Estudio de Marcas - Europa 2009

READER’S DIGEST TRUSTED BRANDS SURVEY
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Europe’s most Trusted Brands in 2009

European Trusted Brands 2009
Contents
Page No:
Overview 3
How do you become a Trusted Brand? 6
The Trusted Brand logo and guidelines for its usage 7
Results - Brands:
20 common categories 9
Most nominated brands across Europe 10
All winners by country and category – share of vote 12
Comparison of winners by category – past 5 years 13
The local categories – winning brands 23
Results –Trust:
Trust in Professions 28
Trust compared with 5 years ago 32
Appendix
Response rate by country 2009 v 2008 36

Respondent base 2005 – 2009 37
Respondent profile – all countries 38
Respondent profile by country 39
Respondent personality 40
Category votes for 2009 41
Population weightings 42
Sample questionnaire 46
Reader’s Digest circulation and readership by country 50

Contacts by country 51
www.rdtrustedbrands.com 2
Reader’s Digest Trusted Brands 2009
An overview
About the survey
䢇 This is year 9 of the study which continues to be one of the biggest and widest-ranging
consumer surveys ever undertaken in Europe.
䢇 Reader’s Digest European Trusted Brands first appeared in 2001.
䢇 In order to allow for tracking over time every effort is made to retain consistency in
methodology, content and presentation of data.
䢇 Research was conducted in 14 languages across 16 European countries.
䢇 The primary focus of the study is to find out which brands Europeans trust the most.
䢇 20 “brand specific” categories are common to every country.
䢇 In addition to the 20 “common” categories each country had the option to include
categories of their own choice (known as Local Categories).
䢇 The research was undertaken by mail*, with fieldwork taking place between August and
October 2008 (*apart from the UK - see below).
䢇 In total 23,287 responses were analysed across 16 countries (21,463 excluding U.K.). This
compares with 23,651 in 2008.
䢇 Although the number of questionnaires issued was 312,705 (excluding the UK) the
response rate can’t accurately be described as 6.9%. This is because each country had
a “target maximum” number of responses. Questionnaires with no age/sex data or
incomplete response to the brand questions were discarded. Overall response rate
including UK was 7% (see comments overleaf regarding UK on-line methodology).
䢇 Germany has an especially high target response to enable detailed analysis and
comparison between East & West.
䢇 Across Europe a total of 271,710 votes were cast across the 20 common product
categories and overall 123,854 different brand names (or variations on a brand name)
were mentioned.
䢇 The category of cars attracts by far the highest completion rate (>19,500) and “vitamins”
the least (7,444).
䢇 Respondents were drawn from the Reader’s Digest customer database in each of the 16
countries.
䢇 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 15 – 19yrs was low, so we excluded this group from our analysis to avoid
over weighting and misrepresentation of brand preference (apart from UK).
䢇 Respondents in Germany represent 30% 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 personality traits, trust in professions etc. reflects the
“average of the average” across all 16 countries.
Reader’s Digest Trusted Brands Survey 2009
An overview
UK on-line survey:
In the UK the survey was undertaken online. The sample selection criteria were identical to
those employed in other countries; however the sampling frame was restricted to RD
customers on the database for whom promotable e-mail addresses were held. Given the
large number of brand categories to be assessed in the UK (38), two matched parallel
samples were drawn, with each set of respondents being asked to consider half of the
categories, i.e. 19 each.
The survey was launched on 1st December 2008 and closed on 10th December. After the
initial email invitation, a further email reminder to participate was sent. 19,889 e-mails were
delivered and 1,824 questionnaires were analysed, a response rate of 9%.
Further details can be obtained from jeremy_hemingray@readersdigest.co.uk
About the questions
䢇 To begin, respondents were asked to indicate their degree of trust in 20 professions

(reintroduced to the survey after a break in 2008)
䢇 They then indicated their level of trust (compared with 5 years ago) in 18 professions and
institutions ranging from advertising to the United Nations
䢇 From a list of 16 personality types (8 pairs) respondents identified which word from each
pair best described them (no change from 2008)
䢇 Although the 20 common product categories

remained the same, the order of categories was
amended slightly to aid flow
4
Tell us ab
out the br
ands you
䢇 Having nominated their most “trusted brand”, Listed below
are some pro trust the
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recommend the brand to others (a change in the last 12
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Car is
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chen appli 2 3 4 this brand
ance is 5 Yes Q to others?
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e Strong ima
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Camera 4 5 1 recommend
is 2 3 4 this brand
5 Yes to others?
Quality Q
e Strong ima
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Persona 4 5 1 recommend
l computer 2 3 4 this brand
is 5 Yes Q to others?
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one hand 2 3 4 this brand
set is 5 Yes Q to others?
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one servic 2 3 4 this brand
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Quality er is Q
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Reader’s Digest Trusted Brands Survey 2009
An overview
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
Countries included in the survey are:
Country Language
Austria German
Belgium Flemish & French
Czech Republic Czech
Finland Finnish
France French
Germany German
Hungary Hungarian
Netherlands Dutch
Poland Polish
Portugal Portuguese
Romania Romanian
Russia Russian
Spain Spanish
Sweden Swedish
Switzerland German & French
UK English
A sample copy of the questionnaire (in English) can be found in the appendix at the back of
this book.
How do you become a trusted brand?
Awarding Trusted Brands Status: Clarification
Information on how the Winners of Trusted Brands Awards are selected.
In each of the product categories, the Most Trusted Brand Award goes to
the brand which gets the highest number of votes.
This best reflects the question respondents were asked: “Tell us the brand you believe most
deserves to be called your “most trusted brand”. It is also a simple and transparent
approach, which is easy for everyone to understand and communicate. To be listed in the
results, a brand must get at least 20 votes in a category.
Why 20 Votes?
The 20 votes threshold was introduced to increase the value of the results, allowing more
brands to be identified and thus giving users the opportunity to evaluate more brand names.
The Qualitative Data/Attributes
What does the qualitative data refer to?

After a respondent names their most trusted brand of car, computer etc. they are asked to
rate that brand on four criteria - quality, excellent value, strong image and understand
customer needs. Each criterion carries a maximum score of 5.
The data which is reported for a brand consists of only the opinions of those respondents
who voted for that brand, NOT the sample as a whole.
Attribute Awards
It is possible to be top scoring against any of the

attributes but not be the ‘Most trusted brand’ in a
category. This is because respondents who vote for a
brand may recognise a particular area of strength and
award it a top score.
The Trusted Brands Logo and
Guidelines for its usage
Over the 9 years since the launch of Trusted Brands usage

and awareness of the logo has increased significantly.
Across Europe 36% of people say they have seen the
Trusted Brands logo in Reader’s Digest magazine while
10% have seen it somewhere else Source: ETB 2006. In
order to continue building awareness and respect for the
award it’s important that the Trusted Brand identity is
maintained and protected by all who use it. These
guidelines have been designed to help ensure this:
Guidelines for Usage of Trusted Brand Logo
1. Usage of the logo by all parties is wide-ranging and

may include:
䢇 advertising campaigns
䢇 Promotional literature (flyers, brochures, point-of-

purchase materials, company newsletters, annual
reports etc.)
䢇 in press releases
䢇 on web-sites
䢇 on product (labels, stickers, shipping cartons)
2. Award winners need to adhere to certain ‘rules’

when using the logo:
䢇 Winners can only use the logo in promotional materials

within the countries where they were awarded Trusted
Brand status.
䢇 Winners must use the logo only in relation to the

relevant category of their award.
䢇 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.
䢇 No alteration of the logo design, wording or coloration is

permitted without specific permission.
䢇 Winners may not use the logo in conjunction with

specific reference to any competitor or competitive
product.
The Trusted Brands Logo and
Guidelines for its usage
䢇 Winners desiring to use the logo must submit specific copy for the use of the logo in
advertising and promotional materials to Reader’s Digest in advance of use. Reader’s
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 Reader’s Digest
may not be held responsible in any way for any claims arising out of the use of the logo
by winners.
䢇 No endorsement of the winning brand(s) by Reader’s Digest or its editors is given or may
be implied. Endorsement of the winning brands as “most trusted” is provided only by a
vote of the magazine’s readers, and any written materials regarding the award must
reflect that the award is “voted by the readers of Reader’s Digest.”
Results - the winning brands
20 common categories
Within each of the 16 countries a list of 20 “common”

categories was agreed, these are the same in every
country. The categories have remained unchanged for the
past 4 years, with only minor amendments over the 5 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.
Most nominated brands across the

common categories
䢇 For the 9th consecutive year Nokia is the most “Trusted 䢇 Vick has replaced Actifed as France’s most Trusted
Brand” of mobile phone handset in every country – no Brand of cough/cold remedy
change since the study was first published in 2001
䢇 Trusted brands in the financial and travel categories
䢇 Nivea continues to be the brand of skin care that most remain diverse and local across the 16 countries
people trust (winner in 16 out of 16 countries)
䢇 Mobile phone service providers also tend to be local.
䢇 Similarly there is no change to the line up of trusted The “international” brands Vodafone, Orange and T-
brands in the category of credit card. In 14 out of 16 Mobile came top in just 2 countries each
countries Visa retained the pole position
䢇 The most “local” of all categories is that of ISP (Internet
䢇 Canon remains the trusted brand of camera in 13 Service Provider) where a different brand won in each of
countries – no change over 2008 the 16 countries
䢇 Kellogg’s is the trusted brand of breakfast cereal in 10

Western European countries and Nestlé predominates in
4/5 of the CEER countries + Portugal
For further information (e.g. brand attribute scores) and
䢇 Toyota is now Belgium’s most trusted brand of car, names of all runners up in each country please contact the
beating VW which has held that position for the past 3 country representative – details can be found on the final
years page of this book.
Most nominated brands across Europe
Most nominated brands across Europe 2008
Brands winning in No.

3+ countries: Countries:
2009 2008
Nivea (skin care) 16 16
Nokia 16 16
Visa 14 14
Canon 13 13
Kellogg's 10 10
HP/HP Compaq 9 7
Ariel 6 6
Miele 6 6
Nestlé 5 5
Nivea (cosmetic) 5 5
Aspirin 4 3
Avon 4 5
Centrum 4 3
Dell 4 3
VW 4 4
Yves Rocher 4 3
Mercedes 3 3
Pantene 3 3
Persil 3 3
Toyota 3 3
Vick 3 2
Most nominated brands across Europe
Categories with most “multi country” winning brands:
Category Number of Different Brands winning in

brands winning more than 3 countries
across Europe in this category
Skin Care 1 Nivea

Mobile Phone 1 Nokia
Breakfast Cereal 3 Kellogg's, Nestlé
Camera 3 Canon
Credit Card 3 Visa
PC 5 HP, Dell
Cosmetic 6 Avon, Nivea, Yves Rocher
Car 8 Mercedes, Toyota, VW
Soap Powder 9 Ariel, Persil
Hair Care 11 Pantene
Kitchen Appliance 11 Miele
Vitamins 12 Centrum
Cold Remedy 13 Vick
Pain Relief 13 Aspirin
Mobile Phone Service 13 -
Insurance Company 14 -
Bank/Building Society 15 -
Holiday Company 15 -
Petrol Retailer 15 -
Internet Service Provider 16 -
All winners by country 2009 - share of vote in each of the 20 common categories
Category (2009) Austria Belgium Czech Finland France Germany Hungary Netherlands
Car VW (19%) Toyota (12%) Skoda (39%) Toyota (20%) Renault (25%) VW (19%) Opel (20%) Opel (12%)
Kitchen Appliance Miele (36%) Miele (27%) Eta (26%) Upo (18%) Brandt (20%) Miele (30%) Zanussi (20%) Miele (25%)
PC HP (23%) HP Compaq (28%) HP (26%) HP (35%) HP Compaq (30%) Fujitsu Siemens (20%) HP Compaq (17%) HP Compaq (34%)
Mobile Phone Handset Nokia (69%) Nokia (69%) Nokia (64%) Nokia (93%) Nokia (28%) Nokia (47%) Nokia (63%) Nokia (62%)
Mobile Phone Network A1 (42%) Belgacom (42%) T-Mobile (44%) Sonera (37%) Orange (50%) Vodafone (25%) T-Mobile (44%) KPN (50%)
Camera Canon (34%) Canon (31%) Olympus (31%) Canon (52%) Canon (23%) Canon (34%) Canon (21%) Canon (31%)
Holiday Company Tui (34%) Neckermann (30%) Cedok (42%) Aurinkomatkat (38%)Pierre Et Vacances - Maeva (18%)Tui (56%) Ibusz (32%) D-Reizen (17%)
Bank/Building Society Raiffeisenbank (38%) Fortis (31%) Ceska Sporitelna (36%) Osuuspankki (40%) Crédit Agricole (23%) Sparkasse (38%) OTP Bank (47%) Rabobank (44%)
Credit Card Visa (46%) Visa (60%) Visa (67%) Visa (69%) Visa (45%) Visa (39%) Mastercard (38%) Visa (38%)
Insurance Company Uniqa (25%) Axa (18%) Ceska Pojistovna (33%) Tapiola (28%) Axa (16%) Allianz (23%) Allianz Hungaria (30%) Interpolis (17%)
Internet Service Provider Telekom (27%) Belgacom (39%) Seznam (35%) Sonera (34%) Orange Wanadoo (53%) Google (14%) T-Online (37%) Ziggo (21%)
Petrol Retailer OMV (24%) Esso (17%) Shell (35%) ABC (31%) Total (29%) Aral (32%) Mol (45%) Shell (38%)
Vitamins Supradyn (16%) Supradyn (19%) Centrum (29%) Multi-Tabs (24%) Juvamine (39%) Centrum (10%) Be'res Csepp (42%) Davitamon (30%)
Pain Relief Aspirin (21%) Dafalgan (54%) Ibalgin (43%) Burana (48%) Doliprane (37%) Aspirin (34%) Algopyrin (32%) Kruidvat Huismerk (9%)
www.rdtrustedbrands.com
Cold Remedy Aspirin (27%) Vicks (11%) Bromhexin (26%) Resilar (21%) Vicks (12%) Wick (31%) Coldrex (20%) A Vogel (15%)
Hair Care Schwarzkopf (14%) Garnier (13%) Avon (15%) Elvital (13%) L'Oréal (22%) Schwarzkopf (14%) Schauma (15%) Andrelon (28%)
Cosmetic
Nivea (25%) Nivea (34%) Avon (47%) Lumene (53%) Yves Rocher (28%) Yves Rocher (17%) Avon (48%) Yves Rocher (11%)
Skin Care Nivea (56%) Nivea (45%) Nivea (30%) Nivea (27%) Nivea (41%) Nivea (46%) Nivea (36%) Nivea (36%)
Soap Powder Persil (37%) Dash (41%) Ariel (39%) Omo (34%) Ariel (31%) Persil (38%) Ariel (43%) Ariel (27%)
Breakfast Cereal Kellogg's (56%) Kellogg's (87%) Nestlé (39%) Kellogg's (55%) Kellogg's (64%) Kellogg's (61%) Cerbona (43%) Kellogg's (39%)
Category (2009) Poland Portugal Romania Russia Spain Sweden Switzerland UK

Car Volkswagen (13%) Mercedes (17%) Mercedes (16%) Toyota (24%) Mercedes (14%) Volvo (29%) VW (12%) Ford (16%)
Kitchen Appliance Amica (18%) Miele (16%) Philips (20%) Samsung (24%) Bosch (20%) Electrolux (41%) Miele (22%) Hotpoint (20%)
PC Toshiba (23%) HP (30%) Dell (19%) Samsung (24%) HP (29%) Dell (33%) Dell (25%) Dell (38%)
Mobile Phone Handset Nokia (69%) Nokia (73%) Nokia (72%) Nokia (50%) Nokia (57%) Nokia (48%) Nokia (65%) Nokia (45%)
Mobile Phone Network Plus (34%) TMN (45%) Vodafone (49%) MTS (37%) Movistar (53%) Telia (57%) Swisscom (70%) Orange (23%)
Camera Canon (27%) Canon (33%) Sony (32%) Canon (26%) Sony (24%) Canon (37%) Canon (34%) Canon (23%)
Holiday Company Orbis Travel (40%) Abreu (72%) Paralela 45 (14%) Tez Tour (25%) Halcón Viajes (26%) Ving (35%) Kuoni (41%) Thomson (32%)
Bank/Building Society PKO BP (33%)Caixa Geral de Depósitos (35%) BRD (29%) Sberbank (53%) La Caixa (17%) Swedbank (39%) Raiffeisen (29%) Lloyds TSB (16%)
Credit Card Visa (74%) Visa (45%) Visa (38%) Visa (72%) Visa (81%) Visa (57%) Visa (39%) Barclaycard (19%)
All winners by country and category - share of vote
Insurance Company PZU (54%) Fidelidade (23%) ING (26%) RosGosstrakh (44%) Mapfre (27%) Länsförsäkringar (31%) Die Mobiliar (30%) Direct Line (10%)
Internet Service Provider Neostrada TP (27%) Sapo (38%) RCS & RDS (48%) Comstar (12%) Telefónica (48%) Telia (50%) Bluewin (58%) BT (24%)
Petrol Retailer PKN Orlen (52%) Galp (60%) Petrom (38%) Lukoil (51%) Repsol YPF (64%) OKQ8 (30%) Migrol (21%) Tesco (25%)
Vitamins Centrum (25%) Centrum (77%) Eurovita (30%) Alfavit (26%) Pharmaton (30%) ACO (16%) Burgerstein (19%) Boots (17%)
Pain Relief Apap (39%) Ben-U-Ron (40%) Algocalmin (33%) Pentalgin (30%) Aspirina (32%) Alvedon (37%) Aspirin (24%) Nurofen (23%)
Cold Remedy Gripex (40%) Bisolvon (42%) Nurofen (32%) Coldrex (24%) Frenadol (31%) Kan Jang (18%) Neo Citran (20%) Beechams (25%)
Hair Care L'Oréal (14%) Pantene (42%) Head & Shoulders (17%) Pantene (15%) Pantene Pro-V (27%) Wella (20%) Nivea (15%) Head & Shoulders (13%)
Cosmetic Avon (20%) Nivea (37%) Nivea (19%) Avon (27%) L'Oréal (18%) Yves Rocher (18%) Nivea (21%) Boots (20%)
Skin Care Nivea (41%) Nivea (32%) Nivea (37%) Nivea (17%) Nivea (29%) Nivea (21%) Nivea (52%) Nivea (17%)
Soap Powder Vizir (35%) Skip (64%) Ariel (62%) Tide (31%) Ariel (41%) Via (40%) Total (22%) Persil (24%)
Breakfast Cereal Nestlé (92%) Nestlé (35%) Nestlé (59%) Nestlé (40%) Kellogg's (65%) Kellogg's (37%) Kellogg's (63%) Kellogg's (45%)
12
Comparison of winning brands 2005 - 2009
Automotive
2009 2008 2007 2006 2005
Austria VW VW VW VW VW
Belgium Toyota VW VW VW Opel
Czech Skoda Skoda Skoda Skoda Skoda
Finland Toyota Toyota Toyota Toyota Toyota
France Renault Renault Renault Renault Renault
Germany VW VW VW VW VW
Hungary Opel Opel Opel Opel Opel
Netherlands Opel Opel Opel Opel Opel
Poland VW VW Toyota Mercedes Mercedes
Portugal Mercedes Mercedes Mercedes Mercedes Mercedes
Romania Mercedes Mercedes Mercedes country not included
Russia Toyota Toyota Toyota BMW BMW
Spain Mercedes Mercedes Mercedes Mercedes Mercedes
Sweden Volvo Volvo Country not included
Switzerland VW Toyota VW Toyota Toyota

UK Ford Ford Ford Ford Ford
Kitchen appliances
2009 2008 2007 2006 2005
Austria Miele Miele Miele Miele Miele
Belgium Miele Miele Miele Miele Miele
Czech Eta Eta Eta Eta Eta
Finland Upo Upo Upo Upo Upo
France Brandt Brandt Brandt Brandt Brandt
Germany Miele Miele Miele Miele Miele
Hungary Zanussi Zanussi Zanussi Whirlpool Whirlpool
Netherlands Miele Miele Miele Miele Philips
Comparison of winners by category – past 5 years
Poland Amica Amica Amica Amica Amica

Portugal Miele Miele Miele Miele Miele
Romania Philips Philips Arctic Country not included
Russia Samsung Samsung Samsung Bosch Bosch
Spain Bosch Fagor Bosch Fagor Fagor
Sweden Electrolux Electrolux Country not included
Switzerland Miele Miele Miele Miele Miele
UK Hotpoint Hotpoint Hotpoint Hotpoint Hotpoint
13
Personal computer
2009 2008 2007 2006 2005
Austria HP HP IBM IBM IBM
Belgium HP Compaq HP Compaq HP Compaq HP Compaq Dell
Czech HP Acer Acer Brave IBM
Finland HP HP HP HP HP
France HP Compaq HP Compaq HP HP HP
Germany Fujitsu Siemens Fujitsu Siemens Fujitsu Siemens Siemens Siemens
Hungary HP Compaq Lenovo Lenovo IBM IBM
Netherlands HP Compaq HP Compaq HP Compaq HP Compaq Dell
Poland Toshiba Toshiba IBM IBM IBM
Portugal HP HP HP HP HP
Romania Dell IBM IBM Country not included
Russia Samsung Samsung Samsung Samsung Samsung
Spain HP HP HP HP IBM
Sweden Dell Dell Country not included
Switzerland Dell Dell Dell Dell Dell

UK Dell Dell Dell Dell Dell
Internet service provider Internet dot com

2009 2008 2007 2006 2005
Austria Telekom A-Online A-Online A-Online Chello
Belgium Belgacom Telenet Belgacom Belgacom Telenet
Czech Seznam Seznam Seznam Seznam Seznam
Finland Sonera Elisa Elisa Elisa Hobby Hall
France Orange Wanadoo Orange Wanadoo Orange Wanadoo Wanadoo Wanadoo
Germany Google AOL AOL AOL AOL
Hungary T-Online T-Online T-Online T-Online Axelero
Netherlands Ziggo Het Net (KPN) Het Net (KPN) Het Net (KPN) Wanadoo
Poland Neostrada TP Neostrada TP Neostrada TP Onet.PL Onet. Pl

Portugal Sapo Sapo Sapo Sapo Sapo
Romania RCS & RDS RCS & RDS RDS Country not included
Russia Comstar Comstar MTU (Intel) MTU Inform MTU Inform
Spain Telefónica Telefónica Telefónica Telefónica Google
Sweden Telia Telia Country not included
Switzerland Bluewin Bluewin Bluewin Bluewin Bluewin
UK BT Virgin BT AOL AOL
14
This category was amended in 2006 from Internet/Dot Com to Internet Service Provider
Mobile phone handset
2009 2008 2007 2006 2005
Austria Nokia Nokia Nokia Nokia Nokia
Belgium Nokia Nokia Nokia Nokia Nokia
Czech Nokia Nokia Nokia Nokia Nokia
Finland Nokia Nokia Nokia Nokia Nokia
France Nokia Nokia Nokia Nokia Nokia
Germany Nokia Nokia Nokia Nokia Nokia
Hungary Nokia Nokia Nokia Nokia Nokia
Netherlands Nokia Nokia Nokia Nokia Nokia
Poland Nokia Nokia Nokia Nokia Nokia
Portugal Nokia Nokia Nokia Nokia Nokia
Romania Nokia Nokia Nokia Country not included
Russia Nokia Nokia Nokia Nokia Nokia
Spain Nokia Nokia Nokia Nokia Nokia
Sweden Nokia Nokia Country not included
Switzerland Nokia Nokia Nokia Nokia Nokia

UK Nokia Nokia Nokia Nokia Nokia
Mobile phone service provider

2009 2008 2007 2006 2005
Austria A1 A1 A1 A1
Belgium Belgacom Proximus Proximus Proximus
Czech T-Mobile O2 T-Mobile T-Mobile
Finland Sonera Sonera Sonera Sonera
France Orange Orange Orange Orange
Germany Vodafone Vodafone Vodafone Vodafone
Hungary T-Mobile T-Mobile T-Mobile T-Mobile
Netherlands KPN KPN KPN KPN
Poland Plus ERA Orange Orange

Portugal TMN TMN TMN TMN
Romania Vodafone Vodafone Vodafone/Orange Country not included
Russia MTS MTS Beeline MTS
Spain Movistar Movistar Movistar Movistar
Sweden Telia Telia Country not included
Switzerland Swisscom Swisscom Swisscom Swisscom
UK Orange O2 O2 Orange
15
This category was included in all countries for the first time in 2006
Camera
2009 2008 2007 2006 2005
Austria Canon Canon Canon Canon Canon
Belgium Canon Canon Canon Canon Canon
Czech Olympus Olympus Olympus Olympus Olympus
Finland Canon Canon Canon Canon Canon
France Canon Canon Canon Canon Canon
Germany Canon Canon Canon Canon Canon
Hungary Canon Canon Canon Canon Canon
Netherlands Canon Canon Canon Canon Canon
Poland Canon Sony Sony Sony Sony
Portugal Canon Canon Canon Canon Canon
Romania Sony Sony Sony Country not included
Russia Canon Canon Kodak Kodak Kodak
Spain Sony Canon Canon Sony Sony
Sweden Canon Canon Country not included
Switzerland Canon Canon Canon Canon Minolta

UK Canon Canon Canon Canon Canon
Holiday company/tour operator

2009 2008 2007 2006 2005
Austria Tui Tui Tui Tui Tui
Belgium Neckermann Neckermann Neckermann Neckermann Neckermann
Czech Cedok Cedok Cedok Cedok Cedok
Finland Aurinkomatkat Aurinkomatkat Aurinkomatkat Aurinkomatkat Aurinkomatkat
France Pierre Et Vacances - Maeva Fram Fram Club Méditerranée Fram
Germany Tui Tui Tui Tui Tui
Hungary Ibusz Ibusz Ibusz Ibusz Ibusz
Netherlands D-Reizen D-Reizen D-Reizen D-Reizen D-Reizen
Poland Orbis Travel Orbis Travel Orbis Travel Orbis Travel Orbis Travel
Portugal Abreu Abreu Abreu Abreu Abreu
Romania Paralela 45 Atlassib Atlassib Country not included
Russia Tez Tour Tez Tour Neva Neva Neva
Spain Halcón Viajes Halcón Viajes Halcón Viajes Halcón Viajes Halcón Viajes
Sweden Ving Ving Country not included
Switzerland Kuoni Kuoni Kuoni Kuoni Kuoni
UK Thomson Thomson Thomson Thomson Thomson
16
Bank/Building Society
2009 2008 2007 2006 2005
Austria Raiffeisenbank Raiffeisenbank Raiffeisenbank Raiffeisenbank Raiffeisenbank
Belgium Fortis Fortis Fortis Fortis Fortis
Czech Ceska Sporitelna Ceska Sporitelna Ceska Sporitelna Ceska Sporitelna Ceska sporitelna
Finland Osuuspankki Osuuspankki Osuuspankki Osuuspankki Osuuspankki
France Crédit Agricole Crédit Agricole Crédit Agricole Crédit Agricole Crédit Agricole
Germany Sparkasse Sparkasse Sparkasse Sparkasse Sparkasse
Hungary OTP Bank OTP Bank OTP OTP OTP
Netherlands Rabobank Rabobank Rabobank Rabobank Rabobank
Poland PKO BP PKO BP PKO BP PKO BP PKO BP
Portugal Caixa Geral de Depósitos Caixa Geral de Depósitos Caixa Geral de Depósitos Caixa Geral de Depósitos Caixa Geral de Depósitos
Romania BRD BCR BCR Country not included
Russia Sberbank Sberbank Sberbank Sberbank Sberbank
Spain La Caixa La Caixa BBVA BBVA BBVA
Sweden Swedbank Swedbank Country not included
Switzerland Raiffeisen Raiffeisen Raiffeisen Raiffeisen Kantonalbanken

UK Lloyds TSB Lloyds TSB Lloyds TSB Lloyds TSB Lloyds TSB
Credit card
2009 2008 2007 2006 2005
Austria Visa Visa Visa Visa Visa
Belgium Visa Visa Visa Visa Visa
Czech Visa Visa Visa Visa Visa
Finland Visa Visa Visa Visa Visa
France Visa Visa Visa Visa Visa
Germany Visa Visa Visa Visa Visa
Hungary Mastercard Mastercard Mastercard Mastercard Visa
Netherlands Visa Visa Visa Visa Visa
Poland Visa Visa Visa Visa Visa

Portugal Visa Visa Visa Visa Visa
Romania Visa Visa Visa Country not included
Russia Visa Visa Visa Visa Visa
Spain Visa Visa Visa Visa Visa
Sweden Visa Visa Country not included
Switzerland Visa Visa Visa Visa Visa
UK Barclaycard Barclaycard Visa Visa Barclaycard
17
Insurance company
2009 2008 2007 2006 2005
Austria Uniqa Uniqa Uniqa Uniqa Uniqa
Belgium Axa Axa Axa Axa Axa
Czech Ceska Pojistovna Ceska Pojistovna Ceska Pojistovna Ceska Pojistovna Ceska pojistovna
Finland Tapiola Tapiola Tapiola Tapiola Tapiola
France Axa Macif Axa Axa Macif
Germany Allianz Allianz Allianz Allianz Allianz
Hungary Allianz Hungaria Allianz Hungaria Allianz Hungaria Allianz Hungaria Allianz Hungaria
Netherlands Interpolis Interpolis Interpolis Interpolis Univé
Poland PZU PZU PZU PZU PZU
Portugal Fidelidade Fidelidade Fidelidade Fidelidade Fidelidade
Romania ING Asirom Asirom Country not included
Russia RosGosstrakh RosGosstrakh RosGosstrakh Rossgosstrakh Rosno
Spain Mapfre Mapfre Mapfre Mapfre Mapfre
Sweden Länsförsäkringar Länsförsäkringar Country not included
Switzerland Die Mobiliar Die Mobiliar Die Mobiliar Mobiliar Schweiz Mobiliar Schweiz
UK Direct Line Norwich Union Norwich Union Norwich Union Norwich Union
Petrol retailer
2009 2008 2007 2006 2005
Austria OMV OMV OMV OMV OMV
Belgium Esso Shell Esso Esso Shell
Czech Shell Shell Shell Aral Aral
Finland ABC ABC Neste Neste Neste
France Total Total Total Total Total
Germany Aral Aral Aral Aral Aral
Hungary Mol Mol Mol Mol Mol
Netherlands Shell Shell Shell Shell Shell
Poland PKN Orlen PKN Orlen PKN Orlen PKN Orlen PKN Orlen
Portugal Galp Galp Galp Galp Galp
Romania Petrom Petrom Petrom Country not included
Russia Lukoil Lukoil Lukoil Lukoil TNK
Spain Repsol YPF Repsol YPF Repsol YPF Repsol YPF Repsol YPF
Sweden OKQ8 Statoil Country not included
Switzerland Migrol Shell Shell Shell Shell
UK Tesco Tesco Tesco Tesco Tesco
18
Cough/cold remedy
2009 2008 2007 2006 2005
Austria Aspirin Aspirin Aspirin Aspirin Aspirin
Belgium Vicks Vicks Vicks Vicks Vicks
Czech Bromhexin Bromhexin Bromhexin Bromhexin Bromhexin
Finland Resilar Silomat Silomat Silomat Silomat
France Vicks Actifed Humex Humex Actifed
Germany Wick Wick Wick Wick Wick
Hungary Coldrex Neo Citran Coldrex NeoCitran Coldrex
Netherlands A Vogel A Vogel A Vogel A Vogel A Vogel
Poland Gripex Gripex Gripex Aspirin Bayer Gripex
Portugal Bisolvon Bisolvon Bisolvon Bisolvon Bisolvon
Romania Nurofen Nurofen Nurofen Country not included
Russia Coldrex Bromhexin Dr Mom Dr Mom Dr Mom
Spain Frenadol Frenadol Frenadol Frenadol Frenadol
Sweden Kan Jang Kan Jang Country not included
Switzerland Neo Citran Neo Citran NeoCitran NeoCitran NeoCitran

UK Beechams Beechams Beechams Beechams Beechams
Analgesic/pain relief
2009 2008 2007 2006 2005
Austria Aspirin Aspirin Aspirin Aspirin Aspirin
Belgium Dafalgan Dafalgan Dafalgan Dafalgan Dafalgan
Czech Ibalgin Ibalgin Ibalgin Ibalgin Ibalgin
Finland Burana Burana Burana Burana Burana
France Doliprane Doliprane Doliprane Doliprane Doliprane
Germany Aspirin Aspirin Aspirin Aspirin Aspirin
Hungary Algopyrin Algopyrin Algopyrin Algopyrin Algopyrin
Netherlands Kruidvat Huismerk Kruidvat Huismerk Kruidvat Huismerk Kruidvat Huismerk Kruidvat Huismerk
Poland Apap Apap Apap Apap Apap

Portugal Ben-U-Ron Ben-U-Ron Aspirina Ben-U-Ron Ben-U-Ron
Romania Algocalmin Algocalmin Algocalmin Country not included
Russia Pentalgin Pentalgin Pentalgin Pentalgin Analgin
Spain Aspirina Aspirina Aspirina Aspirina Aspirina
Sweden Alvedon Alvedon Country not included
Switzerland Aspirin Dafalgan Aspirin Aspirin Aspirin
UK Nurofen Nurofen Nurofen Nurofen Nurofen
19
Vitamins
2009 2008 2007 2006 2005
Austria Supradyn Supradyn Supradyn Supradyn Supradyn
Belgium Supradyn Supradyn Supradyn Supradyn Supradyn
Czech Centrum Centrum Centrum Centrum Centrum
Finland Multi-Tabs Multi-Tabs Multi -Tabs Multi -Tabs Multi -Tabs
France Juvamine Juvamine Juvamine Juvamine Juvamine
Germany Centrum Abtei Centrum Abtei Centrum
Hungary Be'res Csepp Actival Be'res Csepp Be'res Csepp Be'res Csepp
Netherlands Davitamon Davitamon Davitamon Davitamon Davitamon
Poland Centrum Centrum Centrum Centrum Centrum
Portugal Centrum Centrum Centrum Centrum Centrum
Romania Eurovita Eurovita Eurovita Country not included
Russia Alfavit Alfavit Alfavit Vitrum Vitrum
Spain Pharmaton Pharmaton Redoxon Complex Pharmaton Pharmaton
Sweden ACO ACO Country not included
Switzerland Burgerstein Migros Migros Migros Migros

UK Boots Boots Boots Seven Seas Seven Seas
Hair care product

2009 2008 2007 2006 2005
Austria Schwarzkopf Schwarzkopf Schwarzkopf Nivea Glem vital
Belgium Garnier L'Oréal Nivea L'Oréal L'Oréal
Czech Avon Avon Avon Wella Avon
Finland Elvital Elvital Elvital Wella Elvital
France L'Oréal L'Oréal L'Oréal L'Oréal L'Oréal
Germany Schwarzkopf Schwarzkopf Schwarzkopf Schwarzkopf Schwarzkopf
Hungary Schauma Schauma Head & Shoulders Avon Avon
Netherlands Andrelon Andrelon Andrelon Andrelon Andrelon
Poland L'Oréal L'Oréal L'Oréal L'Oréal L'Oréal

Portugal Pantene Pantene Pantene Pantene Pantene
Romania Head & Shoulders Head & Shoulders Head & Shoulders Country not included
Russia Pantene Pantene Pantene Pantene Pantene
Spain Pantene Pro-V Pantene Pro-V Pantene Pro-V Pantene Pro-V Pantene Pro-V
Sweden Wella Wella Country not included
Switzerland Nivea L'Oréal L'Oréal L'Oréal L'Oréal
UK Head & Shoulders Head & Shoulders Pantène Pantène Head & Shoulders
20
Cosmetic
2009 2008 2007 2006 2005
Austria Nivea Nivea Nivea Nivea Nivea
Belgium Nivea Nivea Nivea Yves Rocher Nivea
Czech Avon Avon Avon Avon Avon
Finland Lumene Lumene Lumene Lumene Lumene
France Yves Rocher Yves Rocher Yves Rocher Yves Rocher Yves Rocher
Germany Yves Rocher Nivea Nivea Jade Jade
Hungary Avon Avon Avon Avon Avon
Netherlands Yves Rocher Yves Rocher Yves Rocher Yves Rocher Yves Rocher
Poland Avon Avon Avon Avon Avon
Portugal Nivea Nivea Nivea Nivea Nivea
Romania Nivea Avon Avon Country not included
Russia Avon Avon Avon Avon Avon
Spain L'Oréal L'Oréal L'Oréal L'Oréal L'Oréal
Sweden Yves Rocher Yves Rocher Country not included
Switzerland Nivea Nivea Nivea Nivea Nivea

UK Boots Boots Boots Boots Boots
Skin care
2009 2008 2007 2006 2005
Austria Nivea Nivea Nivea Nivea Nivea
Belgium Nivea Nivea Nivea Nivea Nivea
Czech Nivea Nivea Nivea Nivea Nivea
Finland Nivea Nivea Nivea Nivea Nivea
France Nivea Nivea Nivea Nivea Nivea
Germany Nivea Nivea Nivea Nivea Nivea
Hungary Nivea Nivea Nivea Nivea Nivea
Netherlands Nivea Nivea Nivea Nivea Nivea
Poland Nivea Nivea Nivea Nivea Nivea

Portugal Nivea Nivea Nivea Nivea Nivea
Romania Nivea Nivea Nivea Country not included
Russia Nivea Nivea Nivea Nivea Nivea
Spain Nivea Nivea Nivea Nivea Nivea
Sweden Nivea Nivea Country not included
Switzerland Nivea Nivea Nivea Nivea Nivea
UK Nivea Nivea Nivea Nivea Nivea
21
Soap powder
2009 2008 2007 2006 2005
Austria Persil Persil Persil Persil Persil
Belgium Dash Dash Dash Dash Dash
Czech Ariel Ariel Ariel Ariel Ariel
Finland Omo Omo Omo Omo Omo
France Ariel Ariel Ariel Ariel Ariel
Germany Persil Persil Persil Persil Persil
Hungary Ariel Ariel Ariel Ariel Ariel
Netherlands Ariel Ariel Ariel Ariel Ariel
Poland Vizir Vizir Vizir Vizir Vizir
Portugal Skip Skip Skip Skip Skip
Romania Ariel Ariel Ariel Country not included
Russia Tide Tide Tide Ariel Tide
Spain Ariel Ariel Ariel Ariel Ariel
Sweden Via Via Country not included
Switzerland Total Total Total Omo Omo

UK Persil Persil Persil Persil Persil
Breakfast cereal
2009 2008 2007 2006 2005
Austria Kellogg's Kellogg's Kellogg's Kellogg's
Belgium Kellogg's Kellogg's Kellogg's Kellogg's
Czech Nestlé Nestlé Nestlé Nestlé
Finland Kellogg's Kellogg's Kellogg's Kellogg's
France Kellogg's Kellogg's Kellogg's Kellogg's
Germany Kellogg's Kellogg's Kellogg's Kellogg's
Hungary Cerbona Cerbona Nestlé Cerbona
Netherlands Kellogg's Kellogg's Kellogg's Kellogg's
Poland Nestlé Nestlé Nestlé Nestlé

Portugal Nestlé Nestlé Nestlé Kellogg's
Romania Nestlé Nestlé Nestlé Country not included
Russia Nestlé Nestlé Nestlé Nestlé
Spain Kellogg's Kellogg's Kellogg's Kellogg's
Sweden Kellogg's Kellogg's Country not included
Switzerland Kellogg's Kellogg's Kellogg's Kellogg's
UK Kellogg's Kellogg's Kellogg's Kellogg's
This category was included in all countries for the first time in 2006
22
Local categories
Each country had the option of including a number of product categories in addition to the 20
common categories. These are primarily categories which are 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 categories varied from 4 in Sweden to 18 in the U.K. Across the
16 countries over 80 different product categories were included.
䢇 The wide range of categories chosen varied from airlines to opticians.
䢇 The most commonly occurring category was chocolate/confectionery (10 countries) but the
winning brands were diverse apart from Nestlé, which is the Trusted Brand in 3 countries.
䢇 8 countries chose to include TV Channel; every winner was local to that country.
䢇 Within the 8 countries where household cleaner was included winning brands included Domestos,
Mr. Propre and Frosch. Each brand won in 2 countries.
䢇 Lipton is the Trusted Brand in 3 of the 7 countries that included tea/coffee as a category.
䢇 Toothpaste was included in 7 countries, multiple winners were Colgate (2 countries) and Blend-a-
med (2 countries).
䢇 Pet food was listed in 7 countries. Friskies won in 3 of them.
For full details of nominated brands by country and share of vote please contact your country
representative – details can be found on the final page of this book
Local categories
Local categories - 2009 winners
Austria Belgium
Category Winning Brand Category Winning Brand
Food Recheis Diet product Weight Watchers
Milk products Nöm Dairy drink Danone
Confectionery Milka Yoghurt Danone
Sparkling wine Henkell Ice-cream Ijsboerke
Spirits Spitz Chocolate Cote D'Or
Clothing Vögele Optician chain Pearle
Shoes Geox Bed Ikea
Toothpaste / mouth care Blend-a-med Kitchen Ixina
Perfume Yves Rocher Bathroom sanitary equipment Grohe
Detergents Frosch DIY Store Brico
Retailer Spar Airline Brussels Airlines
Gardening Products Baumax Hotel chain Ibis
Liquor store Delhaize
Car navigation product Tomtom
Internet store Ebay
TV Channel Een
Facial product Nivea
Czech Republic Finland

Margarine Rama Processed food Saarioinen
Washing machine, Coffee Juhla Mokka
Whirlpool
dishwasher, dryer Confectionery Fazer
TV Channel Ceska televize Functional food Becel
Creamery Mlekarna Kunin Natural product A. Vogel
Radio station Cesky rozhlas Pet food Whiskas
Spectacles Okula Retail chain S-ryhmä
Motorcycle Honda Hotel chain Sokos Hotels
Television set Sony Furniture store Asko
Chocolate Nestlé Optician Instrumentarium
Bicycle Olpran Custom home plan Jukka-talo
Real estate agent Huoneistokeskus
Electrical company Fortum
Shipping company/cruise line Silja Line
Spa Ikaalisten Kylpylä
Amusement park Linnanmäki
TV Channel MTV3
Local categories
France Germany
Condiments & sauces Amora Food Maggi
Coffee/tea Lipton Milk products Müllermilch
Food reduced fat or anti cholesterolPrimevere Confectionery Haribo
Mineral water Cristaline Sparkling wine Rotkäppchen
Alcoholic beverages (except wine) Ricard Spirits Asbach
Beer Kronenbourg Clothing C&A
Toothpaste Signal Shoes Rieker
Hair Colourant L'Oréal Toothpaste / mouth care Odol
Cleaning product Mr Propre Perfume Yves Rocher
Pet food Friskies Detergents Frosch
Supermarket E Leclerc Retailer Aldi
Gardening Retailer Jardiland Gardening Products Obi
DIY Retailer Castorama
Home telephone operator Orange
Pet shops Jardiland
Hungary Netherlands
Mineral water Szentkirályi Diet product Becel
Crush/juice Sió Dairy drink Campina
Tea Lipton Yoghurt Campina
Coffee Douwe Egberts Omnia Optician chain Hans Anders
Beer Borsodi Hearing aid Schoonenberg
Chocolate Milka Bed Auping
Milk dessert Danone Jeans Levis
Quick-frozen food Iglo Clothing C&A
Food retailer Tesco Dept. store V&D
Pet food Pedigree Bathroom/sanitary equipment Sphinx
TV Channel Rtl Klub Paint Histor
Television set Samsung Airline KLM
Home appliances Philips Energy provider Eneco
Hair Colourant Palette Color Dating site Lexa
Deodorant Nivea Provider of digital TV Ziggo
Facial product Nivea
Bicycle Gazelle
Local categories
Poland Portugal
TV Channel TVN Chocolate Nestlé
Investment fund Pioneer Pekao Investments Coffee Delta
Food producer Winiary Spread/Margarine Becel
Oil/margarine Olej Kujawski Cooking Oil Fula
Milk and dairy product Miekovita Beer Sagres
Ready made cake and dessert Dr. Oetker Pet Food Friskies
Coffee/tea Lipton Shower Gel Dove
Juice/mineral water Zywiec Zdroj Hair Colourant L'Oréal
Dietary supplement Naturell Fabric conditioner Comfort
Herbal remedy/vitamins Herbapol Lublin Household cleaner Sonasol
Toothpaste Blend-a-med Supermarket Continente
Household cleaning detergent Domestos Skin Treatment Halibut
Laxative Dulcolax
Throat Analgesic Mebocaína
Health Insurance Medis
Public service company CTT
TV Channel RTP 1
Romania Russia
Bakery Vel Pitar Shoe care Salamander
Construction materials Ceresit Foot care Sofya
Cooking oil Untdelemn de la Bunica Disinfectant Domestos
Meat products Cris-Tim Dressing (salad/meat) Calvé
Food Flavouring Knorr Seed oil Zolotaya Semechka
Mineral water Borsec Dishwasher Bosch
Wine Murfatlar Diarrohea remedy Imodium
Beer Ursus Anti age cosmetics Vichy
Dairy Danone Cheese spread Hochland
Pet food Pedigree TV (cable) NTV
Soap Dove Coffee Nescafé
Airline Tarom Sun care Garnier
Commercial Centre Carrefour Sedative Novopassit
Daily Newspaper Jurnalul National Eye ointment Vizin
TV Channel Pro TV Electric shaver Braun
Radio station Europa FM Air freshener Glade
Public institution Primaria
Local categories
Spain Sweden
Powdered Milk Nestlé Hotel Scandic
Chocolate Nestlé Spa Selma Lagerlöf Hotell
Toothpaste Colgate Gardening product Gardena
Cooking sauce Gallina Blanca Natural product Friggs
Coffee Nescafé
Butter/margarine Tulipan
Pet food Friskies
Fast Food restaurant Mcdonald's
Supermarket Mercadona
Optician General Óptica
Chain Store El Corte Inglés
Car rental Company Avis
Beer Mahou
Tyre Michelin
TV Channel Antena 3
Switzerland UK
Coffee Nespresso Airline British Airways
Milk products Emmi Food retailer Tesco
Fruit juice Granini Optician Specsavers
Chocolate Lindt & Sprüngli Car hire Hertz
Hard candy Ricola Mortgage lender Nationwide
Clothing Charles Vögele Chocolate/confectionery Cadbury
Writing implements Caran d'Ache Motoring organisations AA
Watches Swatch Indigestion remedy Rennie
Audio, video, tv equipment Sony Hayfever remedy Piriton
Furniture Ikea Deodorant Sure
Homoeopathic products Similasan Cruise company P&O
Toothpaste / mouth care elmex Household cleaner Flash
Detergents / cleaning productsMeister Proper Margarine/butter Flora
Health insurance Helsana Pet food Whiskas
Life insurance Swiss Life Sun care Boots
Toothpaste Colgate
Utility company British Gas
Results - Trust
Trust in professions
Average agreement across all countries
Rank Profession Trust Little/

Agree No trust
1 Firefighters 92% 3%
2 Airline pilots 89% 7%
3 Pharmacists 87% 9%
4 Nurses 85% 12%
5 Doctors 83% 14%
6 Farmers 72% 22%
7 Teachers 74% 20%
8 Police 62% 34%
9 Meteorologists 54% 41%
10 Priests/church ministers 52% 44%
11 Judges 48% 46%
12 Taxi drivers 48% 47%
13 Lawyers 43% 52%
14 Travel agents 35% 60%
15 Financial advisors 32% 62%
16 Journalists 27% 68%
17 Trade union leaders 22% 72%
18 Football players 21% 73%
19 Car salesmen 16% 79%
20 Politicians 7% 89%
䢇 Whilst there are significant differences by country, 䢇 Overall levels of trust appear to be well above average in
everyone agrees that airline pilots and firefighters are the Finland where scores for airline pilots, doctors, teachers
professions they trust the most and politicians are the and the police are the highest of all countries.
people they trust least.
䢇 Although overall trust in taxi drivers averages 48%, it’s
䢇 In the UK car salesmen and football players are second highest in Finland (79%) and lowest in the Czech
only to politicians when it comes to lack of trust (90% Republic (19%).
and 93% respectively).
Results - Trust
䢇 Few people trust journalists, especially in the UK (14%).
䢇 Although there are major differences by country (see table “Trust in professions”) the most obvious are
between East and Western Europe in areas such as the law.
䢇 In Romania and Russia trust in the police is well below average (28% and 23%). Trust in the law in general is
especially low in Romania, judges (23%) and lawyers (26%).
䢇 Although the level of trust by profession varies by country, those ranking in the top 5 are the same everywhere
apart from Russia.
䢇 In Russia people have more trust in farmers and priests than they do in doctors, nurses and pharmacists.
䢇 Russians also have relatively high trust in their football players (55%). This is significantly higher than the UK
(7%) and all country average (21%).
The results of this section can be analysed in conjunction with the section on the following pages Change in Trust
where we evaluate how levels of trust in professions and institutions compare with 5 years ago.
Respondents agreeing - a great deal/quite a lot
countries
Average all
Austria
Belgium
Czech
Finland
France
Germany
Hungary
Netherlands
Poland
Portugal
Romania
Russia
Spain
Sweden
Switzerland
UK
Results - Trust
Total 1455 987 863 1301 1514 863 7037 1224 1026 844 820 1025 1094 753 1030 1082 1824
Firefighters 92% 93% 94% 95% 95% 95% 93% 96% 93% 89% 93% 86% 81% 92% 93% 93% 96%
Airline pilots 89% 94% 87% 89% 95% 88% 91% 95% 91% 84% 92% 83% 72% 90% 88% 94% 93%
Pharmacists 87% 92% 92% 83% 92% 91% 86% 92% 87% 80% 90% 79% 64% 89% 91% 88% 94%
Nurses 85% 94% 90% 89% 93% 92% 90% 79% 91% 72% 87% 50% 61% 88% 93% 92% 93%
Doctors 83% 92% 89% 87% 92% 89% 84% 79% 89% 63% 84% 69% 61% 89% 89% 88% 85%
Teachers 74% 71% 77% 78% 86% 74% 59% 80% 76% 63% 78% 65% 80% 77% 68% 72% 81%
Farmers 72% 80% 69% 73% 74% 69% 70% 61% 82% 59% 79% 57% 70% 79% 78% 77% 80%
Police 62% 75% 60% 34% 91% 68% 75% 58% 65% 47% 63% 28% 23% 74% 78% 74% 78%
Meteorologists 54% 60% 47% 58% 54% 33% 51% 71% 52% 48% 59% 64% 31% 64% 55% 61% 53%
Priests/church ministers 52% 63% 39% 24% 70% 44% 52% 51% 48% 37% 49% 53% 65% 45% 65% 56% 66%
Judges 48% 76% 38% 32% 66% 50% 58% 54% 56% 37% 33% 23% 41% 29% 64% 64% 52%
Taxi drivers 48% 47% 50% 19% 79% 46% 52% 42% 44% 38% 42% 35% 56% 62% 58% 50% 47%
Lawyers 43% 56% 33% 44% 54% 46% 50% 43% 40% 38% 23% 26% 50% 37% 46% 55% 46%
Travel agents 35% 39% 38% 32% 57% 29% 24% 27% 34% 22% 31% 34% 20% 41% 44% 44% 40%
Financial advisors 32% 36% 26% 40% 29% 30% 19% 42% 18% 33% 29% 36% 42% 30% 43% 27% 35%
Journalists 27% 19% 25% 28% 23% 26% 24% 26% 34% 41% 34% 36% 27% 22% 22% 28% 14%
Trade union leaders 22% 19% 21% 24% 32% 17% 16% 25% 33% 19% 16% 17% 23% 11% 26% 30% 21%
Football players 21% 19% 15% 22% 29% 16% 12% 21% 18% 16% 14% 23% 55% 20% 33% 16% 7%
Car salesmen 16% 16% 18% 21% 23% 15% 10% 24% 14% 12% 9% 14% 16% 19% 18% 18% 7%
Politicians 7% 7% 6% 2% 8% 8% 7% 5% 12% 3% 1% 3% 7% 5% 13% 15% 5%
30
Respondents agreeing - not very much/not at all
countries
Average all
Austria
Belgium
Czech
Finland
France
Germany
Hungary
Netherlands
Poland
Portugal
Romania
Russia
Spain
Sweden
Switzerland
UK
Results - Trust
Total 1455 987 863 1301 1514 863 7037 1224 1026 844 820 1025 1094 753 1030 1082 1824
Politicians 89% 89% 91% 94% 89% 87% 90% 92% 84% 88% 96% 90% 85% 91% 85% 81% 93%
Car salesmen 79% 81% 75% 74% 73% 80% 86% 72% 81% 77% 87% 74% 73% 75% 80% 78% 90%
Football players 73% 78% 77% 74% 67% 76% 84% 75% 77% 74% 82% 67% 34% 75% 63% 80% 90%
Trade union leaders 72% 75% 73% 71% 64% 77% 79% 71% 61% 71% 79% 74% 68% 82% 68% 65% 76%
Journalists 68% 76% 69% 68% 73% 69% 70% 71% 60% 48% 61% 56% 64% 72% 73% 68% 84%
Financial advisors 62% 59% 69% 55% 66% 64% 75% 55% 76% 56% 64% 54% 48% 62% 51% 67% 63%
Travel agents 60% 57% 56% 64% 40% 65% 72% 69% 61% 67% 64% 55% 70% 54% 53% 53% 58%
Lawyers 52% 40% 62% 51% 43% 49% 45% 54% 55% 52% 72% 66% 41% 57% 48% 41% 52%
Taxi drivers 47% 49% 42% 77% 19% 47% 44% 53% 50% 52% 55% 54% 35% 33% 39% 47% 50%
Judges 46% 19% 56% 63% 30% 44% 37% 42% 38% 52% 62% 69% 50% 64% 31% 31% 46%
Priests/church ministers 44% 34% 54% 72% 27% 51% 44% 45% 47% 54% 47% 41% 29% 50% 33% 41% 32%
Meteorologists 41% 34% 47% 37% 42% 61% 44% 26% 42% 42% 36% 29% 60% 28% 40% 35% 45%
Police 34% 22% 36% 63% 7% 27% 22% 39% 31% 45% 35% 66% 70% 22% 20% 23% 21%
Farmers 22% 16% 25% 22% 22% 26% 25% 35% 12% 31% 16% 31% 20% 14% 16% 19% 18%
Teachers 20% 24% 18% 17% 10% 20% 36% 16% 18% 27% 18% 26% 12% 16% 26% 24% 16%
Doctors 14% 7% 8% 10% 5% 8% 13% 19% 7% 31% 14% 28% 32% 7% 10% 10% 13%
Nurses 12% 4% 6% 7% 5% 4% 8% 18% 5% 19% 11% 41% 32% 8% 6% 5% 5%
Pharmacists 9% 3% 5% 13% 4% 5% 10% 6% 8% 12% 7% 14% 29% 5% 5% 8% 5%
Airline pilots 7% 5% 6% 8% 3% 6% 6% 2% 4% 7% 5% 10% 21% 5% 8% 4% 5%
Firefighters 3% 4% 2% 1% 1% 1% 3% 1% 2% 2% 3% 5% 12% 2% 2% 4% 2%
31
Results - Trust
Trust compared with 5 years ago
Fieldwork for the survey took place in most countries during September 2008 - before the
wider global implications of the collapse of the sub prime market and major financial
institutions in the USA were fully understood. However, in the UK the survey was conducted
exclusively on-line (1 - 10 December). This will have significantly affected that country’s
response to this section, especially with regard to trust in banks, government and politicians.
It’s important that this is taken into consideration when analysing and comparing results by
country.
Average agreement across all countries

Trust less About the same Trust more
Politicians 69% 25% 2%
Government 57% 30% 10%
Advertising 52% 40% 3%
Business leaders 42% 49% 4%

International Cos 42% 48% 5%
Banks* 39% 51% 7%
European Union 39% 47% 10%
Civil servants 38% 55% 4%
Church leaders 37% 52% 5%
Newspapers 32% 58% 4%

Television 30% 58% 7%
Magazines 30% 60% 4%
Environmentalists 29% 49% 17%
United Nations 29% 58% 9%
Lawyers 27% 64% 3%
Internet 22% 53% 16%
Teachers 12% 71% 13%
Doctors 11% 71% 15%
䢇 In every country over 50% of people say they have lost trust in their politicians, especially
in Austria where trust has fallen by 86% compared with 5 years ago.
䢇 Regarding government, although people’s trust has fallen by an average of 57% the
reverse is true in Russia where 37% say they trust their government more than 5 years
ago NB: the same doesn’t apply to their politicians.
䢇 Although trust in environmentalists has fallen by 48% in Finland, it’s increased by almost
a third in Romania (30%) and Hungary (29%).
䢇 Over 50% of Russians have lost trust in the United Nations; this is contrary to the feelings
of most other Europeans whose opinions remain unchanged.
Results - Trust
䢇 Over half say their trust in advertising has dropped, especially in Germany (66%) and
Russia (65%).
䢇 The majority of people retain their trust in doctors and teachers. However, in Poland,
Romania and Russia trust in doctors is low and shows little sign of improving (-21%,
-15% and -24% respectively).
.
Trust varies between East and West
In many instances there are marked differences between the opinions of people in Western
Europe and the CEER countries, some examples are illustrated below.
Average all Average Average

countries W Europe CEER
International Cos
Trust less 42% 48% 29%
About the same 48% 46% 53%
Trust more 5% 3% 9%
Banks
Trust more 7% 4% 14%
European Union
Internet
Results - Trust
Results - trust and brands
Criteria of trust
䢇 Trust in business leaders has fallen by over 50% in Germany and Russia, and in Germany
70% of people say they trust international companies less than they did 5 years ago.
䢇 Although trust in banks has fallen by an average of 39% across all countries this is
especially significant in Germany (58%), Switzerland (67%) and the UK (57%). NB: The
wider implications of the crisis in the world banking system had become clear by the time
the UK survey was conducted early in December 08.
.
Results - Trust
䢇 Although average trust in the European Union is 39% lower than 5 years ago there are
significant variations by country. For example in Romania (accession in January 2007)
trust has increased by 41% and also in Poland (+23%). Support in UK and Austria has
fallen by 59% and 61% respectively.
.
䢇 In the CEER countries of Czech Republic, Hungary and Romania trust in the internet is
increasing, especially in Romania +37% compared with 5 years ago. It’s also risen by
20% in UK and Portugal.
For full details by country please contact your Reader’s Digest representative (details in the
appendix
.
Response rate by country 2009 v 2008
Country 2009 2008
Number Target Number No. Analysed Number Target Number No. Analysed
Mailed for Analysis Analysed v No. Mailed % Mailed for Analysis Analysed v No. Mailed %
Appendix i
Austria 12,000 1,000 987 8.2% 8,000 800 608 7.6%

Belgium F & Fl 10,041 700 863 8.6% 10,000 1,000 854 8.5%
Czech 12,500 1,350 1,301 10.4% 13,500 1,300 1,287 9.5%
Finland 8,000 1,575 1,514 18.9% 8,000 1,600 1,359 17.0%
France 9,377 1,400 863 9.2% 9,306 1,400 945 10.2%
Germany E & W 140,000 7,500 7,037 5.0% 90,000 7,000 5,267 5.9%
Hungary 10,000 1,300 1,224 12.2% 10,000 1,300 1,332 13.3%
Netherlands* 10,087 900 1,026 10.2% 15,000 1,250 1,183 7.9%
Poland 10,000 1,340 844 8.4% 10,000 1,340 1,012 10.1%
Portugal 12,200 1,350 820 6.7% 14,000 1,350 901 6.4%
Romania 7,000 1,040 1,025 14.6% 7,000 1,040 1,299 18.6%
Russia 10,000 1,000 1,094 10.9% 8,000 1,700 1,158 14.5%
Spain 9,500 800 753 7.9% 9,500 800 650 6.8%
Sweden 10,000 1,000 1,030 10.3% 10,000 1,000 993 9.9%
Response rate by country 2009 v 2008
Switzerland F & G 42,000 3,000 1,082 2.6% 20,000 1,000 864 4.3%
Total exc UK 312,705 25,255 21,463 6.9% 242,306 23,880 19,712 8.1%
UK* 19,889 2,000 1,824 9.2% 32,779 4,000 3,939 12.0%
Total 332,594 27,255 23,287 7.0% 275,085 27,880 23,651 8.6%
Commentary:
*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
*Maximum targets by country differed according to each country's requirements
*In some countries more questionnaires were received locally than dispatched to the UK
*Returned questionnaires with no age/sex data, or incomplete response to the brand questions were excluded from analysis
*In Switzerland to retain the correct ratio of French to German many French questionnaires were excluded, thus reducing the total analysed
*Respondents aged <20yrs were excluded in every country apart from UK
*Number analysed v number mailed does not reflect the overall response rate as countries only dispatched their target
*Fieldwork for the UK was conducted exclusively on-line
*Each respondent in UK was asked to answer only half the brand questions apart from the automotive category
36
Yearly comparison - quantity analysed year on year past 5 years
2005 2006 2007 2008 2009
Austria 721 927 665 608 987

Belgium 1,170 755 945 854 863
Czech 1,354 1,293 1,191 1,287 1,301
Appendix ii
Finland 1,615 1,640 1,384 1,359 1,514

France 1,435 1,115 983 945 863
Germany 6,775 7,119 6,733 5,267 7,037
Hungary 1,693 1,295 1,280 1,332 1,224
Netherlands 1,245 1,246 1,232 1,183 1,026
Poland 1,400 1,109 1,239 1,012 844
Portugal 1,353 1,022 1,189 901 820
Romania 1,190 1,299 1,025
Russia 1,935 1,330 757 1,158 1,094
Spain 853 627 626 650 753
Sweden Not included 993 1,030
Respondent base 2005 - 2009
Switzerland 1,034 1,061 1,052 864 1,082

UK 2,249 4,894 3,748 3,939 1,824
Total 24,832 25,434 24,213 23,651 23,287
Commentary:
*Target response for Germany is significantly higher than other countries to enable detailed comparison of E & W
*Fieldwork for UK has been conducted exclusively on-line since 2005
*As part of their on-line methodology UK doubled their on-line sample
*Each respondent in UK was asked to answer only half the brand questions apart from the automotive category
37
Respondent profile across all 16 countries (average)
Total 16 countries
Total
Men
Women
Under 50
Over 50
Under 60
Over 60
Adults only
Single person
Families
Appendix iii
Total 23,288 11,216 12,070 12,538 10,749 16,573 6,714 11,900 4,123 6,179
100% 100% 100% 100% 100% 100% 100% 100% 100% 100%
Men 48% 100% 0% 50% 46% 50% 44% 50% 45% 48%
Women 52% 0% 100% 50% 54% 50% 56% 50% 55% 52%
15-19 Excluded from analysis
20-39 21% 21% 21% 39% 0% 30% 0% 14% 15% 41%
40-49 33% 35% 30% 61% 0% 46% 0% 28% 26% 47%
50-59 17% 18% 17% 0% 38% 24% 0% 23% 16% 7%
60+ 29% 26% 31% 0% 62% 0% 100% 35% 43% 5%

Respondent profile across all countries
Adults only 51% 53% 50% 40% 64% 47% 61% 100% 0% 0%
Single person 18% 16% 19% 13% 23% 14% 26% 0% 100% 0%
Families 27% 26% 27% 43% 7% 35% 5% 0% 0% 100%
38
Respondent profile by country
Sex/age/household
Appendix iv
countries
Average all
Austria
Belgium
Czech
Finland
France
Germany
Hungary
Netherlands
Poland
Portugal
Romania
Russia
Spain
Sweden
Switzerland
UK
Total 1455 987 863 1301 1514 863 7037 1224 1026 844 820 1025 1094 753 1030 1082 1824
100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100%
Men 701 478 417 643 733 412 3395 566 504 419 389 486 492 368 506 519 891
48% 48% 48% 49% 48% 48% 48% 46% 49% 50% 47% 47% 45% 49% 49% 48% 49%
Women 754 509 446 658 781 451 3642 657 522 425 431 539 602 385 524 563 933
52% 52% 52% 51% 52% 52% 52% 54% 51% 50% 53% 53% 55% 51% 51% 52% 51%
Under 50 783 556 471 716 765 488 3590 658 580 505 466 548 652 439 526 622 953
Respondent profile by country
55% 56% 55% 55% 50% 57% 52% 54% 56% 59% 57% 54% 60% 59% 52% 57% 52%
Over 50 672 431 392 584 749 374 3447 565 446 340 353 477 441 314 503 460 871
45% 44% 45% 44% 49% 43% 49% 45% 44% 40% 43% 46% 39% 42% 48% 43% 48%
Under 60 1036 714 617 956 1060 624 4750 883 770 690 590 695 852 550 700 807 1312
73% 72% 72% 73% 69% 73% 68% 72% 75% 81% 72% 68% 78% 74% 69% 74% 72%
Over 60 420 273 246 344 454 238 2287 340 256 155 229 330 241 203 329 275 512
27% 28% 28% 26% 30% 27% 33% 27% 25% 18% 28% 32% 21% 27% 31% 26% 28%
Adults only 744 524 503 686 647 352 3795 600 477 422 423 594 469 450 489 525 943
51% 53% 58% 53% 43% 41% 54% 49% 47% 50% 52% 58% 43% 60% 47% 49% 52%
Single person 258 201 180 171 334 215 1599 158 182 78 74 65 51 64 225 227 300
16% 20% 21% 13% 22% 25% 23% 13% 18% 9% 9% 6% 5% 8% 22% 21% 16%
Families 386 226 155 368 455 239 1369 374 330 316 273 332 416 201 268 282 573
29% 23% 18% 28% 30% 28% 19% 31% 32% 37% 33% 32% 38% 27% 26% 26% 31%
39
As identified by respondents themselves
Personality
Appendix v
countries
Average all
Austria
Belgium
Czech
Finland
France
Germany
Hungary
Netherlands
Poland
Portugal
Romania
Russia
Spain
Sweden
Switzerland
UK
Total 23,651 608 854 1,287 1,359 945 5,267 1,332 1,183 1,012 901 1,299 1,158 650 993 864 3,939
100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100%
Decisive 76% 81% 78% 69% 83% 75% 78% 86% 86% 58% 76% 79% 60% 74% 83% 82% 73%
Indecisive 16% 13% 16% 24% 14% 13% 15% 10% 8% 15% 17% 12% 21% 18% 14% 13% 25%
Respondent personality
Active 77% 76% 84% 77% 75% 84% 75% 85% 86% 61% 84% 82% 64% 83% 80% 80% 62%
Passive 14% 17% 11% 15% 21% 6% 18% 11% 8% 9% 10% 10% 17% 9% 15% 16% 36%
Modern 35% 36% 36% 30% 34% 35% 32% 31% 35% 32% 38% 39% 46% 36% 30% 37% 34%
Traditional 55% 56% 56% 63% 62% 51% 60% 64% 59% 37% 54% 50% 31% 55% 64% 57% 63%
Optimistic 77% 81% 78% 75% 79% 71% 77% 77% 86% 62% 71% 78% 74% 81% 84% 83% 78%
Pessimistic 15% 14% 14% 18% 17% 16% 16% 19% 8% 9% 23% 13% 10% 12% 11% 13% 19%
Impulsive 28% 33% 17% 33% 23% 24% 34% 25% 33% 19% 26% 24% 25% 31% 38% 36% 25%
Cautious 64% 62% 77% 61% 73% 65% 59% 72% 62% 50% 68% 68% 56% 60% 58% 59% 72%
Outgoing 41% 26% 44% 62% 63% 16% 23% 60% 47% 53% 15% 35% 47% 29% 65% 29% 45%
Reserved 50% 67% 43% 31% 34% 70% 69% 36% 42% 23% 77% 56% 36% 60% 30% 66% 52%
Conventional 58% 56% 62% 62% 85% 52% 55% 28% 69% 32% 64% 63% 42% 65% 60% 61% 70%
Unconventional 31% 35% 30% 27% 12% 25% 35% 67% 25% 30% 26% 26% 37% 24% 32% 32% 26%
Global* 46% 42% 52% 52% 38% 35% 42% 64% 48% 22% 60% 49% 37% 52% 53% 45% -
Local* 42% 51% 39% 38% 57% 47% 49% 31% 45% 41% 29% 40% 39% 37% 41% 48% -
*The option global/local was not included in the UK questionnaire so all country average is based on 15 countries
40
Votes cast within each of the 20 common categories - ranked highest first
Category Response
2009 2008
% of % of % of % of
Total across Respondents Total across Respondents Total across Respondents Total across Respondents
all countries voting in this all countries voting in this all countries voting in this all countries voting in this
category exc. UK category exc. UK category exc. UK category exc. UK
Appendix vi
Car* 19,674 85% 18,076 84% 21,264 98% 17,908 91%

Bank/Building Society 17,862 80% 17,074 80% 19,178 88% 17,420 88%
Kitchen Appliance 17,492 78% 16,758 78% 17,840 82% 16,436 83%
Mobile Phone Handset 16,731 75% 15,980 74% 17,374 80% 15,769 80%
Soap Powder 16,405 73% 15,786 74% 16,974 78% 15,568 79%
Category votes for 2009
Insurance Company 16,383 73% 15,761 73% 17,080 79% 15,800 80%
Mobile Phone Service Provider 16,069 72% 15,309 71% 16,865 78% 15,143 77%
Petrol Retailer 14,970 67% 14,284 67% 15,752 73% 14,256 72%
Camera 14,829 66% 14,086 66% 14,943 69% 13,330 68%
Hair Care Product 13,235 59% 12,793 60% 14,036 65% 12,892 65%
Credit Card 13,187 59% 12,495 58% 14,453 67% 12,963 66%
Skin Care 13,032 58% 12,534 58% 13,675 63% 12,638 64%
Analgesic/Pain Relief Tablet 12,834 57% 12,338 57% 13,946 64% 12,772 65%
Personal Computer 11,881 53% 11,124 52% 12,137 56% 10,585 54%
Internet Service Provider 10,983 49% 10,144 47% 11,217 52% 9,464 48%
Holiday Company/Tour Operator 10,849 48% 10,325 48% 11,302 52% 10,367 53%
Cough/Cold Remedy 9,682 43% 9,257 43% 10,517 49% 9,578 49%
Cosmetic 9,180 41% 8,837 41% 9,907 46% 9,228 47%
Breakfast cereal 8,988 40% 8,323 39% 10,708 49% 9,101 46%
Vitamins 7,444 33% 7,165 33% 8,506 39% 7,651 39%
Total across 20 categories 271,710 61% 258,449 60% 287,674 66% 258,869 66%
Total respondent base* 22,375 100% 21,463 100% 21,682 100% 19,712 100%
*Although the UK had a total respondent base of 1,824, half were asked about 50% of categories and the remainder asked about the other 50%
*All UK respondents were asked to complete the brand questions for the car category so the all country respondent base was 23,287
41
*A slight change in questionnaire layout in some countries resulted in respondent confusion, this might explain the lower response rates to some categories
Appendix vii
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 "Reader’s 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, 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 ETB08 most countries had a significant under representation of younger people (15 –
19yrs) we therefore excluded them from analysis in all countries apart from the U.K.
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. UK1 and UK2 detail the weighting
applied to each of the “split” sample (half the sample were asked to respond to 50% of
categories and the remaining half the other 50%).
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, it’s not possible to weight them back to the population.
Appendix vii
Austria Belgium
Group Resp % Popn % Weight Group Resp % Popn % Weight
M 20-49 6.60 27.53 4.17
M 20-49 5.98 27.26 4.56 M 50-59 13.33 8.47 0.64
M 50-59 15.81 7.75 0.49 M 60-69 15.06 5.90 0.39
M 60-69 20.47 6.62 0.32 M 70-79 16.22 4.67 0.29
M 70+ 14.79 6.77 0.46 M 80+ 6.14 1.70 0.28
W 20-49 9.63 29.06 3.02 W 20-49 7.76 27.05 3.48
W 50-59 11.85 8.26 0.70 W 50-59 12.28 8.45 0.69
W 60-69 12.06 7.06 0.59 W 60-69 9.97 6.38 0.64
W 70+ 9.42 7.22 0.77 W 70-79 8.69 6.73 0.77
W 80+ 3.94 3.12 0.79
Czech Republic Finland

M 20-49 9.30 28.77 3.09 M 20-39 11.23 16.43 1.46
M 50-59 12.99 9.25 0.71 M 40-49 7.27 9.30 1.28
M 60-69 14.45 6.62 0.46 M 50-59 8.12 9.73 1.20
M 70-79 9.30 3.43 0.37 M 60-69 8.98 7.14 0.79
M 80+ 2.31 1.33 0.58 M 70+ 8.26 5.84 0.71
W 20-49 14.83 26.27 1.77 W 20-39 16.91 15.68 0.93
W 50-59 14.45 9.19 0.64 W 40-49 12.22 9.08 0.74
W 60-69 13.37 7.39 0.55 W 50-59 11.76 9.73 0.83
W 70-79 6.53 4.90 0.75 W 60-69 8.78 7.68 0.87
W 80+ 2.46 2.86 1.16 W 70+ 6.47 9.41 1.45
France Germany
M 20-29 4.87 9.05 1.86
M 30-39 6.72 9.84 1.46 M 20-49 8.53 25.90 3.04
M 40-49 9.15 9.36 1.02 M 50-59 16.16 8.17 0.51
M 50-59 6.49 7.94 1.22 M 60-69 23.16 7.55 0.33
M 60-69 10.54 5.47 0.52 M 70-79 5.77 5.29 0.92
M 70+ 13.67 6.10 0.45 M 80+ 2.42 1.34 0.55
W 20-29 9.97 8.55 0.86 W 20-49 10.16 25.13 2.47
W 30-39 8.69 10.81 1.24 W 50-59 13.51 8.32 0.62
W 40-49 9.62 9.00 0.94 W 60-69 15.08 8.24 0.55
W 50-59 5.33 7.87 1.48 W 70-79 3.68 7.40 2.01
W 60-69 6.37 6.96 1.09 W 80+ 1.53 2.68 1.75
W 70+ 8.57 9.06 1.06
Appendix vii
Hungary Netherlands
M 20-49 6.73 28.46 4.23
M 20-49 11.60 26.95 2.32 M 50-59 9.16 8.93 0.97
M 50-59 8.58 8.61 1.00 M 60-69 15.98 6.25 0.39
M 60-69 10.05 4.83 0.48 M 70-79 15.30 4.13 0.27
M 70+ 5.88 5.89 1.00 M 80+ 6.73 1.34 0.20
W 20-49 23.69 26.86 1.13 W 20-49 12.09 28.01 2.32
W 50-59 16.75 9.80 0.58 W 50-59 12.77 9.60 0.75
W 60-69 14.54 7.14 0.49 W 60-69 10.72 6.25 0.58
W 70+ 8.91 9.92 1.11 W 70-79 7.21 5.25 0.73
W 80+ 3.31 1.79 0.54
Poland Portugal
M 20-49 14.22 30.95 2.18 M 20-49 14.15 28.19 1.99
M 50-59 7.70 11.02 1.43 M 50-59 10.37 7.22 0.70
M 60-69 5.33 5.32 1.00 M 60-69 13.66 6.25 0.46
M 70+ 9.12 2.38 0.26 M 70+ 14.88 5.79 0.39
W 20-49 37.56 28.80 0.77 W 20-49 22.20 28.64 1.29
W 50-59 13.03 10.94 0.84 W 50-59 11.83 7.93 0.67
W 60-69 7.46 7.10 0.95 W 60-69 9.27 7.35 0.79
W 70+ 5.57 3.48 0.62 W 70+ 3.66 8.63 2.36
Romania Russia
M 20-39 7.51 19.27 2.56
M 40-49 8.39 8.51 1.01 M 20-49 11.06 29.34 2.65
M 50-59 13.07 5.79 0.44 M 50-59 10.24 8.15 0.80
M 60-69 9.27 5.08 0.55 M 60-69 9.87 4.00 0.41
M 70+ 8.68 8.75 1.01 M 70+ 11.88 3.44 0.29
W 20-39 11.22 17.26 1.54 W 20-49 15.36 30.32 1.97
W 40-49 12.39 8.51 0.69 W 50-59 15.27 10.13 0.66
W 50-59 15.80 8.51 0.54 W 60-69 13.99 6.35 0.45
W 60-69 9.07 6.03 0.66 W 70+ 12.34 8.26 0.67
W 70+ 4.59 12.29 2.68
Appendix vii
Spain Sweden
M 20-49 12.08 29.85 2.47 M 20-49 7.96 26.09 3.28
M 50-59 11.95 7.21 0.60 M 50-59 12.52 8.52 0.68
M 60-69 16.73 5.47 0.33 M 60-69 11.46 7.64 0.67
M 70-79 15.27 4.35 0.29 M 70-79 8.35 4.37 0.52
M 80+ 8.63 1.99 0.23 M 80+ 4.37 2.51 0.57
W 20-49 10.89 28.48 2.62 W 20-49 17.18 25.11 1.46
W 50-59 8.37 7.46 0.89 W 50-59 11.94 8.41 0.70
W 60-69 8.23 5.97 0.73 W 60-69 10.87 7.75 0.71
W 70-79 5.58 5.47 0.98 W 70-79 8.16 5.13 0.63
W 80+ 2.26 3.73 1.65 W 80+ 7.18 4.48 0.62
Switzerland
Group Resp % Popn % Weight
M 20-49 13.40 28.62 2.14
M 50-59 10.17 8.47 0.83
M 60-69 14.97 5.58 0.37
M 70-79 15.16 3.79 0.25
M 80+ 1.76 1.47 0.84
W 20-49 20.52 28.86 1.41
W 50-59 8.13 8.66 1.06
W 60-69 7.95 6.40 0.80
W 70-79 6.93 5.72 0.82
W 80+ 1.02 2.43 2.39
UK 1 UK 2
M 18-39 3.99 18.62 4.67 M 18-39 3.34 18.62 5.57
M 40-59 26.72 16.66 0.62 M 40-59 28.23 16.66 0.59
M 60+ 27.72 13.72 0.50 M 60+ 27.37 13.72 0.50
F 18-39 6.43 19.38 3.01 F 18-39 6.79 19.38 2.85
F 40-59 23.84 17.34 0.73 F 40-59 21.88 17.34 0.79
F 60+ 11.31 14.28 1.26 F 60+ 12.39 14.28 1.15
F
EN RE
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ED
About Y
You
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Reader’s
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From time to time we are all moved to act by storiess and infor
information
mation we receive through television, newspape
newspapers,
ers, magazines
Appendix viii
and inter net. Which of

internet. o the following would you sasay
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Sample questionnaire
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About 30 minutes
s Q About 2 hours
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your opinions about
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bout Trust.
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Last year, 23,000
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Reader’s Digest sur v to find out
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About 1 hour Q 4 or more hou

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consumers,
the brands consu umers, like you, trust the most. I am writing now to t ask you to
represent Great Britain in the ninth Reader’s
Reade er’s Digest Most Trusted Survey.
Trusted Brands Sur vey.
being
The study is bein
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Euroopean countries, and its aim
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About you Europeans.
your fellow Euro peans.
This information
information is forr classification purposes only.
only. information
The infor mation you
y give about your most
mosst trusted brands will be featured
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coming
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in
nclude your name and address
adddress if you would like tto
o be entered
are there living in you
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w to win £500. Y You
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complete the questionnaire
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enveelope
Please write in a number Yes
Yes
e Q
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provided
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Only a special re
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To guarantee your
To y entr
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£500 w, return your completed que
draw, estionnaire
questionnaire
questionnaire, so
o we would like to hear from
f possible.
you as quickly as po ossible.
in the reply env
velope pr
envelope ovided tod
provided day
y. Y
today. o
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You n
don’tt even need a stamp!
Please use the
Pl th space below
b l to
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i your name and
a d address
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i h to
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ttakke par
partt in
in our free
f d
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raw. Yours
Yours
o faithfully
Prize Draw Rules
All commpleted
p
completed questionnaires must be received by Frida ay
Friday y 12th September
p 2008
Name be entered
to be e d into the
h free
f p
prize draw. Entr
draw. Entry h d
y to the draw is valid ly with a
l d only
completed
comple
p eted 2008 TrustedTrusted B
Brandsd Sur
Survey
vey y questionnaire.
q
questionnai b
ire. No responsibility is
accept
acceptedted
d for p
f prize draw entries lost, mutilated d
l d or dama aged
damaged g d in the post
p or by by anyy
Address par
party nvolved
ty iinvolved p
d in the prize draw
draw.. The £500 prize will willl be
b awarded d d to the fi
h first Name (Research
h Manager)
survey
sur vey
y respondent
p drawn by y the organisers
g after the closing date. No
correspondence
corresp pondence
d will be entered d into. Those
Th under
d 18 yearsy off age,
g employees
p y
age
or agents p
g nts off RD publications Reader
Ltd and the Reader’s Dige
gest Association,
Reader’s Digest A
Association andd their
h
familie
l s are not eligible
families l g bl to take par
p
partt in the draw
draw.. The w
Th winner will be notified as
ues
soon a p
ass possible after
f theh closing d
g date and details can n be obtained by sending g
a stammped
stamped lf
p d self-addressed envelope rusted Brands Sur
l p to 2008 TTrusted vey
y, R
y,
Survey, Reader’
d ’s
Reader’s
Cod
de
Post Code Digest
g A Association, 11 W estferr
e f yC
Westferry Circus, London E14 4HE.4 The Reader’
d s Digest
Reader’s g PS: You
Yo
ou must return
retturn your completed questionnaire
quesstionnaire by Friday 12th
h September
Associa
A
Association
ation Ltd may y use the winner’
winner’ss name, home hometown,
etown, photograph h andd
opinion
opinions b y or promotional
ns in future publicity p an
material, and
nd entrants agree to such
usage by participating in the
b participating h D Draw
Draw.. the
2008 to enter thhe free draw.
draw. Remember,
Rememberr, you don’t even need a stamp
s so why
Email*
The Reader’s
Reader’s Digest Association
not complete and d return it right now? We
We have enclosed a pen forfo you to keep
*Please tick N wou
uld be happy for us to contact you vi
N if you would via
a e-mail for market research 11 W e
estferr y Circus
Westferry with our thanks.
purposes in the future. Y
Your
ou
our name and address will be used so solely
olely for the Prize Draw and Canary
Canar y Wharf
Wha arf
the infor mation you supply
information y will be used only for the purposes o
off this sur vey by The Reader’
survey Reader’ss London E14 4HE4
Questionnaire
Qu
Q
Digest Association Ltd.
46
Your
You
o r trust in pr
professions
rofessions
o Tell us about the brands you trust the most
How much trust do yo
you
ou have in the following profe
professions
essions in your countr
country?
y? Listed below are some product categories. For each category, we’d like you to tell us the brand you believe most deserves
TTick
ick on
one
ne box in each row
row.. to be called your ‘most trusted brand’. It really doesn’t matter if you don’t own or use some of the products listed – your
Appendix viii
A great Quite Not ver

veryy Not A great Quite Not
No
ot very
ver y Not opinions will be equally valued.
deal a lot much h at all deal a lot much at all Once you’ve named your most trusted brand in each category, we’d like you to rate it across four criteria by circling the
Airline
Airlin
ne pilots Q
Q Q
Q Q
Q Q Pharmacists Q
Q Q
Q Q
Q Q appropriate number – where 5 is the top score you can award, and 1 is the lowest, e.g. 1 2 3 4 5.
Polic
Police
ce Q
Q Q
Q Q
Q Q Financial adv
advisors
visors Q
Q Q
Q Q
Q Q Quality: Provides good quality, well made, well designed products/services.
Priests/church
Pries
sts/
/cchurch mini
ministers
issters Q
Q Q
Q Q
Q Q Teachers
Te
eachers Q
Q Q
Q Q
Q Q Excellent value: Offers value for money to the customer
Car s
salesmen Q
Q Q
Q Q
Q Q Farmers Q
Q Q
Q Q
Q Q Strong image: Consistent brand identity – a distinctive brand which says something about the customers who use it
Nurses
Nursses Q
Q Q
Q Q
Q Q Meteorologists
Meteorologists Q
Q Q
Q Q
Q Q Understands customer needs: A brand which knows what its customers want and produces a product that
Politicians
Polit
ticians Q
Q Q
Q Q
Q Q Firefighters Q
Q Q
Q Q
Q Q satisfies those needs
Doctors
D octors Q
Q Q
Q Q
Q Q Lawyers Q
Q Q
Q Q
Q Q I’m a customer: Tick ‘yes’ if you are a customer of the brand you named or if you have bought/used that brand in
Travel
Travel agents Q
Q Q
Q Q
Q Q Judges Q
Q Q
Q Q
Q Q the last 12 months.
Taxi
Taxi
a drivers Journalists Would you recommend this brand to others?: Tick ‘yes’ if you would recommend the brand, company or
1
Football p
A
About
players
changin
changing
y
ng trust
Q
Q
Q
Q
Q
Q
Q
Q
Q
Q
Q
Q
Q
Q Trade
Trade union le
leaders
eaders
Q
Q
Q
Q
Q
Q
Q
Q
Q
Q
Q
Q
Q
Q
4 service to others.
My most trusted brand of…
Car is Block capitals please

C
Compared with five years
y ago, how
how much do you,, personally
personally,
y, trust the followin
following?
g?
Quality Excellent value Strong image Understands I’m a customer Would you recommend
TTick
ick one box in each row
row..
customer needs this brand to others?
TTrust
rust Abo
About
out TTrust
rust Trust
Trust About Trust
Trust
less the sa
same
ame more less the same more 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 Yes Q Yes Q
G
Government Q
Q Q
Q Q Doctors
Doct
tors Q
Q Q
Q Q Large kitchen appliance is Block capitals please
C
Civil ser
servants
vants Q
Q Q
Q Q Lawyers
Lawy
yers Q
Q Q
Q Q
P
Politicians Q
Q Q
Q Q Environmentalists
Envir
ronmentalists Q
Q Q
Q Q customer needs this brand to others?
European
European Union Q
Q Q
Q Q Church
Chur
rch leaders Q
Q Q
Q Q 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 Yes Q Yes Q
United
United Nations Q
Q Q
Q Q Newspapers
New
wspapers Q
Q Q
Q Q
Business
Business leaders Q
Q Q
Q Q Magazines
Mag
gazines Q
Q Q
Q Q Camera is Block capitals please
International com
International companies
mpanies Q
Q Q
Q Q Television
Te
elev
vision Q
Q Q
Q Q Quality Excellent value Strong image Understands I’m a customer Would you recommend
Banks
Banks Q
Q Q
Q Q Internet
Inter
rnet Q
Q Q
Q Q
1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 Yes Q Yes Q
Teachers
Teachers
e Q
Q Q
Q Q Advertising
Adve
ertising
g Q
Q Q
Q Q
2
A
About
tick
your pe
personality
rsonality
t the one which be

y
LLooking at the pairs of
o words belo
below,
ow, in each case please
est describes you personally
best personally..
Personal computer is
Quality
1 2 3 4 5
Excellent value
1 2 3 4 5
Strong image
1 2 3 4 5
Understands
customer needs
1 2 3 4 5
I’m a customer
Yes Q
Block capitals please
Would you recommend
this brand to others?
Yes Q
Mobile phone handset is Block capitals please

Ind
decisive
Decisive Q Q Indecisive
Pa
assive
Active Q Q Passive customer needs this brand to others?
M d
Modern Tra
aditional
di i l
Q Q Traditional 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 Yes Q Yes Q
Pe
essimistic
Optimistic Q Q Pessimistic
Ca
autious
Impulsive Q Q Cautious Mobile phone service provider is Block capitals please
Re
eserved
Outgoing Q Q Reserved Quality Excellent value Strong image Understands I’m a customer Would you recommend
Un
nconventional
Conventional Q Q Unconventional
1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 Yes Q Yes Q
Global
Gl L
b l Q Q Local
47
3
Internet ser
service
rvvice pr
p
provider
ovider is Block
Blo
ock capitals please Cosmetic is Block capitals please
Quality Excellent value Strong image

im
mage Understands I’m a customer Would
W oul
o d you recommend Quality Excellent value Strong image Understands I’m a customer Would you recommend
customer needs this b
brand
rand to others? customer needs this brand to others?
Appendix viii
1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 Y
Yes
es
e Q Yes
Yes
e Q 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 Yes Q Yes Q
Holiday compan
company/tour
ny/tour operator is Block
Blo
ock capitals please Skin care product is Block capitals please

im
W oul
brand
1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 Y
Yes
es
e Q Yes
Yes
e Q 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 Yes Q Yes Q
Bank/building society
s is Block
Blo
ock capitals please Soap powder is Block capitals please

im
W oul
brand customer needs this brand to others?
1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 Y
Yes
es
e Q Yes
Yes
e Q 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 Yes Q Yes Q
Credit card is Block
Blo
ock capitals please Breakfast cereal is Block capitals please

im
W oul
customer needs
d this
hi bbrand
rand
d to others?
h ? customer needs this brand to others?
1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 Y
Yes
es
e Q Yes
Yes
e Q 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 Yes Q Yes Q
Insurance compa
company
any is Block
Blo
ock capitals please Local category 1 is Block capitals please

im
W oul
customer needs brand
this brand to others? customer needs this brand to others?
1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 Y
Yes
es
e Q Yes
Yes
e Q 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 Yes Q Yes Q
Petrol
Petrol retailer is Block
Blo

im
W oul
1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 Y
Yes
es
e Q Yes
Yes
e Q 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 Yes Q Yes Q
Vitamins
V itamins is Block
Blo

im
W oul
1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 Y
Yes
es
e Q Yes
Yes
e Q 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 Yes Q Yes Q
Analgesic/pain relief
r is Block
Blo

im
W oul
brand
1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 Y
Yes
es
e Q Yes
Yes
e Q 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 Yes Q Yes Q
Cough/cold rem
remedy
medy is Block
Blo

im
W oul
1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 Y
Yes
es
e Q Yes
Yes
e Q 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 Yes Q Yes Q
Hair care pr
product
oducct is Block
Blo

im
W oul
1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 Y
Yes
es
e Q Yes
Yes
e Q 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 Yes Q Yes Q
48
Local categor
category
ry 7 is Block
Blo

im
W oul
customer needs this brand
brand to others? customer needs this brand to others?
Appendix viii
1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 Y
Yes
es
e Q Yes
Ye
es Q 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 Yes Q Yes Q
Local categor
category
ry 8 is Block
Blo
ock capitals please

im
W oul
o d you recommend
brand to others?
1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 Y
Yes
es
e Q Yes
Ye
es Q
Trust and the environment
Local categor
category
ry 9 is Block
Blo
ock capitals please
For each of the following product/service categories, please write in the one brand that you feel has the best reputation on

im
W oul
o d you recommend
brand to others? environmental issues.
Block capitals please
1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 Y
Yes
es
e Q Yes
Ye
es Q
Airline
Local categor
category
ry 1
10
0 is Block
Blo
ock capitals please Car
im
W oul
o d you recommend
customer needs
d this brand
hi brand h ?
d to others? Bank
1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 Y
Yes
es
e Q Yes
Ye
es Q Petrol retailer
Local categor
category
ry 1
11
1 is Supermarket retailer
Block
Blo
ock capitals please

im
W oul
o d you recommend Washing powder
brand to others?
Detergent/cleaning product
1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 Y
Yes
es
e Q Yes
Ye
es Q
Kitchen appliance
Local categor
category
g ry 1
12
2 is Block
Blo
ock capitals please
Fast food
im
W oul
o d you recommend
brand to others?
Household battery
1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 Y
Yes
es
e Q Yes
Ye
es Q
Local categor
category
ry 1
13
3 is Block
Blo
ock capitals please

im
W oul
o d you recommend
brand to others? About Reader’s Digest Magazine
1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 Y
Yes
es
e Q Yes
Ye
es Q Here are some things people have said about Reader’s Digest magazine
Tick one box in each row to indicate how much you
Local categor
category
ry 1
14
4 is Block
Blo
ock capitals please
personally agree or disagree with the statement. Agree Agree Disagree Disagree
Would
W oul
o d you recommend strongly slightly slightly strongly
im
mage Understands I’m a customer
brand to others?
I look forward to reading it Q Q Q Q
1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 Y
Yes
es
e Q Yes
Ye
es Q
You can believe what you read in it Q Q Q Q
Local categor
category
ry 1
15
5 is Block
Blo
ock capitals please It’s for people like me Q Q Q Q
im
W oul
o d you recommend
It gives me a lot to talk about Q Q Q Q
brand to others?
1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 Y
Yes
es
e Q Yes
Ye
es Q I know I can trust the advice it gives Q Q Q Q
It’s part of my life Q Q Q Q
Local categor
category
ry 1
16
6 is Block
Blo
ock capitals please
It’s part of the community Q Q Q Q
im
W oul
o d you recommend
brand to others?
It’s a magazine that can make me laugh and cry Q Q Q Q
1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 Y
Yes
es
e Q Yes
Ye
es Q
I have learned a lot from it Q Q Q Q
49
Appendix ix
Reader’s Digest circulation and
readership across Europe
Country/Edition Circulation Adult Readers

Editions included in
ETB 2009:
Austria 47,033 100,000

Belgium Dutch 35,350 166,145
Belgium French 35,450 166,615
Czech Republic* 112,608 196,000
Finland 223,322 631,000
France 310,487 1 822 000
Germany* 768,095 2,520,000
Hungary 125,884 267,000
Netherlands 129,488 622,000
Poland 127,707 777,905
Portugal 95,053 247,000
Romania 117,000 304,200
Russia 418,000 1,037,000
Spain 41,000 118,000
Sweden 52,000 Not available
Swiss French 38,994 104,000
Swiss German 127,292 342,000
UK 638,693 1,767,000
*Circulation for Czech Republic includes Slovak Republic
Total countries included in the survey 3,443,456 9,365,865
Norway 23,000 Not available
Total editions across Europe 3,466,456 9,365,865
Reader's Digest Local Contacts 2009
Country Belgium Country Czech Republic

Ad Director Fred Wolff Ad Director Marie Kacerovska
e-mail fred_Wolff@rd.com e-mail Marie Kacerovska@rd.com
Tel No. + 31 20 567 8249 Tel No. +420 222 071 259
Research Responsibility Yvonne van der Wal Research Responsibility Lucie Srpova
e-mail yvonne_van_der_wal@rd.com e-mail lucie_srpova@rd.com
Tel No. + 31 20 567 8232 Tel No. +420 222 071 284
PR Responsibility Fred Wolff PR Responsibility Denisa Strbova
e-mail fred_Wolff@rd.com e-mail denisa_strbova@rd.com
Tel No. + 31 20 567 8249 Tel No. +420 222 071 210
Country Finland Country France

Ad Director Carita Gil Ad Director Frederic Bonnin
e-mail carita.gil@rd.com e-mail frederic.bonnin@rd.com
Tel No. +358 9 503 4656 Tel No. +331 4674 8840
Research Responsibility Tiina Suomela Research Responsibility Sarah de Botton
e-mail tiina.suomela@rd.com e-mail Sarah_de_Botton@rd.com
Tel No. +358 9 503 4655 Tel No. +331 4674 8461
PR Responsibility Minna Silvennoinen PR Responsibility Jean-Philippe Bertrand
e-mail minna.silvennoinen@rd.com e-mail jean-Philippe_Bertrand@rd.com
Tel No. +358 9 503 4655 Tel No. +331 4674 8643
Country Germany and Austria Country Hungary

Ad Director Anett Groch Ad Director Marta Patai
e-mail Anett.Groch@rd.com e-mail Marta.Patai@rd.com
Tel No. +49 211 498 7914 Tel No. +36 1 66 61 730
Research Responsibility Solvey Friebe Research Responsibility Gyöngyvér Kecskés
e-mail solvey.friebe@rd.com e-mail gyongyver.kecskes@rd.com
Tel No. +49 211 498 7938 Tel No. +36 1 66 61 731
PR Responsibility Uwe Horn PR Responsibility Marta Patai
e-mail Uwe.horn@rd.com e-mail Marta.Patai@rd.com
Tel No. +49 711 6602 521 Tel No. +36 1 66 61 730
Country Netherlands Country Poland

Ad Director Fred Wolff Ad Director Jolanta Gajewska
e-mail fred_Wolff@rd.com e-mail Jolanta_Gajewska@rd.com
Tel No. + 31 20 567 8249 Tel No. +48 22 319 3280
Research Responsibility Yvonne van der Wal Research Responsibility Pawel Sztark
e-mail yvonne_van_der_wal@rd.com e-mail pawel_sztark@rd.com
Tel No. + 31 20 567 8232 Tel No. +48 22 319 3285
PR Responsibility Fred Wolff PR Responsibility Anna Jablonska
e-mail fred_Wolff@rd.com e-mail anna_jablonska@rd.com
Tel No. + 31 20 567 8249 Tel No. +48 22 319 3212
Reader's Digest Local Contacts 2009
Country Portugal Country Romania

Ad Director Maria Carmo Diniz Advertising Sales Cristina Moldovan
e-mail maria_diniz@rd.com e-mail cristina.moldovan@rd.com
Tel No. + 351 21 381 0113 Tel No. +40 20 19 814
Research Responsibility Maria Carmo Diniz Research Responsibility Cristina Moldovan
Tel No. + 351 21 381 0113 Tel No. +40 20 19 814
PR Responsibility Maria Carmo Diniz PR Responsibility Cristina Moldovan
Tel No. + 351 21 381 0113 Tel No. +40 20 19 814
Country Russia Country Spain

Ad Director Maria Peterson Advertising Sales Roger Aguadé
e-mail Maria_peterson@rd.com e-mail nataguade@yahoo.es
Tel No. +7 495 258 5558 Tel No. +34 93 426 30 20
Research Responsibility Victoria Potapova Research Responsibility Maria Carmo Diniz
e-mail victoria_potapova@rd.com e-mail maria_diniz@rd.com
Tel No. +7 495 258 5558 Tel No. + 351 21 381 0113
PR Responsibility Maria Razzhivina PR Responsibility Cosme Ojeda
e-mail maria_razzhivina@rd.com e-mail cosme_ojeda@rd.com
Tel No. +7 495 258 5558 Tel No. +34 91 768 86 41
Country Sweden Country Switzerland

Ad Director Carita Gil Ad Director Sabine Kölsch
e-mail carita.gil@rd.com e-mail sabine.koelsch@rd.com
Tel No. +358 9 503 4656 Tel No. +41 (0)44 455 7333
Research Responsibility Tiina Suomela Research Responsibility Solvey Friebe
e-mail tiina.suomela@rd.com e-mail solvey.friebe@rd.com
Tel No. +358 9 503 4655 Tel No. +49 211 498 7938
PR Responsibility Minna Silvennoinen PR Responsibility Uwe Horn
e-mail minna.silvennoinen@rd.com e-mail uwe.horn@rd.com
Tel No. +358 9 503 4655 Tel No. +49 711 6602 521
Country United Kingdom Europe

Ad Director Flora MacMillan Director Gavin Murray
e-mail flora_macmillan@rd.com e-mail Gavin_Murray@rd.com
Tel No. +44 207 715 8161 Tel No. +44 207 715 8927
Research Responsibility Jeremy Hemingray Ad Sales Stephen Burgess
e-mail jeremy_hemingray@rd.com e-mail Stephen_Burgess@rd.com
Tel No. +44 207 715 8460 Tel No. +44 207 715 8150
PR Responsibility Jeremy Hemingray
e-mail jeremy_hemingray@rd.com
Tel No. +44 207 715 8460

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READER’S DIGEST TRUSTED BRANDS SURVEY

Europe’s most Trusted Brands in 2009

Response rate by country 2009 v 2008 36

Reader’s Digest circulation and readership by country 50

About the survey

䢇 Reader’s Digest European Trusted Brands first appeared in 2001.

䢇 Research was conducted in 14 languages across 16 European countries.

䢇 20 “brand specific” categories are common to every country.

Further details can be obtained from jeremy_hemingray@readersdigest.co.uk

About the questions

䢇 To begin, respondents were asked to indicate their degree of trust in 20 professions

䢇 Although the 20 common product categories

The 20 categories common to each country are:

Countries included in the survey are:

Awarding Trusted Brands Status: Clarification

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

The Qualitative Data/Attributes

What does the qualitative data refer to?

It is possible to be top scoring against any of the

Over the 9 years since the launch of Trusted Brands usage

Guidelines for Usage of Trusted Brand Logo

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

䢇 Promotional literature (flyers, brochures, point-of-

䢇 on product (labels, stickers, shipping cartons)

2. Award winners need to adhere to certain ‘rules’

䢇 Winners can only use the logo in promotional materials

䢇 Winners must use the logo only in relation to the

䢇 No alteration of the logo design, wording or coloration is

䢇 Winners may not use the logo in conjunction with

Within each of the 16 countries a list of 20 “common”

In addition to the common categories, each country had

The category questions are “open ended” giving

Most nominated brands across the

䢇 Kellogg’s is the trusted brand of breakfast cereal in 10

Most nominated brands across Europe 2008

Brands winning in No.

Categories with most “multi country” winning brands:

Category Number of Different Brands winning in

Skin Care 1 Nivea

Category (2009) Poland Portugal Romania Russia Spain Sweden Switzerland UK

Switzerland VW Toyota VW Toyota Toyota

Poland Amica Amica Amica Amica Amica

Switzerland Dell Dell Dell Dell Dell

Internet service provider Internet dot com

Poland Neostrada TP Neostrada TP Neostrada TP Onet.PL Onet. Pl

Switzerland Nokia Nokia Nokia Nokia Nokia

Mobile phone service provider

Poland Plus ERA Orange Orange

Switzerland Canon Canon Canon Canon Minolta

Holiday company/tour operator

Switzerland Raiffeisen Raiffeisen Raiffeisen Raiffeisen Kantonalbanken

Poland Visa Visa Visa Visa Visa

Switzerland Neo Citran Neo Citran NeoCitran NeoCitran NeoCitran

Poland Apap Apap Apap Apap Apap

Switzerland Burgerstein Migros Migros Migros Migros

Hair care product

Poland L'Oréal L'Oréal L'Oréal L'Oréal L'Oréal

Switzerland Nivea Nivea Nivea Nivea Nivea

Poland Nivea Nivea Nivea Nivea Nivea

Switzerland Total Total Total Omo Omo

Poland Nestlé Nestlé Nestlé Nestlé

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

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