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Readers Digest Trusted Brand Award 2010

Reader's Digest Asia Trusted Brands Survey was launched in 1999. It is conducted annually and is now in its 12th year. The survey identifies which brands appeal most to Asian consumers. 

Achieving Trusted Brands status is a genuine recognition of consumers' approval. The survey reflects consumers' choice of their most trusted and favourite brands among the thousands available in the market. 

This survey is carried out for Reader's Digest by Synovate in 8 markets: 

  • Hong Kong
  • India
  • China
  • Malaysia
  • Philippines
  • Singapore
  • Taiwan
  • Thailand

Survey respondents are asked to name their most trusted brand in each of the product categories, and then to give each brand they name a rating, from 1 (poor) to 5 (excellent), on six qualitative criteria: Trustworthiness & Credibility, Quality, Value, Understanding of Customer Needs, Innovative and Social Responsibility. Each brand then receives a mathematical score based on the number of respondents who named it, multiplied by the average rating on the six qualitative criteria. 

Brands which score clearly above competitors receive a Gold Trusted Brand Award.