“The true benchmark of success for a brand is the extent to which it wins and holds the trust of consumers, regardless of economic conditions,” says Gwen Loong, Group Advertising Director for Reader’s Digest Asia. “Winning a Reader’s Digest Trusted Brands Award is the ultimate seal of consumer approval. These winning brands are the first choices of consumers – they have proven their trustworthiness and their commitment to quality, value, innovation, social responsibility and to answering consumers’ everyday needs.”
“Because its results are based entirely on consumer voting, the Trusted Brands survey enjoys unparalleled respect,” notes Loong. “This thoroughly objective methodology means our results are accepted and trusted by consumers across Asia.”
“Made in Malaysia” brands enjoy considerable favour among consumers, with home-grown brands named winners in 23 Trusted Brand categories – more than half of the survey.
In the finance sector, Maybank and Public took the top spots as most trusted banks, while Citibank and Maybank were voted top credit card issuing banks, and Bank Islam won sole honours in the Islamic financial services category.
Public Mutual is the most trusted investment fund company, while AIA, Great Eastern and Prudential are consumers’ top choices for insurance protection.
To stay in touch, consumers trust Maxis as their phone service provider, and Streamyx as their internet service provider.
When they’re ready to go places, consumers prefer Malaysia Airlines as their most trusted airline, and Genting Highlands and Langkawi as top family tourist attractions.
On the road, consumers prefer Honda, Proton, and Toyota as their brand of car. They prefer to equip their cars with Dunlop, Goodyear and Michelin tyres, and to fill them up at Petronas and Shell petrol stations.
Airfreight/courier services DHL, FedEx, and PosLaju are trusted to get important documents to their destinations.
Sime Darby Property was named sole winner in the highly competitive property developer category.
Among universities, Universiti Malaya, Universiti Sains Malaysia, Universiti Teknologi Malaysia, and Universiti Teknologi MARA tied for top-of-the-class position.
Jabatan Imigresen Malaysia won as the most trusted government department/agency, while Hospital Kuala Lumpur was named top hospital.
When they look for a meal out, consumers head to family restaurants KFC, McDonald’s, and Pizza Hut.
When it comes to decorating their homes, consumers trust paint from ICI Dulux and Nippon Paint, and floor and wall tiles from White Horse.
To give them a good night’s sleep, Dreamland and Dunlopillo are the mattress brands consumers trust, while consumers opt for Panasonic and York air conditioners to keep them refreshed.
Canon, Nikon and Sony are the most trusted brands in cameras, while Panasonic, Samsung and Sony took top honours for their flatscreen TVs.
Acer, Dell, and HP are consumers’ most trusted choices for their personal computer needs, while Canon and HP attracted the most votes among multi-function printer/copier brands.
When shopping for all these, consumers prefer to visit Senheng electrical appliance stores more than any other.
To put their thoughts on paper, consumers trust Kilometrico, Parker and Pilot more than any other brands of pen.
Consumers trust Kikilala and Kiko to provide the best children’s fashions.
Triumph was named sole winner in the lingerie category, while Calvin Klein, Dior, Estee Lauder and Hugo Boss tied for top spot among perfumes.
In the kitchen, Panasonic is the most trusted brand of refrigerator. Amway, Diamond, Elken and Panasonic are trusted for their water purifier products.
Buruh, Knife and Seri Murni were named trusted cooking oils, while among seasoning products, honours went to Adabi, Ajinomoto and Maggi. The top rice brands are Jasmine and Jati.
Yeo’s, Dutch Lady and Nestle make the most trusted packet drinks, while Dutch Lady is the most trusted milk brand.
Carlsberg was named sole winner in the beer category.
Dynamo, Fab, and Top are Malaysians’ most trusted choices among laundry detergents.
Among vitamin/health supplement brands, consumers trust Amway Nutrilite more than any other.
L’Oreal took sole honours in the hair colour category.
The Reader’s Digest Trusted Brands research study in its 12th year is based on responses to 350,000 questionnaires distributed via Reader’s Digest copies as well as 125,000 telephone interviews of randomly selected, upscale consumers conducted in October 2009. All survey work is carried out for Reader’s Digest by Synovate.