estudio de marcas - europa 2009

8/14/2019 Estudio de Marcas - Europa 2009

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R E A D E R S D I G E S T T R U S T E D B R A N D S S U R V E Y

Europes most Trusted Brands in 2009

ReadersDiges

t

vote

dbyreaders

2009


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2www.rdtrustedbrands.com

European Trusted Brands 2009

Contents

Page No:

Overview 3

How do you become a Trusted Brand? 6

The Trusted Brand logo and guidelines for its usage 7

Results - Brands:

20 common categories 9

Most nominated brands across Europe 10All winners by country and category share of vote 12

Comparison of winners by category past 5 years 13

The local categories winning brands 23

Results Trust:

Trust in Professions 28

Trust compared with 5 years ago 32

Appendix

Response rate by country 2009 v 2008 36

Respondent base 2005 2009 37

Respondent profile all countries 38

Respondent profile by country 39

Respondent personality 40

Category votes for 2009 41

Population weightings 42

Sample questionnaire 46

Readers Digest circulation and readership by country 50Contacts by country 51


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Readers Digest Trusted Brands 2009An overview

About the survey

This is year 9 of the study which continues to be one of the biggest and widest-rangingconsumer surveys ever undertaken in Europe.

Readers Digest European Trusted Brands first appeared in 2001.

In order to allow for tracking over time every effort is made to retain consistency inmethodology, content and presentation of data.

Research was conducted in 14 languages across 16 European countries.

The primary focus of the study is to find out which brands Europeans trust the most.

20 brand specific categories are common to every country.

In addition to the 20 common categories each country had the option to includecategories of their own choice (known as Local Categories).

The research was undertaken by mail*, with fieldwork taking place between August andOctober 2008 (*apart from the UK - see below).

In total 23,287 responses were analysed across 16 countries (21,463 excluding U.K.). Thiscompares with 23,651 in 2008.

Although the number of questionnaires issued was 312,705 (excluding the UK) theresponse rate cant accurately be described as 6.9%. This is because each country hada target maximum number of responses. Questionnaires with no age/sex data orincomplete response to the brand questions were discarded. Overall response rateincluding UK was 7% (see comments overleaf regarding UK on-line methodology).

Germany has an especially high target response to enable detailed analysis andcomparison between East & West.

Across Europe a total of 271,710 votes were cast across the 20 common productcategories and overall 123,854 different brand names (or variations on a brand name)were mentioned.

The category of cars attracts by far the highest completion rate (>19,500) and vitaminsthe least (7,444).

Respondents were drawn from the Readers Digest customer database in each of the 16countries.

Sample selection and results were weighted, with the aim of reflecting the broadpopulation profile of each country where the survey was undertaken. Response fromthose aged 15 19yrs was low, so we excluded this group from our analysis to avoid

over weighting and misrepresentation of brand preference (apart from UK).

Respondents in Germany represent 30% of the total sample. So, to fairly reflect thepersonalities and opinions of all respondents, each country was given an equal weight.Hence Average all countries for personality traits, trust in professions etc. reflects theaverage of the average across all 16 countries.


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Readers Digest Trusted Brands Survey 2009An overview

UK on-line survey:

In the UK the survey was undertaken online. The sample selection criteria were identical to

those employed in other countries; however the sampling frame was restricted to RDcustomers on the database for whom promotable e-mail addresses were held. Given thelarge number of brand categories to be assessed in the UK (38), two matched parallelsamples were drawn, with each set of respondents being asked to consider half of thecategories, i.e. 19 each.

The survey was launched on 1st December 2008 and closed on 10th December. After theinitial email invitation, a further email reminder to participate was sent. 19,889 e-mails weredelivered and 1,824 questionnaires were analysed, a response rate of 9%.

Further details can be obtained from [email protected]

About the questions

To begin, respondents were asked to indicate their degree of trust in 20 professions(reintroduced to the survey after a break in 2008)

They then indicated their level of trust (compared with 5 years ago) in 18 professions andinstitutions ranging from advertising to the United Nations

From a list of 16 personality types (8 pairs) respondents identified which word from eachpair best described them (no change from 2008)

Although the 20 common product categoriesremained the same, the order of categories wasamended slightly to aid flow

Having nominated their most trusted brand,

respondents rated that brand in terms ofQuality, Excellent Value, Strong Image andUnderstands customer needs. They alsoindicated if they were a customer/buyer of thebrand theyd nominated and if they wouldrecommend the brand to others (a change inwording from 2008 where they were asked ifthey HAD recommended the brand)

4TellusaboutthebrandsyoutrustthemostListedbelowaresomeproductcategories.Fore

achcategory,wedlikeyoutotellusthebrandyoubelievemostdeserves

tobecalledyourmosttrustedbrand.Itreallydoesntmatterifyoudontownorusesomeoftheproductslistedyour

opinionswillbeequallyvalued.Onceyouvenamedyourmosttrustedbrandineachcategory,wedlikeyoutorateitacrossfourcriteriabycirclingthe

appropriatenumberwhere5isthetopscoreyoucanaward,and1isthelowest,e.g.12345.

Quality:Providesgoodquality,wellmade,welldesignedproducts/services.

Excellentvalue:OffersvalueformoneytothecustomerStrongimage:Consistentbrandidentityadistinctivebrandwhichsayssomethingaboutthecustomerswhouseit

Understandscustomerneeds:Abrandwhichknowswhatitscustomerswantandproducesaproductthat

satisfiesthoseneedsImacustomer:Tickyesifyouareacustomerofthebrandyounamedorifyouhavebought/usedthatbrandin

thelast12months.Wouldyourecommendthisbrandtoothers?:Tickyesifyouwouldrecommendthebrand,companyor

servicetoothers.

Mymosttrustedbrandof

MobilephonehandsetisQualityExcellentvalue Strongimage Understandscustomerneeds

Imacustomer Wouldyourecommendthisbrandtoothers?

1 2 3 4 5Blockcapitals please

1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 YesYes

PersonalcomputerisQualityExcellentvalue Strongimage Understandscustomerneeds

Ima customer Wouldyourecommendthisbrandtoothers?

1 2 3 4 5Blockcapitalsplease

1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 YesYes

CameraisQuality

Excellentvalue

Strongimage UnderstandscustomerneedsImacustomer Wouldyourecommendthisbrandtoothers?


1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 YesYes

LargekitchenapplianceisQualityExcellentvalue Strong image Understandscustomerneeds

Im acustomer Wouldyourecommendthis brandtoothers?


1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 YesYes

CarisQuality

Excellentvalue Strongimage UnderstandscustomerneedsImacustomer Wouldyourecommendthisbrandtoothers?


1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 YesYes

MobilephoneserviceproviderisQualityExcellentvalue Strongimage Understandscustomerneeds

Imacustomer Wouldyou recommendthisbrandtoothers?


1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 YesYes


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Readers Digest Trusted Brands Survey 2009An overview

The 20 categories common to each country are:

Car

Kitchen ApplianceCameraPersonal ComputerMobile Phone HandsetMobile Phone Service ProviderInternet Service ProviderHoliday Company/Tour OperatorBank Building SocietyCredit CardInsurance CompanyPetrol RetailerVitamins

Analgesic/Pain ReliefCough/Cold Remedy

Hair Care ProductCosmeticSkin Care ProductSoap PowderBreakfast Cereal

A list of the local categories (as chosen by each country) can be found in the results section

Countries included in the survey are:

Country Language

Austria GermanBelgium Flemish & French

Czech Republic CzechFinland FinnishFrance FrenchGermany GermanHungary HungarianNetherlands DutchPoland PolishPortugal PortugueseRomania RomanianRussia RussianSpain SpanishSweden SwedishSwitzerland German & FrenchUK English

A sample copy of the questionnaire (in English) can be found in the appendix at the back ofthis book.


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How do you become a trusted brand?

Awarding Trusted Brands Status: Clarification

Information on how the Winners of Trusted Brands Awards are selected.

In each of the product categories, the Most Trusted Brand Award goes to

the brand which gets the highest number of votes.

This best reflects the question respondents were asked: Tell us the brand you believe mostdeserves to be called your most trusted brand. It is also a simple and transparentapproach, which is easy for everyone to understand and communicate. To be listed in theresults, a brand must get at least 20 votes in a category.

Why 20 Votes?

The 20 votes threshold was introduced to increase the value of the results, allowing morebrands to be identified and thus giving users the opportunity to evaluate more brand names.

The Qualitative Data/Attributes

What does the qualitative data refer to?

After a respondent names their most trusted brand of car, computer etc. they are asked torate that brand on four criteria - quality, excellent value, strong image and understandcustomer needs. Each criterion carries a maximum score of 5.

The data which is reported for a brand consists of only the opinions of those respondents

who voted for that brand, NOT the sample as a whole.

Attribute Awards

It is possible to be top scoring against any of theattributes but not be the Most trusted brand in acategory. This is because respondents who vote for abrand may recognise a particular area of strength andaward it a top score.


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The Trusted Brands Logo and

Guidelines for its usage

Over the 9 years since the launch of Trusted Brands usageand awareness of the logo has increased significantly.Across Europe 36% of people say they have seen theTrusted Brands logo in Readers Digest magazine while10% have seen it somewhere else Source: ETB 2006. Inorder to continue building awareness and respect for theaward its important that the Trusted Brand identity ismaintained and protected by all who use it. Theseguidelines have been designed to help ensure this:

Guidelines for Usage of Trusted Brand Logo

1. Usage of the logo by all parties is wide-ranging and

may include:

advertising campaigns

Promotional literature (flyers, brochures, point-of-purchase materials, company newsletters, annualreports etc.)

in press releases

on web-sites

on product (labels, stickers, shipping cartons)

2. Award winners need to adhere to certain ruleswhen using the logo:

Winners can only use the logo in promotional materialswithin the countries where they were awarded TrustedBrand status.

Winners must use the logo only in relation to therelevant category of their award.

Winners may only use the logo for the year in which itwas awarded, unless the award has been won inmultiple years, in which case reference may be made tothe multiple years for which the award was granted.

No alteration of the logo design, wording or coloration ispermitted without specific permission.

Winners may not use the logo in conjunction withspecific reference to any competitor or competitiveproduct.


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The Trusted Brands Logo and

Guidelines for its usage

Winners desiring to use the logo must submit specific copy for the use of the logo inadvertising and promotional materials to Readers Digest in advance of use. ReadersDigest agrees to respond promptly to all such requests, and reserves the right to denyany use at any time at our sole discretion. It is further understood that Readers Digestmay not be held responsible in any way for any claims arising out of the use of the logoby winners.

No endorsement of the winning brand(s) by Readers Digest or its editors is given or maybe implied. Endorsement of the winning brands as most trusted is provided only by avote of the magazines readers, and any written materials regarding the award mustreflect that the award is voted by the readers of Readers Digest.


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Results - the winning brands

20 common categories

Within each of the 16 countries a list of 20 commoncategories was agreed, these are the same in everycountry. The categories have remained unchanged for thepast 4 years, with only minor amendments over the 5 yearsprior to that.

In addition to the common categories, each country hadthe option to include a range of categories of their ownchoice (known as Local Categories).

The winning brand (in each country) is the one that receivesthe highest number of nominations in that country. There isno award for an overall winner across the 16 countries.

The category questions are open ended giving

respondents the freedom to nominate any brand of theirchoice in answer to the question: Tell us the brand youbelieve most deserves to be called your most trustedbrand. This method gives all brands an equal chance ofbeing nominated, regardless of whether or not they arelocally or internationally known.

Most nominated brands across the

common categories

For the 9th consecutive year Nokia is the most TrustedBrand of mobile phone handset in every country nochange since the study was first published in 2001

Nivea continues to be the brand of skin care that mostpeople trust (winner in 16 out of 16 countries)

Similarly there is no change to the line up of trustedbrands in the category of credit card. In 14 out of 16countries Visa retained the pole position

Canon remains the trusted brand of camera in 13countries no change over 2008

Kelloggs is the trusted brand of breakfast cereal in 10Western European countries and Nestl predominates in4/5 of the CEER countries + Portugal

Toyota is now Belgiums most trusted brand of car,beating VW which has held that position for the past 3years

Vick has replaced Actifed as Frances most TrustedBrand of cough/cold remedy

Trusted brands in the financial and travel categoriesremain diverse and local across the 16 countries

Mobile phone service providers also tend to be local.The international brands Vodafone, Orange and T-Mobile came top in just 2 countries each

The most local of all categories is that of ISP (InternetService Provider) where a different brand won in each ofthe 16 countries

For further information (e.g. brand attribute scores) andnames of all runners up in each country please contact thecountry representative details can be found on the finalpage of this book.


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Most nominated brands across Europe

Most nominated brands across Europe 2008

Brands winning in No.

3+ countries: Countries:

2009 2008

Nivea (skin care) 16 16

Nokia 16 16

Visa 14 14

Canon 13 13

Kellogg's 10 10

HP/HP Compaq 9 7Ariel 6 6

Miele 6 6

Nestl 5 5

Nivea (cosmetic) 5 5

Aspirin 4 3

Avon 4 5

Centrum 4 3

Dell 4 3

VW 4 4

Yves Rocher 4 3

Mercedes 3 3

Pantene 3 3

Persil 3 3

Toyota 3 3

Vick 3 2


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Categories with most multi country winning brands:

Category Number of Different Brands winning in

brands winning more than 3 countries

across Europe in this category

Skin Care 1 Nivea

Mobile Phone 1 Nokia

Breakfast Cereal 3 Kellogg's, Nestl

Camera 3 Canon

Credit Card 3 Visa

PC 5 HP, DellCosmetic 6 Avon, Nivea, Yves Rocher

Car 8 Mercedes, Toyota, VW

Soap Powder 9 Ariel, Persil

Hair Care 11 Pantene

Kitchen Appliance 11 Miele

Vitamins 12 Centrum

Cold Remedy 13 Vick

Pain Relief 13 Aspirin

Mobile Phone Service 13 -

Insurance Company 14 -

Bank/Building Society 15 -

Holiday Company 15 -

Petrol Retailer 15 -

Internet Service Provider 16 -


Most nominated brands across Europe


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Com

parisonofwinningbrands200

5-2009

Automotive

2009

2008

2007

2006

2005

Aus

tria

VW

VW

VW

VW

VW

Belgium

Toyo

ta

VW

VW

VW

Ope

l

Cze

ch

Sko

da

Sko

da

Sko

da

Sko

da

Sko

da

Finland

Toyo

ta

Toyo

ta

Toyo

ta

Toyota

Toyo

ta

France

Renau

lt

Renau

lt

Renau

lt

Renaul

t

Renau

lt

Germany

VW

VW

VW

VW

VW

Hun

gary

Ope

l

Ope

l

Ope

l

Opel

Ope

l

Netherlands

Ope

l

Ope

l

Ope

l

Opel

Ope

l

Poland

VW

VW

Toyo

ta

Mercede

s

Merce

des

Portugal

Merce

des

Merce

des

Merce

des

Mercede

s

Merce

des

Rom

ania

Merce

des

Merce

des

Merce

des

coun

tryno

tin

clude

d

Rus

sia

Toyo

ta

Toyo

ta

Toyo

ta

BMW

BMW

Spa

in

Merce

des

Merce

des

Merce

des

Mercede

s

Merce

des

Swe

den

Vo

lvo

Vo

lvo

Co

un

tryno

tinc

lude

d

Switzerland

VW

Toyo

ta

VW

Toyota

Toyo

ta

UK

Ford

Ford

Ford

Ford

Ford

Kitchenappliances

2009

2008

2007

2006

2005

Aus

tria

Miele

Miele

Miele

Miele

Miele

Belgium

Miele

Miele

Miele

Miele

Miele

Cze

ch

Eta

Eta

Eta

Eta

Eta

Finland

Upo

Upo

Upo

Upo

Upo

France

Bran

dt

Bran

dt

Bran

dt

Brandt

Bran

dt

Germany

Miele

Miele

Miele

Miele

Miele

Hun

gary

Zanussi

Zanuss

i

Zanuss

i

Whirlpoo

l

Whirlpoo

l

Netherlands

Miele

Miele

Miele

Miele

Philips

Poland

Am

ica

Am

ica

Am

ica

Am

ica

Am

ica

Portugal

Miele

Miele

Miele

Miele

Miele

Rom

ania

Philips

Philips

Arc

tic

Coun

tryno

tin

clude

d

Rus

sia

Samsung

Samsung

Samsung

Bosch

Bosc

h

Spa

in

Bosc

h

Fagor

Bosc

h

Fagor

Fagor

Swe

den

Elec

tro

lux

Elec

tro

lux

Co

un

tryno

tinc

lude

d

Switzerland

Miele

Miele

Miele

Miele

Miele

UK

Ho

tpo

int

Ho

tpo

int

Ho

tpo

int

Ho

tpoin

t

Ho

tpo

int


Comparison of winners by category past 5 years


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Com


5-2009

Personalcomputer

2009

2008

2007

2006

2005

Aus

tria

HP

HP

IBM

IBM

IBM

Belgium

HPCompaq

HPCompaq

HPCompaq

HPComp

aq

De

ll

Cze

ch

HP

Acer

Acer

Brave

IBM

Finland

HP

HP

HP

HP

HP

France

HPCompaq

HPCompaq

HP

HP

HP

Germany

Fu

jitsu

Siemens

Fu

jitsu

Siemens

Fu

jitsu

Siemens

Siemens

Siemens

Hun

gary

HPCompaq

Lenovo

Lenovo

IBM

IBM

Netherlands

HPCompaq

HPCompaq

HPCompaq

HPComp

aq

De

ll

Poland

Tos

hiba

Tos

hiba

IBM

IBM

IBM

Portugal

HP

HP

HP

HP

HP

Rom

ania

De

ll

IBM

IBM

Coun

tryno

tin

clude

d

Rus

sia

Samsung

Samsung

Samsung

Samsun

g

Samsung

Spa

in

HP

HP

HP

HP

IBM

Swe

den

De

ll

De

ll

Co

un

tryno

tinc

lude

d

Switzerland

De

ll

De

ll

De

ll

De

ll

De

ll

UK

De

ll

De

ll

De

ll

De

ll

De

ll

Internetserviceprovider

Internetdotcom

2009

2008

2007

2006

2005

Aus

tria

Te

lekom

A-On

line

A-On

line

A-On

line

Che

llo

Belgium

Be

lgacom

Te

lene

t

Be

lgacom

Be

lgacom

Te

lene

t

Cze

ch

Seznam

Seznam

Seznam

Seznam

Seznam

Finland

Sonera

Elisa

Elisa

Elisa

Ho

bby

Ha

ll

France

Orange

Wanad

oo

Orange

Wana

doo

Orange

Wana

doo

Wana

do

o

Wana

doo

Germany

Goog

le

AOL

AOL

AOL

AOL

Hun

gary

T-On

line

T-On

line

T-On

line

T-On

line

Axe

lero

Netherlands

Ziggo

He

tNe

t(KPN)

He

tNe

t(KPN)

He

tNe

t(K

PN)

Wana

doo

Poland

Neos

tra

daT

P

Neos

tra

da

TP

Neos

tra

da

TP

One

t.PL

One

t.Pl

Portugal

Sapo

Sapo

Sapo

Sapo

Sapo

Rom

ania

RCS&RDS

RCS&RDS

RDS

Coun

tryno

tin

clude

d

Rus

sia

Coms

tar

Coms

tar

MTU(In

tel)

MTUInform

MTUInform

Spa

in

Te

lefn

ica

Te

lefn

ica

Te

lefn

ica

Te

lefnic

a

Goog

le

Swe

den

Te

lia

Te

lia

Co

un

tryno

tinc

lude

d

Switzerland

Bluew

in

Bluew

in

Bluew

in

Bluewin

Bluew

in

UK

BT

Virg

in

BT

AOL

AOL

This

ca

tegorywasamen

de

din2006from

Inte

rne

t/Do

tCom

toInterne

tServ

ice

Prov

ide

r




15/52


Com


5-2009

Mob

ilephonehandset

2009

2008

2007

2006

2005

Aus

tria

No

kia

No

kia

No

kia

No

kia

No

kia

Belgium

No

kia

No

kia

No

kia

No

kia

No

kia

Cze

ch

No

kia

No

kia

No

kia

No

kia

No

kia

Finland

No

kia

No

kia

No

kia

No

kia

No

kia

France

No

kia

No

kia

No

kia

No

kia

No

kia

Germany

No

kia

No

kia

No

kia

No

kia

No

kia

Hun

gary

No

kia

No

kia

No

kia

No

kia

No

kia

Netherlands

No

kia

No

kia

No

kia

No

kia

No

kia

Poland

No

kia

No

kia

No

kia

No

kia

No

kia

Portugal

No

kia

No

kia

No

kia

No

kia

No

kia

Rom

ania

No

kia

No

kia

No

kia

Coun

tryno

tin

clude

d

Rus

sia

No

kia

No

kia

No

kia

No

kia

No

kia

Spa

in

No

kia

No

kia

No

kia

No

kia

No

kia

Swe

den

No

kia

No

kia

Co

un

tryno

tinc

lude

d

Switzerland

No

kia

No

kia

No

kia

No

kia

No

kia

UK

No

kia

No

kia

No

kia

No

kia

No

kia

Mobilepho

neserviceprovider

2009

2008

2007

2006

2005

Aus

tria

A1

A1

A1

A1

Belgium

Be

lgacom

Prox

imus

Prox

imus

Prox

imu

s

Cze

ch

T-Mo

bile

O2

T-Mo

bile

T-Mo

bile

Finland

Sonera

Sonera

Sonera

Sonera

France

Orange

Orange

Orange

Orange

Germany

Vo

da

fone

Vo

da

fone

Vo

da

fone

Vo

da

fon

e

Hun

gary

T-Mo

bile

T-Mo

bile

T-Mo

bile

T-Mo

bile

Netherlands

KPN

KPN

KPN

KPN

Poland

Plus

ERA

Orange

Orange

Portugal

TMN

TMN

TMN

TMN

Rom

ania

Vo

da

fone

Vo

da

fone

Vo

da

fone

/Orange

Coun

tryno

tin

clude

d

Rus

sia

MTS

MTS

Bee

line

MTS

Spa

in

Mov

istar

Mov

istar

Mov

istar

Mov

ista

r

Swe

den

Te

lia

Te

lia

Co

un

tryno

tinc

lude

d

Switzerland

Sw

isscom

Sw

isscom

Sw

isscom

Sw

isscom

UK

Orange

O2

O2

Orange

This

ca

tegorywas

inc

lude

dina

llcoun

tries

for

the

firs

ttime

in2006




16/52


Com


5-2009

Camera

2009

2008

2007

2006

2005

Aus

tria

Canon

Canon

Canon

Canon

Canon

Belgium

Canon

Canon

Canon

Canon

Canon

Cze

ch

Olympus

Olympus

Olympus

Olympus

Olympus

Finland

Canon

Canon

Canon

Canon

Canon

France

Canon

Canon

Canon

Canon

Canon

Germany

Canon

Canon

Canon

Canon

Canon

Hun

gary

Canon

Canon

Canon

Canon

Canon

Netherlands

Canon

Canon

Canon

Canon

Canon

Poland

Canon

Sony

Sony

Sony

Sony

Portugal

Canon

Canon

Canon

Canon

Canon

Rom

ania

Sony

Sony

Sony

Coun

tryno

tin

clude

d

Rus

sia

Canon

Canon

Ko

da

k

Ko

dak

Ko

da

k

Spa

in

Sony

Canon

Canon

Sony

Sony

Swe

den

Canon

Canon

Co

un

tryno

tinc

lude

d

Switzerland

Canon

Canon

Canon

Canon

Mino

lta

UK

Canon

Canon

Canon

Canon

Canon

Holidaycompany/touroperator

2009

2008

2007

2006

2005

Aus

tria

Tu

i

Tu

i

Tu

i

Tu

i

Tu

i

Belgium

Nec

kermann

Nec

kermann

Nec

kermann

Nec

kerma

nn

Nec

kermann

Cze

ch

Ce

do

k

Ce

do

k

Ce

do

k

Ce

dok

Ce

do

k

Finland

Aurin

komatka

t

Aurin

koma

tka

t

Aurin

koma

tka

t

Aurin

koma

tka

t

Aurin

koma

tka

t

France

Pierre

EtVacances

-Maeva

Fram

Fram

ClubMditerran

e

Fram

Germany

Tu

i

Tu

i

Tu

i

Tu

i

Tu

i

Hun

gary

Ibusz

Ibusz

Ibusz

Ibusz

Ibusz

Netherlands

D-Re

izen

D-Re

izen

D-Re

izen

D-Re

izen

D-Re

izen

Poland

Orb

isTrave

l

Orb

isTrave

l

Orb

isTrave

l

Orb

isTrave

l

Orb

isTrave

l

Portugal

Abreu

Abreu

Abreu

Abreu

Abreu

Rom

ania

Para

lela45

Atlass

ib

Atlass

ib

Coun

tryno

tin

clude

d

Rus

sia

Tez

Tour

Tez

Tour

Neva

Neva

Neva

Spa

in

Ha

lcn

Viaje

s

Ha

lcn

Viajes

Ha

lcn

Viajes

Ha

lcn

Via

jes

Ha

lcn

Viajes

Swe

den

Ving

Ving

Co

un

tryno

tinc

lude

d

Switzerland

Kuon

i

Kuon

i

Kuon

i

Kuoni

Kuon

i

UK

Thomson

Thomson

Thomson

Thomso

n

Thomson




17/52


Com


5-2009

Bank/BuildingSociety

2009

2008

2007

2006

2005

Aus

tria

Ra

iffeisen

ban

k

Ra

iffeisen

ban

k

Ra

iffeisen

ban

k

Ra

iffeisenb

an

k

Ra

iffeisen

ban

k

Belgium

Fort

is

Fort

is

Fort

is

Fort

is

Fort

is

Cze

ch

Ces

ka

Sporite

lna

Ces

ka

Spori

telna

Ces

ka

Spori

telna

Ces

ka

Spor

ite

lna

Ces

kaspori

telna

Finland

Osuuspankk

i

Osuuspan

kki

Osuuspan

kki

Osuuspan

kki

Osuuspan

kki

France

Cr

ditAgrico

le

Cr

ditAgrico

le

Cr

ditAgrico

le

Cr

ditAgrico

le

Cr

ditAgrico

le

Germany

Sparkasse

Sparkasse

Sparkasse

Sparkasse

Sparkasse

Hun

gary

OTPBank

OTPBan

k

OTP

OTP

OTP

Netherlands

Ra

bo

bank

Ra

bo

ban

k

Ra

bo

ban

k

Ra

bo

ban

k

Ra

bo

ban

k

Poland

PKOBP

PKOBP

PKOBP

PKOBP

PKOBP

Portugal

Ca

ixa

Gera

lde

Dep

s

itos

Ca

ixa

Gera

lde

Dep

s

itos

Caix

aGera

lde

Dep

s

itos

Ca

ixa

Gera

ldeD

ep

s

itos

Ca

ixa

Gera

lde

Dep

s

itos

Rom

ania

BRD

BCR

BCR

Coun

tryno

tin

clude

d

Rus

sia

Sberbank

Sberban

k

Sberban

k

Sberban

k

Sberban

k

Spa

in

La

Ca

ixa

La

Ca

ixa

BBVA

BBVA

BBVA

Swe

den

Swe

dbank

Swe

dban

k

Co

un

tryno

tinc

lude

d

Switzerland

Ra

iffeisen

Ra

iffeisen

Ra

iffeisen

Ra

iffeise

n

Kan

tona

lban

ken

UK

Lloy

ds

TSB

Lloy

ds

TSB

Lloy

ds

TSB

Lloy

ds

TS

B

Lloy

ds

TSB

Creditcard

2009

2008

2007

2006

2005

Aus

tria

Visa

Visa

Visa

Visa

Visa

Belgium

Visa

Visa

Visa

Visa

Visa

Cze

ch

Visa

Visa

Visa

Visa

Visa

Finland

Visa

Visa

Visa

Visa

Visa

France

Visa

Visa

Visa

Visa

Visa

Germany

Visa

Visa

Visa

Visa

Visa

Hun

gary

Mas

tercard

Mas

tercard

Mas

tercard

Mas

terca

rd

Visa

Netherlands

Visa

Visa

Visa

Visa

Visa

Poland

Visa

Visa

Visa

Visa

Visa

Portugal

Visa

Visa

Visa

Visa

Visa

Rom

ania

Visa

Visa

Visa

Coun

tryno

tin

clude

d

Rus

sia

Visa

Visa

Visa

Visa

Visa

Spa

in

Visa

Visa

Visa

Visa

Visa

Swe

den

Visa

Visa

Co

un

tryno

tinc

lude

d

Switzerland

Visa

Visa

Visa

Visa

Visa

UK

Barc

laycard

Barc

laycard

Visa

Visa

Barc

laycard




18/52


Com


5-2009

Ins

urancecompany

2009

2008

2007

2006

2005

Aus

tria

Un

iqa

Un

iqa

Un

iqa

Un

iqa

Un

iqa

Belgium

Axa

Axa

Axa

Axa

Axa

Cze

ch

Ces

ka

Po

jistovna

Ces

ka

Po

jistovna

Ces

ka

Po

jistovna

Ces

ka

Po

jistovna

Ces

kapo

jistovna

Finland

Tap

iola

Tap

iola

Tap

iola

Tap

iola

Tap

iola

France

Axa

Mac

if

Axa

Axa

Mac

if

Germany

Allianz

Allianz

Allianz

Allianz

Allianz

Hun

gary

Allianz

Hunga

ria

Allianz

Hungaria

Allianz

Hungaria

Allianz

Hungaria

Allianz

Hungaria

Netherlands

Interpo

lis

Interpo

lis

Interpo

lis

Interpol

is

Un

iv

Poland

PZU

PZU

PZU

PZU

PZU

Portugal

Fide

lida

de

Fide

lida

de

Fide

lida

de

Fide

lidad

e

Fide

lida

de

Rom

ania

ING

As

irom

As

irom

Coun

tryno

tin

clude

d

Rus

sia

Ros

Goss

trak

h

Ros

Goss

tra

kh

Ros

Goss

tra

kh

Rossgosstra

kh

Rosno

Spa

in

Map

fre

Map

fre

Map

fre

Map

fre

Map

fre

Swe

den

Lns

frs

kringar

Lns

frs

kringar

Co

un

tryno

tinc

lude

d

Switzerland

DieMo

biliar

DieMo

biliar

DieMo

biliar

Mo

biliar

Sch

we

iz

Mo

biliar

Sc

hwe

iz

UK

Direc

tLine

Norw

ichUn

ion

Norw

ichUn

ion

Norw

ichUn

ion

Norw

ichUn

ion

Petrolretailer

2009

2008

2007

2006

2005

Aus

tria

OMV

OMV

OMV

OMV

OMV

Belgium

Esso

She

ll

Esso

Esso

She

ll

Cze

ch

She

ll

She

ll

She

ll

Ara

l

Ara

l

Finland

ABC

ABC

Nes

te

Neste

Nes

te

France

To

tal

To

tal

To

tal

To

tal

To

tal

Germany

Ara

l

Ara

l

Ara

l

Ara

l

Ara

l

Hun

gary

Mo

l

Mo

l

Mo

l

Mol

Mo

l

Netherlands

She

ll

She

ll

She

ll

Shell

She

ll

Poland

PKNOrlen

PKNOrlen

PKNOrlen

PKNOrlen

PKNOrlen

Portugal

Ga

lp

Ga

lp

Ga

lp

Ga

lp

Ga

lp

Rom

ania

Pe

trom

Pe

trom

Pe

trom

Coun

tryno

tin

clude

d

Rus

sia

Lu

ko

il

Lu

ko

il

Lu

ko

il

Lu

koil

TNK

Spa

in

Repso

lYPF

Repso

lYPF

Repso

lYPF

Repso

lYPF

Repso

lYPF

Swe

den

OKQ8

Statoil

Co

un

tryno

tinc

lude

d

Switzerland

Migro

l

She

ll

She

ll

Shell

She

ll

UK

Tesco

Tesco

Tesco

Tesco

Tesco




19/52


Com


5-2009

Cough/coldremedy

2009

2008

2007

2006

2005

Aus

tria

Asp

irin

Asp

irin

Asp

irin

Asp

irin

Asp

irin

Belgium

Vicks

Vicks

Vicks

Vicks

Vicks

Cze

ch

Brom

hexin

Brom

hex

in

Brom

hex

in

Brom

hex

in

Brom

hex

in

Finland

Res

ilar

Siloma

t

Siloma

t

Siloma

t

Siloma

t

France

Vicks

Ac

tifed

Humex

Humex

Ac

tifed

Germany

Wick

Wick

Wick

Wick

Wick

Hun

gary

Co

ldrex

Neo

Citran

Co

ldrex

Neo

Citra

n

Co

ldrex

Netherlands

AVogel

AVoge

l

AVoge

l

AVoge

l

AVoge

l

Poland

Gripex

Gripex

Gripex

Asp

irinBa

yer

Gripex

Portugal

Biso

lvon

Biso

lvon

Biso

lvon

Biso

lvon

Biso

lvon

Rom

ania

Nuro

fen

Nuro

fen

Nuro

fen

Coun

tryno

tin

clude

d

Rus

sia

Co

ldrex

Brom

hex

in

Dr

Mom

Dr

Mom

Dr

Mom

Spa

in

Frena

dol

Frena

do

l

Frena

do

l

Frenado

l

Frena

do

l

Swe

den

Kan

Jang

Kan

Jang

Co

un

tryno

tinc

lude

d

Switzerland

Neo

Citran

Neo

Citran

Neo

Citran

Neo

Citra

n

Neo

Citran

UK

Beec

hams

Beec

hams

Beec

hams

Beec

ham

s

Beec

hams

An

algesic/painrelief

2009

2008

2007

2006

2005

Aus

tria

Asp

irin

Asp

irin

Asp

irin

Asp

irin

Asp

irin

Belgium

Da

falgan

Da

falgan

Da

falgan

Da

falgan

Da

falgan

Cze

ch

Iba

lgin

Iba

lgin

Iba

lgin

Iba

lgin

Iba

lgin

Finland

Burana

Burana

Burana

Burana

Burana

France

Do

liprane

Do

liprane

Do

liprane

Do

lipran

e

Do

liprane

Germany

Asp

irin

Asp

irin

Asp

irin

Asp

irin

Asp

irin

Hun

gary

Algopyrin

Algopyrin

Algopyrin

Algopyr

in

Algopyrin

Netherlands

Kru

idva

tHu

ism

erk

Kru

idva

tHu

ismerk

K

ruidva

tHu

ismerk

Kru

idva

tHuismerk

Kru

idva

tHu

ismerk

Poland

Apap

Apap

Apap

Apap

Apap

Portugal

Ben-U-Ron

Ben-U-Ron

Asp

irina

Ben-U-Ron

Ben-U-Ron

Rom

ania

Algoca

lmin

Algoca

lmin

Algoca

lmin

Coun

tryno

tin

clude

d

Rus

sia

Pen

talgin

Pen

talgin

Pen

talgin

Pen

talgin

Ana

lgin

Spa

in

Asp

irina

Asp

irina

Asp

irina

Asp

irina

Asp

irina

Swe

den

Alve

don

Alve

don

Co

un

tryno

tinc

lude

d

Switzerland

Asp

irin

Da

falgan

Asp

irin

Asp

irin

Asp

irin

UK

Nuro

fen

Nuro

fen

Nuro

fen

Nuro

fen

Nuro

fen




20/52


Com


5-2009

Vitamins

2009

2008

2007

2006

2005

Aus

tria

Supra

dyn

Supra

dyn

Supra

dyn

Supra

dy

n

Supra

dyn

Belgium

Supra

dyn

Supra

dyn

Supra

dyn

Supra

dy

n

Supra

dyn

Cze

ch

Cen

trum

Cen

trum

Cen

trum

Cen

trum

Cen

trum

Finland

Mu

lti-Ta

bs

Mu

lti-Ta

bs

Mu

lti-Ta

bs

Mu

lti-Ta

bs

Mu

lti-Ta

bs

France

Juvam

ine

Juvam

ine

Juvam

ine

Juvamin

e

Juvam

ine

Germany

Cen

trum

Abtei

Cen

trum

Abtei

Cen

trum

Hun

gary

Be

'res

Csepp

Ac

tiva

l

Be

'res

Csepp

Be

'res

Csepp

Be

'res

Csepp

Netherlands

Dav

itamon

Dav

itamon

Dav

itamon

Dav

itamo

n

Dav

itamon

Poland

Cen

trum

Cen

trum

Cen

trum

Cen

trum

Cen

trum

Portugal

Cen

trum

Cen

trum

Cen

trum

Cen

trum

Cen

trum

Rom

ania

Eurov

ita

Eurov

ita

Eurov

ita

Coun

tryno

tin

clude

d

Rus

sia

Alfav

it

Alfav

it

Alfav

it

Vitrum

Vitrum

Spa

in

Pharma

ton

Pharma

ton

R

edoxon

Comp

lex

Pharmaton

Pharma

ton

Swe

den

ACO

ACO

Co

un

tryno

tinc

lude

d

Switzerland

Burgers

tein

Migros

Migros

Migros

Migros

UK

Boo

ts

Boo

ts

Boo

ts

Seven

Se

as

Seven

Seas

H

aircareproduct

2009

2008

2007

2006

2005

Aus

tria

Sc

hwarz

kop

f

Sc

hwarz

kop

f

Sc

hwarz

kop

f

Nivea

Glem

vita

l

Belgium

Garn

ier

L'Ora

l

Nivea

L'Ora

l

L'Ora

l

Cze

ch

Avon

Avon

Avon

We

lla

Avon

Finland

Elvita

l

Elvita

l

Elvita

l

We

lla

Elvita

l

France

L'Ora

l

L'Ora

l

L'Ora

l

L'Ora

l

L'Ora

l

Germany

Sc

hwarz

kop

f

Sc

hwarz

kop

f

Sc

hwarz

kop

f

Sc

hwarzkop

f

Sc

hwarz

kop

f

Hun

gary

Sc

hauma

Sc

hauma

H

ea

d&Shou

lders

Avon

Avon

Netherlands

An

dre

lon

An

dre

lon

An

dre

lon

An

dre

lon

An

dre

lon

Poland

L'Ora

l

L'Ora

l

L'Ora

l

L'Ora

l

L'Ora

l

Portugal

Pan

tene

Pan

tene

Pan

tene

Pan

tene

Pan

tene

Rom

ania

Hea

d&Should

ers

Hea

d&Shou

lders

H

ea

d&Shou

lders

Coun

tryno

tin

clude

d

Rus

sia

Pan

tene

Pan

tene

Pan

tene

Pan

tene

Pan

tene

Spa

in

Pan

tene

Pro-

V

Pan

tene

Pro-V

Pan

tene

Pro-V

Pan

tene

Pro-V

Pan

tene

Pro-V

Swe

den

We

lla

We

lla

Co

un

tryno

tinc

lude

d

Switzerland

Nivea

L'Ora

l

L'Ora

l

L'Ora

l

L'Ora

l

UK

Hea

d&Should

ers

Hea

d&Shou

lders

Pan

tne

Pan

tne

Hea

d&Shou

lders




21/52


Com


5-2009

Cosmetic

2009

2008

2007

2006

2005

Aus

tria

Nivea

Nivea

Nivea

Nivea

Nivea

Belgium

Nivea

Nivea

Nivea

Yves

Roc

her

Nivea

Cze

ch

Avon

Avon

Avon

Avon

Avon

Finland

Lumene

Lumene

Lumene

Lumene

Lumene

France

Yves

Roc

her

Yves

Roc

her

Yves

Roc

her

Yves

Roc

her

Yves

Roc

her

Germany

Yves

Roc

her

Nivea

Nivea

Ja

de

Ja

de

Hun

gary

Avon

Avon

Avon

Avon

Avon

Netherlands

Yves

Roc

her

Yves

Roc

her

Yves

Roc

her

Yves

Roc

her

Yves

Roc

her

Poland

Avon

Avon

Avon

Avon

Avon

Portugal

Nivea

Nivea

Nivea

Nivea

Nivea

Rom

ania

Nivea

Avon

Avon

Coun

tryno

tin

clude

d

Rus

sia

Avon

Avon

Avon

Avon

Avon

Spa

in

L'Ora

l

L'Ora

l

L'Ora

l

L'Ora

l

L'Ora

l

Swe

den

Yves

Roc

her

Yves

Roc

her

Co

un

tryno

tinc

lude

d

Switzerland

Nivea

Nivea

Nivea

Nivea

Nivea

UK

Boo

ts

Boo

ts

Boo

ts

Boots

Boo

ts

Skincare

2009

2008

2007

2006

2005

Aus

tria

Nivea

Nivea

Nivea

Nivea

Nivea

Belgium

Nivea

Nivea

Nivea

Nivea

Nivea

Cze

ch

Nivea

Nivea

Nivea

Nivea

Nivea

Finland

Nivea

Nivea

Nivea

Nivea

Nivea

France

Nivea

Nivea

Nivea

Nivea

Nivea

Germany

Nivea

Nivea

Nivea

Nivea

Nivea

Hun

gary

Nivea

Nivea

Nivea

Nivea

Nivea

Netherlands

Nivea

Nivea

Nivea

Nivea

Nivea

Poland

Nivea

Nivea

Nivea

Nivea

Nivea

Portugal

Nivea

Nivea

Nivea

Nivea

Nivea

Rom

ania

Nivea

Nivea

Nivea

Coun

tryno

tin

clude

d

Rus

sia

Nivea

Nivea

Nivea

Nivea

Nivea

Spa

in

Nivea

Nivea

Nivea

Nivea

Nivea

Swe

den

Nivea

Nivea

Co

un

tryno

tinc

lude

d

Switzerland

Nivea

Nivea

Nivea

Nivea

Nivea

UK

Nivea

Nivea

Nivea

Nivea

Nivea




22/52


Comparisonofwinningbrands

2005-2009

Soappowder

200

9

2008

2007

2

006

2005

Austria

Pers

il

Pers

il

Pers

il

P

ers

il

Pers

il

Belgium

Das

h

Das

h

Das

h

D

as

h

Das

h

Czech

Arie

l

Arie

l

Arie

l

A

rie

l

Arie

l

Finland

Om

o

Omo

Omo

O

mo

Omo

France

Arie

l

Arie

l

Arie

l

A

rie

l

Arie

l

Germany

Pers

il

Pers

il

Pers

il

P

ers

il

Pers

il

Hungary

Arie

l

Arie

l

Arie

l

A

rie

l

Arie

l

Netherlands

Arie

l

Arie

l

Arie

l

A

rie

l

Arie

l

Poland

Viz

ir

Vizir

Vizir

Vizir

Vizir

Portugal

Skip

Skip

Skip

S

kip

Skip

Romania

Arie

l

Arie

l

Arie

l

Coun

tryno

tinc

lude

d

Russia

Tid

e

Tide

Tide

A

rie

l

Tide

Spain

Arie

l

Arie

l

Arie

l

A

rie

l

Arie

l

Sweden

Via

Via

Coun

tryno

tinc

lude

d

Switzerland

Tota

l

To

tal

To

tal

O

mo

Omo

UK

Pers

il

Pers

il

Pers

il

P

ers

il

Pers

il

Breakfastcereal

200

9

2008

2007

2

006

2005

Austria

Ke

llogg

's

Ke

llogg

's

Ke

llogg

's

Kellogg

's

Belgium

Ke

llogg

's

Ke

llogg

's

Ke

llogg

's

Kellogg

's

Czech

Nes

tl

Nes

tl

Nes

tl

N

es

tl

Finland

Ke

llogg

's

Ke

llogg

's

Ke

llogg

's

Kellogg

's

France

Ke

llogg

's

Ke

llogg

's

Ke

llogg

's

Kellogg

's

Germany

Ke

llogg

's

Ke

llogg

's

Ke

llogg

's

Kellogg

's

Hungary

Cerbona

Cerbona

Nes

tl

Ce

rbona

Netherlands

Ke

llogg

's

Ke

llogg

's

Ke

llogg

's

Kellogg

's

Poland

Nes

tl

Nes

tl

Nes

tl

N

es

tl

Portugal

Nes

tl

Nes

tl

Nes

tl

Kellogg

's

Romania

Nes

tl

Nes

tl

Nes

tl

Coun

tryno

tinc

lude

d

Russia

Nes

tl

Nes

tl

Nes

tl

N

es

tl

Spain

Ke

llogg

's

Ke

llogg

's

Ke

llogg

's

Kellogg

's

Sweden

Ke

llogg

's

Ke

llogg

's

Coun

tryno

tinc

lude

d

Switzerland

Ke

llogg

's

Ke

llogg

's

Ke

llogg

's

Kellogg

's

UK

Ke

llogg

's

Ke

llogg

's

Ke

llogg

's

Kellogg

's

Thisca

tegorywas

inc

lude

dina

llcountries

for

the

firs

ttime

in2006




23/52



Local categories

Each country had the option of including a number of product categories in addition to the 20common categories. These are primarily categories which are relevant to some countries and notothers, or where the range of brands available is most likely to be local and not known outside thecountry. The number of additional categories varied from 4 in Sweden to 18 in the U.K. Across the16 countries over 80 different product categories were included.

The wide range of categories chosen varied from airlines to opticians.

The most commonly occurring category was chocolate/confectionery (10 countries) but thewinning brands were diverse apart from Nestl, which is the Trusted Brand in 3 countries.

8 countries chose to include TV Channel; every winner was local to that country.

Within the 8 countries where household cleaner was included winning brands included Domestos,Mr. Propre and Frosch. Each brand won in 2 countries.

Lipton is the Trusted Brand in 3 of the 7 countries that included tea/coffee as a category.

Toothpaste was included in 7 countries, multiple winners were Colgate (2 countries) and Blend-a-med (2 countries).

Pet food was listed in 7 countries. Friskies won in 3 of them.

For full details of nominated brands by country and share of vote please contact your country

representative details can be found on the final page of this book


24/52


Local categories - 2009 winners

Austria

Category Winning Brand Category Winning Brand

Food Recheis Diet product Weight Watchers

Milk products Nm Dairy drink Danone

Confectionery Milka Yoghurt Danone

Sparkling wine Henkell Ice-cream Ijsboerke

Spirits Spitz Chocolate Cote D'Or

Clothing Vgele Optician chain Pearle

Shoes Geox Bed Ikea

Toothpaste / mouth care Blend-a-med Kitchen Ixina

Perfume Yves Rocher Bathroom sanitary equipment Grohe

Detergents Frosch DIY Store Brico

Retailer Spar Airline Brussels Airlines

Gardening Products Baumax Hotel chain Ibis

Liquor store Delhaize

Car navigation product Tomtom

Internet store Ebay

TV Channel Een

Facial product Nivea

Czech Republic Finland


Margarine Rama Processed food Saarioinen

Washing machine, Coffee Juhla Mokka

dishwasher, dryerWhirlpool

Confectionery Fazer

TV Channel Ceska televize Functional food Becel

Creamery Mlekarna Kunin Natural product A. Vogel

Radio station Cesky rozhlas Pet food Whiskas

Spectacles Okula Retail chain S-ryhm

Motorcycle Honda Hotel chain Sokos Hotels

Television set Sony Furniture store Asko

Chocolate Nestl Optician Instrumentarium

Bicycle Olpran Custom home plan Jukka-talo

Real estate agent HuoneistokeskusElectrical company Fortum

Shipping company/cruise line Silja Line

Spa Ikaalisten Kylpyl

Amusement park Linnanmki

TV Channel MTV3


Local categories


25/52



France Germany


Condiments & sauces Amora Food Maggi

Coffee/tea Lipton Milk products Mllermilch

Food reduced fat or anti cholesterolPrimevere Confectionery Haribo

Mineral water Cristaline Sparkling wine Rotkppchen

Alcoholic beverages (except wine) Ricard Spirits Asbach

Beer Kronenbourg Clothing C&A

Toothpaste Signal Shoes Rieker

Hair Colourant L'Oral Toothpaste / mouth care Odol

Cleaning product Mr Propre Perfume Yves Rocher

Pet food Friskies Detergents Frosch

Supermarket E Leclerc Retailer Aldi

Gardening Retailer Jardiland Gardening Products Obi

DIY Retailer Castorama

Home telephone operator Orange

Pet shops Jardiland

Hungary Netherlands


Mineral water Szentkirlyi Diet product BecelCrush/juice Si Dairy drink Campina

Tea Lipton Yoghurt Campina

Coffee Douwe Egberts Omnia Optician chain Hans Anders

Beer Borsodi Hearing aid Schoonenberg

Chocolate Milka Bed Auping

Milk dessert Danone Jeans Levis

Quick-frozen food Iglo Clothing C & A

Food retailer Tesco Dept. store V & D

Pet food Pedigree Bathroom/sanitary equipment Sphinx

TV Channel Rtl Klub Paint Histor

Television set Samsung Airline KLM

Home appliances Philips Energy provider Eneco

Hair Colourant Palette Color Dating site Lexa

Deodorant Nivea Provider of digital TV Ziggo

Facial product Nivea

Bicycle Gazelle


Local categories


26/52



Poland Portugal


TV Channel TVN Chocolate Nestl

Investment fund Pioneer Pekao Investments Coffee Delta

Food producer Winiary Spread/Margarine Becel

Oil/margarine Olej Kujawski Cooking Oil Fula

Milk and dairy product Miekovita Beer Sagres

Ready made cake and dessert Dr. Oetker Pet Food Friskies

Coffee/tea Lipton Shower Gel Dove

Juice/mineral water Zywiec Zdroj Hair Colourant L'Oral

Dietary supplement Naturell Fabric conditioner Comfort

Herbal remedy/vitamins Herbapol Lublin Household cleaner Sonasol

Toothpaste Blend-a-med Supermarket Continente

Household cleaning detergent Domestos Skin Treatment Halibut

Laxative Dulcolax

Throat Analgesic Mebocana

Health Insurance Medis

Public service company CTT

TV Channel RTP 1

Romania RussiaCategory Winning Brand Category Winning Brand

Bakery Vel Pitar Shoe care Salamander

Construction materials Ceresit Foot care Sofya

Cooking oil Untdelemn de la Bunica Disinfectant Domestos

Meat products Cris-Tim Dressing (salad/meat) Calv

Food Flavouring Knorr Seed oil Zolotaya Semechka

Mineral water Borsec Dishwasher Bosch

Wine Murfatlar Diarrohea remedy Imodium

Beer Ursus Anti age cosmetics Vichy

Dairy Danone Cheese spread Hochland

Pet food Pedigree TV (cable) NTV

Soap Dove Coffee Nescaf

Airline Tarom Sun care Garnier

Commercial Centre Carrefour Sedative Novopassit

Daily Newspaper Jurnalul National Eye ointment Vizin

TV Channel Pro TV Electric shaver Braun

Radio station Europa FM Air freshener Glade

Public institution Primaria


Local categories


27/52



Spain Sweden


Powdered Milk Nestl Hotel Scandic

Chocolate Nestl Spa Selma Lagerlf Hotell

Toothpaste Colgate Gardening product Gardena

Cooking sauce Gallina Blanca Natural product Friggs

Coffee Nescaf

Butter/margarine Tulipan

Pet food Friskies

Fast Food restaurant Mcdonald's

Supermarket Mercadona

Optician General ptica

Chain Store El Corte Ingls

Car rental Company Avis

Beer Mahou

Tyre Michelin

TV Channel Antena 3

Switzerland UK


Coffee Nespresso Airline British Airways

Milk products Emmi Food retailer Tesco

Fruit juice Granini Optician SpecsaversChocolate Lindt & Sprngli Car hire Hertz

Hard candy Ricola Mortgage lender Nationwide

Clothing Charles Vgele Chocolate/confectionery Cadbury

Writing implements Caran d'Ache Motoring organisations AA

Watches Swatch Indigestion remedy Rennie

Audio, video, tv equipment Sony Hayfever remedy Piriton

Furniture Ikea Deodorant Sure

Homoeopathic products Similasan Cruise company P&O

Toothpaste / mouth care elmex Household cleaner Flash

Detergents / cleaning productsMeister Proper Margarine/butter Flora

Health insurance Helsana Pet food Whiskas

Life insurance Swiss Life Sun care Boots

Toothpaste Colgate

Utility company British Gas


Local categories


28/52


Whilst there are significant differences by country,everyone agrees that airline pilots and firefighters are theprofessions they trust the most and politicians are thepeople they trust least.

In the UK car salesmen and football players are secondonly to politicians when it comes to lack of trust (90%and 93% respectively).

Overall levels of trust appear to be well above average inFinland where scores for airline pilots, doctors, teachersand the police are the highest of all countries.

Although overall trust in taxi drivers averages 48%, itshighest in Finland (79%) and lowest in the CzechRepublic (19%).

Results - Trust

Trust in professions

Average agreement across all countries

Rank Profession Trust Little/

Agree No trust

1 Firefighters 92% 3%

2 Airline pilots 89% 7%

3 Pharmacists 87% 9%

4 Nurses 85% 12%

5 Doctors 83% 14%

6 Farmers 72% 22%

7 Teachers 74% 20%

8 Police 62% 34%

9 Meteorologists 54% 41%

10 Priests/church ministers 52% 44%

11 Judges 48% 46%

12 Taxi drivers 48% 47%

13 Lawyers 43% 52%

14 Travel agents 35% 60%

15 Financial advisors 32% 62%

16 Journalists 27% 68%

17 Trade union leaders 22% 72%

18 Football players 21% 73%

19 Car salesmen 16% 79%

20 Politicians 7% 89%


29/52


Results - Trust


Few people trust journalists, especially in the UK (14%).

Although there are major differences by country (see table Trust in professions) the most obvious arebetween East and Western Europe in areas such as the law.

In Romania and Russia trust in the police is well below average (28% and 23%). Trust in the law in general isespecially low in Romania, judges (23%) and lawyers (26%).

Although the level of trust by profession varies by country, those ranking in the top 5 are the same everywhereapart from Russia.

In Russia people have more trust in farmers and priests than they do in doctors, nurses and pharmacists.

Russians also have relatively high trust in their football players (55%). This is significantly higher than the UK(7%) and all country average (21%).

The results of this section can be analysed in conjunction with the section on the following pages Change in Trust

where we evaluate how levels of trust in professions and institutions compare with 5 years ago.


30/52


Results - Trust


Respondentsagreeing-agrea

tdeal/quitealot

Total

1455

987

863

1301

1514

863

7037

1224

1026

844

820

1025

1094

753

1030

1082

18

24

Firefighters

92%

93%

94%

95%

95%

95%

93%

96%

93%

89%

93%

86%

81%

92%

93%

93%

96%

Airlinepilots

89%

94%

87%

89%

95%

88%

91%

95%

91%

84%

92%

83%

72%

90%

88%

94%

93%

Pharmacists

87%

92%

92%

83%

92%

91%

86%

92%

87%

80%

90%

79%

64%

89%

91%

88%

94%

Nurses

85%

94%

90%

89%

93%

92%

90%

79%

91%

72%

87%

50%

61%

88%

93%

92%

93%

Doctors

83%

92%

89%

87%

92%

89%

84%

79%

89%

63%

84%

69%

61%

89%

89%

88%

85%

Teachers

74%

71%

77%

78%

86%

74%

59%

80%

76%

63%

78%

65%

80%

77%

68%

72%

81%

Farmers

72%

80%

69%

73%

74%

69%

70%

61%

82%

59%

79%

57%

70%

79%

78%

77%

80%

Police

62%

75%

60%

34%

91%

68%

75%

58%

65%

47%

63%

28%

23%

74%

78%

74%

78%

Meteorologists

54%

60%

47%

58%

54%

33%

51%

71%

52%

48%

59%

64%

31%

64%

55%

61%

53%

Priests/churchministers

52%

63%

39%

24%

70%

44%

52%

51%

48%

37%

49%

53%

65%

45%

65%

56%

66%

Judges

48%

76%

38%

32%

66%

50%

58%

54%

56%

37%

33%

23%

41%

29%

64%

64%

52%

Taxidrivers

48%

47%

50%

19%

79%

46%

52%

42%

44%

38%

42%

35%

56%

62%

58%

50%

47%

Lawyers

43%

56%

33%

44%

54%

46%

50%

43%

40%

38%

23%

26%

50%

37%

46%

55%

46%

Travelagents

35%

39%

38%

32%

57%

29%

24%

27%

34%

22%

31%

34%

20%

41%

44%

44%

40%

Financialadvisors

32%

36%

26%

40%

29%

30%

19%

42%

18%

33%

29%

36%

42%

30%

43%

27%

35%

Journalists

27%

19%

25%

28%

23%

26%

24%

26%

34%

41%

34%

36%

27%

22%

22%

28%

14%

Tradeunionleaders

22%

19%

21%

24%

32%

17%

16%

25%

33%

19%

16%

17%

23%

11%

26%

30%

21%

Footballplayers

21%

19%

15%

22%

29%

16%

12%

21%

18%

16%

14%

23%

55%

20%

33%

16%

7

%

Carsalesmen

16%

16%

18%

21%

23%

15%

10%

24%

14%

12%

9%

14%

16%

19%

18%

18%

7

%

Politicians

7%

7%

6%

2%

8%

8%

7%

5%

12%

3%

1%

3%

7%

5%

13%

15%

5

%

UK

Switzerland

Sweden

Spain

Russia

Romania

Portugal

Poland

Netherlands

Hungary

Germany

France

Finland

Czech

Belgium

Austria

Average allcountries


31/52


Results - Trust


Respondentsagreeing-notve

rymuch/notatall

Total

1455

987

863

1301

1514

863

7037

1224

1026

844

820

1025

1094

753

1030

1082

18

24

Politicians

89%

89%

91%

94%

89%

87%

90%

92%

84%

88%

96%

90%

85%

91%

85%

81%

93%

Carsalesmen

79%

81%

75%

74%

73%

80%

86%

72%

81%

77%

87%

74%

73%

75%

80%

78%

90%

Footballplayers

73%

78%

77%

74%

67%

76%

84%

75%

77%

74%

82%

67%

34%

75%

63%

80%

90%

Tradeunionleaders

72%

75%

73%

71%

64%

77%

79%

71%

61%

71%

79%

74%

68%

82%

68%

65%

76%

Journalists

68%

76%

69%

68%

73%

69%

70%

71%

60%

48%

61%

56%

64%

72%

73%

68%

84%

Financialadvisors

62%

59%

69%

55%

66%

64%

75%

55%

76%

56%

64%

54%

48%

62%

51%

67%

63%

Travelagents

60%

57%

56%

64%

40%

65%

72%

69%

61%

67%

64%

55%

70%

54%

53%

53%

58%

Lawyers

52%

40%

62%

51%

43%

49%

45%

54%

55%

52%

72%

66%

41%

57%

48%

41%

52%

Taxidrivers

47%

49%

42%

77%

19%

47%

44%

53%

50%

52%

55%

54%

35%

33%

39%

47%

50%

Judges

46%

19%

56%

63%

30%

44%

37%

42%

38%

52%

62%

69%

50%

64%

31%

31%

46%

Priests/churchministers

44%

34%

54%

72%

27%

51%

44%

45%

47%

54%

47%

41%

29%

50%

33%

41%

32%

Meteorologists

41%

34%

47%

37%

42%

61%

44%

26%

42%

42%

36%

29%

60%

28%

40%

35%

45%

Police

34%

22%

36%

63%

7%

27%

22%

39%

31%

45%

35%

66%

70%

22%

20%

23%

21%

Farmers

22%

16%

25%

22%

22%

26%

25%

35%

12%

31%

16%

31%

20%

14%

16%

19%

18%

Teachers

20%

24%

18%

17%

10%

20%

36%

16%

18%

27%

18%

26%

12%

16%

26%

24%

16%

Doctors

14%

7%

8%

10%

5%

8%

13%

19%

7%

31%

14%

28%

32%

7%

10%

10%

13%

Nurses

12%

4%

6%

7%

5%

4%

8%

18%

5%

19%

11%

41%

32%

8%

6%

5%

5

%

Pharmacists

9%

3%

5%

13%

4%

5%

10%

6%

8%

12%

7%

14%

29%

5%

5%

8%

5

%

Airlinepilots

7%

5%

6%

8%

3%

6%

6%

2%

4%

7%

5%

10%

21%

5%

8%

4%

5

%

Firefighters

3%

4%

2%

1%

1%

1%

3%

1%

2%

2%

3%

5%

12%

2%

2%

4%

2

%

UK

Switzerland

Sweden

Spain

Russia

Romania

Portugal

Poland

Netherlands

Hungary

Germany

France

Finland

Czech

Belgium

Austria

Average allcountries


32/52


Results - Trust

Trust compared with 5 years ago

Fieldwork for the survey took place in most countries during September 2008 - before thewider global implications of the collapse of the sub prime market and major financial

institutions in the USA were fully understood. However, in the UK the survey was conductedexclusively on-line (1 - 10 December). This will have significantly affected that countrysresponse to this section, especially with regard to trust in banks, government and politicians.Its important that this is taken into consideration when analysing and comparing results bycountry.

In every country over 50% of people say they have lost trust in their politicians, especiallyin Austria where trust has fallen by 86% compared with 5 years ago.

Regarding government, although peoples trust has fallen by an average of 57% thereverse is true in Russia where 37% say they trust their government more than 5 yearsago NB: the same doesnt apply to their politicians.

Although trust in environmentalists has fallen by 48% in Finland, its increased by almosta third in Romania (30%) and Hungary (29%).

Over 50% of Russians have lost trust in the United Nations; this is contrary to the feelingsof most other Europeans whose opinions remain unchanged.

Average agreement across all countries

Politicians 69% 25% 2%

Government 57% 30% 10%

Advertising 52% 40% 3%

Business leaders 42% 49% 4%

International Cos 42% 48% 5%

Banks* 39% 51% 7%

European Union 39% 47% 10%

Civil servants 38% 55% 4%

Church leaders 37% 52% 5%

Newspapers 32% 58% 4%

Television 30% 58% 7%

Magazines 30% 60% 4%

Environmentalists 29% 49% 17%United Nations 29% 58% 9%

Lawyers 27% 64% 3%

Internet 22% 53% 16%

Teachers 12% 71% 13%

Doctors 11% 71% 15%

Trust less About the same Trust more


33/52


Results - Trust


Over half say their trust in advertising has dropped, especially in Germany (66%) andRussia (65%).

The majority of people retain their trust in doctors and teachers. However, in Poland,Romania and Russia trust in doctors is low and shows little sign of improving (-21%,-15% and -24% respectively).

.

Trust varies between East and West

In many instances there are marked differences between the opinions of people in WesternEurope and the CEER countries, some examples are illustrated below.

International Cos

Trust less 42% 48% 29%

About the same 48% 46% 53%

Trust more 5% 3% 9%

Banks



Trust more 7% 4% 14%

European Union




Internet




Average all Average Average

countries W Europe CEER


34/52


Results - trust and brands

Criteria of trust

Results - Trust


Trust in business leaders has fallen by over 50% in Germany and Russia, and in Germany70% of people say they trust international companies less than they did 5 years ago.

Although trust in banks has fallen by an average of 39% across all countries this isespecially significant in Germany (58%), Switzerland (67%) and the UK (57%). NB: Thewider implications of the crisis in the world banking system had become clear by the timethe UK survey was conducted early in December 08.

.


35/52


Results - Trust


In the CEER countries of Czech Republic, Hungary and Romania trust in the internet isincreasing, especially in Romania +37% compared with 5 years ago. Its also risen by20% in UK and Portugal.

For full details by country please contact your Readers Digest representative (details in the

appendix

.

Although average trust in the European Union is 39% lower than 5 years ago there aresignificant variations by country. For example in Romania (accession in January 2007)trust has increased by 41% and also in Poland (+23%). Support in UK and Austria hasfallen by 59% and 61% respectively.

.


36/52


Responseratebycountry2009v2008

Co

untry

2009

2008

Number

Target

Number

No.Analysed

Number

Targe

t

Number

No.Analysed

Mailed

forAnalysis

Analysed

vNo.

Mailed%

Mailed

forAnalysis

Analysed

vNo.Mailed%

Au

stria

12

,000

1,0

00

987

8.2

%

8,0

00

800

608

7.6

%

Be

lgium

F&Fl

10

,041

700

863

8.6

%

10

,000

1,0

00

854

8.5

%

Cz

ec

h

12

,500

1,3

50

1,3

01

1

0.4

%

13

,500

1,3

00

1,2

87

9.5

%

Fin

lan

d

8,0

00

1,5

75

1,5

14

1

8.9

%

8,0

00

1,6

00

1,3

59

17

.0%

France

9,3

77

1,4

00

863

9.2

%

9,3

06

1,4

00

945

10

.2%

Ge

rmany

E&W

140

,000

7,5

00

7,0

37

5.0

%

90

,000

7,0

00

5,2

67

5.9

%

Hu

ngary

10

,000

1,3

00

1,2

24

1

2.2

%

10

,000

1,3

00

1,3

32

13

.3%

Ne

therlan

ds

*

10

,087

900

1,0

26

1

0.2

%

15

,000

1,2

50

1,1

83

7.9

%

Po

lan

d

10

,000

1,3

40

844

8.4

%

10

,000

1,3

40

1,0

12

10

.1%

Po

rtuga

l

12

,200

1,3

50

820

6.7

%

14

,000

1,3

50

901

6.4

%

Ro

man

ia

7,0

00

1,0

40

1,0

25

1

4.6

%

7,0

00

1,0

40

1,2

99

18

.6%

Ru

ss

ia

10

,000

1,0

00

1,0

94

1

0.9

%

8,0

00

1,7

00

1,1

58

14

.5%

Sp

ain

9,5

00

800

753

7.9

%

9,5

00

800

650

6.8

%

Sw

eden

10

,000

1,0

00

1,0

30

1

0.3

%

10

,000

1,0

00

993

9.9

%

Sw

itzerlan

dF&G

42

,000

3,0

00

1,0

82

2.6

%

20

,000

1,0

00

864

4.3

%

To

talexcUK

312,705

25,255

21,463

6.9%

242,306

23,88

0

19,712

8.1%

UK

*

19,889

2,000

1,824

9.2%

32,779

4,000

3,939

12.0%

To

tal

332,594

27,255

23,287

7.0%

275,085

27,88

0

23,651

8.6%

Co

mmentary:

*Co

mp

letedques

tionna

ireswerere

turne

dto

Rea

der's

Diges

tloca

lo

fficesan

dthen

dis

pa

tche

dinbu

lktothe

UK

*As

eac

hcoun

try

ha

da

"max

imum

"targe

tforana

lys

istheyon

lydispa

tche

dthequant

ityrequ

ire

dfor

da

taprocess

ing

*Ma

ximum

targe

tsbycoun

try

differe

daccord

ing

toeac

hcoun

try

'srequ

iremen

ts

*Insomecoun

triesmoreques

tionna

ireswere

rece

ive

dloca

llythan

dispa

tche

dtotheU

K

*Re

turne

dques

tionna

iresw

ithnoage

/sex

da

ta,

or

incomp

leteresponse

tothe

bran

dq

ues

tionswereexc

lude

dfrom

ana

lys

is

*InSw

itzerlan

dtore

tainthecorrec

tra

tioo

fF

renc

htoGermanmany

Frenc

hques

tionna

ireswereexc

lude

d,

thusre

duc

ing

the

totalana

lyse

d

*Re

spon

den

tsage

d

estudio de marcas - europa 2009

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