://biz.thestar.com.my/news/story.asp?file=/2009/5/6/business/3840353&sec=business
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