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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 5Blockcapitalsplease
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 5Blockcapitalsplease
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 5Blockcapitalsplease
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 5Blockcapitalsplease
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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European Trusted Brands 2009
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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European Trusted Brands 2009
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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European Trusted Brands 2009
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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Results - the winning brands
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 -
Results - the winning brands
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
Results - the winning brands
Comparison of winners by category past 5 years
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Com
parisonofwinningbrands200
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
Results - the winning brands
Comparison of winners by category past 5 years
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Com
parisonofwinningbrands200
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
Results - the winning brands
Comparison of winners by category past 5 years
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Com
parisonofwinningbrands200
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
Results - the winning brands
Comparison of winners by category past 5 years
8/14/2019 Estudio de Marcas - Europa 2009
17/52
17www.rdtrustedbrands.com
Com
parisonofwinningbrands200
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
Results - the winning brands
Comparison of winners by category past 5 years
8/14/2019 Estudio de Marcas - Europa 2009
18/52
18www.rdtrustedbrands.com
Com
parisonofwinningbrands200
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
Results - the winning brands
Comparison of winners by category past 5 years
8/14/2019 Estudio de Marcas - Europa 2009
19/52
19www.rdtrustedbrands.com
Com
parisonofwinningbrands200
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
Results - the winning brands
Comparison of winners by category past 5 years
8/14/2019 Estudio de Marcas - Europa 2009
20/52
20www.rdtrustedbrands.com
Com
parisonofwinningbrands200
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
Results - the winning brands
Comparison of winners by category past 5 years
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21/52
21www.rdtrustedbrands.com
Com
parisonofwinningbrands200
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
Results - the winning brands
Comparison of winners by category past 5 years
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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
Results - the winning brands
Comparison of winners by category past 5 years
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Results - the winning brands
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
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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
Category Winning Brand Category Winning Brand
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
Results - the winning brands
Local categories
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Local categories - 2009 winners
France Germany
Category Winning Brand Category Winning Brand
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
Category Winning Brand Category Winning Brand
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
Results - the winning brands
Local categories
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Local categories - 2008 winners
Poland Portugal
Category Winning Brand Category Winning Brand
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
Results - the winning brands
Local categories
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Local categories - 2008 winners
Spain Sweden
Category Winning Brand Category Winning Brand
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
Category Winning Brand Category Winning Brand
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
Results - the winning brands
Local categories
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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%
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Results - Trust
Trust in professions
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.
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Results - Trust
Trust in professions
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
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Results - Trust
Trust in professions
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
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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
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Results - Trust
Trust compared with 5 years ago
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 less 39% 44% 27%
About the same 51% 49% 53%
Trust more 7% 4% 14%
European Union
Trust less 39% 44% 27%
About the same 47% 47% 47%
Trust more 10% 6% 20%
Internet
Trust less 22% 26% 14%
About the same 53% 54% 51%
Trust more 16% 12% 25%
Average all Average Average
countries W Europe CEER
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Results - trust and brands
Criteria of trust
Results - Trust
Trust compared with 5 years ago
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.
.
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Results - Trust
Trust compared with 5 years ago
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.
.
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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
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