The brands most preferred by Malaysians and Asians are named by Reader’s Digest Survey.
Which are the brands that have earned the loyalty of Malaysian consumers? Reader’s Digest will name the brands that Malaysians trust the most – the winners of the 2012 Reader’s Digest Trusted Brands Awards – at an award ceremony in Kuala Lumpur this evening.
Both Malaysian and international brands are receiving the accolades of consumers in Reader’s Digest’s annual survey, which honours the very best brands in the country and in Asia. Senior business leaders will be receiving the awards on behalf of their companies.
“The true measure of success for a brand is the extent to which it wins and keeps the trust of
consumers over time,” says Walter Beyleveldt, Managing Director, Asia Pacific, for Reader’s
Digest. “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
satisfying consumers’ everyday needs.”
“For 14 years, the Reader’s Digest Trusted Brands survey has set the standard for objective
measurement of consumers’ brand preferences in Asia through a straight-forward
mechanism – by asking individual consumers which brands they trust the most,” he continues.
“Because the results are based entirely on consumer voting and are compiled in a transparent
and statistically reliable manner, they are accepted and trusted by consumers and marketers
across Asia,” notes Beyleveldt. “For example, in Malaysia, 86% of our survey respondents say
they are likely to trust, purchase or recommend a product to others if it has been named as a
Reader’s Digest Trusted Brand.”
The 2012 survey results will be announced at the awards ceremony at 8:00 pm, Tuesday,
May 29, 2012, at the Mandarin Oriental Kuala Lumpur, KLCC, Kuala Lumpur. Guest of
honour for the ceremony is YB Dato’ Sri Mustapa bin Mohamed, Minister of International
Trade and Industry. Venue is the Sapphire Ballroom, Level 1 of the hotel.
Winning brands in the Malaysian survey:
“Made in Malaysia” brands enjoy strong popularity 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 Bank are Malaysians’ most trusted banks, while
Citibank and Maybank shared first place as the top credit card issuing banks. Bank Islam
and CIMB Islamic are the choice of consumers for Islamic financial services.
Public Mutual is the nation’s top choice among investment fund companies.
In life insurance, the most trusted brands are AIA, Great Eastern, and Prudential, while
drivers look to Kurnia to insure their cars.
In the telecommunications sector, consumers voted TM their most trusted brand for providing
phone and broadband service, and prefer iPhone and Nokia smartphones over rivals.
Malaysians’ top choices in cars are Honda, Perodua, Proton, and Toyota. They prefer to
equip their cars with Dunlop, Goodyear and Michelin tyres and fill up at Petronas and Shell
In education, Universiti Malaya, Universiti Sains Malaysia, and Universiti Teknologi
MARA are the nation’s most trusted public universities. Amongst private universities, the top
names are Limkokwing University of Creative Technology, Sunway University, and
Taylor’s University. When it comes to educating preschoolers, parents trust Kumon and
Smart Reader Kids the most.
KPJ Healthcare and Pantai Hospital Kuala Lumpur are the most trusted private hospitals.
Other health-related categories are vitamins / health supplements, where Amway Nutrilite
and Blackmores are consumers’ top choices, and body wash, in which Dettol took top spot.
To get important documents to the right place at the right time, consumers prefer DHL and
PosLaju as their airfreight/courier service providers.
Sime Darby Property and S P Setia are the nation’s choice in property development. When it
comes to fitting out their homes, Malaysians choose Panasonic, Samsung, and Sony
flatscreen TVs, Panasonic and Toshiba refrigerators, Panasonic and York air conditioners,
Diamond water purifiers, Dreamland, Dunlopillo and King Koil mattresses, and Ogawa and
Osim massage chairs. They decorate their homes with paints from Dulux and Nippon Paint
and floor and wall tiles from White Horse.
To capture precious moments, Malaysians reach for Canon and Nikon cameras. They prefer
Acer, Dell and HP personal computers and Canon and HP multi-function printer/copiers.
For putting thoughts on paper, consumers trust Faber-Castell, Kilometrico, Parker and Pilot
In apparel categories, Adidas, Bata, Hush Puppies and Nike are the nation’s trusted choices
for shoes. Kikilala and Kiko shared top honours for children’s fashion. Consumers trust
Breeze, Dynamo and Top laundry detergents to keep their clothes clean.
Carlsberg is Malaysia’s most trusted beer, Marigold Peel Fresh and Sunquick the most
trusted juices, Spritzer and Sea Master the most trusted bottled waters.
Jasmine and Jati are the preferred names in rice, Buruh, Knife and Seri Murni consumers’
favourites in cooking oil, and Adabi, Ajinomoto and Maggi the leading names in seasoning
In the retail sector, Jusco is Malaysia’s most trusted department store, and KFC and
McDonald’s the most trusted family restaurants.
Additional consumer insights:
The survey also asked consumers a few questions on how they make product choices. 53%
of survey respondents in Malaysia said they are likely to prefer local brands over international
brands, and 80% said that supporting local brands helps Malaysia’s economy to grow.
74% of survey respondents said they are likely to purchase eco-friendly products and that the
most important factors in considering a product’s eco-friendliness are that it is recyclable, has
eco-friendly packaging, and is made with eco-friendly raw materials and production methods.
Survey scope and methodology:
The Reader’s Digest Trusted Brands proprietary research study is conducted in eight markets
in Asia – Malaysia, China, Hong Kong, India, the Philippines, Singapore, Taiwan, and
Thailand – to determine the brands most trusted by consumers in 43 different categories of
products and services. It is widely recognized as one of the most representative and objective
branding surveys in the region.
This is the 14th year that the survey has been carried out in Asia. The Asian survey is part of a
wider global effort by Reader’s Digest – Trusted Brands surveys are carried out annually in
more than 30 markets across 5 continents.
The Asian survey is based on responses to questionnaires distributed via Reader’s Digest
copies as well as telephone interviews of randomly selected, upscale consumers. All survey
work is carried out for Reader’s Digest by Ipsos, one of the world’s leading custom research
firms, to ensure results are compiled in an objective manner using proven statistical
techniques. The findings reflect affluent adult consumers’ most preferred brands among the
thousands available in the market.
“Having a globally recognized research partner like Ipsos conduct the fieldwork and analysis
for the survey underlines the objectivity and credibility of the Trusted Brands Awards,” adds
In addition to naming their most trusted brand, consumers are asked to rate the brands they
choose on six qualitative criteria: Trustworthiness & Credibility, Quality, Value, Understanding
of Customer Needs, Innovation, and Social Responsibility. Scores given by consumers for
these attributes are combined with the number of people choosing the brand to produce the
final rankings in each product category and so determine the awards.
Awards are made in each of the eight surveyed markets, as well as on an Asia-wide basis. To
earn a regional award, a brand must win in at least 3 of the 8 markets surveyed.
Gold Trusted Brand Award winners are those which stand out clearly above their competitors.
A brand that receives a Platinum Trusted Brand Award has achieved a mathematical ranking
at least double that of its nearest competitor.
In all, there are 92 award winners in Malaysia, of which 8 achieved Platinum status (Bank
Islam for Islamic financial services, Canon for camera and also for multi-function
printer/copier (the only brand to win two Platinum awards in the survey), Panasonic for
refrigerator, Public Mutual for investment fund company, Spritzer for bottled water, Toyota
for car, and White Horse for floor and wall tiles). Panasonic won the most awards of any
brand, with three awards – Platinum for refrigerator and Gold for air conditioner and flatscreen
25 of the winning brands are Malaysian. Diamond is the only Malaysian brand to also win
honours at the Asia-wide level, in the water purifier category.