Readers Digest - The Brands You Trust 2011

Readers Digest Trusted Brands Survey 2011 Contents
Page No:
Overview How we award Trusted Brand status The Trusted Brand logo and guidelines for its usage
3 7 8
Results - Brands:
20 common categories Most nominated brands across Europe All winners by country and category share of vote Comparison of winners by category past 5 years The local categories winning brands 9 10 12 14 24
Results Confidence and Trust in:

Institutions European Union Professions 29 34 39
Results Influence on brand choice:

Brand affinities Other influences 43 45
Appendix
i. ii. iii. iv. v. vi. Response rate by country 2011 v 2010 Respondent base 2007 2011 Respondents by category by country Respondent profile all countries Respondent profile by country Population weightings 48 49 50 51 52 53 58 62 63
Sample questionnaire Readers Digest circulation and readership by country Contacts by country
www.rdtrustedbrands.com
Readers Digest Trusted Brands Survey 2011 An overview
About the survey

Readers Digest European Trusted Brands is now in its 11th year, it was first published in 2001. Fieldwork for this study, one of Europes broadest consumer surveys, is conducted annually and the results are available (free of charge) @ www.rdtrustedbrands.com In order to allow for tracking over time every effort is made to retain consistency in methodology, content and presentation of data. Research was conducted in 14 languages across 16 European countries. Croatia and Slovenia joined the ETB group this year previously they had conducted the survey independently. UK and Spain did not participate this time. 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 include categories of their own choice (known as Local Categories). All brand questions are open ended giving the opportunity for any brand, however small or local, an equal chance of being nominated. This year 8 countries conducted their fieldwork on-line (see below). The remaining 8 distributed their questionnaires by post. In total 33,005 responses were analysed across the 16 countries. Sample selection and results were weighted with the aim of reflecting the broad population profile of each country where the survey was undertaken. Response from those aged <19yrs was low. We therefore excluded this group from our analysis to avoid over weighting and misrepresentation of brand preference.
33,000 participants across Europe
Each country had a target maximum number of responses, this varied according their needs. Germany had an especially high target to enable detailed analysis and comparison between East & West. Respondents in Germany represent 22% of the total sample. So, to fairly reflect the personalities and opinions of all respondents, each country was given an equal weight. Hence Average all countries for trust in institutions, professions etc. reflect the average of the average across all 16 countries. Data processing and tabulation for all countries (postal and on-line) was conducted by Wyman Dillon Ltd. who are based in the U.K. Across Europe over 126,000 different names were nominated by respondents as their most Trusted Brands. Within each category names were excluded if they were not true brand names. This applied especially to categories such as vitamins (e.g. apple) and breakfast cereal (e.g. muesli). Sometimes brands not applicable to the category were nominated e.g. Vodafone within the category of mobile phone. Where it was felt appropriate these have been included but would not be awarded winning brand status.
Postal survey:
Countries: Austria, Croatia, Germany, Portugal, Romania, Slovenia, Sweden, Switzerland Timing: end August early October 2010 Respondents were drawn from the Readers Digest customer database in each country. Questionnaires were translated, and mailings managed locally, by personnel in each Readers Digest office. 223,811 questionnaires were mailed across the 8 countries. Completed questionnaires were shipped to the UK for data processing. Questionnaires with no age/sex data were discarded. The 2011 database contains weighted data representing 14,864 postal respondents. This reflects an average response of 7% to the postal survey. For full details of response rates by country please see Appendix i
N PE D EE SE FR CLO EN
www w.r .rdt dtru rus sted tedbra nds.com
August 201 10 0 Dear Reader s Dige s At Read st Subs er criber est your op s Dige st, , we va inions lue our ab bo ou custome ut t Tru Trus Last ye st. ers t. rs opinion ar, ar, over s very 32,00 the bra r y highly 0 of yo nd y. Espec u too represen s consu um ially me k ers part rs, , like yo rt in i a Re t Grea u, trust aders t Surve Bri r vey. tai the mo y. The n in st. I am Digest sur ve study d is be the eleventh to disco v y to wr Re nd ou ing unde ve ea ad de er rs Dige iting now to t br nds, your fel r the bra rtak rta t ask ke en st n Mo in you to low Eu att n st T Tru rus rop opeans. itudes and va 16 Europea ste te ted d Brand n coun The inf lu lue ues tha s tries, ormatio orm t shape , on n yo through ati your life and its aim y u giv is out the e abou a d the an t your mo coming which liv es of winning year in st s truste Reader b nds bra d brand s D gest will be I hope s you wi able to Di magazin will be fea fe tured ll nd the dis you ne sp e. We play pla y as a ed only sur vey als so o have symbo int in inc nclude for the a logo l of consu your na eresting. fre g Yo ns sum You me our er me and r replie r trust. complet e draw to win s remain ad e the qu dd 5 dre res ss s if co You provid e ionna 00. Yo est ond o de en ed. nti nt even you would lik n tia ire and u dont al l and e to be need return urn it in enter Only a the posta a stamp to en sp e ter, jus ed ge paid re question ecial rep epresen t enve tat naire, elo lop pe e so o we wo ive group of You Yo pe ours uld like rs faithf to hear ople like you ully wi fr m yo fro u as qu ll receiv ve e this ickly as po os ssi sib ble le. Name . (Resea rch h Mana ger) PS: Yo Yo ou u must ret free dra tur u urn n your w w. comp em return it . Reme mb be er, r, you do leted ques estionna right no nt even ire by xx w W w? e have need xxx 20 d a sta enclosed ee 10 to en a pen for mp so why no ter t co c mplet the you to keep wi e th our tha and nks.
uld w in
500
On-line:
Countries: Belgium, Czech, Finland, France, Hungary, Netherlands, Poland, Russia, Timing: October 2010 The sample selection criteria were identical to those employed for the postal survey. Given the large number of brand categories to be assessed (maximum 38); two matched parallel samples were drawn in each country, with each set of respondents being asked to consider just half of the categories. Only the brand categories were split between the 2 respondent bases. All other questions were common to both sample bases. Response rate by country varied massively from 17% in Hungary to 1% in France. Prize draw incentives were offered in every on-line country. In every country a pilot was undertaken before launching to the full sample. After the initial e-mail invitation to the full survey, only 2 countries required a reminder to be sent. The on-line questionnaire was designed and created centrally but translated locally. Fieldwork for 6 of the on-line countries was managed centrally by Framework Ltd. who also created the electronic questionnaire.
For full details of response rates by country please see Appendix i Further details can be obtained from penny.mortimer@rdglobaladvertising.com
223,811 questionnaires mailed
Questi onnair e
4
Ta T ake pa r rt t Brands in the 2010 T ruste Sur vey t d to oday a You co nd
About the questions - postal

To begin, respondents were asked to indicate their degree of trust in 14 institutions including the euro and banks. They also indicated their level of trust in 20 professions ranging from football players to lawyers. A new section focussing on opinions about the European Union was added this year not all countries included this. Also new to the 2011 survey is a section on brand affinity. Respondents highlighted different adjectives which theyd most likely use to describe their own brand preferences. The 20 common product categories have remained the same for the past 6 years (since 2006). After nominating their most trusted brand in each category, respondents rated that brand in terms of Quality, Excellent Value, Strong Image and Understands customer needs. They also indicated if they were a customer/buyer of the brand theyd nominated and if they would recommend the brand to others.
18,000 on-line respondents
The on-line questionnaire:

Although the content of the on-line questionnaire was the same as for the postal survey the nature of the medium allows for more interaction. Categories were rotated and interspersed with questions about trust in professions, institutions and brand affinities.
The 20 categories common to each country are:

Car Kitchen Appliance Camera Personal Computer Mobile Phone Handset Mobile Phone Service Provider Internet Service Provider Holiday Company/Tour Operator Bank Building Society Credit Card Insurance Company Petrol Retailer Vitamins Analgesic/Pain Relief Cough/Cold Remedy Hair Care Product Cosmetic Skin Care Product Soap Powder Breakfast Cereal A list of the local categories (as chosen by each country) can be found in the results section
89% nominated their Trusted Brand of car
Countries included in the survey are:

Country Austria Belgium Czech Republic Croatia Finland France Germany Hungary Netherlands Poland Portugal Romania Russia Slovenia Sweden Switzerland Language German Flemish & French Czech Croatian Finnish French German Hungarian Dutch Polish Portuguese Romanian Russian Slovenian Swedish German & French Fieldwork post on-line on-line post on-line on-line post on-line on-line on-line post post on-line post post post
A sample copy of the postal questionnaire (in English) can be found in the appendix at the back of this book.
European Trusted Brands 2011 How we award Trusted Brand status
In each country/category the Trusted Brand is the one receiving the highest number of nominations. It is a simple and transparent approach that is easy for everyone to understand and communicate. To be included in the published list of nominated brands a brand must achieve 10+ votes. Last year (2010) this was increased from 20 to allow for more brands to be identified and thus evaluated.
The qualitative data/attributes

After a respondent names their most Trusted Brand in each category, theyre asked to rate that brand on 4 criteria quality, excellent value, strong image, understand customer needs. Each has a maximum score of 5. The data reported for each brand consists of only the opinions of those respondents who voted for that brand not the sample as a whole. Attribute scores have only been calculated for brands with 20+ votes.
Attribute Awards
Its possible to be top scoring against any of the attributes but not be the No1 Trusted Brand in a category. This is because respondents who vote for a brand may recognise a particular area of strength in just one or two areas.
European Trusted Brands 2011 Guidelines for usage of Trusted Brands logo
1. Permission in principle is given for winning brands to use the Trusted Brand logo across their full range of marketing and advertising materials, including but not limited to: advertising campaigns promotional literature (flyers, brochures, point-ofpurchase materials, company newsletters, annual reports etc.) press releases websites product (labels, stickers, shipping cartons) 2. Winners may only use the logo in promotional materials within the countries where they were awarded Trusted Brand status. 3. Winners must use the logo only in relation to the relevant category of their award. 4. Winners may only use the logo for the year in which it was awarded, unless the award has been won in multiple years, in which case reference may be made to the multiple years for which the award was granted. The year is from 01 January to 31 December. 5. No alteration of the logo design or wording is permitted without specific permission. Ideally, the logo should be in either the specified blue, black, or white out of a background colour but where the colours used by a Trusted Brand in, for example advertising, or packaging do not allow use of Trusted Brands blue logo, the logo may be used in other colours to tie-in with the corporate colours of the Trusted Brand. Only the whole logo can be used. There should also be space around the logo, as a guide this should be no less than the width of two stars from the logo edge. 6. Winners may not use the logo in conjunction with specific reference to any competitor or competitive product. 7. Winners desiring to use the logo must submit relevant copy and/or materials to Readers Digest for authorisation in advance of use. Readers Digest agrees to respond promptly to all such requests, and reserves the right to deny any use at any time at our sole discretion. It is further understood that Readers Digest may not be held responsible in any way for any claims arising out of the use of the logo by winners. 8. No endorsement of the winning brand(s) by Readers Digest or its editors is given or may be implied. For further information or clarification contact Penny Mortimer penny.mortimer@rdglobaladvertising.com January 2011
Results - the Trusted Brands 20 common categories
20 brand categories are common to every country. Theyve remained unchanged for the past 6 years, with only minor amendments in the years prior to that. In addition to the common categories, each country had the option to include a range of categories of their own choice (known as Local Categories). The winning brand (in each country) is the one that receives the highest number of nominations in that country. There is no award for an overall winner across the 16 countries. The category questions are open ended giving respondents the freedom to nominate any brand of their choice in answer to the question: Tell us the brand you believe most deserves to be called your most trusted brand. This method gives all brands an equal chance of being nominated, regardless of whether or not they are locally or internationally known. The following table summarises the number of countries where a brand won the Trusted Brand award. Although the number of countries in 2011 is the same as in 2010 the actual countries are different. UK and Spain were replaced by Croatia and Slovenia. The summary for 2010 has therefore been recalculated to take account of this.
Most nominated brands across the common categories
Nivea and Nokia continue to dominate as Trusted Brand across most countries (15 out of 16) For the first time Yves Rocher has achieved most Trusted Brand status in Russia, overtaking Nivea as most Trusted Brand of skin care Only in France has a brand other than Nokia (Samsung) achieved Trusted Brand status in the mobile phone category In all countries apart from Croatia and Slovenia Visa is the most Trusted Brand of credit card. For the first time in 6 years Visa is No1 in Hungary HP has increased to 10 the number of countries where it is most trusted PC Nestl has increased from 4 to 7 the countries where its No1, due primarily to the inclusion of Slovenia and Croatia. In the Czech Republic it took over from Opavia
Nivea has increased the number of countries where it is the most Trusted Brand of hair care (from 1 to 5) No single brand dominates the category of mobile phone service provider. Orange and T-Mobile are No1 in 4 countries each Categories with the greatest number of different winners across participating countries are ISP, banks, holiday companies and petrol retailers. The majority of winners are local brands
For further information (e.g. brand attribute scores) and names of all runners up in each country please contact the country representative details can be found on the final page of this book. Croatia and Slovenia can provide results from previous years where they conducted the study themselves locally
Results - the Trusted Brands Most Trusted Brands across Europe 2011
Most Trusted Brands across Europe 2011 Brands winning in 3+ countries:

2011 16 countries Nivea (skin care) Nokia Visa Canon HP/HP Compaq Ariel Kellogg's Nestl Miele Nivea (cosmetic) Nivea (hair care) VW Avon Head & Shoulders Toyota Aspirin Bosch Centrum Orange T-Mobile Yves Rocher Sony (camera) 15 15 14 13 10 9 8 7 6 5 5 5 4 4 4 3 3 3 3 3 3 3
No. Countries:
2010 Comparative countries* = 14 14 12 13 12 6 6 8 4 6 6 1 4 3 1 3 2 3 3 2 2 2 1
10
Results - the Trusted Brands Most Trusted Brands across Europe 2011
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
2 2 2 3 3 5 6 7 7 8 8 12 12 13 14 14 15 15 15 16 Nivea Nokia Canon, Sony Kellogg's, Nestl Visa HP Nivea, Avon, Yves Rocher VW, Toyota Ariel Head & Shoulders, Nivea Bosch, Miele Orange, T-Mobile Centrum Aspirin -
Skin Care Mobile Phone Camera Breakfast Cereal Credit Card PC Cosmetic Car Soap Powder Hair Care Kitchen Appliance Mobile Phone Service Provider Vitamins Pain Relief Cold Remedy Insurance Company Bank/Building Society Holiday Company Petrol Retailer Internet Service Provider
11
All winners by country and category - share of vote 2011 v 2010

2010 Belgium
VW (12%) Opel (14%) Miele (27%) Gorenje (49%) HP Compaq (26%) HP (30%) Nokia (47%) Nokia (46%) Proximus (41%) T-Mobile (47%) Canon (28%) Sony (28%) Neckermann (23%) Generalturist (35%) KBC (17%) Zagrebacka Banka (31%) Visa (55%) American Express (35%) Axa (20%) Croatia Osiguranje (43%) Telenet (44%) T Com (54%) Total (17%) Ina (53%) Supradyn (14%) Cedevita (24%) Dafalgan (57%) Neofen (20%) Vicks (10%) Maxflu (13%) L'Oreal (16%) Nivea (19%) Nivea (25%) Nivea (47%) Nivea (41%) Nivea (56%) Dash (35%) Ariel (41%) Kellogg's (75%) Nestle (30%) available locally Skoda (40%) Skoda (39%) Eta (27%) Eta (28%) Acer (27%) Acer (30%) Nokia (68%) Nokia (71%) T-Mobile (40%) T-Mobile (45%) Canon (27%) Olympus (28%) Cedok (41%) Cedok (48%) Ceska Sporitelna (35%) Ceska Sporitelna (35%) Visa (62%) Visa (62%) Ceska Pojistovna (28%) Ceska Pojistovna (23%) Seznam (30%) Seznam (42%) Shell (32%) Shell (34%) Centrum (27%) Centrum (34%) Ibalgin (48%) Ibalgin (53%) Mucosolvan (15%) Bromhexin (16%) Schwarzkopf (19%) Schwarzkopf (17%) Avon (34%) Avon (36%) Nivea (29%) Nivea (31%) Ariel (43%) Ariel (40%) Nestle (35%) Opavia (36%)
Results - the Trusted Brands All winners by country and category - share of vote
2011 Croatia Czech
VW (11%) Miele (29%) Acer (17%) Nokia (53%) Proximus (39%) Canon (29%) Neckermann (23%) Fortis (21%) Visa (48%) Axa (19%) Telenet (43%) Esso (18%) Supradyn (12%) Dafalgan (52%) Rhinatiol (14%) Nivea (15%) Nivea (29%) Nivea (37%) Dash (35%) Kellogg's (75%)
Category
2011
Austria
2010
2011
2010
2011
2010
Car Kitchen Appliance PC Mobile Phone Handset Mobile Phone Network Camera Holiday Company Bank/Building Society Credit Card Insurance Company Internet Service Provider Petrol Retailer Vitamins Pain Relief Cold Remedy Hair Care Cosmetic Skin Care Soap Powder Breakfast Cereal
VW (23%) VW (24%) Miele (43%) Miele (43%) HP (26%) HP (25%) Nokia (68%) Nokia (75%) A1 (40%) A1 (46%) Canon (37%) Canon (35%) Tui (37%) Tui (32%) Raiffeisenbank (35%) Raiffeisenbank (33%) Visa (51%) Visa (44%) Uniqa (26%) Uniqa (27%) Telekom Austria (33%) Telekom Austria (40%) OMV (28%) OMV (23%) Supradyn (21%) Supradyn (21%) Aspirin (27%) Aspirin (23%) Aspirin (32%) Aspirin (36%) Schwarzkopf (16%) Schwarzkopf (13%) Nivea (14%) Nivea (18%) Nivea (56%) Nivea (54%) Persil (36%) Persil (34%) Kellogg's (52%) Kellogg's (50%)
Category
2011 France
Finland
2010
2011
2010
2011
Germany
2010
2011
Hungary
2010
12
Toyota (17%) Toyota (19%) Renault (25%) Renault (23%) VW (21%) VW (21%) Opel (17%) Opel (16%) Upo (16%) Upo (19%) Whirlpool Philips (13%) Whirlpool Philips (22%) Miele (35%) Miele (31%) Bosch (20%) Bosch (19%) HP (36%) HP (34%) HP-Compaq (29%) HP (25%) Dell (16%) Fujitsu Siemens (18%) HP (15%) Asus (14%) Nokia (88%) Nokia (90%) Samsung (31%) Samsung (22%) Nokia (47%) Nokia (46%) Nokia (65%) Nokia (62%) Sonera (32%) Sonera (32%) Orange (48%) Orange (45%) Vodafone (28%) Vodafone (29%) T-Mobile (47%) T-Mobile (43%) Canon (55%) Canon (54%) Canon (26%) Canon (26%) Canon (36%) Canon (35%) Canon (21%) Canon (21%) Aurinkomatkat (35%) Aurinkomatkat (36%) Club Med (15%)Pierre Et Vacances-Maeva (17%) Tui (58%) Tui (57%) Ibusz (26%) Ibusz (29%) Osuuspankki (33%) Osuuspankki (38%) Crdit Agricole (19%) Crdit Agricole (20%) Sparkasse (40%) Sparkasse (40%) OTP Bank (41%) OTP Bank (42%) Visa (72%) Visa (70%) Visa (57%) Visa (44%) Visa (39%) Visa (39%) Visa (22%) Mastercard (27%) Pohjola (26%) If (25%) Axa (17%) Axa (15%) Allianz (23%) Allianz (21%) Allianz (30%) Allianz (30%) Sonera (33%) Sonera (34%) Orange (46%) Orange (48%) Deutsche Telekom (15%) T-Online (14%) T-Home (30%) T-Home (34%) ABC (35%) ABC (36%) Total (33%) Total (26%) Aral (33%) Aral (36%) Mol (42%) Mol (42%) Multi-Tabs (24%) Multi-Tabs (25%) Juvamine (25%) Juvamine (29%) Abtei (12%) Abtei (14%) Bres Csepp (30%) Bres Csepp (28%) Burana (51%) Burana (49%) Doliprane (38%) Doliprane (29%) Aspirin (36%) Aspirin (33%) Algopyrin (30%) Algopyrin (32%) Resilar (20%) Resilar (27%) Humex (8%) Actifed (9%) Wick (37%) Wick (32%) NeoCitran (25%) Coldrex (23%) XZ (10%) Elvital (13%) L'Oral (17%) L'Oral (25%) Nivea (14%) Schwarzkopf (14%) Head & Shoulders (13%) Schauma (11%) Lumene (50%) Lumene (53%) Yves Rocher (20%) L'Oral (24%) Yves Rocher (17%) Yves Rocher (16%) Avon (44%) Avon (35%) Nivea (27%) Nivea (27%) Nivea (27%) Nivea (29%) Nivea (50%) Nivea (47%) Nivea (32%) Nivea (30%) Omo (34%) Omo (35%) Ariel (31%) Ariel (30%) Persil (39%) Persil (35%) Ariel (48%) Ariel (46%) Kellogg's (57%) Kellogg's (51%) Kellogg's (43%) Kellogg's (58%) Kellogg's (56%) Kellogg's (57%) Cerbona (46%) Cerbona (43%)
All winners by country and category - share of vote 2011 v 2010

2011 Poland
Opel (11%) Toyota (34%) Toyota (19%) Dacia (20%) Dacia (17%) Bosch (16%) Miele (42%) Miele (36%) Philips (19%) Philips (25%) Toshiba (16%) HP (30%) HP (35%) Dell (15%) Dell (17%) Nokia (55%) Nokia (61%) Nokia (68%) Nokia (69%) Nokia (72%) Orange (32%) TMN (49%) TMN (49%) Orange (40%) Vodafone (45%) Sony (33%) Canon (38%) Canon (34%) Sony (30%) Canon (30%) Orbis Travel (36%) Abreu (65%) Abreu (64%) Paralela 45 (26%) Paralela 45 (16%) PKO BP (23%) CGD (37%) CGD (36%) BCR (28%) BCR (27%) Visa (80%) Visa (44%) Visa (56%) Visa (36%) Visa (36%) PZU (44%) Fidelidade Mundial (21%)Fidelidade Mundial (22%) Asirom (21%) Asirom (21%) Allegro (20%) Sapo (31%) Sapo (45%) RCS & RDS (41%) RCS & RDS (48%) Orlen (40%) Galp (56%) Galp (49%) Petrom (42%) Petrom (42%) Centrum (22%) Centrum (61%) Centrum (74%) Eurovita (24%) Eurovita (23%) Apap (35%) Aspirina (43%) Ben-U-Ron (32%) Algocalmin (31%) Algocalmin (32%) Gripex (35%) Bisolvon (41%) Bisolvon (49%) Nurofen (29%) Nurofen (28%) Nivea (16%) Pantne (47%) Pantne (44%) Head & Shoulders (16%)Head & Shoulders (14%) Nivea (17%) L'Oral (19%) Nivea (26%) Nivea (25%) Nivea (18%) Nivea (44%) Nivea (32%) Nivea (29%) Nivea (40%) Nivea (38%) Vizir (34%) Skip (69%) Skip (68%) Ariel (66%) Ariel (58%) Nestl (89%) Nestl (37%) Nestl (38%) Nestl (56%) Nestl (59%)
Results - the Trusted Brands All winners by country and category - share of vote
Portugal Romania
Opel (13%) Miele (26%) HP Compaq (31%) Nokia (50%) KPN (38%) Canon (35%) D-Reizen (16%) Rabobank (49%) Visa (42%) Interpolis (12%) Ziggo (24%) Shell (39%) Davitamon (21%) Kruidvat (6%) A Vogel (12%) Andrelon (22%) Nivea (14%) Nivea (33%) Ariel (29%) Kellogg's (28%) Volkswagen (14%) Bosch (21%) Toshiba (18%) Nokia (64%) Orange (30%) Sony (35%) Itaka (19%) PKO BP (29%) Visa (46%) PZU (43%) TP (16%) Orlen (39%) Centrum (12%) Apap (31%) Gripex (29%) Nivea (13%) Avon (19%) Nivea (30%) Vizir (30%) Nestl (84%)
Category
2011
2010 Netherlands
2010
2011
2010
2011
2010
Toyota (11%) Miele (23%) HP Compaq (29%) Nokia (48%) KPN (31%) Canon (36%) D-Reizen (15%) Rabobank (44%) Visa (39%) Avero (31%) Ziggo (28%) Shell (33%) Davitamon (37%) Kruidvat (8%) Bisolvon (20%) Andrelon (28%) Yves Rocher (15%) Nivea (31%) Ariel (26%) Kellogg's (39%)
Category
2011 Slovenia
Russia
2010
2011
2010
2011
Sweden
2010
2011 2010 Switzerland
13
Car Toyota (22%) Toyota (16%) Renault (18%) Kitchen Appliance Bosch (29%) Bosch (28%) Gorenje (69%) available locally PC Asus (17%) Asus (14%) HP (38%) Mobile Phone Handset Nokia (54%) Nokia (53%) Nokia (68%) Mobile Phone Network MTS (36%) MTS (35%) Mobitel (53%) Camera Canon (28%) Canon (33%) Canon (44%) Holiday Company Tez Tour (21%) Tez Tour (20%) Kompas (29%) Bank/Building Society Sberbank (54%) Sberbank (56%) NLB (37%) Credit Card Visa (53%) Visa (79%) Maestro/Mastercard (59%) Insurance Company Rosgosstrah (33%) Rosgosstrah (30%) Zavarovalnica Triglav (51%) Internet Service Provider Beeline (11%) Corbina (10%) Siol (45%) Petrol Retailer Lukoil (39%) Lukoil (32%) Petrol (66%) Vitamins Complivit (23%) Complivit (22%) Cedevita (26%) Pain Relief Nurofen (13%) Pentalgin (16%) Lekadol (42%) Cold Remedy Theraflu (19%) Theraflu (13%) Lekadol Plus C (45%) Hair Care Head & Shoulders (10%) Pantne (12%) Head & Shoulders (13%) Cosmetic Avon (13%) Avon (20%) Max Factor (25%) Skin Care Yves Rocher (10%) Nivea (12%) Nivea (42%) Soap Powder Ariel (26%) Ariel (23%) Ariel (51%) Breakfast Cereal Nestl (37%) Nestl (43%) Nestl (33%) -
Volvo (32%) Volvo (33%) VW (15%) Electrolux (41%) Electrolux (44%) Miele (23%) HP (30%) Dell (24%) HP Schweiz (28%) Nokia (43%) Sony Ericsson (46%) Nokia (54%) Telia (49%) Telia (54%) Swisscom (67%) Canon (38%) Canon (40%) Canon (31%) Ving (33%) Ving (32%) Kuoni (38%) Swedbank (36%) Swedbank (36%) Raiffeisen (34%) Visa (65%) Visa (62%) Visa (38%) Lnsfrskringar (31%) Lnsfrskringar (31%) Die Mobiliar (34%) Telia (48%) Telia (46%) Swisscom/Bluewin (56%) OKQ8 (27%) OKQ8 (25%) Coop (22%) ACO (17%) ACO (17%) Burgerstein (17%) Alvedon (42%) Alvedon (38%) Dafalgan (26%) Kan Jang (15%) Kan Jang (20%) NeoCitran (24%) Wella (18%) Wella (21%) Nivea (15%) Max Factor (16%) Yves Rocher (20%) Nivea (20%) Nivea (16%) Nivea (22%) Nivea (47%) Via (42%) Via (47%) Ariel (18%) Kellogg's (48%) Kellogg's (39%) Kellogg's (64%)
VW (14%) Miele (24%) Dell (28%) Nokia (65%) Swisscom (71%) Canon (34%) Kuoni (35%) Raiffeisen (32%) Visa (39%) Die Mobiliar (33%) Bluewin (60%) Migrol (20%) Burgerstein (15%) Dafalgan (27%) NeoCitran (20%) L'Oreal (14%) Nivea (21%) Nivea (49%) Total (20%) Kellogg's (61%)
Results - the Trusted Brands Comparison of winning brands over 5 years
Comparison of winning brands over past 5 years

Automotive
Austria Belgium Croatia Czech Finland France Germany Hungary Netherlands Poland Portugal Romania Russia Slovenia Sweden Switzerland
2011
VW VW Opel Skoda Toyota Renault VW Opel Toyota Volkswagen Toyota Dacia Toyota Renault Volvo VW
2010
VW VW Skoda Toyota Renault VW Opel Opel Opel Toyota Dacia Toyota Volvo VW
2009
VW Toyota
2008
2007
VW VW Skoda Toyota Renault VW Opel Opel Toyota Mercedes Mercedes Toyota country not included VW
VW VW country not included Skoda Skoda Toyota Toyota Renault Renault VW VW Opel Opel Opel Opel VW VW Mercedes Mercedes Mercedes Mercedes Toyota Toyota country not included Volvo Volvo VW Toyota
Kitchen appliances 2011

Austria Belgium Croatia Czech Finland France Germany Hungary Netherlands Poland Portugal Romania Russia Slovenia Sweden Switzerland Miele Miele Gorenje Eta Upo Whirlpool Philips Miele Bosch Miele Bosch Miele Philips Bosch Gorenje Electrolux Miele
2010
Miele Miele Eta Upo Whirlpool Philips Miele Bosch Miele Bosch Miele Philips Bosch Electrolux Miele
2009
Miele Miele
2008
Miele
2007
Miele Miele Eta Upo Brandt Miele Zanussi Miele Amica Miele Arctic Samsung country not included Miele
Miele country not included Eta Eta Upo Upo Brandt Brandt Miele Miele Zanussi Zanussi Miele Miele Amica Amica Miele Miele Philips Philips Samsung Samsung country not included Electrolux Electrolux Miele Miele
14

Personal computer 2011
Austria Belgium Croatia Czech Finland France Germany Hungary Netherlands Poland Portugal Romania Russia Slovenia Sweden Switzerland HP Acer HP Acer HP HP-Compaq Dell HP HP Compaq Toshiba HP Dell Asus HP HP HP Schweiz
2010
HP HP Compaq Acer HP HP-Compaq Fujitsu Siemens Asus HP Compaq Toshiba HP Dell Asus Dell Dell
2009
2008
2007
IBM HP Compaq Acer HP HP Fujitsu Siemens Lenovo HP Compaq IBM HP IBM Samsung country not included Dell
HP HP HP Compaq HP Compaq country not included HP Acer HP HP HP Compaq HP Compaq Fujitsu Siemens Fujitsu Siemens HP Compaq Lenovo HP Compaq HP Compaq Toshiba Toshiba HP HP Dell IBM Samsung Samsung country not included Dell Dell Dell Dell
Internet service provider 2011
2010
2009
2008
2007
A-Online Belgacom Seznam Elisa Orange AOL T-Online Het Net (KPN) Neostrada TP Sapo RDS MTU (Intel) country not included Bluewin
Austria Telekom Austria Telekom Austria Belgium Telenet Telenet Croatia T Com Czech Seznam Seznam Finland Sonera Sonera France Orange Orange Germany Deutsche Telekom T-Online Hungary T-Home T-Home Netherlands Ziggo Ziggo Poland TP Allegro Portugal Sapo Sapo Romania RCS & RDS RCS & RDS Russia Beeline Corbina Slovenia Siol Sweden Telia Telia Switzerland Swisscom/Bluewin Swisscom/Bluewin
Telekom Austria A-Online Belgacom Telenet country not included Seznam Seznam Sonera Elisa Orange Orange Google AOL T-Online T-Online Ziggo Het Net (KPN) Neostrada TP Neostrada TP Sapo Sapo RCS & RDS RCS & RDS Comstar Comstar country not included Telia Telia Bluewin Bluewin
15

Mobile phone handset 2011
Austria Belgium Croatia Czech Finland France Germany Hungary Netherlands Poland Portugal Romania Russia Slovenia Sweden Switzerland Nokia Nokia Nokia Nokia Nokia Samsung Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia
2010
Nokia Nokia Nokia Nokia Samsung Nokia Nokia Nokia Nokia Nokia Nokia Nokia Sony Ericsson Nokia
2009
2008
2007
Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia country not included Nokia
Nokia Nokia Nokia Nokia country not included Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia country not included Nokia Nokia Nokia Nokia
Mobile phone service provider 2011

Austria Belgium Croatia Czech Finland France Germany Hungary Netherlands Poland Portugal Romania Russia Slovenia Sweden Switzerland A1 Proximus T-Mobile T-Mobile Sonera Orange Vodafone T-Mobile KPN Orange TMN Orange MTS Mobitel Telia Swisscom
2010
A1 Proximus T-Mobile Sonera Orange Vodafone T-Mobile KPN Orange TMN Vodafone MTS Telia Swisscom
2009
2008
2007
A1 Proximus T-Mobile Sonera Orange Vodafone T-Mobile KPN Orange TMN Vodafone/Orange Beeline country not included Swisscom
A1 A1 Belgacom Proximus country not included T-Mobile O2 Sonera Sonera Orange Orange Vodafone Vodafone T-Mobile T-Mobile KPN KPN Plus ERA TMN TMN Vodafone Vodafone MTS MTS country not included Telia Telia Swisscom Swisscom
16

Camera
2011
Canon Canon Sony Canon Canon Canon Canon Canon Canon Sony Canon Sony Canon Canon Canon Canon
2010
Canon Canon Olympus Canon Canon Canon Canon Canon Sony Canon Canon Canon Canon Canon
2009
Canon Canon Olympus Canon Canon Canon Canon Canon Canon Canon Sony Canon Canon Canon
2008
2007
Canon Canon Canon Canon country not included Olympus Olympus Canon Canon Canon Canon Canon Canon Canon Canon Canon Canon Sony Sony Canon Canon Sony Sony Canon Kodak country not included Canon country not included Canon Canon
Holiday company/tour operator 2011

2010
2009
2008
2007
Tui Tui Tui Tui Tui Neckermann Neckermann Neckermann Neckermann Neckermann Generalturist country not included Cedok Cedok Cedok Cedok Cedok Aurinkomatkat Aurinkomatkat Aurinkomatkat Aurinkomatkat Aurinkomatkat Club Med Pierre Et Vacances - Maeva Pierre Et Vacances - Maeva Fram Fram Tui Tui Tui Tui Tui Ibusz Ibusz Ibusz Ibusz Ibusz D-Reizen D-Reizen D-Reizen D-Reizen D-Reizen Itaka Orbis Travel Orbis Travel Orbis Travel Orbis Travel Abreu Abreu Abreu Abreu Abreu Paralela 45 Paralela 45 Paralela 45 Atlassib Atlassib Tez Tour Tez Tour Tez Tour Tez Tour Neva country not included Kompas Ving Ving Ving Ving country not included Kuoni Kuoni Kuoni Kuoni Kuoni
17

Bank/Building Society 2011
Austria Raiffeisenbank Belgium Fortis Croatia Zagrebacka Banka Czech Ceska Sporitelna Finland Osuuspankki France Crdit Agricole Germany Sparkasse Hungary OTP Bank Netherlands Rabobank Poland PKO BP Portugal CGD Romania BCR Russia Sberbank Slovenia NLB Sweden Swedbank Switzerland Raiffeisen
2010
Raiffeisenbank KBC country not included Ceska Sporitelna Osuuspankki Crdit Agricole Sparkasse OTP Bank Rabobank PKO BP CGD BCR Sberbank country not included Swedbank Raiffeisen
2009
Raiffeisenbank Fortis Ceska Sporitelna Osuuspankki Crdit Agricole Sparkasse OTP Bank Rabobank PKO BP CGD BRD Sberbank Swedbank Raiffeisen
2008
Raiffeisenbank Fortis
2007
Raiffeisenbank Fortis
Ceska Sporitelna Ceska Sporitelna Osuuspankki Osuuspankki Crdit Agricole Crdit Agricole Sparkasse Sparkasse OTP Bank OTP Rabobank Rabobank PKO BP PKO BP CGD CGD BCR BCR Sberbank Sberbank Swedbank Raiffeisen country not included Raiffeisen
Credit card
2011
2010
Visa Visa country not included Visa Visa Visa Visa Mastercard Visa Visa Visa Visa Visa country not included Visa Visa
2009
Visa Visa Visa Visa Visa Visa Mastercard Visa Visa Visa Visa Visa Visa Visa
2008
Visa Visa Visa Visa Visa Visa Mastercard Visa Visa Visa Visa Visa Visa Visa
2007
Visa Visa Visa Visa Visa Visa Mastercard Visa Visa Visa Visa Visa country not included Visa
Austria Visa Belgium Visa Croatia American Express Czech Visa Finland Visa France Visa Germany Visa Hungary Visa Netherlands Visa Poland Visa Portugal Visa Romania Visa Russia Visa Slovenia Maestro/Mastercard Sweden Visa Switzerland Visa
18

Insurance company 2011
Austria Uniqa Belgium Axa Croatia Croatia Osiguranje Czech Ceska Pojistovna Finland Pohjola France Axa Germany Allianz Hungary Allianz Netherlands Avero Poland PZU Portugal Fidelidade Mundial Romania Asirom Russia Rosgosstrah Slovenia Zavarovalnica Triglav Sweden Lnsfrskringar Switzerland Die Mobiliar
2010
Uniqa Axa Ceska Pojistovna If Axa Allianz Allianz Interpolis PZU Fidelidade Mundial Asirom RosGosstrah Lnsfrskringar Die Mobiliar
2009
2008
2007
Uniqa Uniqa Uniqa Axa Axa Axa country not included Ceska Pojistovna Ceska Pojistovna Ceska Pojistovna Tapiola Tapiola Tapiola Axa Macif Axa Allianz Allianz Allianz Allianz Allianz Allianz Interpolis Interpolis Interpolis PZU PZU PZU Fidelidade Fidelidade Fidelidade ING Asirom Asirom RosGosstrakh RosGosstrakh RosGosstrakh country not included Lnsfrskringar Lnsfrskringar country not included Die Mobiliar Die Mobiliar Die Mobiliar
Petrol retailer
2011
OMV Esso Ina Shell ABC Total Aral Mol Shell Orlen Galp Petrom Lukoil Petrol OKQ8 Coop
2010
OMV Total Shell ABC Total Aral Mol Shell Orlen Galp Petrom Lukoil OKQ8 Migrol
2009
2008
2007
OMV Esso Shell Neste Total Aral Mol Shell Orlen Galp Petrom Lukoil country not included Shell
OMV OMV Esso Shell country not included Shell Shell ABC ABC Total Total Aral Aral Mol Mol Shell Shell Orlen Orlen Galp Galp Petrom Petrom Lukoil Lukoil country not included OKQ8 Statoil Migrol Shell
19

Cough/cold remedy 2011
Austria Belgium Croatia Czech Finland France Germany Hungary Netherlands Poland Portugal Romania Russia Slovenia Sweden Switzerland Aspirin Rhinatiol Maxflu Mucosolvan Resilar Humex Wick NeoCitran Bisolvon Gripex Bisolvon Nurofen Theraflu Lekadol Plus C Kan Jang NeoCitran
2010
Aspirin Vicks Bromhexin Resilar Actifed Wick Coldrex A Vogel Gripex Bisolvon Nurofen Teraflu Kan Jang NeoCitran
2009
2008
2007
Aspirin Vicks Bromhexin Silomat Humex Wick Coldrex A Vogel Gripex Bisolvon Nurofen Dr Mom country not included NeoCitran
Aspirin Aspirin Vicks Vicks country not included Bromhexin Bromhexin Resilar Silomat Vicks Actifed Wick Wick Coldrex NeoCitran A Vogel A Vogel Gripex Gripex Bisolvon Bisolvon Nurofen Nurofen Coldrex Bromhexin country not included Kan Jang Kan Jang NeoCitran NeoCitran
Analgesic/pain relief 2011

Austria Belgium Croatia Czech Finland France Germany Hungary Netherlands Poland Portugal Romania Russia Slovenia Sweden Switzerland Aspirin Dafalgan Neofen Ibalgin Burana Doliprane Aspirin Algopyrin Kruidvat Apap Aspirina Algocalmin Nurofen Lekadol Alvedon Dafalgan
2010
Aspirin Dafalgan Ibalgin Burana Doliprane Aspirin Algopyrin Kruidvat Apap Ben-U-Ron Algocalmin Pentalgin Alvedon Dafalgan
2009
2008
2007
Aspirin Dafalgan Ibalgin Burana Doliprane Aspirin Algopyrin Kruidvat Apap Aspirina Algocalmin Pentalgin country not included Aspirin
Aspirin Aspirin Dafalgan Dafalgan country not included Ibalgin Ibalgin Burana Burana Doliprane Doliprane Aspirin Aspirin Algopyrin Algopyrin Kruidvat Kruidvat Apap Apap Ben-U-Ron Ben-U-Ron Algocalmin Algocalmin Pentalgin Pentalgin country not included Alvedon Alvedon Aspirin Dafalgan
20

Vitamins
2011
Supradyn Supradyn Cedevita Centrum Multi-Tabs Juvamine Abtei Bres Csepp Davitamon Centrum Centrum Eurovita Complivit Cedevita ACO Burgerstein
2010
Supradyn Supradyn Centrum Multi-Tabs Juvamine Abtei Bres Csepp Davitamon Centrum Centrum Eurovita Complivit ACO Burgerstein
2009
2008
2007
Supradyn Supradyn Supradyn Supradyn Supradyn Supradyn country not included Centrum Centrum Centrum Multi-Tabs Multi-Tabs Multi -Tabs Juvamine Juvamine Juvamine Centrum Abtei Centrum Bres Csepp Actival Bres Csepp Davitamon Davitamon Davitamon Centrum Centrum Centrum Centrum Centrum Centrum Eurovita Eurovita Eurovita Alfavit Alfavit Alfavit country not included ACO ACO country not included Burgerstein Migros Migros
Hair care product 2011

Austria Belgium Croatia Czech Finland France Germany Hungary Netherlands Poland Portugal Romania Russia Slovenia Sweden Switzerland Schwarzkopf Nivea Nivea Schwarzkopf XZ L'Oral Nivea Head & Shoulders Andrelon Nivea Pantne Head & Shoulders Head & Shoulders Head & Shoulders Wella Nivea
2010
Schwarzkopf L'Oral Schwarzkopf Elvital L'Oral Schwarzkopf Schauma Andrelon Nivea Pantne Head & Shoulders Pantne Wella L'Oral
2009
2008
2007
Schwarzkopf Nivea
Schwarzkopf Schwarzkopf Garnier L'Oral country not included
Avon Avon Avon Elvital Elvital Elvital L'Oral L'Oral L'Oral Schwarzkopf Schwarzkopf Schwarzkopf Schauma Schauma Head & Shoulders Andrelon Andrelon Andrelon L'Oral L'Oral L'Oral Pantne Pantne Pantne Head & Shoulders Head & ShouldersHead & Shoulders Pantne Pantne Pantne country not included Wella Nivea Wella country not included L'Oral L'Oral
21

Cosmetic
2011
Nivea Nivea Nivea Avon Lumene Yves Rocher Yves Rocher Avon Yves Rocher Avon L'Oral Nivea Avon Max Factor Max Factor Nivea
2010
Nivea Nivea Avon Lumene L'Oral Yves Rocher Avon Nivea Nivea Nivea Nivea Avon Yves Rocher Nivea
2009
2008
2007
Nivea Nivea Avon Lumene Yves Rocher Nivea Avon Yves Rocher Avon Nivea Avon Avon country not included Nivea
Nivea Nivea Nivea Nivea country not included Avon Avon Lumene Lumene Yves Rocher Yves Rocher Yves Rocher Nivea Avon Avon Yves Rocher Yves Rocher Avon Avon Nivea Nivea Nivea Avon Avon Avon country not included Yves Rocher Yves Rocher Nivea Nivea
Skin care
2011
Nivea Nivea Nivea Nivea Nivea Nivea Nivea Nivea Nivea Nivea Nivea Nivea Yves Rocher Nivea Nivea Nivea
2010
Nivea Nivea Nivea Nivea Nivea Nivea Nivea Nivea Nivea Nivea Nivea Nivea Nivea Nivea
2009
2008
2007
Nivea Nivea Nivea Nivea Nivea Nivea Nivea Nivea Nivea Nivea Nivea Nivea country not included Nivea
Nivea Nivea Nivea Nivea country not included Nivea Nivea Nivea Nivea Nivea Nivea Nivea Nivea Nivea Nivea Nivea Nivea Nivea Nivea Nivea Nivea Nivea Nivea Nivea Nivea country not included Nivea Nivea Nivea Nivea
22

Soap powder
2011
Persil Dash Ariel Ariel Omo Ariel Persil Ariel Ariel Vizir Skip Ariel Ariel Ariel Via Ariel
2010
Persil Dash Ariel Omo Ariel Persil Ariel Ariel Vizir Skip Ariel Ariel Via Total
2009
2008
2007
Persil Dash Ariel Omo Ariel Persil Ariel Ariel Vizir Skip Ariel Tide country not included Total
Persil Persil Dash Dash country not included Ariel Ariel Omo Omo Ariel Ariel Persil Persil Ariel Ariel Ariel Ariel Vizir Vizir Skip Skip Ariel Ariel Tide Tide country not included Via Via Total Total
Breakfast cereal 2011

Austria Belgium Croatia Czech Finland France Germany Hungary Netherlands Poland Portugal Romania Russia Slovenia Sweden Switzerland Kellogg's Kellogg's Nestl Nestl Kellogg's Kellogg's Kellogg's Cerbona Kellogg's Nestl Nestl Nestl Nestl Nestl Kellogg's Kellogg's
2010
Kellogg's Kellogg's Opavia Kellogg's Kellogg's Kellogg's Cerbona Kellogg's Nestl Nestl Nestl Nestl Kellogg's Kellogg's
2009
2008
2007
Kellogg's Kellogg's Nestl Kellogg's Kellogg's Kellogg's Nestl Kellogg's Nestl Nestl Nestl Nestl country not included Kellogg's
Kellogg's Kellogg's Kellogg's Kellogg's country not included Nestl Nestl Kellogg's Kellogg's Kellogg's Kellogg's Kellogg's Kellogg's Cerbona Cerbona Kellogg's Kellogg's Nestl Nestl Nestl Nestl Nestl Nestl Nestl Nestl country not included Kellogg's Kellogg's Kellogg's Kellogg's
23
Results - the winning brands Local categories
Each country had the option to include a number of product categories in addition to the 20 common categories. These categories tend to be relevant to some countries and not others, or where the range of brands available is most likely to be local and not known outside the country. The number of additional local categories varied from 8 in Sweden to 20 in Portugal. Across the 16 countries over 129 different product categories were included, and ranged from anti ageing cosmetics to childrens toys.
12 countries included coffee or coffee/tea but no brand won in more than 2 countries 9 countries included cleaning product or detergent, Domestos is the Trusted Brand in 3 In the 5 countries that included chocolate, Milka won in 3 of them The category of pet food was chosen by 7 countries, Whiskas is No1 in 3 of them 8 countries chose toothpaste and/or mouth care Colgate came top in 4 countries Local brands won in each of the 8 countries that included mineral water as a category
For full details of all 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
Local categories 2011 winners
Local categories - 2011 winners Austria Category

Clothes Coffee/Tea Confectionery Cruises Detergent Food Milk products Retailer Shoes Soft drinks Sparkling wine Spirits Toothpaste
Trusted Brand
H&M Eduscho Milka Costa Frosch Recheis Nm Spar Geox & Gabor (2 winners) Coca-Cola Henkell Spitz Blend-A-Med
Belgium Category
Trusted Brand
Amusement Park Walibi Bathroom sanitary equipment Grohe Beer Jupiler Clothing store C&A Drugstore Kruidvat Enery provider Electrabel Hearing aid Laperre Hotel Chain Ibis Margarine Becel Olive Oil Bertolli Optician chain Pearle Probiotic drink Yakult Shoes Geox Soy product Alpro Sport & Leisure Decathlon Supermarket Colruyt Toys Lego
Croatia Category
Canned Meat Childrens Food Chocolate Cleaning Product Coffee Daily News Frozen Food Furniture Mayonnaise Milk Product Mineral water Retailer Toothpaste TV Set Wine
Trusted Brand
Gavrilovic Lino Milka and Kras (2 winners) Domestos Franck 24 Sata Ledo Lesnina Zvijezda Dukat Jana Konzum Zirodent Samsung Kutjevo
Czech Republic Category

Coffee Creamery Fridge Jeans Mineral water Radio station Sanitary ware Spa TV station Washing machine, dishwasher etc.
Trusted Brand
Jacobs Mlkrna Kunn Electrolux Levi Strauss Mattoni Cesky Rozhlas Rako Luhacovice Cesk Televize Whirlpool
25
Local categories - 2011 winners Finland Category France Category
Trusted Brand
Trusted Brand
Amusement park Linnanmki Coffee Juhla Mokka Custom home plan Jukka-Talo Deodorant Rexona Electrical company Fortum Functional food Becel Furniture store Asko Natural product Mller Optician Instrumentarium Gardening Retailer Jardiland Processed food Saarioinen Real estate agent Op Kiinteistkeskus Retail chain S-Ryhm Shipping company/cruise line Silja Line Spa Naantalin Kylpyl Sweets Fazer
Amusement park Disneyland/Eurodisney Charity organisation Les Resto Du Coeur Cleaning product Monsieur Propre Coffee & tea Lipton Condiments & sauces Amora DIY Retailer Leroy Merlin Fast Food Mcdonalds Food nouveau riches, reduced/anti cholesterol Primevre Hair colour product L'Oral Home energy provider EDF Home telephone operator Orange Household battery Duracell Mineral water Evian Organic food Bio Coop Pet food Whiskas Pet shops Jardiland Supermarket E Leclerc
Germany Category
Clothes Coffee/tea Cruises Detergents Food Milk products Retailer Shoes Soft drinks Sparkling wines Spirits Sweets Toothpaste
Trusted Brand
C&A Tchibo Aida Frosch Maggi Mller Aldi Rieker Coca-Cola Rotkppchen Asbach Haribo Odol
Hungary Category
Chocolate Coffee/tea Dairy product Detergent Digestive Food store Home appliance Mineral water Shopping centre TV station
Trusted Brand
Milka Douwe Egberts Omnia Mizo Domestos Rennie Spar Philips Szentkirlyi rkd RTL Klub
26
Local categories - 2011 winners Netherlands Category

Amusement Park Bed Bicycle Dating Site Department Store Drug Store Garden Centre Hearing Aid Hotel Chain Margarine Olive Oil Optician Chain Paint Pet Food Probiotic Drink Soy Product Supermarket
Trusted Brand
Efteling Auping Gazelle Lexa V&D Kruidvat Intratuin Schoonenberg Van Der Valk Becel Bertolli Pearle Histor Royal Canin Yakult Alpro Albert Heijn
Poland Category
Cleaning detergent Edible oil/margarine Food producer Herbal/vitality remedy Investment fund Jewellry and watches Juice/mineral water Pet food Shop/shopping centre Toothpaste TV station TV/Hi fi equipment
Trusted Brand
Domestos Olej Kujawski Winiary Herbapol Lublin Ing TFI Casio Zywiec Zdrj Pedigree Biedronka Colgate TVN Sony
Portugal Category
Beer Chocolate Coffee Cooking Oil Dairy Products Dishwasher Cleaner Fabric Conditioner Hair Colourant Health Insurance Company Household Cleaner Laxative Mineral water Non food retail chain Oral Care Pet Food Public Service Company Radio Station Skin Treatment Spread/Margarine Supermarket
Trusted Brand
Sagres Nestle Delta Fula Mimosa Sun Comfort L'Oreal Medis Sonasol Dulcolax Luso Worten Colgate Friskies CTT RFM Halibut Becel Continente
Romania Category
Trusted Brand
Bakery Products Vel Pitar Clothing Chain Store Zara Coffee Jacobs Commercial Centre Kaufland Cooking oil Untdelemn De La Bunica Dairy Products Danone Deodorant Nivea Electronic & Home Appliance ChainDomo Meat Products Cris-Tim Mineral Water Borsec Newspaper Adevarul Pet Food Pedigree Private Hospital Medlife Radio Station Europa FM Soap Dove Spices Fuchs Toothpaste Colgate TV Station Pro TV
27
Local categories - 2011 winners Russia Category

Anti-aging cosmetics Appliance Store Food processor Pet food Pharmacy Seasoning Sedative drug Shoe care Shower gel Steamer Toothpaste Yoghurt
Trusted Brand
Vichy M.Video Bosch Whiskas Apteka 36,6 Maggi Novo-Passit Salamander Nivea Tefal Colgate Danone
Slovenia Category
Trusted Brand
Bed Dormeo Beer Lasko Bottled Water Zala Coffee Barcaffe Daily Newspaper Slovenske novice Fruit Juice Fructal Ice Cream Ljubljanske Mlekarne Investment Company And Unit TrustKD Skladi Margarine Rama Milk Ljubljanske Mlekarne Pasta Barilla Provider Of Telecomms ServicesTelekom Slovenije Radio Station Val 202 Shopping Centre Mercator Tea 1001 Cvet Toys Lego TV Station Pop TV Wall Paints Jub
Sweden Category
Trusted Brand
Switzerland Category
Chocolate Clothes Coffee Detergent Hard Candy Health Insurance Homeopathic Life Insurance Mattress Milk Products Non alcoholic drinks Optician / Glasses Brand Pet Food Toothpaste / Mouthcare TV-Cable provider
Trusted Brand
Lindt & Spruengli Charles Voegele Nespresso Meister Proper Ricola CSS Similasan Swiss Life Bico Emmi Coca Cola Fielmann Whiskas Elmex Cablecom
Charitable organisation Rda Korset Coffee Gevalia Detergent Ajax Digital television Boxer Gardening product Gardena Mail order company Ellos Optician Synsam Shipping company/cruise line Viking Line
28
Results - trust Confidence in institutions
Average agreement across all countries Confidence

Rank 1 2 3 4 5 6 7 8 9 10 11 12 13 14

No confidence
Total 67% 51% 49% 48% 47% 40% 40% 38% 37% 37% 35% 27% 23% 14% Not much 22% 40% 37% 39% 38% 49% 45% 35% 47% 43% 51% 53% 45% 57% Not at all 8% 5% 9% 8% 12% 7% 11% 24% 12% 15% 9% 15% 28% 24% Total 30% 46% 47% 47% 50% 57% 56% 59% 59% 58% 60% 67% 74% 81%
Institutions Marriage TV and radio Environmentalists The Internet The Euro Press Banks The Church The European Union Legal system International companies Civil servants Government Advertising
A great deal 29% 6% 8% 7% 9% 3% 4% 11% 5% 5% 2% 2% 3% 1%
Quite a lot 38% 45% 40% 40% 38% 37% 35% 27% 32% 31% 33% 25% 20% 13%
Across the 16 participating countries confidence levels are low. Only 2 institutions received >50% votes: marriage, TV and radio On average 67% of those questioned said they had confidence in the institution of marriage, and 29% have a great deal of confidence More people claim to have confidence in environmentalists and the Internet than those who dont 50% have little or no confidence in the euro Only 40% of those questioned have confidence in banks in their country 60% claim to have little or no confidence in international companies 3 out of 4 people have little or no confidence in their government
In Romania 46% trust international companies
29
Confidence in banks (a great deal/quite a lot)
Apart from Czech, Russia and Romania confidence in banks shows a slight increase over last year (51% v 39%) in comparable countries Confidence in banks is significantly higher in Finland than other participating countries
Confidence in the internet (a great deal/quite a lot)
Confidence in the internet remains at an average of 48% across all countries In some countries confidence in the internet appears to have fallen year on year especially in Czech Republic and Poland. NB results for Poland in 2010 showed a significant increase over 2009
30
Confidence in government and civil servants (none at all)
In Croatia and Romania >50% of people have no confidence at all in their government Russians trust civil servants even less than government 61% have no confidence at all
Confidence in advertising (not much/none at all)
Across participating countries on average 81% of people have little or no confidence in advertising In Russia 94% claim not to trust advertising, this is even more than last year (91%) Compared with 2010 confidence levels have improved very slightly in Austria, Germany, Portugal, Romania and Switzerland
31
Respondents agreeing - a great deal/quite a lot
Romania Slovenia
Netherlands
Hungary
Germany
Belgium Sweden Finland France Croatia Poland Russia
Austria Czech
Switzerland
Average all countries Portugal
Marriage 51% 47% 49% 48% 40% 40% 38% 37% 37% 35% 27% 23% 14% 15% 14% 20% 15% 13% 10% 6% 20% 9% 7% 14% 38% 19% 15% 38% 26% 22% 25% 39% 37% 30% 41% 40% 38% 29% 38% 30% 25% 61% 31% 14% 14% 76% 36% 46% 42% 48% 33% 39% 32% 25% 33% 32% 9% 12% 33% 50% 35% 28% 39% 34% 25% 52% 32% 56% 31% 20% 23% 20% 14% 36% 13% 47% 15% 61% 27% 34% 36% 31% 35% 41% 33% 39% 48% 78% 19% 21% 25% 38% 51% 47% 41% 47% 38% 57% 29% 48% 30% 36% 33% 31% 55% 54% 69% 52% 34% 24% 63% 61% 58% 38% 64% 38% 32% 31% 29% 42% 72% 38% 51% 14% 17% 35% 46% 28% 21% 11% 6% 16% 31% 65% 53% 53% 31% 25% 43% 61% 57% 35% 48% 42% 65% 57% 62% 52% 27% 69% 39% 40% 48% 48% 41% 40% 53% 35% 44% 36% 12% 32% 50% 27% 16% 24% 2% 29% 3% 58% 52% 58% 47% 71% 33% 60% 35% 45% 34% 51% 45% 17%
67%
74% 49%
81%
77%
76%
57%
72%
72% 64%
75%
51% 81%
56%
43% 60% 51% 50% 35% 48% 45% 21% 36% 15% 38% 16% 14% 20%
75% 85% 36% 44% 49% 59% 60% 52% 37% 63% 40% 36% 53% 11%
66% 69% 0% 61% 38% 48% 43% 34% 19% 61% 43% 37% 49% 18%
TV and radio
Euro
Environmentalists
Internet
Press
Banks
Church
European Union
Legal system
International companies
Civil servants
Government
Advertising
32
Respondents agreeing - not very much/not at all
Romania Slovenia
Netherlands
Hungary
Germany
Austria Czech
Switzerland
Advertising 74% 67% 60% 59% 59% 58% 57% 56% 50% 47% 47% 46% 30% 25% 49% 17% 22% 24% 42% 24% 41% 47% 40% 52% 29% 66% 38% 29% 45% 44% 67% 75% 56% 34% 62% 43% 43% 29% 48% 64% 69% 42% 36% 45% 72% 31% 60% 58% 51% 52% 35% 38% 41% 64% 64% 54% 27% 36% 53% 66% 58% 51% 22% 79% 73% 73% 61% 47% 57% 39% 49% 63% 23% 52% 58% 51% 61% 43% 70% 50% 69% 63% 65% 32% 68% 83% 84% 23% 62% 48% 56% 51% 67% 62% 86% 51% 84% 39% 71% 63% 62% 68% 63% 65% 49% 63% 71% 61% 65% 72% 47% 67% 41% 35% 47% 32% 26% 59% 79% 35% 65% 42% 67% 34% 44% 34% 31% 30% 31% 22% 53% 23% 17% 53% 58% 59% 69% 62% 68% 67% 65% 60% 77% 37% 48% 55% 72% 75% 73% 60% 62% 64% 66% 74% 74% 44% 75% 95% 72% 67% 47% 81% 84% 64% 59% 61% 53% 80% 40% 79% 89% 91% 85% 61% 80% 82% 66% 67% 78% 62% 93% 68%
81%
79% 85%
77%
83%
87%
88%
88%
89% 87%
83%
56% 65%
94%
75% 84% 78% 56% 61% 75% 79% 50% 50% 46% 59% 45% 38% 51%
84% 46% 58% 54% 61% 46% 31% 40% 35% 62% 45% 50% 14% 23%
73% 47% 54% 48% 75% 61% 31% 48% 49% 0% 53% 31% 28% 29%
Government
Civil servants
European Union
Church
Legal system
Press
Banks
Euro
Internet
Environmentalists
TV and radio
Marriage
33
Results - trust Confidence in the European Union and the euro
Average agreement across all countries Confidence

Institution The European Union A great deal 5% Quite a lot 32% Total 37%
No confidence
Not much 47% Not at all 12% Total 59%
Agree
Institution The EU has no influence outside its member countries strongly Tend to Total Tend to
Disagree
strongly Total
9%
34%
43%
41%
12%
53%
As can be seen there are differences between EU and non EU members. Some countries chose to exclude or amend some of the questions this is detailed beneath each question.
The European Union EU and Non EU countries:

Confidence in the European Union Great deal Quite a lot Not very much Not at all EU Members 6% 34% 47% 10% Non members 3% 24% 49% 20% All 5% 32% 47% 12%
Asked in all countries The E.U. has no influence outside its member countries EU Members Strongly agree Tend to agree Tend to disagree Strongly disagree Question not asked in Russia 9% 34% 41% 12%
Non members 7% 33% 41% 17%
All 9% 34% 41% 12%
Across all countries confidence in the European Union is low at 37%, although this is slightly higher amongst member countries (40%) Across all participating countries 53% disagree with the statement that the EU has no influence outside its member countries, this increases to 58% within the 2 non member countries (Croatia and Switzerland). The question was not asked in Russia.
Confidence in the EU is lowest in Switzerland 19%
34
Confidence in the European Union
The euro Average agreement across all countries: Confidence

Institution The Euro A great deal 9% Quite a lot 38% Total 47%
No confidence
Not much 38% Not at all 12% Total 50%
Agree
strongly There is no advantage in a single European currency Tend to Total Tend to
Disagree
strongly Total
15%
26%
42%
36%
19%
55%
I'd prefer to return to my original currency (euro zone only) 25%
18%
43%
25%
29%
53%
All countries, apart from Switzerland, included the general question about confidence in the euro Russia excluded all other questions related to the euro The non euro countries (apart from Russia and Sweden) included a question about returning to the original currency. However the answers cant be directly compared with those countries actually in the euro zone.
35
The euro within and outside the euro zone:

Confidence in the euro Great deal Quite a lot Not very much Not at all Question not asked in Switzerland There is no advantage in a single European currency Strongly agree Tend to agree Tend to disagree Strongly disagree Question not asked in Russia I'd prefer to return to my original currency Euro zone 10% 41% 37% 8% o/s euro zone 7% 35% 40% 16% All 9% 38% 38% 12%
Euro zone 14% 25% 37% 20%
o/s euro zone 16% 28% 36% 18%
All 15% 26% 36% 19%
Euro zone 25% 18% 25% 29%
o/s euro zone 27% 27% 24% 16%
Strongly agree Tend to agree Tend to disagree Strongly disagree Question not asked in Russia and Sweden Wording was slightly different in non- euro countries
Confidence in the euro is low at just 47% There appears to be little difference between euro and non euro countries regarding the advantage of a single currency only 42% agree that there is no advantage in a single currency 43% of people within the euro zone would prefer to return to their original currency
In France >50% would prefer to return to their own currency
36
Confidence in the euro (a great deal/quite a lot)
Across the 15 countries where this question was included only 47% have confidence in the euro. Within the euro zone this increases to 51% Confidence in the euro is highest in Finland and lowest in Czech Republic
There is no advantage in a single European currency (tend to/strongly disagree)
Within the euro zone 56% disagree with the statement People in Austria, Belgium and Finland are most likely to disagree that there is no advantage in a single European currency
37
Confidence in the European Union and the euro
Romania Slovenia
Netherlands
Hungary
Germany
Austria Czech
Switzerland
Respondents agreeing - strongly agree/tend to agree

43% 45% 39% 36% 33% 60% 53% 47% 37% 50% 44% 35% 51% 0% 43% 33% 41%
The EU has no influence outside its
member countries
There is no advantage in a single 42% 34% 35% 39% 53% 36% 54% 40% 40% 41% 47% 27% 43% 0% 49% 37% 50%
European currency
I'd prefer to return to my 43% 33% 39% 0% 0% 37% 54% 49% 0% 55% 0% 31% 0% 0% 44% 0% 0%
54% 0% 0% 50% 67% 0% 0% 0% 64% 0% 64% 0% 29% 0% 0% 0% 47% 53% 53% 59% 61% 66% 40% 46% 50% 62% 49% 54% 41% 46% 0% 54% 66% 55% 55% 65% 64% 58% 47% 64% 46% 57% 59% 58% 52% 49% 55% 0% 48% 61% 45% 53% 64% 60% 0% 0% 62% 45% 48% 0% 45% 0% 45% 0% 0% 53% 0% 0% 40% 0% 0% 47% 31% 0% 0% 0% 36% 0% 35% 0% 39% 0% 0% 0% 49%
original currency (euro zone only)
I'd prefer to return to my original
currency (non euro countries)
The EU has no influence outside
its member countries
There is no advantage in a single
European currency
currency (euro zone only)
currency (non euro countries)
NB: Question not asked in Russia For details regarding confidence in the European Union and the euro see previous section "Institutions"
38
Results - trust Trust in professions
Average agreement across all countries Trust

Rank 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20

Don't Trust
Total 93% 89% 84% 84% 81% 76% 75% 60% 59% 46% 45% 42% 39% 35% 29% 28% 24% 19% 16% 8% Not much 3% 6% 12% 12% 15% 18% 19% 32% 31% 39% 41% 45% 36% 51% 53% 55% 47% 45% 60% 44% Not at all 0% 1% 2% 1% 1% 2% 2% 5% 6% 11% 11% 10% 22% 10% 14% 13% 26% 32% 20% 45% Total 3% 8% 13% 13% 16% 21% 21% 37% 38% 50% 52% 54% 58% 61% 68% 68% 73% 77% 80% 89%
Profession Fire fighters Airline pilots Nurses Pharmacists Doctors Farmers Teachers Meteorologists Police Judges Taxi drivers Lawyers Priests/church ministers Travel agents Journalists Financial advisors Trade union leaders Football players Car salesmen Politicians
A great deal 54% 41% 29% 25% 25% 20% 16% 9% 14% 8% 5% 5% 9% 2% 2% 2% 3% 3% 1% 1%
Quite a lot 39% 48% 56% 59% 57% 56% 60% 51% 46% 38% 40% 37% 30% 33% 26% 26% 21% 17% 15% 7%
Trust in fire fighters is highest, 54% of people have a great deal of trust and 93% a great deal/quite a lot of trust in them The medical professions (nurses, pharmacists and doctors) are also generally regarded highly, trusted by >80% across the 16 countries 3 out of 4 people trust farmers and teachers a great deal/quite a lot Fewer people trust the police than trust meteorologists (59% v 60%) Across the 16 countries people trust taxi drivers (45%) more than priests/church ministers (39%) 89% say they dont trust Politicians 45% have no trust in them at all
Trust in fire fighters (a great deal/quite a lot)
Trust in fire fighters is high in every country average 93% In Austria 67% have a great deal of trust in their fire fighters
39
Trust in pharmacists and doctors (a great deal/quite a lot)
Trust in pharmacists and doctors is high across all countries apart from Russia and Portugal In 10 countries out of 16 people trust pharmacists more than doctors Russians have a relatively low trust in their doctors just 53%
Low trust in politicians (not much/not at all)
Trust in politicians continues to fall Only in Hungary do we see a significant difference year on year. In 2010 97% claimed to have little or no trust in their politicians. In this most recent survey the figure is now 90%
40
Respondents agreeing - a great deal/quite a lot
Slovenia
Romania
Netherlands
Hungary
Germany
Belgium Sweden Finland Croatia Poland France Russia
Austria Czech
Switzerland
Firefighters 89% 84% 84% 81% 76% 75% 60% 59% 46% 45% 42% 39% 35% 29% 28% 24% 19% 16% 8% 9% 6% 3% 18% 18% 16% 19% 2% 16% 13% 18% 11% 25% 32% 24% 22% 31% 27% 22% 8% 22% 26% 37% 32% 23% 32% 30% 38% 26% 25% 23% 19% 20% 8% 10% 5% 45% 45% 12% 33% 65% 29% 44% 14% 40% 18% 67% 31% 39% 28% 29% 14% 24% 14% 10% 7% 52% 36% 30% 38% 55% 45% 50% 53% 43% 39% 8% 82% 40% 55% 69% 38% 31% 31% 70% 45% 60% 51% 54% 39% 36% 40% 48% 41% 27% 32% 32% 21% 27% 33% 20% 22% 35% 14% 12% 20% 14% 9% 17% 82% 57% 50% 45% 93% 57% 79% 55% 64% 72% 61% 78% 53% 74% 49% 56% 63% 56% 49% 55% 52% 40% 47% 34% 31% 34% 37% 13% 15% 16% 3% 70% 79% 85% 75% 90% 67% 65% 78% 80% 74% 85% 77% 78% 72% 78% 73% 78% 67% 86% 63% 90% 87% 86% 87% 92% 87% 85% 72% 92% 73% 96% 93% 86% 71% 93% 86% 86% 87% 88% 84% 66% 86% 66% 71% 62% 71% 63% 74% 55% 71% 52% 31% 21% 25% 30% 37% 17% 32% 33% 55% 23% 32% 28% 31% 20% 34% 14% 18% 12% 16% 8% 3% 12% 2% 97% 90% 89% 87% 95% 92% 92% 74% 94% 79% 69% 52% 96% 86% 90% 90% 97% 90% 92% 91% 90% 83% 72% 91% 82% 58% 56% 53% 78% 78% 30% 19% 29% 50% 46% 55% 25% 16% 37% 15% 41% 17% 4%
93%
97% 96%
93%
96%
98%
97%
95%
96% 96%
94%
71% 92%
87%
96% 92% 90% 82% 82% 78% 77% 76% 50% 31% 47% 29% 21% 32% 41% 20% 19% 36% 19% 4%
96% 93% 95% 92% 93% 82% 76% 58% 85% 69% 60% 52% 57% 45% 28% 47% 31% 35% 19% 21%
94% 93% 92% 89% 87% 82% 74% 61% 76% 63% 53% 53% 43% 49% 32% 31% 34% 19% 19% 21%
Airline pilots
Nurses
Pharmacists
Doctors
Farmers
Teachers
Meteorologists
Police
Judges
Taxi drivers
Lawyers
Priests/church ministers
Travel agents
Journalists
Financial advisors
Trade union leaders
Football players
Car salesmen
Politicians
41
Slovenia
Romania
Netherlands
Hungary
Germany
Austria Czech
Switzerland
Politicians 80% 77% 73% 68% 68% 61% 58% 54% 52% 50% 38% 37% 21% 21% 16% 13% 13% 8% 3% 1% 3% 5% 2% 12% 7% 9% 2% 2% 5% 12% 28% 3% 9% 9% 12% 5% 6% 2% 1% 9% 11% 12% 12% 8% 14% 21% 20% 26% 21% 26% 12% 7% 13% 9% 2% 28% 20% 12% 24% 9% 32% 26% 37% 20% 46% 25% 50% 41% 31% 19% 13% 6% 12% 6% 2% 17% 42% 48% 55% 7% 42% 19% 30% 61% 67% 68% 29% 54% 37% 45% 54% 59% 91% 17% 58% 42% 59% 62% 47% 45% 44% 35% 36% 43% 21% 19% 31% 13% 27% 25% 7% 6% 12% 11% 8% 3% 9% 3% 46% 61% 68% 60% 44% 54% 46% 59% 51% 55% 84% 58% 82% 32% 67% 59% 58% 72% 65% 51% 59% 46% 44% 50% 24% 35% 26% 20% 14% 15% 4% 53% 53% 85% 66% 34% 70% 70% 67% 67% 67% 66% 68% 60% 73% 75% 76% 68% 78% 72% 64% 76% 72% 60% 66% 76% 80% 83% 66% 78% 61% 73% 67% 74% 76% 68% 79% 73% 76% 64% 85% 59% 81% 52% 63% 45% 66% 50% 65% 41% 44% 56% 66% 43% 61% 52% 73% 22% 67% 19% 27% 12% 24% 11% 26% 9% 6% 9% 3% 3% 28% 46% 12% 7% 5% 82% 84% 80% 88% 72% 91% 83% 85% 86% 83% 61% 81% 80% 80% 82% 80% 77% 89% 88% 78% 85% 82% 65% 85% 80% 54% 82% 60% 81% 71% 43% 51% 48% 69% 78% 68% 20% 19% 45% 39% 41% 16% 11%
89%
90% 93%
94%
97%
92%
94%
90%
90% 82%
96%
70% 97%
94%
94% 79% 61% 78% 77% 57% 66% 77% 68% 50% 66% 47% 21% 20% 19% 16% 8% 15% 5% 2%
78% 79% 63% 66% 51% 70% 53% 42% 46% 38% 28% 14% 40% 22% 15% 5% 3% 6% 5% 2%
75% 77% 77% 62% 64% 64% 46% 54% 42% 43% 32% 21% 35% 22% 15% 10% 5% 8% 5% 3%
Car salesmen
Football players
Trade union leaders
Financial advisors
Journalists
Travel agents
Priests/church ministers
Lawyers
Taxi drivers
Judges
Police
Meteorologists
Teachers
Farmers
Doctors
Nurses
Pharmacists
Airline pilots
Firefighters
42
Results other influences Brand affinity
From a list of 20 adjectives respondents were asked to indicate those that described the kind of brands they might like.
Average across all countries who like their brands to be:

Practical Environmental Simple Well known Long established Friendly Widely used Modern High class Traditional 70% 52% 40% 40% 39% 35% 34% 32% 31% 28% Specialist Fun Laid back Dynamic Local Sophisticated Refined Trendy Exciting Expensive 26% 21% 20% 18% 18% 16% 16% 14% 14% 8%
NB: We should be careful working with these data because some meanings may vary slightly in translation. The value is therefore greatest within each country rather than as a tool to compare different markets. The results of this section may be cross tabulated with results from the winning brands section.
Like brands that are practical and environmental
In every country, apart from Portugal, practical is the adjective most people would use to describe the type of brand they like (70%) People in Netherlands, Belgium, Croatia and Czech Republic prefer brands to be simple rather than environmental
43
Like brands that are well known and established
Second to practical in the Czech Republic are well known and long established (44% each) In Poland too, well known and long established rank higher than environmental Croatians prefer long established (44%) to environmental
Average agreement across all countries: Like brands that are friendly and fun
In Portugal most people like their brands to be friendly (61%) Russians are more likely to like brands that are fun (48%) rather than environmental Friendly ranks high in Poland (66%), second only to practical (71%)
44
Other influences on brand choice: Average agreement across all countries: Agree
A lot The brand is active in the community My kids like the brand The brand supports the arts Some Total A little
Disagree
None Total
13% 14% 5%
33% 30% 20%
46% 44% 25%
26% 19% 30%
19% 25% 33%
44% 43% 63%
Being active in the community influences my choice of brand
Across all countries 46% agree that being active in the community affects their choice of brand This is especially so in France where 68% of people agree with the statement A brands community involvement is also important to people in Romania, Russia, Slovenia and Croatia
45
Brand affinities
Slovenia
Romania
Switzerland
Germany
Hungary
Austria Czech
Netherlands
Respondents agreeing
70% 52% 40% 40% 39% 35% 34% 32% 31% 28% 26% 21% 20% 18% 18% 16% 16% 14% 14% 8% 3% 3% 4% 0% 6% 9% 16% 9% 3% 12% 8% 19% 10% 6% 13% 33% 18% 10% 4% 6% 2% 23% 22% 15% 13% 7% 30% 19% 12% 7% 10% 7% 23% 12% 8% 4% 2% 23% 13% 14% 11% 26% 19% 14% 20% 16% 21% 5% 25% 11% 23% 28% 18% 8% 9% 4% 4% 10% 33% 20% 38% 15% 21% 12% 9% 29% 31% 20% 11% 14% 7% 4% 6% 14% 35% 9% 30% 18% 35% 10% 28% 26% 26% 41% 36% 29% 24% 27% 28% 17% 34% 28% 35% 19% 15% 10% 11% 46% 18% 24% 15% 9% 7% 10% 1% 14% 9% 8% 7% 29% 21% 18% 31% 73% 25% 29% 51% 25% 65% 24% 36% 38% 15% 24% 7% 26% 11% 21% 8% 8% 2% 27% 24% 37% 37% 30% 31% 31% 31% 23% 44% 20% 43% 50% 28% 23% 31% 23% 54% 45% 38% 34% 42% 29% 21% 22% 11% 29% 27% 41% 66% 34% 43% 57% 44% 41% 31% 36% 26% 42% 44% 23% 33% 61% 33% 15% 45% 30% 44% 12% 14% 24% 28% 36% 60% 12% 6% 16% 38% 20% 29% 19% 24% 11% 10% 5% 29% 10% 11% 10% 45% 5% 3% 12% 3% 23% 35% 34% 44% 42% 33% 22% 53% 37% 59% 23% 51% 21% 50% 51% 41% 38% 52% 24% 39% 48% 34% 40% 32% 29% 39% 20% 24% 22% 39% 32% 14% 19% 48% 0% 14% 5% 3% 18% 14% 18% 5% 3% 68% 47% 50% 29% 48% 59% 64% 55% 40% 36% 54% 41% 36% 70% 66% 72% 75% 69% 71% 73% 70% 63% 71% 54% 74% 66% 78% 72% 57% 63% 66% 47% 54% 30% 27% 38% 26% 36% 34% 25% 18% 4% 11% 22% 13% 12% 0% 75% 62% 56% 58% 50% 33% 33% 30% 14% 20% 20% 32% 15% 10% 33% 14% 5% 9% 29% 4% 0% 69% 63% 25% 19% 36% 33% 19% 25% 23% 29% 12% 10% 14% 19% 31% 15% 10% 12% 11% 5% 3%
Practical
Environmental
Simple
Well known
Long established
Friendly
Widely used
Modern
High class
Traditional
Specialist
Fun
Laid back
Dynamic
Local
Sophisticated
Refined
Trendy
Exciting
Expensive
None of these
46
Influence on brand choice
Slovenia
Romania
Switzerland
Germany
Hungary
Austria Czech
Netherlands
A little: 14% 5% 13% 8% 10% 14% 11% 6% 32% 9% 10% 9% 9% 17% 18% 20% 3% 4% 6% 4% 4% 8% 1% 3% 2% 8% 8% 13% 5% 6% 11% 12% 13% 13% 20% 5% 27% 6% 12% 24% 24% 11% 27% 9% 16% 6% 3% 12% 6% 3% 10%
My Kids like the brand
The brand supports the arts
The brand is active in the community
Some: 30% 20% 33% 30% 31% 41% 36% 31% 36% 30% 33% 25% 32% 12% 18% 24% 24% 26% 22% 8% 17% 9% 34% 19% 34% 39% 31% 32% 30% 16% 38% 32% 40% 23% 39% 22% 36% 32% 42% 25% 17% 31% 39% 32% 35% 18% 12% 33% 20% 13% 32%
19% 30% 26% 32% 21% 26% 27% 35% 17% 29% 33% 18% 39% 36% 36% 28% 32% 34% 12% 28% 19% 26% 13% 19% 23% 18% 19% 26% 11% 14% 15% 33% 31% 15% 14% 30% 31% 20% 24% 23% 26% 18% 16% 35% 25% 30% 33% 29% 22% 31% 27% 25% 33% 19% 19% 30% 9% 19% 25% 11% 38% 51% 15% 28% 32% 35% 43% 21% 32% 32% 13% 26% 32% 23% 36% 17% 39% 39% 69% 22% 40% 22% 16% 18% 13% 10% 13% 11% 9% 8% 25% 34% 19% 10% 17% 16% 32% 42% 19% 32% 38% 17% 44% 25% 46% 38% 41% 55% 47% 15% 21% 30% 28% 25% 46% 51% 44% 45% 29% 37% 50% 30% 68% 21% 9% 38% 65% 38% 20% 10% 43% 33% 52% 42% 41% 47% 63% 30% 49% 49% 60% 37% 22% 51% 66% 41% 52% 24% 15% 45% 26% 16% 43% 43% 63% 44% 51% 52% 71% 70% 58% 45% 31% 54% 35% 48% 64% 46% 49% 67% 59% 42% 63% 28% 61% 75% 50% 29% 53% 73% 81% 51% 59% 37% 48% 49% 27% 23% 43% 42% 28% 32% 48% 60% 37% 26% 52% 42% 62% 75% 48% 55% 69% 44%
A little:
None:
A lot/some:
A litte/none:
47
Response rate by country 2011 v 2010 2011 Target for Analysis Number Analysed No. Analysed v No. Mailed % Number Mailed Target for Analysis Number Analysed No. Analysed v No. Mailed % 2010
Country
Number Mailed
1,000
908
7.6%
12,000 8,000 Now on-line 130,000 11,811 7,500 7,000 10,000 37,500 223,811 9,000 1,000 1,000 1,000 1,500 16,000 2,000 2,000 2,000 2,000 2,000 2,000 2,000 14,000 30,000 750 2,000 1,973 2,886 2,050 3,191 2,106 920 1,660 14,786 29,625 483 2,055 1,364 1,336 14,839 13.6% 4.5% 7.1% 13.8% 14.4% 1.0% 16.0% 15.5% 4.6% 6.7% 4.7% 5.7% 5.1% 6.0% 7,919 984 990 6.1% 8.1% 14.1% 1,000 1,000 2,000 2,000 2,000 2,000 2,000 2,000 2,000 16,000 32,500 200,000 20,000 13,624 20,174 24,855 312,906 522,024 9,500 34,282 1,027 1,660 2,501 2,999 2,098 3,506 1,973 956 1,420 18,140 33,004
Postal in 2011: Austria Croatia Finland Germany E & W Portugal Romania Sovenia Sweden Switzerland F & G Total On-Line in 2011: Belgium French Belgium Flemish Czech Finland France Hungary Netherlands* Poland Russia Total Total on-line + postal 1,000 1,000 8,000 9,000 1,000 1,000 1,000 1,000 1,500 16,500 724 1,022 1,500 7,148 963 1,056 1,005 1,271 1,675 14,864 6.0% 12.8% 1,338 5.5% 8.2% 14.1% 14.4% 12.7% 4.5% 6.6% unweighted 5.8% 8.1% 16.1% 10.6% 1.1% 17.7% 11.5% 3.2% 6.8% 5.0% 5.6%
17,750 20,483 15,500 28,393 192,924 19,782 17,151 30,000 20,799 362,782 586,593
Postal in 2011: 12,000 not included 16.7% 130,000 12,200 7,000 not included 10,000 29,918 209,118 On-Line in 2010: 14,253 included above 20,000
On-line: *Finland moved from postal in 2010 to on-line in 2011 *Apart from Poland and Russia all e-mail invitations were issued from the U.K. *Delivery rates varied significantly by country (old addresses/Spam guards etc.) *As each country had a "maximum" target for analysis not all on-line responses were processed but all were included in the prize draw *Once a country hit its target no further reminders were sent *No. analysed v number mailed isn't a true reflection of response rate due to a cap on maximum target *Incentives were offered in every country *In 2010 France and Belgium did not offer incentives
Appendix i Response rate by country 2011 v 2010
Not included in the 2011 survey: Spain UK
Commentary:
*Croatia and Slovenia joined the multi country study in 2011, UK and Spain did not participate *Maximum targets by country differed according to each country's requirements *Targets for on-line countries were increased to allow for the split sample *Respondents aged <20yrs were excluded in every country
48
Postal: *Completed questionnaires were returned to Reader's Digest local offices and then dispatched in bulk to the UK *As each country had a "maximum" target for analysis they only dispatched the quantity required for data processing *Number analysed v number mailed does not reflect the overall response rate as countries only dispatched their target *Returned questionnaires with no age/sex data were excluded from analysis
Yearly comparison - quantity analysed year on year past 5 years

2010
908 1,973 2,886 1,338 2,050 7,919 3,191 2,106 920 984 990 1,660 1,364 1,336 29,625 1,030 1,082 20,710 1,301 1,514 863 7,037 1,224 1,026 844 820 1,025 1,094 987 863 608 665 854 945 Not previously included in multi country study 1,287 1,191 1,359 1,384 945 983 5,267 6,733 1,332 1,280 1,183 1,232 1,012 1,239 901 1,189 1,299 1,190 1,158 757 Not previously included in multi country study 993 Not included 864 1,052 19,062 19,840
2009 2008 2007
Appendix ii Respondent base 2007 - 2011
2011
Austria Belgium Croatia Czech Finland France Germany Hungary Netherlands Poland Portugal Romania Russia Slovenia Sweden Switzerland Total
724 2,688 1,022 2,501 2,999 2,098 7,148 3,506 1,973 956 963 1,056 1,420 1,005 1,271 1,675 33,005
Commentary: *Target response for Germany is significantly higher than other countries to enable detailed comparison of E & W *In 2010 7 of these countries conducted their fieldwork on-line (all shown in italics) *In 2011 the on-line countries were joined by Finland *As part of their on-line methodology each country doubled their on-line target response *Each on-line respondent was required to answer only half the brand questions
49
Total respondents by category by country

Holiday Bank Credit Insurance 445 475 672 440 606 658 712 1,089 941 300 329 3,691 3,510 687 632 447 479 210 342 736 621 507 443 208 272 741 845 806 1,083 753 933 1,125 1,169 1,431 1,074 588 534 421 444 756 916 930 1,157 856 960 890 740 634 837 725 405 463 926 1,057 1,136 1,230 949 902 877 727 614 838 699 689 561 794 732 411 451 685 857 907 1,123 777 400 449 302 365 395 430 279 321 403 441 817 757 907 762 442 496 907 994 1,054 1,142 820 514 883 499 529 732 801 783 859 764 778 384 367 313 212 565 495 593 499 380 423 410 340 364 576 477 1,345 1,325 893 930 1,397 1,209 1,275 1,191 1,446 1,314 1,256 1,065 1,254 1,137 634 697 388 421 787 714 686 638 454 495 699 875 894 955 737 6,452 4,207 5,839 3,514 5,258 1,955 4,150 6,093 4,056 5,506 3,277 4,971 1,893 4,059 2,988 3,137 1,061 871 353 405 371 395 566 571 783 676 417 453 664 504 548 762 632 4,485 5,071 1,136 1,065 580 658 341 402 724 641 815 734 432 459 708 725 768 1,030 834 797 747 647 738 772 683 854 869 625 622 246 248 539 511 444 300 559 503 455 446 2,494 2,684 609 742 378 473 249 387 492 569 828 756 339 370 537 456 568 650 528 1,405 1,275 1,246 1,031 1,375 1,238 1,323 1,025 1,267 1,147 774 757 1,258 1,140 628 623 1,080 1,019 742 697 950 883 559 529 4,477 5,104 1,110 1,008 541 609 340 408 643 559 834 753 399 426 719 611 673 1,052 858 957 1,185 730 925 869 1,019 581 652 902 1,041 303 344 710 862 678 769 689 851 487 556 736 865 836 985 1,214 1,136 678 634 5,308 5,811 1,286 1,228 578 699 371 439 808 819 980 900 479 550 891 956 977 1,164 906 911 760 814 477 786 630 782 566 753 818 806 910 575 428 491 818 773 475 447 2,396 2,601 686 649 388 439 271 360 729 645 705 573 225 238 468 726 722 825 587 702 784 802 632 979 669 1,031 777 1,002 690 421 199 856 519 355 310 778 568 597 437 757 568 754 690 619 429 632 778 471 578 586 718 329 417 497 634 216 217 369 489 282 394 471 612 268 370 504 581 544 701 219 261 ISP Petrol Vitamins Pain Cold Hair Cosmetic Skin Soap Cereal
Car 602 718 1,051 755 763 1,020 1,192 1,241 1,098 762 780 4,816 5,271 1,435 1,323 797 824 400 441 765 655 823 758 562 705 790 974 1,015 1,278 933 949 671 500 643 538 681
Kitchen
PC
Mobile Network Camera
Austria
2011 2010
665 844
634 791
431 506
Belgium
2011 2010
1,160 846
1,070 794
1,050 738
1,200 864
Croatia
2011 2010 978 1,192 1,391 1,218 842 835 4,689 5,132 1,417 1,407 752 792 404 447 893 790 972 884 576 662 877
918 827 622 897 859 Please make local contact for details -
Czech
2011 2010
1,106 1,295
1,028 1,193
823 885
1,130 1,319
Finland
2011 2010 676 856
1,347 1,237
1,280 1,174
1,268 973
1,402 1,255
France
2011 2010
901 858
823 796
822 766
874 938 430 442 880 803 988 899 635 771 907 1,053 1,087 1,398 1,064
Germany
2011
6,413
5,965
3,951
5,119
2010
7,039
6,549
4,067
5,678
Hungary
2011 2010
1,573 1,423
1,181 1,019
1,301 1,121
1,565 1,390
Netherlands 2011 2010
870 916
785 883
791 820
Appendix iii Total respondents by category by country
Poland
2011 2010
421 449
414 422
387 400
Portugal
2011 2010
921 929
886 886
784 661
Romania
2011 2010
973 912
959 900
757 667
Russia
2011
546
587
526
2010
706
715
609
Slovenia
2011
949
913
657
2010
Please make local contact for details -
Sweden
2011 2010
1,191 1,243
1,092 1,126
860 903
1,112 1,156
Switzerland 2011 2010
1,513 1,170
1,395 1,116
1,174 838
1,438 1,045
50
Respondent profile across all countries
Adults only
Under 50
Under 60
Total 16 countries Over 50 Over 60 Families Women Men
Single person
Total
Total 100% 100% 0% Excluded from analysis 22% 27% 26% 25% 54% 15% 27% 27% 48% 8% 18% 12% 21% 50% 38% 65% 48% 14% 35% 31% 0% 54% 0% 23% 0% 46% 34% 0% 100% 64% 24% 5% 25% 55% 0% 36% 0% 21% 45% 0% 30% 0% 14% 20% 31% 35% 100% 0% 0% 12% 22% 25% 41% 0% 100% 0% 100% 50% 53% 50% 57% 50% 0% 50% 47% 50% 43% 50% 100% 100% 100% 100% 100% 100% 100% 44% 56%
33,004
15,875
17,129
15,566
17,438
23,641
9,363
17,251
5,535
8,843 100% 48% 52%
100%
Men
48%
44% 41% 10% 5% 0% 0% 100%
Women
52%
15-19
20-39
21%
40-49
26%
50-59
24%
Appendix iv Respondent profile across all countries
60+
28%
Adults only
52%
Single person
17%
Families
27%
51
Respondent profile by country Romania
Sex/age/household
Netherlands
Portugal
Hungary
Germany
Belgium Sweden Finland Croatia Poland France Russia Spain
Austria Czech
Switzerland
Average all countries
Total
2063 100%
724 100%
2688 100%
1022 2501 100% 100%
2999 2098 7148 100% 100% 100%
3506 100%
1973 100%
956 963 100% 100%
1056 100%
1420 1005 100% 100%
1271 100%
1675 100%
Men
1297 48% 1390 52% 488 48% 534 52% 1214 49% 1287 51% 1453 48% 1546 52% 1002 3475 48% 49% 1096 3673 52% 51% 1618 46% 1888 54% 970 49% 1003 51% 475 50% 481 50% 457 47% 506 53% 501 47% 555 53% 638 45% 782 55% 498 50% 507 50% 626 49% 645 51% 816 49% 859 51% 1467 55% 1221 45% 1922 71% 766 29% 557 55% 465 45% 743 73% 279 27% 1374 55% 1127 45% 1810 72% 691 28% 1493 50% 1506 50% 2049 68% 950 32% 1188 57% 910 43% 1519 72% 579 28% 1657 23% 5491 77% 4909 69% 2239 31% 1897 54% 1609 46% 2539 72% 967 28% 1104 56% 869 44% 1463 74% 510 26% 571 60% 385 40% 817 85% 139 15% 547 57% 416 43% 693 72% 270 28% 565 54% 491 46% 716 68% 340 32% 841 59% 579 41% 1106 78% 314 22% 546 54% 459 46% 732 73% 273 27% 653 51% 618 49% 859 68% 412 32% 964 58% 711 42% 1251 75% 424 25% 1432 53% 494 18% 713 27% 511 50% 97 9% 386 38% 1292 52% 349 14% 805 32% 1425 48% 650 22% 857 29% 950 45% 356 17% 740 35% 4223 59% 1420 20% 918 13% 1820 52% 467 13% 1079 31% 927 47% 434 22% 586 30% 516 54% 84 9% 342 36% 455 47% 99 10% 391 41% 637 60% 51 5% 329 31% 699 49% 106 7% 591 42% 565 56% 97 10% 290 29% 632 50% 326 26% 274 22% 716 43% 373 22% 449 27%
Women
992 48% 1071 52%
348 48% 376 52%
Under 50
Appendix v Respondent profile by country
Over 50
Under 60
Over 60
973 51% 1090 49% 1478 73% 585 27%
139 19% 585 81% 514 71% 210 29%
Adults only
Single person
Families
1078 52% 346 15% 553 30%
452 62% 132 18% 92 13%
52
Appendix vi Weighting factors applied in each country
Background
With the intention that the survey results will have maximum relevance to marketers, every attempt has been made to ensure that, as far as possible, they represent the views of the population in general rather than purely "Readers Digest readers". Not only will brand preferences vary but so will levels of trust in different professions and institutions. For these reasons weightings were applied to the respondents to bring them in line with the population by age + sex. STAGE 1: local identification of respondent names. Prior to mailing and e-mailing, each edition was advised to identify a sample of subscribers who, as far as possible, might represent the population profile by age and sex. STAGE 2: Respondents were classified according to their age and sex prior to comparison with the population profile. Weightings were then applied to each respondent according to whether their sex/age group was "over" or "under" represented v the population profile. As with ETB10 most countries had a significant under representation of younger people (15 19yrs) we therefore excluded them from analysis in all countries. With the aim of producing a weight of no more than 2 in every cell, age groups were collapsed" (grouped) together as far as was meaningful. The following tables show country by country the weights that were applied and the final age breaks that were achieved prior to analysing the results. The 8 on-line countries had a split sample (half the sample was asked to respond to 50% of the brand categories and the remaining half the other 50%). In every case the 2 samples were weighted independently e.g. Belgium 1 and Belgium 2. Some countries were unable to provide precise population profiles matching the needs of the survey. This is why, even though they may have received a high response within certain age groups, its not possible to weight them back to the population.
53
Appendix vi Population weightings applied in each country
Austria
Group M 20-59 M 60-69 M 70-79 M 80+ W 20-59 W 60-69 W 70-79 W 80+ Resp % 14.36 27.21 12.85 7.46 10.91 17.40 6.91 2.90 Popn % 35.51 6.58 4.05 1.89 35.42 7.23 5.18 4.14 Weight 2.47 0.24 0.32 0.25 3.25 0.42 0.75 1.43
Belgium on-line 1
Group M 20-49 M 50-59 M 60+ W 20-49 W 50-59 W 60+ Resp % 11.83 17.78 31.99 15.10 12.50 10.79 Popn % 27.53 8.47 12.27 27.05 8.45 16.24 Weight 2.33 0.48 0.38 1.79 0.68 1.50
Belgium on-line 2
Croatia
Group M 20-39 M 40-49 M 50-59 M 60-69 M 70-79 M 80+ W 20-39 W 40-49 W 50-59 W 60-69 W 70-79 W 80+ Resp % 7.83 10.37 11.94 11.15 7.63 1.96 11.15 11.06 11.45 10.08 4.50 0.88 Popn % 17.92 9.61 8.96 5.45 4.42 1.43 17.14 9.87 9.22 7.53 5.97 2.47 Weight 2.29 0.93 0.75 0.49 0.58 0.73 1.54 0.89 0.81 0.75 1.33 2.80 Group Resp % Popn % Weight
Czech Republic on-line 1

Czech Republic on-line 2

54
Finland on-line 1
Finland on-line 2
France on-line 1
Group M 20-39 M 40-49 M 50-59 M 60+ W 20-39 4W 40-49 W 50-59 W 60+ Resp % 8.41 11.55 13.01 14.77 16.63 14.58 12.92 8.12 Popn % 18.89 9.36 7.94 11.57 19.36 9.00 7.87 16.02 Weight 2.24 0.81 0.61 0.78 1.16 0.62 0.61 1.97
France on-line 2
Germany
Group M 20-59 M 60-69 M 70-79 M 80+ W 20-59 W 60-69 W 70-79 W 80+ Resp % 13.63 23.95 14.90 8.74 11.70 13.65 8.49 4.94 Popn % 34.70 7.07 5.51 1.33 33.97 7.49 7.33 2.59 Weight 2.55 0.30 0.37 0.15 2.90 0.55 0.86 0.53 Group Resp % Popn % Weight
Hungary on-line 1
Hungary on-line 2
55
Netherlands on-line 1
Netherlands on-line 2
Poland on-line 1
Poland on-line 2
Portugal
Group M 20-39 M 40-49 M 50-59 M 60-69 M 70+ W 20-39 W 40-49 W 50-59 W 60-69 W 70+ Resp % 7.79 8.10 11.63 12.67 7.37 13.08 12.77 13.08 8.00 5.50 Popn % 19.57 8.62 7.22 6.25 5.79 19.60 9.03 7.93 7.35 8.63 Weight 2.51 1.06 0.62 0.49 0.79 1.50 0.71 0.61 0.92 1.57
RomaniaGroupResp %
Group M 20-49 M 50-59 M 20-39 M 60-69 M 70+ W 20-49 W 50-59 W 60-69 W 70+ Resp % 9.75 9.85 9.28 11.27 9.38 22.16 17.42 12.41 7.77
Popn % Popn % 27.78 5.79 20.14 5.08 8.75 25.77 8.51 6.03 12.29
Weight Weight 2.85 0.59 2.17 0.45 0.93 1.16 0.49 0.49 1.58
56
Russia on-line 1
Russia on-line 2
Slovenia
Group M 20-49 M 50-59 M 60-69 M 70-79 M 80+ W 20-49 W 50-59 W 60-69 W 70-79 W 80+ Resp % 12.84 13.43 12.74 7.56 1.89 22.19 11.94 9.65 5.77 1.99 Popn % 26.92 9.13 6.30 4.76 2.40 27.45 9.31 6.43 4.86 2.45 Weight 2.10 0.68 0.49 0.63 1.27 1.24 0.78 0.67 0.84 1.23 Group Resp % Popn % Weight
Sweden
Group M 20-49 M 50-59 M 60-69 M 70-79 M 80+ W 20-49 W 50-59 W 60-69 W 70-79 W 80+ Resp % 5.98 13.30 14.32 9.68 5.51 11.41 12.20 11.88 8.50 7.24 Popn % 26.21 8.18 7.93 4.42 2.55 25.18 8.05 7.99 5.12 4.37 Weight 4.38 0.61 0.55 0.46 0.46 2.21 0.66 0.67 0.60 0.60
Switzerland
Group M 20-49 M 50-59 M 60-69 M 70-79 M 80+ W 20-49 W 50-59 W 60-69 W 70-79 W 80+
Group Popn % 29.12 8.59 5.66 3.63 1.70 28.46 8.54 6.29 5.46 2.56
Resp % Weight 2.49 0.46 0.53 0.53 0.54 1.50 0.51 0.83 1.31 1.95
Resp % 11.70 18.63 10.69 6.87 3.16 18.99 16.90 7.58 4.18 1.31
57
F EN RE CL E P O S EN ED
www.rdtrustedbrands.com www .rdtrustedbrands.com
For each of the follo following owing product/ser product/service vice catego categories, ories, please write in the one brand b that you feel has the best reputation on o environmental issues.
Category Categor y
Brand you fe feel eel has the best reputation on environmental issues (BLOCK capitals please).
Car
Energy supplier Ener gy supplie r
Petrol Petr ol retailer
Appendix vii Sample questionnaire
retailer Supermarket re etailer
Take T ake a p part art in the 20 2 2010 10 T Trusted rust ted Brands s Survey Sur vey today to oday and
Washing W ashing a powd powder der
*Please tick Q Q if you wou would uld be happy for us to contact you vi via a e-mail for market research purposes in the future. Y ou our name and address will be used so olely for the Prize Draw and Your solely the infor information mation you supply y will be used only for the purposes o of f this sur survey vey by The Reader Readers s Digest Association Ltd.
Questionnaire Qu Q ues stio ionn nair ire

You Y ou o could win 500 500
August 20 2010 10 Dear Readers Reader s Digest Subscriber At Reader Reader Readers s Digest, Dige est we value our customers est, custome ers opinions ver ers very y highly. highly y. Especially your opinions ab bout Trust. Trust. about 32,000 part survey Last year, year, over 3 2,000 of you took par t in i a Readers Readers Digest sur v to nd out vey consumers, the brands consu umers, like you, trust the most. I am writing now to t ask you to represent Great Britain in the eleventh Re Readers eaders Digest Most Trusted Trust ted Brands Survey. study undertaken Sur vey. The stud dy is being under taken in n 16 European countries, , and its aim is values to discover the brands, b attitudes and valu ues that shape your life and a the lives of Europeans. your fellow Euro peans.
40-49 40 0-49 Q Q4 80+ 80 0+
20-29 9Q Q2 60-69 9Q Q6 70-79 Q 7 30-39 Q Q3
Deter gent/clea aning product product Detergent/cleaning
Kitchen/electrical Kitchen/electric cal appliance
Household batt battery tery
category Local categor y 1 (Optional)
Local categor y 2 (Optional) category
category Local categor y 3 (Optional)
9. About you
This information information is for r classication purposes only. only.
Are you:
Your Y o our age: age:
15-19 Q Q1
Male Q Q 1Fema Female ale Q Q2
50-59 Q Q5
Q8 Q
information The infor mation you y give about your most mos st trusted brands will be featured f throughout the coming co oming year in Readers Readers Digest D magazine. We We also als so have a logo will be able to dis display which winning brands b splay as a symbol of consumer cons sumer trust.
Including you, how many m adults are there living in you your ur household?
Are there any children aged 15 or under in your household?
Please write in a number
Y es e Q Q1No Q Q2 Yes
nd condential I hope you will nd the survey sur vey interesting. interesting g. Your Your o replies remain co ondential and to you need only include in nclude your name and address ad ddress if you would like t o be entered You for the free draw w to win 500. Y ou o dont dont even need a stamp to enter, e enter , just return complete the questionnaire que estionnaire and retur n it in the postage paid envelope enve elope provided provided. Only a special re representative like you will receiv receive epresentative group of people p ve this possible. questionnaire, so o we would like to hear from f you as quickly as po ossible. Yours faithfully Y ours o
To T o guarantee your y entry entry to the 50 500 00 free draw, draw w, return your completed que questionnaire estionnaire in the reply env velope pr ovided today. tod day y. Y o ou dont dont even need n a stamp! envelope provided You
Pl Please use the th space below b l to to write it in i your name and a d address dd if you wish i ht to o take t ke tak k par part t in i our f free ree draw d draw. .
Name
Address
Name (Research h Manager)
Cod de Post Code
Email*
Prize Draw Rules All com completed mpleted questionnaires q must be received by y xxxx x 2010 to be entered into l with a completed 2010 Trusted the f free e prize draw. draw. Entry d Entr y to the h draw is valid only p Trusted Survey accepted f prize draw entries Brands s Sur vey y questionnaire. No responsibility is accep pted p d for mutilated involved draw. d or d l lost, mu utilated damaged g d in the p post or by by any party party in nvolved in the h p prize draw . drawn by b awarded d to the rst survey The 500 5 500 p prize will ll be sur vey y respondent respondent p y the organisers f the closing b entered into. Those h organis g sers after g date. No correspondence will w ll be under p y g of f RD publications p Ltd and the or agents d 18 years of age, employees d their l are not eligible Readers Reader rs Digest Association, and h families el g bl to take k part part in the p draw . The T winner will be notied as soon as possible p af the h closing g date d draw. after and details can be obtained by sending a stamped p d self-addressed self-addressed d envelope to d 2010T rusted Brands Survey, Sur vey y, Vivat Vivat Direct Ltd d trading Readers Digest, 157 2010Trusted as Readers Edgew g ware Road, London W2 2HR. Readers Readers Digest g may ma ay use the winners winners name, Edgeware h bl y or promotional material, hometo own, photograph p and opinions in future publicity hometown, h Draw and entrants entrants agree to such usage b by participating participating in the . Draw.
Vivat Direct Lt Vivat Ltd td trading as Reader s Digest Dige est Readers 157 Edgware e Road London W2 2HR 2
return questionnaire PS: You You o must ret turn your completed ques stionnaire by xxxxx 2010 2010 to enter the need free draw. draw. Remember, Reme ember r, you dont even ne eed a stamp so why not complete c and now? We return it right now w? W e have enclosed a pen for you to keep with h our thanks.
58
1. Condence in i Institutions
Listed below are some product categories. For each category, wed like you to tell us the brand you believe most deserves to be called your most trusted brand. It really doesnt matter if you dont own or use some of the products listed your opinions will be equally valued.
4. Tell Us About The Brands You Trust The Most
How much condenc condence ce do you have in the followin following ng institutions in your countr country r y?
A great deal Quite Not very ver y much a lot Not at all
Tick T ick one box in each row row. .
A great deal
Quite Not ve very er y a lot mu uch much
Not at all
Television T elevision and rad radio dio media Q Q Quality: Provides good quality, well made, well designed products/services. Excellent Value: Offers value for money to the customer
The Advertising Advertisin ng industr industry ry
Once youve named your most trusted brand in each category, wed like you to rate it across four criteria by circling the appropriate number where 5 is the top score you can award, and 1 is the lowest, e.g. 1 2 3 4 5.
The Press
Civil Servants Servants s
The Church
Institution of mar marriage riage
system tem The Legal sys
Strong Image: Consistent brand identity a distinctive brand which says something about the customers who use it Understand Customer Needs: A brand which knows what its customers want and produces a product that satises those needs Im a customer: Tick yes if you are a customer of the brand you named or if you have bought/used that brand in the last 12 months. Would you recommend this brand to others?: Tick yes if you would recommend the brand, company or service to others.
The Eur European opean Uni Union ion
Banks
The eur euro o
Environmenta Environmentalists alists
Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q My most trusted brand of
Car
is ...
1
BLOCK CAPITALS PLEASE
Government
Q Q Q Q Q Q Q Q Q Q Q Q
Q Q Q Q Q Q Q Q Q Q Q Q Q Q
Q Q Q Q Q Q Q
The Internet
2. Condence in i the Eur European opean Unio Union on

Qu ty ali
t en cell Ex lue va
How much do you ag agree gree with the following statem statements? ments?
Tick T ick one box in each row row. .

2 3
g on Str age im
nd rsta de er Un stom cu eds ne
Im
ust ac
e om
u ers yo ld end to oth ou W command re is Br th

yes 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 yes
Strongly S agree
T end e to T end e to Strongl y Tend Tend Strongly agree disagree disagre e disagree
The Eur European opean Uni Union ion has no inuence outside its member membe er countries
Q Q
Large kitchen appliance
is ...
Q Q Q Q
Q Q Q
Camera
is ...
yes 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5
yes
There is no advan advantage ntage in a single European European currency currenc cy (the euro) euro)
Q Q Q Q
Q Q Q
return Id prefer to retur rn to my original countries only) currency (euro (euro countries Personal computer
Q Q
Q Q
yes 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5
yes
is ...
yes 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 yes
3. Y Your o our T Trust rust in n Pr Professions ofessions
H How much h trust do d yo you ou have h i the in h following f ll i professions profe fessions i i your countr in country r y?
Mobile phone handset
is ...
yes 1
Tick T ick one box in each row row. . A great deal Quite Not very ver y a lot much Not at all
2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5
yes
A great deal
Quite Not ve er y very a lot mu uch much
Not at all
Airline pilots
Pharmacists
Mobile phone service provider
is ...
yes 1
Police
Financial adv advisors visors
yes 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5
Priests/church Priests/ /c church mi ministers nisters
Teachers T e eachers
Car salesmen
Farmers
Internet service provider
is ...
yes 1
Nurses
Meteorologists Meteor ologists
yes 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5
Politicians
Fireghters
Doctors
Lawyers
Travel T ravel agents
Judges
Holiday company/tour operator
is ...
yes 1
yes 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5
Taxi T axi a drivers
Journalists
Football players
Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q
Q Q Q Q Q Q Q Q Q Q
Trade T rade Union leaders leaders
Q Q Q Q Q Q Q Q Q Q
59
er
Bank/building society so ociety

is ...
yes 1
is ...
yes 1 2 3 4 5 1 2 3 4 5 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 yes
ty ali Qu
t en cell Ex lue va g on Str age im
nd rsta de er Un stom u s c ed ne Im er om ust ac
? u ers yo ld end to oth ou W command r e r is B th
Local category 1
a Qu
lity
en cell Ex lue va
g on Str age im Im
nd rsta de er Un stom u s c ed ne om ust ac

yes
Credit card
is ...
yes 1
is ...
yes 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4
Local category 2
2 3 4 5 1 2 3 4 5 5
yes
yes
Insurance compa company ny

is ...
yes 1
is ...
yes 1 2 3 4 5 1 2 3 4 5 1 2 3 4
Local category 3
2 3 4 5 1 2 3 4 5 5
yes 1 2 3 4 5
yes
Local category 4
is ...
yes 1
Petrol retailer
yes 1 2 3 4 5 1 2 3 4 5 2 3 4 5 1 2 3 yes 4 5
is ...
yes 1 2 3 4 5 1 2 3 4 5
Vitamins
is ...
yes 1
is ...
yes 1 2 3 4 5
Local category 5
2 3 4 5 1 2 3 4 5
yes 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5
yes
Analgesic/pain re relief elief

is ...
yes 1
is ...
yes
Local category 6
2 3 4 5 1 2 3 4 5
yes 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5
yes
Cough/cold reme remedy edy

is ...
yes 1
is ...
yes
Local category 7
2 3 4 5 1 2 3 4 5
yes 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5
yes
Hair care product t

yes 1 2 3 4 5 1 2 3 4 5 yes
is ...
Local category 8
is ...
yes 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 yes
Colour cosmetic/make cosmetic/m make up

yes 1 2 3 4 5 1 2 3 4 5 yes
is ...
Local category 9
is ...
yes 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 yes
Skin care product t

yes 1 2 3 4 5 1 2 3 4 5 yes
is ...
Local category 10
is ...
yes 1
yes 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5
Soap powder
yes 1 2 3 4 5 1 2 3 4 5 yes
is ...
Local category 11
is ...
yes 1
yes 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5
Breakfast cereal
yes 1 2 3 4 5 1 2 3 4 5
is ...
yes
Local category 12
is ...
yes 1
yes 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5
60
Local category 13 3
yes 1 2 3 4 5 1 2 3 4 5 yes
is ...
ty ali Qu Im
Tick T ick all that apply apply. .
t en cell Ex lue va g on Str age im
nd rsta de er Un stom u s c ed ne er om ust ac
7. About The Trusted Trusted Brand Logo

Before receiving this s questionnaire had you seen this Trusted Trusted Brand Bra and logo anywhere? Yes Ye s Q In Reader Readers s Digest magazine ma agazine Yes Ye s Q Somewhe Somewhere ere else No Q Not seen it i before Internet web-site Outdoor poster or billboard b Other Television T elevision commercial commerci ial Counter or point of sale s at a shop, pharmacy y or bank Mailing piece or pr product o oduct br brochure ochure Product Pr oduct packaging Advertisement Adver tisement in a magazine m or newspaper If you answered yes to somewhere som mewhere else please tell us where w you saw it.
Local category 14 4
yes 1 2 3 4 5 1 2 3 4 5 yes
is ...
Local category 15 5
yes 1 2 3 4 5 1 2 3 4 5 yes
is ...
Q Q Q Q Q Q Q Q
yes 1 2 3 4 5 1 2 3 4 5 yes
Local category 16 6
is ...
If you saw the above e logo on the packaging, or advertising, a adver tising, of a brand you ha hadnt adnt tried before would it it give you more, or less, condence con dence in buying that brand?
Tick T ick one box only. only.
Local category 17 7
yes yes
is ...
Q Much more
Q Somewhat more
Q Neither more nor less
Q Somewhat less
Q Not at all
Local category 18 8
yes 1 2 3 4 5 1 2 3 4 5 yes
is ...
8. Trust Trust and the th he Envir Environment onment

How much do you worry w y about the state of the environment worr en nvironment these days?
Tick T ick one box only. only.
5. About the br brands rands you like
Q A great deal
Q Quite a lot
Q On Only nly a little
Q Not at all l
Place a tick next to all all of the words below that desc describe cribe the type of brands you tend to o like. Tick Tick as many or as few as you wish:
Wed W e ed like to know how h you think and feel about a range of issues related to the th he environment. Here Heres s a list of o statements please indicate how w much you, personally, personally y, agree e or disagree with each one by b ticking one box in each row ro ow below. below.
Exciting
High class
Rened
Dynamic
Laid back
Simple
Agree strongly
Tend Tend e to agree
Tend Te end to o disagree disagre e
Disagree strongly
Environmental Environmental
Local
Sophisticated Sophisticat ted
Q Well Well e kno known own Q Widely used u Q None of these
Expensive
Long-establis Long-established shed
Specialist
I am willing to pa pay ay more for envir environmentally onmenta ally friendly pr products oducts . . . . . . . . Q Q I would like to bu buy uy brands that are good for f the envir environment onment believe but I dont dont believ ve theyre as effective as their t competitors . . . . . . . . . . . . Q Q Environmental Envir onmental br brands rands are too expensive . . . . . . . . . . . . . . . . . . . . . . . . . . . . Q Q Most big compan companies nies really don dont t care abou about ut the envir environment onment . . . . . . . . . . Q Q Climate change is s very very much exaggerated d .......................... Q Q I don dont t believe ad advertisers dvertisers when they claim m they are supporting environment suppor ting the en nvironment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Q Q I prefer to buy products pr roducts that claim to be F Fair Fair T Trade rade . . . . . . . . . . . . . . . . . Q Q
Q Q Q Q Q Q Q Q Q
Friendly
Modern
Traditional Traditional l
Q Q Q Q Q Q
Fun
Q Q Q Q Q Q
Practical
Q Q Q Q Q Q
Trendy Trendy
6. How much i inuence nuence does each of o the following fact factors ors have on your choice c of brand?
None None
A lot
Some
A little
Your Y our o kids like the brand
Q Q Q Q Q Q Q Q
Q Q
Q Q
The brand suppor supports rts the ar arts ts
Q Q
Q Q
The brand is activ active ve in the community
Q Q
Q Q
61
Appendix viii Readers Digest circulation and readership across Europe
Country/Edition
Countries/editions included in ETB 2011: Austria Belgium Dutch Belgium French Croatia Czech Republic* Finland France Germany Hungary Netherlands Poland Portugal Romania Russia Slovenia Sweden Swiss French Swiss German TOTAL EDITIONS INCLUDED IN ETB 2011: *Circulation for Czech Republic includes Slovak Republic
Circulation
Adult Readers
38,223 38,034 34,579 35,000 99,700 197,287 276,000 704,726 96,821 118,101 96,747 93,235 59,725 411,000 28,000 51,900 32,555 103,175 2,514,808
100,000 139,800 126,400 100,000 162,300 595,000 1,035,000 2,430,000 204,000 474,000 437,000 270,000 167,000 928,100 79,000 Not available 74,000 304,000 7,625,600
62
Reader's Digest Countries included in ETB 2011: Local Contacts
Country Ad Director e-mail Tel No. Research Responsibility e-mail Tel No. PR Responsibility e-mail Tel No.
Belgium and Netherlands Piet Bontje Piet_Bontje@rd.com +31 20 567 8287 Merijn de Haen webvideotours@gmail.com Marco van Hierden marco_hierden@readersdigest.nl 31205678240
Croatia Boro Vulin boro.vulin@mozaik-knjiga.hr 385 1 6315 163 Boro Vulin boro.vulin@mozaik-knjiga.hr 385 1 6315 163 Boro Vulin boro.vulin@mozaik-knjiga.hr 385 1 6315 163
Country Ad Director mail Tel No. Research Responsibility e-mail Tel No. PR Responsibility e-mail Tel No.
Czech Republic Marie Kacerovska Marie Kacerovska@rd.com +420 222 071 259 Lucie Srpova lucie_srpova@rd.com +420 222 071 284 Lucie Srpova lucie_srpova@rd.com +420 222 071 284
Country Ad Director e-mail Tel No. Research Responsibility e-mail Tel No. PR Responsibility e-mail
Finland Carita Gil carita.gil@rd.com +358 9 503 4656 Tiina Suomela tiina.suomela@rd.com +358 9 503 4655 Tiina Suomela tiina.suomela@rd.com Tel No. +358 9 503 4655
e-
France Herv Hellec / Marie-Aude Rocheboeuf herve.hellec@rd.com, marie-aude.rochebeuf@rd.com +33 1 46 74 8448 / +33 1 46 74 8874 Sarah de Botton sarah.de.botton@rd.com +33 1 46 74 8461 Sarah de Botton sarah.de.botton@rd.com +33 1 46 74 8461
Country Ad Director e-mail Tel No.
Germany and Austria Anett Groch Anett.Groch@rd.com +49 211 498 7914
Research Responsibility Solvey Friebe e-mail solvey.friebe@rd.com Tel No. +49 211 498 7938 PR Responsibility Uwe Horn e-mail Uwe.horn@rd.com Tel No. +49 711 6602 521
Hungary Marta Patai Marta.Patai@rd.com +36 1 66 61 730 Marta Patai Marta.Patai@rd.com +36 1 66 61 730 Marta Patai Marta.Patai@rd.com +36 1 66 61 730
Poland Rajmund Tochwin rajmund_tochwin@rd.com +48 22 319 3280 Pawel Sztark pawel_sztark@rd.com +48 22 319 3285 Monika Kalisiewicz monika_kalisiewicz@rd.com +48 22 319 3204
63
Reader's Digest Countries included in ETB 2011: Local Contacts
Portugal Maria Carmo Diniz maria_diniz@rd.com + 351 21 381 0113 Maria Carmo Diniz maria_diniz@rd.com + 351 21 381 0113 Maria Carmo Diniz maria_diniz@rd.com + 351 21 381 0113
Country Advertising Sales e-mail Tel No. Research Responsibility e-mail Tel No. PR Responsibility e-mail Tel No.
Romania Ovidiu Muresanu Ovidiu_Muresanu@rd.com +40 20 19 814 Ovidiu Muresanu Ovidiu_Muresanu@rd.com +40 20 19 814 Ovidiu Muresanu Ovidiu_Muresanu@rd.com +40 20 19 814
Country Ad Director e-mail Tel No. Research Responsibility e-mail Tel No. Responsibility e-mail Tel No.
Russia Nora Medvedeva nora_medvedeva@rd.com +7 495-258-55-58 Nora Medvedeva nora_medvedeva@rd.com +7 495-258-55-58 Nora Medvedeva nora_medvedeva@rd.com +7 495-258-55-58
Country Advertising Sales e-mail Tel No. Research Responsibility e-mail Tel No. PR Responsibility e-mail Tel No.
Slovenia Martina Dolgan martina.dolgan@mkz.si + 38 61 307 8034 Mojca Plevnik mojca.plevnik@mkz.si + 38 61 241 3630 Lidija Petek lidija.petek@mkz.si + 38 61 241 3648
PR
Sweden Carita Gil carita.gil@rd.com +358 9 503 4656 Tiina Suomela tiina.suomela@rd.com +358 9 503 4655 Annica Parhorn annica.parhorn@rd.com + 46 8 587 10 883
Switzerland Yakub Kambir yakub.kambir@rd.com +41 (0)44 455 7327 Solvey Friebe solvey.friebe@rd.com +49 211 498 7938 Uwe Horn uwe.horn@rd.com +49 711 6602 521
Europe wide Co-ordinator e-mail Tel No. Penny Mortimer penny.mortimer@rdglobaladvertising.com +44 7887 895228
64

Readers Digest - The Brands You Trust 2011

Загружено:

Сведения о документе

Исходное описание:

Авторское право

Доступные форматы

Поделиться этим документом

Поделиться или встроить документ

Параметры публикации

Этот документ был вам полезен?

Это неприемлемый материал?

Авторское право:

Доступные форматы

Readers Digest - The Brands You Trust 2011

Загружено:

Авторское право:

Доступные форматы

Readers Digest Trusted Brands Survey 2011 Contents

Results Confidence and Trust in:

Results Influence on brand choice:

Readers Digest Trusted Brands Survey 2011 An overview

About the survey

33,000 participants across Europe

Readers Digest Trusted Brands Survey 2011 An overview

223,811 questionnaires mailed

Ta T ake pa r rt t Brands in the 2010 T ruste Sur vey t d to oday a You co nd

Readers Digest Trusted Brands Survey 2011 An overview

About the questions - postal

18,000 on-line respondents

The on-line questionnaire:

Readers Digest Trusted Brands Survey 2011 An overview

The 20 categories common to each country are:

89% nominated their Trusted Brand of car

Countries included in the survey are:

European Trusted Brands 2011 How we award Trusted Brand status

The qualitative data/attributes

Results - the Trusted Brands 20 common categories

Most nominated brands across the common categories

Most Trusted Brands across Europe 2011 Brands winning in 3+ countries:

All winners by country and category - share of vote 2011 v 2010

All winners by country and category - share of vote 2011 v 2010

2011 2010 Switzerland

Results - the Trusted Brands Comparison of winning brands over 5 years

Comparison of winning brands over past 5 years

Kitchen appliances 2011

Results - the Trusted Brands Comparison of winning brands over 5 years

Comparison of winning brands over past 5 years

Internet service provider 2011

Results - the Trusted Brands Comparison of winning brands over 5 years

Comparison of winning brands over past 5 years

Mobile phone service provider 2011

Results - the Trusted Brands Comparison of winning brands over 5 years

Comparison of winning brands over past 5 years

Holiday company/tour operator 2011

Results - the Trusted Brands Comparison of winning brands over 5 years

Comparison of winning brands over past 5 years

Results - the Trusted Brands Comparison of winning brands over 5 years

Comparison of winning brands over past 5 years

Results - the Trusted Brands Comparison of winning brands over 5 years

Comparison of winning brands over past 5 years

Analgesic/pain relief 2011

Results - the Trusted Brands Comparison of winning brands over 5 years

Comparison of winning brands over past 5 years

Hair care product 2011

Schwarzkopf Schwarzkopf Garnier L'Oral country not included

Results - the Trusted Brands Comparison of winning brands over 5 years

Comparison of winning brands over past 5 years

Results - the Trusted Brands Comparison of winning brands over 5 years

Comparison of winning brands over past 5 years

Breakfast cereal 2011

Results - the winning brands Local categories

Local categories 2011 winners

Local categories - 2011 winners Austria Category

Czech Republic Category

Local categories 2011 winners

Local categories - 2011 winners Finland Category France Category

Local categories 2011 winners

Local categories - 2011 winners Netherlands Category

Local categories 2011 winners

Local categories - 2011 winners Russia Category