ETB verslag by Reader's Digest

Reader’s Digest Trusted Brands Survey 2013 Contents

Page No:

Overview

How we award Trusted Brand status

The Trusted Brand logo and guidelines for its usage

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

Results – Confidence and Trust: Professions

Government Policies

Criteria of trust

Trust and purchase

Appendix i.

Response rate by country 2013 v 2012

ii.

Respondent base 2009 – 2013

iii.

Respondents by category by country

iv.

Respondent profile – all countries

Respondent profile by country

vi.

Population weightings

Sample questionnaire

Reader’s Digest circulation and readership by country

Contacts by country

www.rdtrustedbrands.com

Reader’s Digest Trusted Brands 2013 An overview

About the survey • Reader’s Digest European Trusted Brands is now in its 13th year, it was first published in 2001. • Fieldwork for this study is conducted annually and the results are available (free of charge) from 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 11 languages across 12 European countries. • Croatia and Sweden did not participate in 2013. Fieldwork was conducted in Austria but didn’t produce an acceptable base for detailed analysis of the brand results. • 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 7 countries conducted their fieldwork on-line (see below). The remainder distributed their questionnaires by post. • In total 18,314 responses were analysed across the 12 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.

13% response to postal survey in Romania

• 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 18% 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 government policies, professions etc. reflect the “average of the average” across the 12 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 79,000 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. vitamin C) 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.

www.rdtrustedbrands.com

Reader’s Digest Trusted Brands 2013 An overview

Postal survey: N PE D EE SE FR CLO EN

Timing: September 2012

www w.r .rdt dtru rust sted edb bra ran nds ds.c .co om m

• Questionnaires were translated, and mailings managed locally, by personnel in each Reader’s Digest office. • 177,500 questionnaires were mailed across the 5 countries. Completed questionnaires were shipped to the UK for data processing. • Questionnaires with no age/sex data were discarded. The 2013 database contains weighted data representing 7,331 postal respondents. This reflects an average response of 4.13% to the postal survey.

TTa ake pa rt rt Brands in the 2012 T rustte Surv r You co vey tooday and d u

August Dear

201 12 2

Reader

ld win

£500

’’s s Dige st Subs criber At Read er’ e , we your op s Digest value ou ini bo these da ons ab r custo ou Trus me stt - a ers ys. Last utt Tru rs’’ opini sur vey ye y ar, ons very ar, over theme which to ﬁnd r h beco 27,00 ou mes mo y highly utt what y. Espec consume 0 of yo re and Eu ou ially u took rs, like mo part in is being ore yo y u, tru ropeans think the Read re importa st the mo a out Eu rt ab un rtak ntt akke er’ err’s Dig rtan your mo derta st. The rope an en n in 14 est Re st truste d also ad Eu er’ st d ropean w ich wh Reader’ countrie s Digest Tru brands Trusste s Digest brands will be ted s. d The inf Br nds ma m gazin featur tu ed ormatio Bra orm Sur vey d throu e. on n you giv rve ghout the ati It won’t n’t tak e abou coming n ye t Yo You y ar in ou need e long to comp lete thi only inc in nclude for the your na s sur vey, fre y me and , and your rep complet e draw to win ad lies rem e the qu dd £5 dre ressss if yo ain Yo est provid e ionna 00. Yo ou n conﬁ u don’t u wo n’ ed. On de t even ire and ntial. ly need a uld like to be this qu return urn i entered estionna a special rep the posta stamp to en resentat it in ire irre,, so nte terr, jus ge paid ive gro we wo t g up uld like enve of peop elope to he e le like yo lop Yo You ea ours arr from rs faithf u will rec you as ully quickly eive a possi as ble. Name (Resea rch h Mana ger) PS: Yo You ou must rettur free dra urn u n your w. w comp em return it . Reme mb m er, r, you do leted quest es ion right no be nn na n’t even stio air ire w? w e ne ee ed ed a sta by xxxxx 20 12 mp so 2 to en why no ter the th t co c mplet e and

For full details of response rates by country please see Appendix i

Quest ionnai re

• Respondents were drawn from the Reader’s Digest customer database in each country.

On-line: Countries: Belgium, Czech, Finland, France, Netherlands, Poland, Russia, Timing: October 2012 • The sample selection criteria were identical to those employed for the postal survey. Respondents were drawn from the Reader’s Digest customer database in each country, apart from France and Poland. • 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 to >12% in Czech Republic to 0.11% in Poland. NB once target had been hit in each country additional responses were not analysed • Prize draw incentives were offered in 5 on-line countries, excluding France and Russia.

Over 2,000 respondents to on-line survey in Finland

• In every country a pilot was undertaken before launching to the full sample. After the initial e-mail invitation to the full survey, reminders were sent in all countries. • The on-line questionnaire was designed and created centrally but translated locally. Fieldwork for 5 of the on-line countries was managed centrally by Framework Ltd. who also created the electronic questionnaire. Invitations were issued locally in Poland and Russia.

For full details of response rates by country please see Appendix i Further details can be obtained from penny.mortimer@rdglobaladvertising.com

www.rdtrustedbrands.com

Reader’s Digest Trusted Brands 2013 An overview

About the questions - postal • To begin, respondents were asked to indicate their degree of trust in 9 government policies (new for 2013) • They then indicated their level of trust in 20 professions ranging from airline pilots to trade union leaders (no change from 2012). • A new question asking respondents to nominate their most trusted national personalities was added this year. Please contact each country locally for further details. • The 20 common product categories have remained the same for the past 8 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 they’d nominated and if they would recommend the brand to others.

I believe this brand is socially responsible

• In addition to the 4 attribute qualifications (above), respondents were asked if they considered their nominated brand to be “socially responsible”. • New to the 2013 study are 2 questions about the criteria of trust and trusted influences on brand purchase

The environment • Also new to the 2013 study is a question asking consumers about their awareness of companies’ attempts to protect the environment. Results will be published in September 2013.

The on-line questionnaire: The content of the on-line questionnaire was the same as for the postal survey, however the nature of the medium allows for more interaction. Categories were rotated and interspersed with questions about trust in government policies, professions, personalities, environment etc.

www.rdtrustedbrands.com

Readerâ&#x20AC;&#x2122;s Digest Trusted Brands 2013 An overview

The 20 categories common to each country are: Car Kitchen Appliance Camera Personal Computer Mobile Phone/smart 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

More than 100 "local" product categories across 12 countries

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 Belgium Czech Republic Finland France Germany Netherlands Poland Portugal Romania Russia Slovenia Switzerland

Language Flemish & French Czech Finnish French German Dutch Polish Portuguese Romanian Russian Slovenian German & French

Fieldwork on-line on-line on-line on-line post on-line on-line post post on-line post post

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

www.rdtrustedbrands.com

European Trusted Brands 2013 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. This allows for more brands to be identified and thus evaluated.

The qualitative data/attributes After a respondent names their most Trusted Brand in each category, they’re asked to rate that brand on 5 criteria – quality, excellent value, strong image, understand customer needs and whether they believe any claims that brand makes to be socially responsible. 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 It’s 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.

www.rdtrustedbrands.com

European Trusted Brands 2013 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, pointof-purchase 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 Reader’s Digest for authorisation 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. 8. No endorsement of the winning brand(s) by Reader’s Digest or its editors is given or may be implied. For further information or clarification contact Penny Mortimer penny.mortimer@rdglobaladvertising.com January 2013

www.rdtrustedbrands.com

Results - the winning brands 20 common categories

The 20 brand categories are the same in every country across Europe and have remained unchanged for the past 8 years. Last year the category “mobile phone handset” was renamed “mobile phone/smart phone handset” to reflect developments in technology. In addition to the 20 common categories, each country had the option to include a range of categories of their own choice (known as Local Categories). The winning brand is the one that receives the highest number of nominations in each country. There is no overall winner across Europe. 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 the same brand won the Trusted Brand award. This year Austria, Croatia and Sweden are not included thus reducing the number of countries from 15 to 12. The comparison summary for 2012 has therefore been adjusted to take account of this.

Most nominated brands across the 20 common categories

• • • •

•

Nivea retains its position as most Trusted Brand of skin care in all 12 countries included in the survey. Nivea increased its share of vote in 6 out of the 12 countries Visa – no change from last year, No1 in 11 out of 12 countries. Only in Slovenia is MasterCard the most Trusted Brand of credit card Samsung has increased its share of vote and taken over from Nokia as most Trusted Brand of mobile phone in 3 out of the 12 countries

• • •

VW achieved winning brand status in 4 countries, beating Toyota in the Netherlands and Citroen in Belgium In the health categories (pain relief, cold remedy and vitamins) Vicks is the only brand to have won in 3 countries There were 12 different winning brands in the categories of bank/building society, internet service provider, insurance and holiday company – the Trusted Brands primarily continue to be local

Canon remains the most Trusted Brand of camera in 10 countries but is losing share as more people are proposing smart phones as their Trusted Brand of camera HP continues to dominate and is now No1 in 9 out of 12 countries, topping Acer in the Czech Republic. Dell remains the most Trusted Brand of PC in Germany and Romania

www.rdtrustedbrands.com

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. Slovenia can provide results from years prior to 2011 when they conducted the study themselves.

Results - the winning brands Most nominated brands across Europe

Most Trusted Brands across Europe 2013 Brands winning in 3+ countries:

No. Countries: 2013

2012

12*

Nivea (skin care)

Visa

Canon

Nokia

Ariel

Kellogg's

Nestlé

Miele

Avon

Bosch

Nivea (hair care)

Nivea (cosmetic)

Samsung

Toyota

Vicks

*Total for 2012 comparative with 2013, excluding Austria, Croatia and Sweden

FOTOG RAFIJA

snemanjem fotoaparate, za je eden najpomembno. Ne letošnji vseevločljivosti Full HD m razredu. leto še posebej Canon je bil v k svoje n na trgu ponublagovnih znam zmogljivejših v samo, da je Cano ropski raziskavi ejša profesionačin delovaže šestič zapod Bran ted Nov samodejni dil dva najzmogljiv Trus va ta EOS-1D X in eno najbolj gentno prepozna za para inteli ovan fotoa ki imen nja, nalna red povsem enoanja vrednih pač pa letos prizore, omogoča EOS 5D Mark III, priljubljenih in zaup Sloveniji po nje, saj anaobletnico sikv stavno fotografira nastavitve obeležuje tudi 25. obsežnega blagovnih znam revije Reader's vsak prizor in a EOS, najbolj lizira stem izboru bralcev šfleknajvi ganje zrcalnore osvojil naziv prilagodi za dose nabora digitalnih izmenljivih Digest. Canon je etka. Vrtljiv 2012 v kategoje kakovosti posn pogled na snih fotoaparatov, tne opreme, Trusted Brand ja paratov v zaslon LCD ponu perspektiv objektivov in doda riji kamer in fotoa . svetu vsem nih ah. po svet z več različ ki je priljubljen 12 evropskih držav jše fotografije. za še ustvarjalne naslovu se olovščina Vaša EOS pust “Ob tem laskavem mo bralžljiv s celotaljuje EOS 600D je zdru n EOS: blisse začne tukaj še posebej zahv no-reDigest za zrcal Cano lni er's om digita Read nim sistem Canonov cem revije daljinskimi t EOS 600D zaupanje,” kavicami Speedlite, 60 objektifleksni fotoapara prilagodljiponovno izkazano kot erg, direktor več raven in Culib novo žilci Jure ja spro ponu je dejal profesionalni zmogljivosti in Adria d.o.o. vi, ki jim zaupajo vosti, slikovnih podjetja Canon šele po vsem prepričani, da uporabnikom, ki eljski fotografi ore ljubit in podp “V Canonu smo viti svet foto, pač pa si ga svetu. vstopajo v čudo zaupanje ni dano ni točk, s hiPonosni smo grafije. Z 18 milijo je treba prislužiti. naziv naji na šesti zaporedn blagovne ne bolj zaupanja vred o še naprej bom znamke, zato se i izjemne in zatrudili proizvajat te ter objeknesljive fotoapara nim porazlič tive, namenjene ov, ob tem trebam uporabnik v širitev evali pa bomo prisp in filmega rafsk kulture fotog nja.” skega upodablja izbor digitalnih t boga nov Cano ja nekaj za vsafotoparatov ponu ih začetnirafsk kogar, od fotog lcev. Njegova kov do profesiona o loči med grob ponudba se na no-refleksne kompaktne in zrcal n.si www.cano

IN ANGEL A SCOTT : JONAT HAN

OREDNI NESLI ŠESTI ZAP OAPARATI PRI ZNAMKE DIGIC 4 in CANONOVI FOTJA VREDNE BLAGOVNE trim procesorjem polni visoki katere je letošnje videa v NAZIV ZAUPAN

www.rdtrustedbrands.com

Results - the winning brands Most Trusted 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

Nivea

Mobile Phone

Nokia, Samsung

Camera

Canon

Breakfast Cereal

Kellogg's, NestlĂŠ

Credit Card

Visa

Cosmetic

Nivea, Avon

Soap Powder

Ariel

Automotive

VW, Toyota

Kitchen Appliance

Bosch, Miele

Hair Care

Nivea

Cold Remedy

Vicks

Vitamins

Pain Relief

Petrol Retailer

Mobile Phone Service Provider

Internet Service Provider

Bank/Building Society

Insurance Company

Holiday Company

www.rdtrustedbrands.com

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

Category

2012

Portugal

2012

2013 Romania

2012

2013

Slovenia

2012

VW (13%) V-ZUG (25%) HP (28%) Nokia (46%) Swisscom (70%) Canon (35%) Kuoni (39%) Raiffeisen (30%) Visa (36%) Die Mobiliar (33%) Swisscom (57%) Coop (22%) Burgerstein (19%) Dafalgan (28%) Vicks (20%) Nivea (18%) Nivea (22%) Nivea (53%) Ariel (18%) Kellogg's (63%)

2013 2012 Switzerland

Toyota (24%) Toyota (33%) Dacia (22%) Dacia (21%) Miele (30%) Miele (37%) Philips (18%) Philips (20%) HP (26%) HP (32%) Dell (15%) Dell (17%) Nokia (56%) Nokia (60%) Nokia (65%) Nokia (71%) TMN (50%) TMN (50%) Orange (44%) Orange (42%) Canon (38%) Canon (39%) Sony (25%) Sony (30%) Abreu (72%) Abreu (68%) Paralela 45 (24%) Paralela 45 (34%) CGD (33%) CGD (35%) BCR (32%) BCR (30%) Visa (53%) Visa (54%) Visa (36%) Visa (42%) Fidelidade Mundial (21%) Fidelidade Mundial (21%) Astra Asigurari (25%) Astra Asigurari (24%) Sapo (26%) Sapo (36%) RCS & RDS (50%) RCS & RDS (40%) Galp (53%) Galp (57%) Petrom (45%) Petrom (46%) Centrum (66%) Centrum (65%) Eurovita (40%) Eurovita (32%) Ben-U-Ron (35%) Aspirina (33%) Algocalmin (29%) Algocalmin (28%) Bisolvon (45%) Bisolvon (50%) Nurofen (30%) Nurofen (29%) Pantène (30%) Pantène (34%) Nivea (14%) Head & Shoulders (16%) L'Oréal (24%) L'Oréal (26%) Avon (27%) Nivea (29%) Nivea (41%) Nivea (43%) Nivea (51%) Nivea (49%) Skip (69%) Skip (70%) Ariel (66%) Ariel (62%) Nestlé (35%) Nestlé (38%) Nestlé (53%) Nestlé (59%)

2013

Toyota (22%) Toyota (23%) Renault (17%) Renault (16%) VW (14%) Bosch (27%) Bosch (27%) Gorenje (69%) Gorenje (71%) V-ZUG (24%) Asus (19%) Asus (19%) HP (35%) HP (36%) HP (35%) Nokia (44%) Nokia (54%) Nokia (55%) Nokia (64%) Nokia (36%) MTS (40%) MTS (37%) Mobitel (42%) Mobitel (53%) Swisscom (72%) Canon (27%) Canon (28%) Canon (43%) Canon (44%) Canon (31%) Pegas (13%) Tez Tour (18%) Soncek (32%) Kompas (32%) Kuoni (38%) Sberbank (61%) Sberbank (56%) NLB (31%) NLB (36%) Raiffeisen (33%) Visa (71%) Visa (80%) MasterCard (66%) MasterCard (63%) Visa (37%) Rosgosstrah (26%) Rosgosstrah (28%) Zavarovalnica Triglav (50%)Zavarovalnica Triglav (53%) Die Mobiliar (35%) Rostelecom (13%) Beeline (16%) Siol (44%) Siol (44%) Swisscom (56%) Lukoil (36%) Lukoil (38%) Petrol (69%) Petrol (67%) Coop (27%) Complivit (29%) Complivit (25%) Cedevita (32%) Cedevita (32%) Burgerstein (18%) Pentalgin (15%) Pentalgin (12%) Lekadol (39%) Lekadol (41%) Dafalgan (29%) Theraflu (14%) Theraflu (19%) Lekadol Plus C (45%) Lekadol Plus C (50%) Vicks (24%) Chistaya Liniya (10%) Chistaya Liniya (8%) Head & Shoulders (11%) Nivea (13%) Nivea (17%) Avon (15%) Avon (14%) Max Factor (22%) L'Oréal (20%) Nivea (18%) Nivea (12%) Nivea (15%) Nivea (46%) Nivea (42%) Nivea (54%) Ariel (29%) Ariel (24%) Ariel (46%) Ariel (47%) Persil (19%) Nestlé (55%) Nestlé (36%) Nestlé (31%) Nestlé (31%) Kellogg's (61%)

Russia

2013

2012

Opel (13%) Bosch (17%) HP (13%) Nokia (58%) Orange (28%) Sony (30%) Itaka (22%) PKO BP (28%) Visa (57%) PZU (46%) TP (22%) Orlen (44%) Centrum (13%) Apap (31%) Gripex (24%) Nivea (12%) Avon (13%) Nivea (37%) Vizir (34%) Nestlé (53%)

Poland

Audi (13%) Bosch (21%) HP (15%) Nokia (45%) Plus (27%) Nikon (25%) Itaka (25%) PKO BP (27%) Visa (58%) PZU (42%) Allegro (20%) Orlen (39%) Centrum (21%) Ibuprom (29%) Gripex (31%) Nivea (12%) Nivea (11%) Nivea (39%) Vizir (25%) Nestlé (55%)

2013

All winners by country and category - share of vote 2013 v 2012

Results - the Trusted Brands All winners by country and category - share of vote

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

Comparison of winning brands over past 5 years Automotive

2013

2012

2011

2010

2009

VW Škoda Toyota Renault VW VW Audi Toyota Dacia Toyota Renault VW

Citroen Škoda Toyota Renault VW Toyota Opel Toyota Dacia Toyota Renault VW

VW Škoda Toyota Renault VW Toyota VW Toyota Dacia Toyota Renault VW

VW Škoda Toyota Renault VW Opel Opel Toyota Dacia Toyota country not included VW

Toyota Škoda Toyota Renault VW Opel VW Mercedes Mercedes Toyota country not included VW

Kitchen appliance 2013

2012

2011

2010

2009

Miele

Upo Whirlpool Philips Miele Miele Bosch Miele Philips Bosch country not included Miele

Upo Brandt Miele Miele Amica Miele Philips Samsung country not included Miele

Belgium Czech Finland France Germany Netherlands Poland Portugal Romania Russia Slovenia Switzerland

Miele Miele Miele Boschchange of category definition - no comparative winner Miele Upo Upo Whirlpool Whirlpool Whirlpool Miele Miele Miele Miele Miele Miele Bosch Bosch Bosch Miele Miele Miele Philips Philips Philips Bosch Bosch Bosch Gorenje Gorenje Gorenje V-ZUG V-ZUG Miele

Personal computer 2013 Belgium Czech Finland France Germany Netherlands Poland Portugal Romania Russia Slovenia Switzerland

HP HP HP HP Dell HP HP HP Dell Asus HP HP

2012

2011

2010

2009

HP Acer HP HP Dell HP HP HP Dell Asus HP HP

Acer Acer HP HP Dell HP Toshiba HP Dell Asus HP HP

HP Compaq Acer HP HP-Compaq Fujitsu Siemens HP Compaq Toshiba HP Dell Asus country not included Dell

HP Compaq HP HP HP-Compaq Fujitsu Siemens HP Compaq Toshiba HP Dell Samsung country not included Dell

www.rdtrustedbrands.com

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

Comparison of winning brands over past 5 years Internet service provider 2013 Belgium Czech Finland France Germany Netherlands Poland Portugal Romania Russia Slovenia Switzerland

Belgacom O2 Sonera Orange Deutsche Telekom Ziggo Allegro Sapo RCS & RDS Rostelecom Siol Swisscom

2012

2011

2010

2009

Telenet Seznam Sonera Orange Deutsche Telekom KPN TP Sapo RCS & RDS Beeline Siol Swisscom

Telenet Seznam Sonera Orange Deutsche Telekom Ziggo TP Sapo RCS & RDS Beeline Siol Swisscom

Telenet Seznam Sonera Orange T-Online Ziggo Allegro Sapo RCS & RDS Corbina country not included Swisscom/Bluewin

Belgacom Seznam Sonera Orange Google Ziggo Neostrada TP Sapo RCS & RDS Comstar country not included Bluewin

Mobile phone/smart phone 2013 2012 Belgium Nokia Czech Nokia Finland Nokia France Samsung Germany Samsung Netherlands Samsung Poland Nokia Portugal Nokia Romania Nokia Russia Nokia Slovenia Nokia Switzerland Nokia NB category name updated in 2012

Mobile phone service provider 2013 Belgium Czech Finland France Germany Netherlands Poland Portugal Romania Russia Slovenia Switzerland

Proximus T-Mobile Sonera Orange Vodafone KPN Plus TMN Orange MTS Mobitel Swisscom

Nokia Nokia Nokia Samsung Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia

Mobile phone handset 2011 2010 Nokia Nokia Nokia Samsung Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia

Nokia Nokia Nokia Samsung Nokia Nokia Nokia Nokia Nokia Nokia country not included Nokia

2009 Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia country not included Nokia

2012

2011

2010

2009

Proximus T-Mobile Sonera Orange Vodafone KPN Orange TMN Orange MTS Mobitel Swisscom

Proximus T-Mobile Sonera Orange Vodafone KPN Orange TMN Vodafone MTS country not included Swisscom

Belgacom T-Mobile Sonera Orange Vodafone KPN Plus TMN Vodafone MTS country not included Swisscom

www.rdtrustedbrands.com

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

Comparison of winning brands over past 5 years Camera Belgium Czech Finland France Germany Netherlands Poland Portugal Romania Russia Slovenia Switzerland

2013

2012

2011

2010

2009

Canon Canon Canon Canon Canon Canon Nikon Canon Sony Canon Canon Canon

Canon Canon Canon Canon Canon Canon Sony Canon Sony Canon Canon Canon

Canon Olympus Canon Canon Canon Canon Sony Canon Canon Canon country not included Canon

Canon Olympus Canon Canon Canon Canon Canon Canon Sony Canon country not included Canon

Holiday company/tour operator 2013 Belgium Czech Finland France Germany Netherlands Poland Portugal Romania Russia Slovenia Switzerland

2012

2011

2010

2009

Jetair Cedok Aurinkomatkat Club Med

Neckermann Cedok Aurinkomatkat Club Med

Tui Arke Itaka Abreu Paralela 45 Pegas Soncek Kuoni

Tui Arke Itaka Abreu Paralela 45 Tez Tour Kompas Kuoni

Tui D-Reizen Itaka Abreu Paralela 45 Tez Tour Kompas Kuoni

Neckermann Cedok Aurinkomatkat Pierre Et Vacances Maeva Tui D-Reizen Orbis Travel Abreu Paralela 45 Tez Tour country not included Kuoni

2012

2011

2010

2009

BNP Paribas Fortis Česká Spořitelna Osuuspankki Crédit Agricole Sparkasse Rabobank PKO BP CGD BCR Sberbank NLB Raiffeisen

Fortis Česká Spořitelna Osuuspankki Crédit Agricole Sparkasse Rabobank PKO BP CGD BCR Sberbank NLB Raiffeisen

KBC Česká Spořitelna Osuuspankki Crédit Agricole Sparkasse Rabobank PKO BP CGD BCR Sberbank country not included Raiffeisen

Fortis Česká Spořitelna Osuuspankki Crédit Agricole Sparkasse Rabobank PKO BP CGD BRD Sberbank country not included Raiffeisen

Bank/Building Society 2013 Belgium Czech Finland France Germany Netherlands Poland Portugal Romania Russia Slovenia Switzerland

BNP Paribas Fortis Česká Spořitelna Osuuspankki Crédit Agricole Sparkasse Rabobank PKO BP CGD BCR Sberbank NLB Raiffeisen

www.rdtrustedbrands.com

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

Comparison of winning brands over past 5 years Credit card Belgium Czech Finland France Germany Netherlands Poland Portugal Romania Russia Slovenia Switzerland

2013

2012

2011

2010

2009

Visa Visa Visa Visa Visa Visa Visa Visa Visa Visa MasterCard Visa

Visa Visa Visa Visa Visa Visa Visa Visa Visa Visa Maestro/MasterCard Visa

Visa Visa Visa Visa Visa Visa Visa Visa Visa Visa country not included Visa

2012

2011

2010

2009

Ethias Česká Spořitelna Pohjola Axa Allianz Interpolis PZU Fidelidade Mundial Astra Asigurari Rosgosstrah Zavarovalnica Triglav Die Mobiliar

Axa Česká Spořitelna Pohjola Axa Allianz Avéro Achmea PZU Fidelidade Mundial Asirom Rosgosstrah Zavarovalnica Triglav Die Mobiliar

Axa Česká Spořitelna If Axa Allianz Interpolis PZU Fidelidade Mundial Asirom Rosgosstrah country not included Die Mobiliar

Axa Česká Spořitelna Tapiola Axa Allianz Interpolis PZU Fidelidade ING Rosgosstrah country not included Die Mobiliar

2013

2012

2011

2010

2009

Dats Shell ABC Total Aral Shell Orlen Galp Petrom Lukoil Petrol Coop

Shell Shell ABC Total Aral Shell Orlen Galp Petrom Lukoil Petrol Coop

Esso Shell ABC Total Aral Shell Orlen Galp Petrom Lukoil Petrol Coop

Total Shell ABC Total Aral Shell Orlen Galp Petrom Lukoil country not included Migrol

Esso Shell ABC Total Aral Shell Orlen Galp Petrom Lukoil country not included Migrol

Insurance company 2013 Belgium Czech Finland France Germany Netherlands Poland Portugal Romania Russia Slovenia Switzerland

Ethias Česká Spořitelna If Macif Allianz Interpolis PZU Fidelidade Mundial Astra Asigurari Rosgosstrah Zavarovalnica Triglav Die Mobiliar

Petrol retailer Belgium Czech Finland France Germany Netherlands Poland Portugal Romania Russia Slovenia Switzerland

www.rdtrustedbrands.com

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

Comparison of winning brands over past 5 years Cough/cold remedy 2013 Belgium Czech Finland France Germany Netherlands Poland Portugal Romania Russia Slovenia Switzerland

Vicks Coldrex Finrexin Humex Wick Bisolvon Gripex Bisolvon Nurofen Theraflu Lekadol Plus C Vicks

Analgesic/pain relief 2013 Belgium Czech Finland France Germany Netherlands Poland Portugal Romania Russia Slovenia Switzerland

Vitamins Belgium Czech Finland France Germany Netherlands Poland Portugal Romania Russia Slovenia Switzerland

2012

2011

2010

2009

Muco Rhinathiol Bromhexin Codesan Humex Wick Natterman Gripex Bisolvon Nurofen Theraflu Lekadol Plus C Vicks

Muco Rhinathiol Mucosolvan Resilar Humex Wick Bisolvon Gripex Bisolvon Nurofen Theraflu Lekadol Plus C NeoCitran

Vicks Bromhexin Resilar Actifed Wick A Vogel Gripex Bisolvon Nurofen Theraflu country not included NeoCitran

Vicks Bromhexin Resilar Vicks Wick A Vogel Gripex Bisolvon Nurofen Coldrex country not included NeoCitran

2012

2011

2010

2009

Dafalgan Ibalgin Burana Doliprane Aspirin Kruidvat Ibuprom Ben-U-Ron Algocalmin Pentalgin Lekadol Dafalgan

Dafalgan Ibalgin Burana Doliprane Aspirin Kruidvat Apap Aspirina Algocalmin Pentalgin Lekadol Dafalgan

Dafalgan Ibalgin Burana Doliprane Aspirin Kruidvat Apap Aspirina Algocalmin Nurofen Lekadol Dafalgan

Dafalgan Ibalgin Burana Doliprane Aspirin Kruidvat Apap Ben-U-Ron Algocalmin Pentalgin country not included Dafalgan

Dafalgan Ibalgin Burana Doliprane Aspirin Kruidvat Apap Ben-U-Ron Algocalmin Pentalgin country not included Aspirin

2013

2012

2011

2010

2009

Supradyn Celaskon Multi-Tabs Juvamine Abtei Davitamon Centrum Centrum Eurovita Complivit Cedevita Burgerstein

Davitamon Centrum Multi-Tabs Juvamine Centrum Davitamon Centrum Centrum Eurovita Complivit Cedevita Burgerstein

Supradyn Centrum Multi-Tabs Juvamine Abtei Davitamon Centrum Centrum Eurovita Complivit Cedevita Burgerstein

Supradyn Centrum Multi-Tabs Juvamine Abtei Davitamon Centrum Centrum Eurovita Complivit country not included Burgerstein

Supradyn Centrum Multi-Tabs Juvamine Centrum Davitamon Centrum Centrum Eurovita Alfavit country not included Burgerstein

www.rdtrustedbrands.com

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

Comparison of winning brands over past 5 years Hair care product 2013 Belgium Czech Finland France Germany Netherlands Poland Portugal Romania Russia Slovenia Switzerland

Cosmetic Belgium Czech Finland France Germany Netherlands Poland Portugal Romania Russia Slovenia Switzerland

Skin care Belgium Czech Finland France Germany Netherlands Poland Portugal Romania Russia Slovenia Switzerland

2012

2011

2010

2009

L'Oréal Schwarzkopf XZ L'Oréal Schauma Andrelon Nivea Pantène Nivea Chistaya Liniya Head & Shoulders Nivea

L'Oréal Nivea Elvital L'Oréal Schwarzkopf Andrelon Nivea Pantène Head & Shoulders Chistaya Liniya Nivea Nivea

Nivea Schwarzkopf XZ L'Oréal Nivea Andrelon Nivea Pantène Head & Shoulders Head & Shoulders Head & Shoulders Nivea

L'Oréal Schwarzkopf Elvital L'Oréal Schwarzkopf Andrelon Nivea Pantène Head & Shoulders Pantène country not included L'Oréal

Garnier Avon Elvital L'Oréal Schwarzkopf Andrelon L'Oréal Pantène Head & Shoulders Pantène country not included Nivea

2013

2012

2011

2010

2009

Nivea Avon Lumene L'Oréal Yves Rocher Yves Rocher Nivea L'Oréal Avon Avon Max Factor Nivea

Nivea Avon Lumene Yves Rocher Yves Rocher Yves Rocher Avon L'Oréal Nivea Avon L'Oréal Nivea

Nivea Avon Lumene Yves Rocher Yves Rocher Yves Rocher Avon L'Oréal Nivea Avon Max Factor Nivea

Nivea Avon Lumene L'Oréal Yves Rocher Nivea Nivea Nivea Nivea Avon country not included Nivea

Nivea Avon Lumene Yves Rocher Yves Rocher Yves Rocher Avon Nivea Nivea Avon country not included Nivea

2013 Nivea Nivea Nivea Nivea Nivea Nivea Nivea Nivea Nivea Nivea Nivea Nivea

2012

2011 Nivea Nivea Nivea Nivea Nivea Nivea Nivea Nivea Nivea Nivea Nivea Nivea

www.rdtrustedbrands.com

2010 Nivea Nivea Nivea Nivea Nivea Nivea Nivea Nivea Nivea Yves Rocher Nivea Nivea

2009 Nivea Nivea Nivea Nivea Nivea Nivea Nivea Nivea Nivea Nivea country not included Nivea

Nivea Nivea Nivea Nivea Nivea Nivea Nivea Nivea Nivea Nivea country not included Nivea

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

Comparison of winning brands over past 5 years Soap Belgium Czech Finland France Germany Netherlands Poland Portugal Romania Russia Slovenia Switzerland

Breakfast cereal Belgium Czech Finland France Germany Netherlands Poland Portugal Romania Russia Slovenia Switzerland

2013

2012

2011

2010

2009

Dash Ariel Omo Ariel Persil Ariel Vizir Skip Ariel Ariel Ariel Persil

Dash Ariel Omo Ariel Persil Ariel Vizir Skip Ariel Ariel Ariel Ariel

Dash Ariel Omo Ariel Persil Ariel Vizir Skip Ariel Ariel country not included Total

Dash Ariel Omo Ariel Persil Ariel Vizir Skip Ariel Tide country not included Total

2013

2012

2011

2010

2009

Kellogg's Opavia Kellogg's Kellogg's Kellogg's Kellogg's Nestlé Nestlé Nestlé Nestlé Nestlé Kellogg's

Kellogg's Emco Kellogg's Kellogg's Kellogg's Kellogg's Nestlé Nestlé Nestlé Nestlé Nestlé Kellogg's

Kellogg's Nestlé Kellogg's Kellogg's Kellogg's Kellogg's Nestlé Nestlé Nestlé Nestlé Nestlé Kellogg's

Kellogg's Opavia Kellogg's Kellogg's Kellogg's Kellogg's Nestlé Nestlé Nestlé Nestlé country not included Kellogg's

Kellogg's Nestlé Kellogg's Kellogg's Kellogg's Kellogg's Nestlé Nestlé Nestlé Nestlé country not included Kellogg's

www.rdtrustedbrands.com

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. They included retail stores such as clothes, DIY and food, health insurance, milk products, TV stations and private hospitals. The number of additional local categories varied from 10 in the Czech Republic to 20 in Slovenia. Across the 12 countries over 100 different product categories were included, and ranged from antiaging cosmetics to yoghurt. Few categories were common to more than 4 or 5 countries.

• • • •

8 countries included coffee and/or tea but no brand won in more than 1 country 5 countries chose toothpaste – Colgate came top in 3 The category of pet food was chosen by 7 countries, Whiskas is No1 in 4 of them

C & A is the most Trusted Brand of clothing/clothing retailer in 2 of the 6 countries including that category

•

7 countries included mineral water/bottled water or non-alcoholic drinks as a category – all winners were local brands

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

www.rdtrustedbrands.com

Local categories – 2013 winners

Local categories - 2013 winners Belgium Category Clothing store Radio network Pet food Deep frier Chain store Furniture store Private hospital Optician Bathroom equipment Probiotic drink Beer Health insurance Drug store Adult diapers

Trusted Brand C&A Radio 2 Whiskas Frifri Colruyt Ikea Chirec Pearle Grohe Actimel Jupiler CM Di Tena

Finland Category

Trusted Brand

Deodorant Processed Food Coffee Sweets Functional Food Cheese Butter and spread Natural Product Retail Chain Furniture Store Optician Custom Home Plan Real Estate Agent Electrical Company Cruise Line Spa Amusement Park Private clinic

Rexona Saarioinen Juhla Mokka Fazer Benecol Valio Valio Möller S-Ryhmä Asko Instrumentarium Jukka-Talo Op Kiinteistökeskus Fortum Tallink Silja Naantalin Kylpylä Linnanmäki Mehiläinen

www.rdtrustedbrands.com

Czech Republic Category Radio Station TV Station Bicycle GPS navigation Baby car seat Creamery Supermarket Vacuum cleaner Ski Insect repellant

France Category Energy Pet food Amusement park Gardening retailer Organic food Mineral water Clothes retailer Supermarket Tea-Coffee Biscuit DIY store

Trusted Brand Cesky Rozhlas Ceska Televize Olpran Tomtom Chicco Mlékárna Kunín Kaufland ETA Elan Raid

Trusted Brand EDF Purina Disneyland Paris Jardiland Bio CoopCheese Évian Kiabi Leclerc Grand Mère LU Leroy Merlin

Local categories – 2013 winners

Local categories - 2013 winners Germany Category Food Electronics Sweets Soft Drink Sparkling Wine Spirits Clothes Shoes Toothpaste Tea-Coffee Detergent Retailer Cruise

Poland Category Ice Cream Investment Fund Dietary Supplement Toothpaste TV Station Watches & Jewellery Oil-Margarine Cake-Dessert Food Producer Grocery Clothing Store Drug Store Heart Remedy Dishwashing Liquid Pharmacy Water

Trusted Brand Nestlé Sony Haribo Coca-Cola Rotkäppchen Nordhäuser C&A Rieker Odol Tchibo Frosch Edeka Aida

Trusted Brand Algida Ing Falvit Colgate TVN Apart Kujawski Dr Oetker Winiary Biedronka H&M Rossmann Doppel Herz Ludwik Dbam O Zdrowie Zywiec Zdrój

www.rdtrustedbrands.com

Netherlands Category

Trusted Brand

Homeshopping Dating Site Pet Food Coffee Television Bicycle Store Chain store Private hospital Furniture store Optician Hearing Aid Charity Bed Drug Store Margarine TV guide Adult diapers

Bol.Com Lexa Whiskas Douwe Egberts Philips Halfords Albert Heijn Bergman Ikea Hans Anders Beter Horen KWF Kankerbestrijding Auping Kruidvat Becel Veronica Tena

Portugal Category Catering Chain Chocolate Baby Care Coffee Cooking Oil Beer Mineral Water Hair Colourant Laxative Supermarket Pet Food TV Channel Slimming Product Optician Seasoning Childrens Clothing Health Insurance Public Service Co Non-Food Retailer Radio Station

Trusted Brand McDonald's Nestlé Johnson's Delta Fula Sagres Luso L'Oreal Dulcolax Continente Friskies RTP Elancyl Multiopticas Knorr Zippy Medis CTT Worten RFM

Local categories â&#x20AC;&#x201C; 2013 winners

Local categories - 2013 winners Poland Category TV Station Radio Station Watches & Jewellery Investment Fund Energy Supplier Dietary Supplement Herbal Preparation Food Producer Juice-Water Ice Cream Oil-Margarine Cake-Dessert Dishwashing Liquid Toothpaste Pharmacy Drug Store Clothing Store Grocery

Romania Category Bakery Dairy Product Meat Product Cooking Oil Spice Mineral Water Pet Food Coffee Soap Toothpaste Deodorant Commercial Centre Electronic Chain Clothing Chain Private Hospital Newspaper Radio Station TV Station

Trusted Brand TVN RMF FM Apart ING Enea Falvit Herbapol Winiary Zywiec Algida Kujawski Dr Oetker Ludwik Colgate Dbam O Zdrowie Rossmann H&M Biedronka

Trusted Brand Vel Pitar Danone Cris - Tim Untdelemn de la Bunica Fuchs Borsec Pedigree Jacobs Dove Colgate Nivea Kaufland Domo Zara Medlife Adevarul Europa FM Pro TV

www.rdtrustedbrands.com

Portugal Category Catering Chain Chocolate Baby Care Coffee Cooking Oil Beer Mineral Water Hair Colourant Laxative Supermarket Pet Food TV Channel Multi Purpose Cleaner Fabric Conditioner Spread/Margarine Sauce-Seasoning Health Insurance Public Service Co Non-Food Retailer Radio Station

Russia Category Anti-Aging Cosmetics Appliance Store Food Processor Pet Food Pharmacy Seasoning Sedative Drug Shoe Care Shower Gel Steamer Toothpaste Yoghurt

Trusted Brand McDonald's Nestle Johnson's Delta Fula Sagres Luso L'Oreal Dulcolax Continente Friskies RTP Sonasol Comfort Becel Maggi Medis EDP Worten RFM

Trusted Brand Yves Rocher M.Video Bosch Whiskas Apteka 36,6 Maggi Valeriana Salamander Nivea Tefal Colgate Danone

Local categories â&#x20AC;&#x201C; 2013 winners

Local categories - 2013 winners Romania Category Bakery Dairy Product Meat Product Cooking Oil Spice Mineral Water Pet Food Coffee Soap Toothpaste Deodorant Commercial Centre Electronic Chain Clothing Chain Private Hospital Newspaper Radio Station TV Station

Slovenia Category Fruit Juice Toys Bottled Water Beer Coffee Milk Margarine Shopping Centre Bed Paint Investment Company Telecomms Provider TV Station Radio Station Newspaper Instant Soup Sparkling Water Tea Chewing Gum Doors-Windows

Trusted Brand Vel Pitar Napolact Cris - Tim Untdelemn de la Bunica Fuchs Borsec Pedigree Jacobs Dove Colgate Nivea Kaufland Domo Zara Medlife Adevarul Europa FM Pro TV

Trusted Brand Fructal Lego Zala Lasko Barcaffe Ljubljanske Mlekarne Rama Mercator Dormeo Jupol KD Telekom Pop TV Val 202 Slovenske novice Knorr Radenska 1001 Cvet Orbit AJM

www.rdtrustedbrands.com

Russia Category Food Processor Steamer Seasoning Pet Food Sedative Drug Anti-Aging Cosmetics Shower Gel Shoe Care Pharmacy Yoghurt Toothpaste Appliance Store

Switzerland Category Non-alcoholic drink Clothes Hard Candy TV-Cable Provider Detergent Pet Food Coffee Health Insurance Life Insurance Mattress Milk Product Homeopathic Optician-Glasses Chocolate Toothpaste

Trusted Brand Bosch Tefal Maggi Whiskas Novo-Passit Yves Rocher Nivea Salamander 36.6 Danone Colgate M.Video

Trusted Brand Valser Charles VĂśgele Ricola Swisscom Meister Proper Whiskas Nespresso CSS Axa Winterthur Bico Emmi Similasan Fielmann Lindt Elmex

Results – confidence and trust Trust in professions

Average agreement across all countries Trust

Don't Trust

Rank

Profession

A great deal

Quite a lot

Total

Not much

Not at all

Total

1 2 3 4

Firefighters Airline pilots Nurses Pharmacists

51% 36% 27% 21%

41% 51% 55% 59%

92% 86% 82% 80%

4% 8% 14% 15%

1% 2% 2% 1%

4% 11% 16% 16%

5 6 7 8 9

Doctors Farmers Teachers Meteorologists Police

20% 19% 13% 10% 13%

56% 56% 59% 49% 43%

76% 75% 72% 59% 57%

19% 19% 22% 32% 33%

2% 3% 2% 6% 8%

21% 21% 25% 37% 41%

10 11 12 13 14 15 16 17 18 19 20

Taxi drivers Judges Priests/church ministers Lawyers Travel agents Journalists Trade union leaders Financial advisors Football players Car salesmen Politicians

5% 6% 9% 5% 2% 4% 3% 2% 3% 1% 1%

39% 33% 29% 34% 34% 26% 20% 20% 17% 17% 7%

44% 39% 38% 38% 36% 30% 22% 22% 20% 18% 7%

41% 42% 33% 46% 49% 48% 45% 56% 42% 58% 37%

12% 15% 25% 12% 11% 19% 29% 18% 34% 21% 52%

53% 57% 59% 58% 60% 66% 74% 74% 76% 79% 90%

䢇䢇䢇䢇䢇

Firefighters are the most trusted profession. 51% have “a great deal” of trust in firefighters and 92% trust them a great deal or quite a lot. On average across the 12 countries airline pilots land in second position with 86% trust Nurses and pharmacists are also amongst the most trusted professions in Europe Across the 12 countries doctors and farmers rank almost equal with 76% and 75% trust The least trusted profession is by far and away politicians, 90% of people say they don’t trust them, over half don’t trust them at all

Trust fire fighters

www.rdtrustedbrands.com

Results – confidence and trust Trust in professions

Comparison by country Trust professions great deal/quite a lot - comparison with average across all countries Netherlands

Poland

Portugal

92%

95%

94%

83% 88%

88%

95% 92%

Airline pilots

86%

83% 93%

96%

86%

88%

84%

80% 83%

71%

89% 91%

Nurses

82%

90% 85%

94%

92%

89%

92%

76%

77% 51%

55%

92% 91%

Pharmacists

80%

89% 72%

93%

81%

85%

81%

78%

75% 80%

57%

84% 87%

Doctors

76%

84% 81%

89%

83%

80%

87%

57%

75% 63%

47%

84% 86%

Farmers

75%

71% 69%

82%

73%

74%

84%

68%

73% 60%

80%

85% 78%

Teachers

72%

75% 71%

90%

66%

62%

78%

68%

71% 57%

74%

77% 71%

Meteorologists

59%

51% 56%

68%

44%

61%

53%

63% 70%

37%

81% 67%

Police

57%

54% 42%

92%

58%

76%

65%

49%

56% 35%

20%

55% 77%

Taxi drivers

44%

39% 11%

84%

36%

57%

38%

37%

37% 36%

46%

50% 53%

Judges

39%

31% 32%

65%

42%

58%

52%

31%

23% 29%

24%

20% 59%

Priests/church ministers

38%

21% 18%

72%

40%

48%

26%

30%

43% 50%

46%

18% 49%

Lawyers

38%

31% 38%

50%

42%

52%

42%

37%

19% 31%

39%

24% 52%

Travel agents

36%

37% 29%

64%

27%

32%

34%

25%

30% 33%

26%

39% 56%

Journalists

30%

21% 25%

24%

21%

29%

26%

33%

39% 45%

17%

49% 26%

Trade union leaders

22%

22% 17%

32%

18%

28%

30%

16%

17% 15%

15%

22% 33%

Financial advisors

22%

19% 26%

23%

17%

14%

18%

22%

17% 34%

32%

16% 26%

Football players

20%

13% 11%

32%

20%

14%

20%

19% 22%

30%

33% 20%

Car salesmen

18%

16% 19%

27%

13%

16%

15%

10% 20%

19%

25% 20%

Politicians

10%

12%

Switzerland

Germany

95%

Slovenia

France

97%

Russia

Finland

94% 96%

Romania

Belgium

92%

Czech

Average all countries

• • • • • • • • • •

Firefighters

20%

Overall trust in professions is highest in Finland and Switzerland Compared with the average, trust is lowest in Poland and Portugal Trust in teachers is significantly higher in Finland (90%) than any other country In the Czech Republic people trust doctors and nurses but not pharmacists Pharmacists are trusted more than doctors and nurses in Romania, Russia and Poland In Russia farmers are trusted more than airline pilots, pharmacists, nurses and doctors 56% of Swiss trust travel agents compared with a Europe average of 36% Slovenians (49%) and Romanians (45%) trust journalists more than any other country In Slovenia football players are trusted more than lawyers and judges Only 2% of people in the Czech Republic trust their politicians

www.rdtrustedbrands.com

Results – confidence and trust Trust in professions

Year on year comparison – average trust across all countries Trust a great deal/quite a lot Airline pilots Car salesmen Doctors Farmers Financial advisors Firefighters Football players Journalists Judges Lawyers Meteorologists Nurses Pharmacists Police Politicians Priests/church ministers Taxi drivers Teachers Trade union leaders Travel agents average across all professions 䢇䢇

2013

2012

Difference

86% 18% 76% 75% 22% 92% 20% 30% 39% 38% 59% 82% 80% 57% 7% 38% 44% 72% 22% 36% 49.6%

87% 16% 80% 75% 25% 93% 19% 29% 41% 40% 58% 83% 81% 56% 7% 36% 44% 73% 22% 35% 50.0%

-1.3% 12.1% -4.9% -0.9% -13.6% -0.6% 6.6% 2.8% -6.4% -5.9% 1.0% -1.5% -1.5% 1.2% 5.6% 6.3% -0.4% -2.4% 1.5% 3.7% -0.8%

Overall trust in professions has fallen slightly - by less than 1% Trust in financial advisors has dropped the most by 13.6%

Comparison of trust in professions over 10 years Trust a great deal/quite a lot

2013

2004

Difference

Firefighters Airline pilots Nurses Pharmacists Doctors Teachers Taxi drivers Lawyers Travel agents Financial advisors Car salesmen Average across all professions

93% 86% 84% 80% 77% 73% 44% 40% 36% 21% 17% 59%

95% 90% 88% 88% 82% 75% 52% 46% 40% 28% 20% 64%

-3% -5% -4% -10% -7% -3% -18% -15% -12% -33% -18% -8%

䢇

• • • •

Analysis is based on the average across 10 countries that were common to both years and excludes Romania and Slovenia In 2004 the list of professions excluded: farmers, football players, journalists, judges, meteorologists, police, politicians, priests and trade union leaders Since 2004 average trust in the 12 professions common to both years has fallen by 8% Although average trust in airline pilots has fallen this is primarily due to a decline in Portugal and Russia. In Switzerland trust has increased. Across the 10 countries 74% of people now say they don’t trust Financial Advisors compared with 68% in 2004.

www.rdtrustedbrands.com

Results â&#x20AC;&#x201C; confidence and trust Trust in professions

Trust pharmacists

Trust airline pilots

Donâ&#x20AC;&#x2122;t trust financial advisors

www.rdtrustedbrands.com

Czech

82% 80% 76% 75% 72% 59% 57% 44% 39% 38% 38% 36% 30% 22% 22% 20% 18% 7%

Pharmacists

Doctors

Farmers

Teachers

Meteorologists

Police

Taxi drivers

Judges

Priests/church ministers

Lawyers

Travel agents

Journalists

Trade union leaders

Financial advisors

Football players

Car salesmen

Politicians

Average all countries 86%

www.rdtrustedbrands.com 7%

16% 19%

13% 11%

19% 26%

22% 17%

21% 25%

37% 29%

31% 38%

21% 18%

31% 32%

39% 11%

54% 42%

51% 56%

75% 71%

71% 69%

84% 81%

89% 72%

90% 85%

83% 93%

27%

32%

23%

32%

24%

64%

50%

72%

65%

84%

92%

68%

90%

82%

89%

93%

94%

96%

France

Nurses

13%

17%

18%

21%

27%

42%

40%

42%

36%

58%

44%

66%

73%

83%

81%

92%

86%

Germany

Airline pilots

Netherlands

10%

16%

20%

14%

28%

29%

32%

52%

48%

58%

57%

76%

61%

62%

74%

80%

85%

89%

88%

92%

12%

15%

14%

18%

30%

26%

34%

42%

26%

52%

38%

65%

53%

78%

84%

87%

81%

92%

88%

95%

3292 1842

15%

20%

22%

16%

33%

25%

37%

30%

31%

37%

49%

53%

68%

57%

78%

76%

84%

94%

1049

Poland

95%

987

10% 20%

19% 22%

17% 34%

17% 15%

39% 45%

30% 33%

19% 31%

43% 50%

23% 29%

37% 36%

56% 35%

63% 70%

71% 57%

73% 60%

75% 63%

75% 80%

77% 51%

80% 83%

83% 88%

1008

Portugal

1410

Romania

97%

19%

30%

32%

15%

17%

26%

39%

46%

24%

46%

20%

37%

74%

80%

47%

57%

55%

71%

88%

1322

Russia

94% 96%

1083

20%

25% 20%

33% 20%

16% 26%

22% 33%

49% 26%

39% 56%

24% 52%

18% 49%

20% 59%

50% 53%

55% 77%

81% 67%

77% 71%

85% 78%

84% 86%

84% 87%

92% 91%

89% 91%

95% 92%

961

Slovenia

92%

Switzerland

Firefighters

Belgium 1384 1952 2024

Finland

1526

Trust professions - great deal/quite a lot

Results â&#x20AC;&#x201C; confidence and trust Trust in professions

Trust in professions

Trust professions - not much/not at all

74% 66% 60% 59% 58% 57% 53% 41% 37% 25% 21% 21% 16% 16% 11% 4%

Trade union leaders

Journalists

Travel agents

Priests/church ministers

Lawyers

Judges

Taxi drivers

Police

Meteorologists

Teachers

Farmers

Doctors

Pharmacists

Nurses

Airline pilots

Firefighters

Average all countries 74%

Belgium

76%

Czech

Financial advisors

www.rdtrustedbrands.com 3%

14%

26%

14% 18%

25% 29%

22% 27%

46% 42%

43% 57%

56% 88%

66% 66%

66% 60%

77% 81%

59% 69%

75% 73%

75% 81%

78% 72%

83% 87%

Finland

Football players

10%

16%

31%

15%

34%

49%

27%

34%

75%

67%

75%

67%

France 3%

13%

18%

16%

25%

32%

54%

41%

62%

56%

58%

70%

77%

79%

81%

89%

86%

92%

11%

18%

22%

33%

34%

21%

40%

37%

43%

48%

64%

66%

67%

81%

76%

80%

87%

Germany

72%

11%

18%

12%

14%

21%

46%

34%

60%

46%

57%

73%

64%

72%

68%

80%

84%

87%

Netherlands

90%

14%

24%

20%

41%

30%

45%

50%

61%

67%

62%

68%

72%

66%

82%

76%

77%

83%

95%

Poland

81% 80%

13%

10% 46%

12% 17%

13% 34%

14% 35%

15% 39%

23% 26%

32% 62%

50% 60%

63% 67%

68% 65%

43% 48%

56% 63%

47% 51%

70% 82%

69% 62%

67% 75%

76% 76%

83% 92%

Portugal

90% 97%

Romania

79%

25%

43%

39%

51%

15%

23%

59%

78%

51%

72%

58%

52%

70%

79%

80%

63%

64%

77%

92%

Russia

90%

14%

15% 12%

13% 17%

21% 23%

16% 27%

44% 20%

48% 43%

78% 35%

73% 42%

80% 48%

59% 40%

48% 68%

75% 60%

81% 69%

65% 74%

73% 75%

95% 77%

Slovenia

Car salesmen

Switzerland

Politicians

Results â&#x20AC;&#x201C; confidence and trust Trust in professions

Trust in professions

Results – confidence and trust Confidence in government policies

Average agreement across all countries Confidence Rank

Policy

1 2 3 4 5 6 7 8 9

䢇䢇䢇

No confidence

A great deal

Quite a lot

Total

Not much

Not at all

Total

International affairs Education

5% 4%

30% 30%

35% 34%

46% 49%

15% 14%

61% 63%

Environment Health services Management of the economy* Welfare Immigration

3% 4%

27% 24%

29% 28%

53% 49%

14% 20%

67% 70%

3% 3% 3%

22% 20% 17%

25% 23% 20%

46% 51% 48%

25% 23% 28%

71% 73% 76%

Employment State provision for the elderly

16%

18%

50%

30%

80%

15%

17%

51%

30%

80%

Across all 12 countries public confidence in each of the government policies listed is low Although international affairs and education rank top, only around 1/3 of people have any confidence in them 30% of people say they have no confidence at all in their government’s policies for employment and provision for the elderly

NB: Romania didn’t include the question about management of the economy so, for this question, average across all reflects 11 countries, not 12.

Confidence in international affairs

www.rdtrustedbrands.com

Results – confidence and trust Confidence in government policies

Comparison by country

Confidence - great deal/quite a lot Netherlands

Poland

Portugal

48%

36%

35%

20% 24%

53%

17% 45%

41%

31%

30%

27%

16% 20%

18%

31% 66%

Environment

29%

28% 20%

50%

26%

39%

34%

32%

18% 17%

18%

15% 56%

Health services

28%

54% 16%

39%

52%

30%

17%

13% 16%

11%

30% 47%

Switzerland

Germany

28%

62%

Slovenia

France

65%

50% 21%

Russia

Finland

27% 22%

34%

Romania

Belgium

35%

Education

Czech

Average all countries

International affairs

Management of the economy*

25%

20%

42%

12%

45%

33%

22%

24%

Welfare

23%

36%

37%

41%

28%

20%

12%

19%

14% 44%

57%

Immigration

20%

11% 14%

36%

14%

27%

20%

17%

15% 25%

20%

15% 24%

Employment

18%

17%

28%

11%

31%

20%

18%

State provision for the elderly

17%

29%

27%

19%

13%

16%

13%

15%

19% 35%

• • • • •

56%

Overall levels of confidence vary significantly by country and policy. Highlighted % in the table above indicates confidence (by country) which is higher than the average across all countries The people of Finland and Switzerland have the greatest confidence in their government policies Germans too have above average levels of confidence in all but education and state provision for the elderly 90% of Poles have little or no confidence in their country’s employment policy Confidence is lowest in the CEER countries of Czech Republic, Romania, Russia and Slovenia - the Portuguese also have low confidence in their government’s policies

Confidence in their country’s education policy

www.rdtrustedbrands.com

Results – confidence and trust Confidence in government policies

Comparison over 10 years Great deal/quite a lot of confidence

Education Environment Health services Welfare Employment Immigration State provision for the elderly

2013

2004

36% 32% 29% 25% 20% 20% 18%

40% 33% 29% 26% 16% 16% 20%

Diff 2013 v 2004 -8% -2% -2% -1% 23% 25% -13%

Confidence - not much/not at all 2013

2004

Diff 2013 v 2004

61% 64% 68% 71% 77% 76% 80%

59% 66% 69% 73% 82% 82% 79%

3% -2% -1% -3% -6% -7% 1%

Comparison excludes Slovenia and Romania and only includes the policies common to both years 䢇䢇

Although still very low, public confidence in government employment and immigration policies has increased since 2004(by 25% and 23% respectively) There is little change over the years regarding confidence in state provision for the elderly – 80% have little or no confidence

Low confidence in their country’s immigration policy

www.rdtrustedbrands.com

Results â&#x20AC;&#x201C; confidence and trust Confidence in government policies

Low confidence in state provision for the elderly

Low confidence in employment policy

www.rdtrustedbrands.com

Average all countries

www.rdtrustedbrands.com 29% 28% 25% 23% 20% 18% 17%

Health services

Management of economy

Welfare

Immigration

Employment

Provision for elderly

80% 76% 73% 71% 70% 67% 63% 61%

Employment

Immigration

Welfare

Management of economy

Health services

Environment

Education

International affairs

70% 77%

47% 77%

69% 79%

44% 83%

77% 94%

61% 91%

86% 85%

81% 93%

68% 94%

29%

17%

11% 14%

36%

20%

54% 16%

28% 20%

50% 21%

34%

37%

49%

60%

57%

62%

63%

71%

72%

27%

28%

36%

37%

42%

39%

50%

62%

65%

69%

58%

72%

47%

86%

57%

84%

88%

80%

19%

11%

14%

41%

12%

52%

26%

41%

28%

45%

66%

57%

67%

49%

66%

67%

66%

85%

13%

31%

27%

28%

45%

30%

39%

31%

48%

63%

69%

65%

82%

66%

79%

80%

83%

16%

20%

33%

17%

34%

30%

36%

64%

72%

66%

90%

77%

87%

81%

90%

17%

12%

22%

32%

27%

35%

987

8% 13%

65% 71%

71% 77%

68% 80%

74% 82%

78%

78% 90%

69% 71%

83% 89%

80% 85%

15% 25%

13% 16%

18% 17%

16% 20%

20% 24%

1008

43%

79%

80%

87%

74%

79%

76%

79%

83%

15%

18%

20%

19%

24%

11%

18%

53%

1322

NB ROMANIA EXCLUDED THE QUESTION ABOUT THE ECONOMY - AVERAGE THEREFORE REFLECTS 11 COUNTRIES

80%

Provision for elderly

Confidence - not much/not at all

34%

Belgium

Environment

Czech

Education

Finland

27% 22%

France

35%

Germany

International affairs

Netherlands

Confidence - great deal/quite a lot

Poland 1049

Portugal

3292 1842

Romania

1410

Russia

1384 1952 2024

1083

57%

56%

80% 48%

67% 30%

83% 39%

69% 49%

88% 37%

83% 48%

80% 68%

94% 40%

80% 62%

19% 35%

15% 24%

14% 44%

30% 47%

15% 56%

31% 66%

17% 45%

961

Slovenia

1526

Switzerland

Total

Confidence in government policies

Resultsâ&#x20AC;&#x201C;â&#x20AC;&#x201C;confidence confidenceand andtrust trust Results Trust in professions Confidence in government policies

Confidence in government policies

Results – confidence and trust Criteria of trust

The criteria of trust Very/quite important

not very/not at allimportant

Rank

The criteria of trust

Very

Quite

Total

Not very

1 2 3

Brand must be reliable Company offers high quality products/services The company takes care of me/provides good service Company understands their customer needs Personal experience of using/buying the brand

57% 55%

25% 26%

82% 81%

2% 2%

4% 4%

46% 43% 46%

31% 33% 29%

77% 76% 76%

3% 3% 2%

2% 2% 3%

5% 5% 5%

38% 36%

33% 35%

72% 70%

3% 4%

3% 3%

6% 6%

37%

30%

67%

26% 33%

36% 28%

62% 62%

5% 5%

3% 3%

8% 8%

27% 26% 23% 22% 22%

32% 30% 31% 28% 28%

59% 56% 55% 51% 50%

7% 7% 7% 8% 9%

5% 7% 5% 9% 9%

11% 14% 12% 17% 18%

19%

27%

46%

10%

18%

4 5 6 7 8 9 10 11 12 13 14 15 16

䢇䢇䢇䢇

Staff are kind Staff are efficient/ knowledgeable The company shows responsibility towards the environment The company invests in innovative products/offers Low prices Brand has a social responsibility towards the public The company's politics are transparent Brand must have a strong image The company/products are local Senior managers have a good reputation Brand is well known/possibly the market leader

Not at all

Total

Across the 12 countries consumers say that if they are to trust a brand it must be reliable and of high quality In earning trust it’s also important that companies understand their customers’ needs and provide good customer service Consumers are unlikely to trust a brand if they haven’t had personal experience of it Kind, efficient and knowledgeable staff also have a positive influence on a brand’s likelihood of being trusted

Agree brands must be reliable

www.rdtrustedbrands.com

Results – confidence and trust Criteria of trust

Criteria of trust - comparison with average across all countries Very/fairly important

France

Germany

Netherlands

Slovenia

Switzerland

91%

82%

78%

84% 88%

69%

76% 78%

87%

81%

Company offers high quality products/services

81%

79%

83%

88%

79%

81% 89%

71%

74% 80%

87%

82%

The company takes care of me/provides good service

77%

73%

83%

76%

77%

79% 86%

71%

68% 74%

82%

81%

Company understands their customer needs

76%

73%

78%

84%

77%

71%

74% 85%

66%

69% 76%

85%

78%

Personal experience of using/buying the brand

76%

70%

78%

86%

72%

76%

73% 87%

69%

67% 71%

82%

78%

Staff are kind

72%

66%

67%

81%

65%

72%

73% 79%

60%

70% 66%

84%

76%

Staff are efficient/ knowledgeable

70%

68%

64%

77%

69%

68%

70% 73%

65%

67% 70%

79%

73%

The company shows responsibility towards the environment 67%

62%

64%

74%

63%

67%

59% 74%

65%

65% 62%

82%

68%

The company invests in innovative products/offers

62%

56%

58%

71%

66%

59%

52% 75%

59%

62% 56%

72%

60%

Low prices

62%

69%

55%

65%

74%

55%

67% 75%

64%

54% 48%

69%

47%

Brand has a social responsibility towards the public

59%

60%

64%

65%

53%

32%

67% 70%

53%

71% 61%

74%

36%

The company's politics are transparent

56%

40%

52%

84%

61%

56%

25% 71%

61%

54% 48%

57%

61%

Brand must have a strong image

55%

49%

55%

51%

40%

57% 75%

46%

67% 54%

68%

45%

The company/products are local

51%

52%

50%

62%

60%

44%

39% 54%

64%

44% 34%

57%

46%

Senior managers have a good reputation

50%

47%

43%

66%

42%

36%

51% 58%

49%

55% 44%

62%

41%

Brand is well known/possibly the market leader

46%

43%

47%

44%

51%

27%

44% 67%

35%

63% 51%

53%

26%

Poland

• • • • • •

Russia

Finland

85%

Romania

Czech

81%

Portugal

Belgium

82%

Average all countries

Brand must be reliable

Compared with the average across all countries, people in Poland (67%) are more likely to trust a brand if it’s well known 91% of Finns won’t trust a brand that’s not reliable In Finland and Poland consumers are more likely than average to expect their Trusted Brand to be of high quality In France low prices (74%) are more likely to influence trust than a company being environmentally responsible 64% of Portuguese associate trust with a company or brand being local. The opposite is true in Russia (34%) Poles (70%), Romanians (71%) and Slovenians (74%) are unlikely to trust a brand unless the company shows a social responsibility

Agree the company/its products should be local

www.rdtrustedbrands.com

Results – confidence and trust Criteria of trust

Criteria of trust comparison with 2006 survey - 10 countries that are common to both years How important are the following criteria when you say a brand descerves your trust? 2013

2006

average across 10 countries

Company offers high quality products/services Company understands the customers' needs Personal experience The company shows responsibility towards the environment Brand has a strong image Senior managers have a good reputation Brand is well known/possibly the market leader 䢇䢇䢇䢇

Important

not important

81% 76% 76%

3% 4% 5%

66% 52% 48% 44%

8% 13% 19% 20%

average across 10 countries Important

Brand offers products of high quality Company understands the customers' needs Personal experience The brand shows responsibility towards the environment Brand has a strong image Senior managers have a good reputation Brand is well known/possibly the market leader

not important

72% 62% 69%

9% 12% 12%

61% 44% 44% 41%

13% 25% 26% 26%

Comparison excludes Romania and Slovenia Compared with 7 years ago its now even more important to consumers’ that brands be of high quality and companies understand their customers’ needs Having a strong image is also of increasing importance when consumers assess their trust in a brand It’s become more important to people in the Netherlands that their Trusted Brand is from a company that shows a responsibility towards the environment

Agree the company should understand its customers’ needs

www.rdtrustedbrands.com

Results â&#x20AC;&#x201C; confidence and trust Criteria of trust

Agree the company must show responsibility towards the environment

Agree brands must be of high quality

www.rdtrustedbrands.com

76% 76% 72% 70% 67% 62% 62% 59% 56% 55% 51% 50% 46%

Company understands their customer needs

Personal experience of using/buying the brand

Staff are kind

Staff are efficient/ knowledgeable

The company shows responsibility towards the environment

The company invests in innovative products/offers

Low prices

Brand has a social responsibility towards the public

The company's politics are transparent

Brand must have a strong image

The company/products are local

Senior managers have a good reputation

Brand is well known/possibly the market leader

Average all countries 77%

Belgium

The company takes care of me/provides good service

Czech

81%

Finland

Company offers high quality products/services

www.rdtrustedbrands.com 43% 47%

47% 43%

52% 50%

49% 49%

40% 52%

60% 64%

69% 55%

56% 58%

62% 64%

68% 64%

66% 67%

70% 78%

73% 78%

73% 73%

79% 83%

44%

66%

62%

55%

84%

65%

71%

74%

77%

81%

86%

84%

83%

88%

France 51%

42%

60%

51%

61%

53%

74%

66%

63%

69%

65%

72%

77%

76%

79%

82%

27%

36%

44%

40%

56%

32%

55%

59%

67%

68%

72%

76%

71%

77%

79%

78%

44%

51%

39%

57%

25%

67%

52%

59%

70%

73%

74%

79%

81%

84%

3292 1842

Germany

1410

Netherlands

91%

67%

58%

54%

75%

71%

70%

75%

74%

73%

79%

87%

85%

86%

89%

88%

1049

Poland

81% 85%

987

35% 63%

49% 55%

64% 44%

46% 67%

61% 54%

53% 71%

64% 54%

59% 62%

65% 65%

65% 67%

60% 70%

69% 67%

66% 69%

71% 68%

71% 74%

69% 76%

1008

Portugal

1384 1952 2024

Romania

82%

51%

44%

34%

54%

48%

61%

48%

56%

62%

70%

66%

71%

76%

74%

80%

78%

1322

Russia

1526

1083

53% 26%

62% 41%

57% 46%

68% 45%

57% 61%

74% 36%

69% 47%

72% 60%

82% 68%

79% 73%

84% 76%

82% 78%

85% 78%

82% 81%

87% 82%

87% 81%

961

Slovenia

Brand must be reliable

Switzerland

Total

Very/fairly important

Results â&#x20AC;&#x201C; confidence and trust Criteria of trust

Criteria of trust

14% 12% 11% 8% 8% 8% 6% 6% 5% 5% 5% 4% 4%

Brand must have a strong image

Brand has a social responsibility towards the public

The company invests in innovative products/offers

Low prices

The company shows responsibility towards the environment

Staff are efficient/ knowledgeable

Staff are kind

Personal experience of using/buying the brand

The company takes care of me/provides good service

Company understands their customer needs

Brand must be reliable

Company offers high quality products/services

Average all countries 17%

Belgium

The company's politics are transparent

Czech

The company/products are local

www.rdtrustedbrands.com 3%

10%

11%

12% 14%

22% 17%

13% 16%

Finland 1%

11%

16%

France 3%

14%

15%

10%

19%

11%

10%

29%

20%

12%

21%

29%

36%

Germany

10%

31%

22%

14%

18%

Netherlands

16%

17%

10%

Poland

16% 26%

18%

25%

11%

10%

12%

11%

12%

13%

18%

13%

10% 10%

11% 13%

13% 17%

20% 14%

Portugal

17% 16%

Romania

18%

13%

12%

18%

29%

22%

14%

Russia

18%

11%

10%

26%

17%

13% 16%

10% 23%

10% 33%

Slovenia

Senior managers have a good reputation

Switzerland

Brand is well known/possibly the market leader

Not very/not at all important

Results â&#x20AC;&#x201C; confidence and trust Criteria of trust

Criteria of trust

Results – confidence and trust Influence on purchase

Likelyhood of buying a brand - average across all countries Likely to buy a brand Unlikely to buy a brand Extremely

Quite

Total

Extremely

Quite

Total

They'd never heard of

17%

21%

49%

21%

71%

Heard of, but not tried before

45%

50%

35%

41%

been recommended by a friend or relative

15%

59%

74%

14%

18%

won an award voted for by the public

14%

46%

61%

24%

30%

won an award given by a panel of experts

21%

44%

65%

19%

25%

the Reader's Digest Trusted Brands logo

22%

46%

67%

18%

24%

They've not tried but has:

䢇䢇䢇䢇䢇

On average across the 12 countries 71% of consumers say they’re unlikely to buy a brand they’ve never heard of 50% say they’d consider buying a brand they’ve not tried before provided they’ve heard of it People are most likely to purchase a brand that’s new to them if it’s been recommended by a friend or relative – average 74% Winning an award is also likely to increase the chance of a brand’s purchase Seeing the Reader’s Digest Trusted Brands logo has a substantial influence consumers’ decision to purchase brands they’ve not tried before – 67%

More likely to buy if it comes with a personal recommendation

www.rdtrustedbrands.com

Results â&#x20AC;&#x201C; confidence and trust Influence on purchase

Unlikely to buy a brand theyâ&#x20AC;&#x2122;ve never heard of

More likely to buy if it carries the Trusted Brands logo

www.rdtrustedbrands.com

Results – confidence and trust Influence on purchase

Comparison by country Influence on purchase - comparison with average across all countries Netherlands

Portugal

Romania

Russia

Slovenia

Switzerland

3292

1842 1049

1008

987

1322

961

1083

Poland

Germany

2024 1410

France

1952

Finland

1526 1384

Czech

Belgium

Average all countries

Total

Extremely/quite likely to consider buying a brand: They'd never heard of

21%

18%

15%

10%

32%

15%

13% 45%

12%

29% 21%

17%

21%

Heard of, but not tried before

50%

31%

57%

50%

45%

54%

32% 72%

42%

56% 51%

51%

60%

been recommended by a friend or relative

74%

68%

78%

75%

82%

72%

64% 82%

72%

66% 71%

75%

78%

won an award voted for by the public

61%

53%

71%

62%

56%

54%

61% 77%

57%

57% 56%

67%

55%

won an award given by a panel of experts

65%

63%

76%

80%

61%

59%

67% 71%

61%

65% 65%

61%

56%

the Reader's Digest Trusted Brands logo

67%

59%

77%

70%

56%

61%

59% 78%

73%

78% 65%

79%

54%

They've not tried but has:

• • •

In Portugal, Romania and Slovenia the Reader’s Digest Trusted Brands logo is more likely than anything else to positively influence the purchase of brand that consumers haven’t tried before People in Poland are more likely than anywhere else to try brands that are new to them – even if they haven’t heard of them before In Finland awareness of a brand increases its chance of purchase from 10% to 50%

www.rdtrustedbrands.com

Czech

Belgium

Average all countries 50%

www.rdtrustedbrands.com 65% 67%

won an award voted for by the public

won an award given by a panel of experts

the Reader's Digest Trusted Brands logo

59% 77%

63% 76%

53% 71%

68% 78%

31% 57%

70%

80%

62%

75%

50%

41%

Heard of, but not tried before

18% 30% 25% 24%

been recommended by a friend or relative

won an award voted for by the public

won an award given by a panel of experts

the Reader's Digest Trusted Brands logo

They've not tried but has:

71%

They'd never heard of

31% 18%

26% 18%

37% 22%

23% 16%

60% 37%

72% 79%

25%

15%

33%

20%

45%

86%

Extremely/quite unlikely to consider buying a brand:

74% 61%

been recommended by a friend or relative

They've not tried but has:

Heard of, but not tried before

Finland 10%

France

18% 15%

34%

29%

35%

10%

46%

60%

56%

61%

56%

82%

45%

32%

Germany

21%

Netherlands

They'd never heard of

30%

31%

37%

19%

38%

76%

61%

59%

54%

72%

54%

15%

35%

27%

33%

31%

63%

82%

59%

67%

61%

64%

32%

13%

Poland 15%

20%

15%

11%

20%

47%

78%

71%

77%

82%

72%

45%

1049

987

10% 15%

21% 25%

24% 33%

11% 25%

39% 36%

70% 64%

73% 78%

61% 65%

57% 57%

72% 66%

42% 56%

12% 29%

1008

Portugal

3292 1842

Romania

1410

19%

26%

14%

33%

64%

65%

56%

71%

51%

21%

1322

Russia

1384 1952 2024

1083

16% 36%

35% 33%

28% 34%

21% 12%

44% 30%

78% 69%

79% 54%

61% 56%

67% 55%

75% 78%

51% 60%

17% 21%

961

Slovenia

1526

Switzerland

Extremely/quite likely to consider buying a brand:

Total

Influence on purchase

Results â&#x20AC;&#x201C; confidence and trust Influence on purchase

Influence on purchase

Number Mailed

www.rdtrustedbrands.com 12.59% 8.17% 0.54% 2.14% 0.11% 2.70% 0.75% 1.11%

1,952 2,024 1,410 1,842 1,049 1,322 10,983 18,314

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 • Although fieldwork for 2013 was conducted in Austria response was such that we do not have confidence to publish the brand results

1,000 1,000 2,000 2,000 2,000 2,000 2,000 2,000 14,000 27,500 1,000 1,000 1,000

12,000 8,700 11,000

9,000 1,000 1,000 1,000 1,500 13,500

Target for Analysis

19,824 20,089 15,501 28,544 315,279 17,723 410,000 21,115 848,075 1,042,700

130,000 11,625 7,500 8,000 37,500 194,625

Number Mailed

2012

634 1,105 1,050

754 1,209 2,060 1,998 2,156 2,114 1,045 1,384 12,720 24,678

7,474 914 896 1,168 1,506 11,958

Number Analysed

5.3% 12.7% 9.5%

3.80% 6.02% 13.29% 7.00% 0.68% 11.93% 0.25% 6.55% 1.50% 2.4%

5.7% 7.9% 11.9% 14.6% 4.0% 6.1%

No. Analysed v No. Mailed %

On-line: • 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 • 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 apart from France and Russia • Average response rate is affected by very low response in France and Poland

1.7%

1,384

1,000 1,000 2,000 2,000 2,000 2,000 2,000 2,000 14,000 27,500

3.29% 8.40% 13.16% 12.01% 2.17% 4.13%

No. Analysed v No. Mailed %

3,292 1,008 987 961 1,083 7,331

Number Analysed

9,000 1,000 1,000 1,000 1,500 13,500

Target for Analysis

2013

Commentary: • 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 • Overall response rate is affected by exceptionally low response to on-line survey in France and Poland

Postal Germany E & W 100,000 Portugal 12,000 Romania 7,500 Slovenia 8,000 Switzerland F & G 50,000 Total post 177,500 On-Line Belgium French 38,029 Belgium Flemish 43,301 Czech 15,500 Finland 24,774 France 260,263 Netherlands 85,986 Poland 950,000 Russia 48,921 Total on-line 1,466,774 Total on-line + post 1,644,274 Not included in the 2013 results: Austria Croatia Sweden

Country

Response rate by country 2013 v 2012

Appendix i Response rate by country 2013 v 2012

www.rdtrustedbrands.com

1,384 1,952 2,024 1,410 3,292 1,842 1,049 1,008 987 1,322 961 1,083 18,314

Belgium Czech Finland France Germany Netherlands Poland Portugal Romania Russia Slovenia Switzerland Total

1,964 2,060 1,998 2,156 7,474 2,114 1,045 914 896 1,384 1,168 1,506 24,679

2012 2,688 2,501 2,999 2,098 7,148 1,973 956 963 1,056 1,420 1,005 1,675 26,482

2011

Commentary: *Target response for Germany is significantly higher than other countries to enable detailed comparison of E & W *In 2010 6 of these countries began conducting their fieldwork on-line (all shown in italics) *From 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

2013

Country

Yearly comparison - quantity analysed year on year past 5 years Based on the 12 countries included in the 2013 study

1,973 2,886 1,338 2,050 7,919 2,106 920 984 990 1,660 not included 1,336 24,162

2010

1,082 17,469

863 1,301 1,514 863 7,037 1,026 844 820 1,025 1,094

2009

Appendix ii Respondent base 2009 - 2013

2,861 6,479

803 927

488 485

912 1,080

971 1,342

2013 2012

Finland

France

Germany

Netherlands 2013 2012

2013 2012

Czech

Poland

Portugal

www.rdtrustedbrands.com

Romania

Russia

Slovenia

Switzerland 2013 2012

445 443

908 814

952 855

647 955

888 931

811 886

2013 2012

Belgium

573 864

883 1,269

875 1,057

473 489

862 774

911 817

483 465

707 807

2,599 5,876

612 851

836 868

570 792

523 797

Car Kitchen

810 1,079

652 733

391 421

634 613

808 698

474 451

763 859

1,891 3,996

621 876

864 871

663 759

537 821

928 1,290

884 1,017

522 532

919 834

869 779

509 500

807 921

2,359 5,051

602 726

926 948

803 890

573 882

919 1,269

858 1,027

482 487

884 787

887 786

425 435

797 797

2,243 4,812

480 769

932 882

825 849

538 824

828 1,159

771 880

439 447

681 616

802 650

503 465

729 848

2,145 4,635

597 834

842 872

742 819

497 760

Mobile Network Camera

Total respondents by category and country

755 1,001

751 838

136 120

557 325

803 655

211 252

497 484

1,552 3,373

223 248

715 676

528 519

289 522

920 1,260

894 1,052

337 311

910 814

918 787

410 417

520 564

2,704 6,056

500 730

923 895

814 803

435 650

Holiday Bank

782 1,054

724 830

232 173

683 543

728 645

356 373

486 517

1,740 3,884

380 643

804 763

543 606

453 649

807 1,090

894 1,066

251 251

792 725

866 736

441 408

672 797

2,430 5,310

515 745

888 917

754 678

473 738

Credit Insurance

786 1,043

704 812

315 308

725 602

765 637

307 389

803 822

1,726 3,496

558 816

857 822

597 593

561 806

ISP

788 1,069

870 1,030

309 301

794 709

856 736

464 446

697 804

2,112 4,780

436 430

838 867

717 735

467 739

Petrol

409 568

340 374

204 223

686 410

593 526

273 312

451 435

846 2,017

203 139

585 541

301 366

252 316

Vitamins

630 873

662 796

291 319

676 536

774 673

445 421

617 684

1,748 3,834

410 466

801 846

671 628

431 621

Pain

506 693

641 720

252 263

682 551

673 559

430 384

452 423

1,304 2,764

311 306

534 440

524 547

231 405

Cold

674 958

681 818

290 312

782 608

771 659

355 356

636 621

1,979 4,434

362 478

713 688

614 605

394 584

460 601

486 560

215 231

592 595

630 543

335 349

423 414

1,067 2,520

317 412

485 463

463 426

289 461

Hair Cosmetic

725 1,006

679 802

281 294

788 627

718 620

383 367

609 590

1,954 4,420

383 509

620 602

642 606

393 577

Skin

762 1,034

842 986

370 381

910 805

883 754

412 396

641 614

2,389 5,298

439 534

770 741

715 688

404 585

Soap

581 771

450 481

96 107

640 497

757 670

308 301

447 388

1,088 2,236

314 349

503 500

395 348

309 499

Cereal

Appendix iii Total respondents by category and country

Total

www.rdtrustedbrands.com

48%

52%

Women

18%

28%

26%

28%

52%

19%

25%

20-39

40-49

50-59

60+

Adults only

Single person

Families

15-19

Men

25%

18%

54%

26%

28%

30%

17%

100%

Women

100%

25%

19%

51%

30%

25%

26%

18%

100%

Under 50

100%

45%

15%

38%

61%

39%

50%

50% 53%

47%

100%

50%

100%

13,169

22%

64%

52%

48%

33%

16%

48%

37%

39%

25%

Excluded from analysis

100%

Over 50 9,970

Under 60

8,344

25%

63%

100%

56%

44%

100%

5,145

Over 60

9,438

100%

34%

33%

23%

10%

50%

100%

9,559

Adults only

8,876

100%

37%

27%

23%

13%

54%

46%

100%

3,390

Single person

18,313

100%

13%

43%

38%

52%

48%

100%

4,600

Families

Total

Total 12 countries Factor: Population Weight

Respondent profile across all countries

Appendix iv Respondent profile across all countries

1526 100% 740 49% 787 51%

Total

Men

www.rdtrustedbrands.com 797 53% 283 17% 383 27%

Adults only

Families

Single person

Over 60

Under 60

Over 50

Belgium 774 56% 326 24% 236 17%

387 28% 997 72% 966 70% 418 30%

Czech

695 47% 831 53% 1098 73% 429 27% 993 51% 306 16% 585 30%

1062 54% 890 46% 1393 71% 559 29%

Finland

Under 50

France

1135 56% 515 25% 316 16%

504 25% 1520 75% 1359 67% 665 33%

982 49% 1042 51%

646 46% 238 17% 481 34%

798 57% 612 43% 1021 72% 389 28%

673 48% 737 52%

Germany

944 48% 1008 52%

Netherlands

670 48% 714 52%

Poland

1593 48% 827 25% 616 19%

1660 50% 1632 50% 2241 68% 1051 32%

1605 49% 1687 51%

1090 59% 468 25% 252 14%

452 25% 1390 75% 1299 70% 543 30%

903 49% 939 51%

542 52% 89 8% 403 38%

627 60% 422 40% 913 87% 136 13%

521 50% 528 50%

524 52% 110 11% 369 37%

541 54% 467 46% 706 70% 302 30%

497 49% 511 51%

1008 100%

Portugal

3292 1842 1049 100% 100% 100%

561 57% 65 7% 308 31%

384 39% 603 61% 733 74% 254 26%

484 49% 503 51%

987 100%

Romania

2024 1410 100% 100%

696 53% 70 5% 519 39%

783 59% 539 41% 1030 78% 292 22%

594 45% 728 55%

545 57% 117 12% 246 26%

523 54% 438 46% 700 73% 261 27%

476 50% 485 50%

1322 961 100% 100%

Russia

1952 100%

Slovenia

1384 100%

462 43% 259 24% 269 25%

623 58% 459 42% 809 75% 274 25%

527 49% 556 51%

1083 100%

Switzerland

Women

Average all countries

Sex/age/household

Respondent profile by country

Appendix v Respondent profile by country

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 "Reader’s Digest readers". Not only will brand preferences vary but so will levels of trust in different professions and government policies. 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. 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 7 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. Czech 1 and Czech 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, it’s not possible to weight them back to the population.

www.rdtrustedbrands.com

Appendix vi Population weightings applied in each country

Belgium 1 Group

Belgium 2 Resp %

Popn %Weight

Group

Resp %

Popn %

Weight

M 20-59

24.86

35.07

1.41

M 20-59

26.28

35.07

1.39

M 60-69

22.98

6.71

0.29

M 60-69

22.81

6.71

0.31

M 70+

13.87

6.66

0.48

M 70+

11.78

6.66

0.59

W 20-59

25.87

34.72

1.34

W 20-59

22.96

34.72

1.58

W 60-69

8.96

7.05

0.79

W 60-69

11.93

7.05

0.62

W 70+

3.47

9.78

2.82

W 70+

4.23

9.78

2.42

Resp %

Popn %

Weight

Group

Resp %

Popn %

Weight

M 20-49

14.75

27.80

1.88

M 40-49

13.42

27.80

1.94

M 50-59

12.50

8.35

0.67

M 50-59

11.31

8.35

0.69

M 60+

23.26

12.21

0.52

M 60+

22.15

12.21

0.52

W 20-49

20.08

26.62

1.33

W 20-49

22.05

26.62

1.13

W 50-59

14.65

8.58

0.59

W 50-59

16.78

8.58

0.48

W 60+

14.75

16.45

1.12

W 60+

14.29

16.45

1.08

Czech Republic 1 Group

Czech Republic 2

Finland 1 Group

Finland 2 Resp %

Popn %Weight

Resp %

Popn %

Weight

M 20-59

21.64

34.07

1.57

M 20-59

22.39

34.07

1.56

M 60-69

24.11

8.03

0.33

M 60-69

26.04

8.03

0.32

M 70+

10.47

6.44

0.62

M 70+

7.09

6.44

0.93

W 20-59

26.48

33.08

1.25

W 20-59

24.62

33.08

1.38

W 60-69

13.44

8.51

0.63

W 60-69

15.81

8.51

0.55

W 70+

3.85

9.88

2.56

W 70+

4.05

9.88

2.50

France 1 Group

Group

France 2 Resp %

Popn %Weight

Resp %

Popn %

Weight

M 20-39

7.89

18.89

2.39

M 20-39

9.33

18.89

2.02

M 40-49

11.16

9.36

0.84

M 40-49

7.56

9.36

1.24

M 50-59

11.97

7.94

0.66

M 50-59

11.11

7.94

0.71

M 60+

13.06

11.57

0.89

M 60+

13.93

11.57

0.83

W 20-39

21.77

19.36

0.89

W 20-39

21.63

19.36

0.89

W 40-49

15.10

9.00

0.60

W 40-49

14.52

9.00

0.62

W 50-59

11.29

7.87

0.70

W 50-59

14.22

7.87

0.55

W 60+

7.76

16.02

2.07

W 60+

7.70

16.02

2.08

www.rdtrustedbrands.com

Group

Appendix vi Population weightings applied in each country

Germany Group

Resp %

Popn %

Weight

M 20-49

16.37

25.69

1.57

M 50-59

10.51

8.82

0.84

M 60-69

10.36

6.70

0.65

M 70+

19.84

7.54

0.38

W 20-49

16.25

24.74

1.52

W 50-59

8.29

8.85

1.07

W 60-69

7.32

7.12

0.97

W 70+

11.06

10.55

0.95

Netherlands 1 Group

Group

Resp %

Popn %

Weight

Netherlands 2

Resp %

Popn %

Weight

Group

Resp %

Popn %

Weight

M 20-59

18.39

35.43

1.93

M 20-59

20.34

35.43

1.74

M 60-69

25.00

7.55

0.30

M 60-69

23.45

7.55

0.32

M 70+

12.33

6.02

0.49

M 70+

14.35

6.02

0.42

W 20-59

25.22

35.06

1.39

W 20-59

25.05

35.06

1.40

W 60-69

12.22

7.60

0.62

W 60-69

11.56

7.60

0.66

W 70+

6.83

8.33

1.22

W 70+

5.25

8.33

1.59

Resp %

Popn %

Weight

Group

Resp %

Popn %

Weight

M 20-39

15.87

21.50

1.35

M 20-39

18.15

21.50

1.18

M 40-49

15.13

9.46

0.63

M 40-49

13.81

9.46

0.68

M 50+

25.09

18.72

0.75

M 50+

26.23

18.72

0.71

W 20-39

25.83

20.10

0.78

W 20-39

20.91

20.10

0.96

W 40-49

7.75

8.71

1.12

W 40-49

9.86

8.71

0.88

W 50+

10.33

21.53

2.08

W 50+

11.05

21.53

1.95

Group M 20-49

Resp % 12.50

Popn % 27.80

Weight 2.22

Group

Resp %

Popn %

Weight

M 50-59

13.49

8.18

0.61

M 60-69

14.38

6.48

0.45

M 70+

10.32

6.86

0.66

W 20-49

22.82

25.91

1.14

W 50-59

10.91

8.18

0.75

W 60-69

8.93

7.04

0.79

W 70+

6.65

9.56

1.44

Poland 1 Group

Poland 2

Portugal

www.rdtrustedbrands.com

Appendix vi Population weightings applied in each country

Romania Group

Resp %

Popn %

Weight

M 20-59

15.10

36.40

2.41

Resp %

Popn %

Weight

M 60-69

13.68

6.32

0.46

M 70-79

10.94

4.60

0.42

M 80+

5.67

1.67

0.30

W 20-59

25.84

37.89

1.47

W 60-69

17.22

6.58

0.38

W 70-79

9.52

4.79

0.50

W 80+

2.03

1.74

0.86

Resp %

Popn %

Weight

M 20-49

20.15

29.14

1.45

Group

Resp %

Popn %

Weight

M 20-49

21.77

29.14

1.34

M 50-59

15.79

8.30

0.53

M 50-59

M 60+

16.99

7.48

0.44

M 60+

17.50

8.30

0.47

14.00

7.48

W 20-49

22.56

30.10

1.33

W 20-49

0.53

23.14

30.10

W 50-59

13.98

10.35

0.74

1.30

W 50-59

14.92

10.35

W 60+

10.53

14.63

0.69

1.39

W 60+

8.68

14.63

1.69

Group

Resp %

Popn %

Weight

Group

Resp %

Popn %

Weight

Russia 1 Group

Group

Russia 2

Slovenia Group

Resp %

Popn %

Weight

M 20-49

9.47

26.92

2.84

M 50-59

12.28

9.13

0.74

M 60-69

15.40

6.30

0.41

M 70-79

9.47

4.76

0.50

M 80+

1.98

2.40

1.21

W 20-49

14.57

27.45

1.88

W 50-59

13.11

9.31

0.71

W 60-69

13.94

6.43

0.46

W 70-79

7.60

4.86

0.64

W 80+

2.19

2.45

1.12

Resp %

Popn %

Weight

M 20-49

12.56

29.10

2.32

M 50-59

14.59

8.61

0.59

M 60-69

10.34

5.66

0.55

M 70-79

12.10

3.64

0.30

M 80+

6.00

1.69

0.28

W 20-49

16.81

28.47

1.69

W 50-59

13.94

8.55

0.61

W 60-69

7.48

6.29

0.84

W 70-79

3.69

5.36

1.45

W 80+

2.49

2.65

1.06

Switzerland Group

www.rdtrustedbrands.com

Q Somewhat more

Y es e Q Q 1 No Q Q 2 Yes

Please write in a number

80+ 80 0+

Q8 Q

40-49 40 0-49 Q Q 4

Post Code Cod de

*Please tick Q Q if you would wou 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 information off this sur survey Reader’ss the infor mation you supply y will be used only for the purposes o vey by The Reader’ Digest Association Ltd.

Email*

Address

Name

Vivat Dir Vivat Direct ect Ltd trading as Reader’ Reader’ss Digest Edgware 157 Edg gware Road London W2 W 2HR

Prize Draw Rules All com completed mpleted questionnaires must be received by xxxxx 2012 to be entered into the free free prize draw. draw. Entry Entr y to the draw is valid only with a completed 2012 TTrusted rusted d Brands Sur vey questionnaire. No responsibili ity is accepted for prize Survey responsibility draw entries e party involved in lost, mutilated or damaged in the post or by any party the prize priz ze draw. draw. The £500 prize will be awarded to th he first sur vey respondent the survey drawn by the organisers after the closing date. No correspondence will be entered d into. Those under 18 years of age, employees employees or agents of RD Publica ations Ltd and the Reader’ a their families are not Publications Reader’ss Digest Association and eligible e to take part part in the draw. draw. The winner will be notified nottified as soon as possible after the th he closing date and details can be obtained byy sending a stamped selfaddressed addres ssed envelope to 2012 TTrusted rusted Brands Sur Survey, veyy, (pl (please ease inser insertt your countr country’s y’s addres ss here). Reader’ ner’s name, hometown, address Reader’ss Digest may use the winn winner’s photog graph and opinions in future publicity or promotio nal material, and entrants photograph promotional agree to t such usage by par ticipating in the Draw participating Draw..

Please use the space below to write in your name and a address if you wish to tak take ke par partt in our free draw draw..

To T o guarantee your y entr entry y to the £50 £500 00 free draw draw, w, return your completed que questionnaire estionnaire envelope provided today. You don’tt even need in the reply env velope pr ovided tod day y. Y o ou don’ n a stamp!

Are there any children aged 15 or under in your household?

70-79 Q 7

30-39 Q Q 3

Including you, how many m adults are there living in you ur household? your

60-69 9Q Q 6

20-29 9Q Q 2

50-59 Q Q 5

Your Y o our age: ag ge:

Q Somewhat less

Q 1 Fema Female ale Q Q 2 Male Q

Are you:

15-19 Q Q 1

Q Neither more nor less

This infor information mation is forr classiﬁcation purposes only only..

9. About you

Q Much more

PS: You PS You o must ret turn your completed l d ques stionnaire i i by b xxxxx 201 2 to enter the h return questionnaire 2012 free draw. draw. Reme emberr, you don’t even need ne eed a stamp so why not complete c and Remember, return it right now w? now?

Name (Research h Manager)

Yours Y ours o faithfully

It won’ g to complete this sur vey y, and your replies remain n conﬁdential. won’tt take long survey, You Y ou o need only in include nclude your name and ad address ddress if you would like tto o be entered for the free draw w to win £500. Y o ou don’ nter, just You don’tt even need a stamp to en enter, complete the que estionnaire and retur n it in the postage paid enve elope questionnaire return envelope provided. Only a special representative group of people like you u will receive this questionnair questionnaire, q estionnairre, re so we would wo ld like to he hear ear from you o as quickly q ickl as a possible. possible

At Reader’ Reader’ss Dige Digest, est, we value our custome customers’ ers’ opinions ver very y highly highly. y. Especially your opinions ab bout TTrust rust - a theme which h becomes more and mo ore impor tant about more important these days. Last year y year,, over 27,000 of yo you ou took par partt in the Reade Reader’s r’s Digest survey sur vey to ﬁnd ou out ut what Europeans think about a Europe and also which w brands consumers, like you, y trust the most. The Reader’ R Reader’ss Digest TTrusted rusted B Brands rands Sur Survey vey is being under taken in 14 European cou ntries. The infor mation y ou give about undertaken countries. information you your most trusted db brands d willll be b featured f d throughout h h the h coming year y in Reader’ Reader’ss Digest magazine.

Dear Reader Reader’s ’s Digest Subscriber Q Much less

You Y ou o could win £ £500 500

TTake ake a p part art in the 20 2 2012 12 TTrusted rustted B ds Sur Brands S vey to oday d and d Survey today August 20 2012 12

Other

Outdoor poster or bil billboard llboard

Internet web-site

Mailing piece or pr product od duct br brochure ochure

C Counter t or point i t off sa sale ale l att a shop, h pharmacy h o bank or b k

Television T elevision commercia commercial al

Advertisement Adver tisement in a magazine m or newspaper

Product Pr oduct packaging

www.rdtrustedbrands.com www .rdtrustedbrands.com

TTick ickk one box b only only. l .

Q Q Q Q Q Q Q Q

TTick ick all that apply apply..

If you answered yes to “som “somewhere ewhere else” please tell us w where here you saw it.

If you saw the above logo on the packaging, or ad advertising, dvertising, of a brand you hadn’tt tried before would less,, conﬁdence in buying that br brand? hadn’ w it give you more, or less rand?

No Q Not seen it before

Yess Q Somewher Ye Somewhere re else

Yess Q In Reader Ye Reader’s ’s Digest magazine

Before receiving this questionnaire had you seen this TTrusted rusted Brand Bran nd logo anywhere?

8. About The T Trusted r rusted Brand Logo

F EN RE CL E P OS EN ED

Appendix vii Sample questionnaire

Questionnaire Qu Q ues stio ionn nair ire

www.rdtrustedbrands.com

Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q

Qu Quite uite Not ver very y a lot much

Q Q Q Q Q Q Q Q Q

None at all

Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q

A great deal

Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q

Quite Not ve er y very a lot mu uch much

Q Q Q Q Q Q Q Q Q Q

Not at all

Trade Union lleaders Trade eaders

Journalists

Judges

Lawyers

Fireﬁghters

Meteorologists Meteor ologists

Farmers

Teachers T e eachers

Financial adv advisors visors

Pharmacists

Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q

A great deal

Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q

Quite Not ver very y a lot much

Not at all

Q Q Q Q Q Q Q Q Q Q

leader Business lead der

Politician

Sportsman/w Sportsman/woman woman

(TV) News anchor (TV V)

Actor

Musician

We W e are looking for th the he most trustwor trustworthy thy national personalities p in [countr [country]. y]. For each e area please name the person p that you trustworthy time [country]. believe is the most tru ustworthy at this moment in tim me – this person must live e in [countr ry] y.

3. Most T Trusted rusted d National Personali Personality ity

Football players

Taxi T axi a drivers

Travel T ravel agents

Doctors

Politicians

Nurses

Car salesmen

Priests/church Priests/ /cchurch mi ministers nisters

Police

Airline pilots

TTick ick one box in each row row..

How much trust do yo you ou have in the following p professions rofe essions in your countr country? ry?

2. Y Your o our T Trust rust in n Pr Professions ofessions

Management of tthe he economy

International affa affairs airs

Immigration

Welfare W elfare e

Employment

Education

Health ser services vices

State pr provision ovision fo for or the elderly

Environment Envir onment

A great deal

is ...

BLOCK CAPITALS PLEASE

1 2 3 4 5

is ...

Holiday company/tour operator

BLOCK CAPITALS PLEASE

Internet service provider

BLOCK CAPITALS PLEASE

Mobile phone service provider

BLOCK CAPITALS PLEASE

is ...

1 2 3 4 5

lity

a Qu

Mobile phone/smart phone handset

BLOCK CAPITALS PLEASE

Personal computer

BLOCK CAPITALS PLEASE

Camera

BLOCK CAPITALS PLEASE

Large kitchen appliance

BLOCK CAPITALS PLEASE

Car

My most trusted brand of…

1 2 3 4 5

t en cell Ex lue va

1 2 3 4 5

g on Str age im

1 2 3 4 5

s nd rsta de er Un stom u s c ed ne

1 2 3 4 5

lly le cia sib So spon re

u yo ld end ou W command r e a er r is B ers? th oth I’m stom to cu

yes

Listed below are some product categories. For each category, we’d like you to tell us the brand you believe most deserves 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 opinions will be equally valued. Once you’ve named your most trusted brand in each category, we’d like you to rate it across ﬁve different 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. Quality: Provides good quality, well made, well designed products/services. Excellent Value: Offers value for money to the customer Strong Image: Consistent brand identity – a distinctive brand which says something about the customers who use it Understands Customer Needs: A brand which knows what its customers want and produces a product that satisﬁes those needs Socially responsible: I believe this brand when it claims it’s making an effort to protect the environment and/or support the wider community 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 the last 12 months. Would you recommend this brand to others?: Tick ‘yes’ if you would recommend the brand, company or service to others.

How much conﬁdenc conﬁdence ce do you have in the followin following ng policies laid down by the Gover G Government nment in your countr country? y?

TTick ick one box in each row row..

4. Tell Us About The Brands You Trust The Most

e ell us aboutt your conﬁdence in Government Policies s. 1. T Tell Policies.

Appendix vii Sample questionnaire

is ...

1 2 3 4 5

yes

y yes

u yo ld end ou W command re is Br rs? th othe to

a er I’m stom cu

Local category 1

1 2 3 4 5

y yes

yes

www.rdtrustedbrands.com y yes

yes

is ...

1 2 3 4 5

y yes

yes

1 2 3 4 5

y yes

yes

1 2 3 4 5

y yes

yes

1 2 3 4 5

y yes

yes

y yes

yes

1 2 3 4 5

y yes

yes

1 2 3 4 5

y yes

yes

1 2 3 4 5

y yes

yes

BLOCK CAPITALS PLEASE

1 2 3 4 5

1 2 3 4 5 BLOCK CAPITALS PLEASE

Local category 12

is ...

1 2 3 4 5

Breakfast cereal

1 2 3 4 5

BLOCK CAPITALS PLEASE

1 2 3 4 5

BLOCK CAPITALS PLEASE

is ...

Local category 11

1 2 3 4 5

Soap powder

1 2 3 4 5

BLOCK CAPITALS PLEASE

1 2 3 4 5

BLOCK CAPITALS PLEASE

is ...

Local category 10

1 2 3 4 5

Skin care productt

1 2 3 4 5

BLOCK CAPITALS PLEASE

1 2 3 4 5

is ...

BLOCK CAPITALS PLEASE

1 2 3 4 5

Local category 9

1 2 3 4 5

Colour cosmetic/m cosmetic/make make up

1 2 3 4 5

BLOCK CAPITALS PLEASE

1 2 3 4 5

BLOCK CAPITALS PLEASE

is ...

Local category 8

1 2 3 4 5

Hair care productt

1 2 3 4 5 BLOCK CAPITALS PLEASE

1 2 3 4 5

BLOCK CAPITALS PLEASE

is ...

Local category 7

1 2 3 4 5

Cough/cold reme remedy edy

1 2 3 4 5 BLOCK CAPITALS PLEASE

1 2 3 4 5

BLOCK CAPITALS PLEASE

1 2 3 4 5

Local category 6

1 2 3 4 5

Analgesic/pain re relief elief

1 2 3 4 5 BLOCK CAPITALS PLEASE

1 2 3 4 5

BLOCK CAPITALS PLEASE

is ...

Local category 5

1 2 3 4 5

Vitamins

1 2 3 4 5 BLOCK CAPITALS PLEASE

1 2 3 4 5

BLOCK CAPITALS PLEASE

is ...

Local category 4

1 2 3 4 5

Petrol retailer

1 2 3 4 5 BLOCK CAPITALS PLEASE

1 2 3 4 5

BLOCK CAPITALS PLEASE

1 2 3 4 5

Local category 3

is ...

1 2 3 4 5

Insurance compa company ny

1 2 3 4 5 BLOCK CAPITALS PLEASE

1 2 3 4 5

BLOCK CAPITALS PLEASE

is ...

Local category 2

1 2 3 4 5

lly le cia sib So spon re

Credit card

1 2 3 4 5

ty ali Qu

s nd rsta de er Un stom cu eds ne

BLOCK CAPITALS PLEASE

is ...

g on Str age im

BLOCK CAPITALS PLEASE

Bank/building so society ociety

en cell Ex lue va ty

ali

1 2 3 4 5

en cell Ex lue va

1 2 3 4 5

g on Str age im

1 2 3 4 5

s nd rsta de er Un stom cu eds ne

1 2 3 4 5

lly le cia sib So spon re

yes

a I’m stom cu

yes

u yo ld end ou W command re is Br rs? th othe to

Appendix vii Sample questionnaire

www.rdtrustedbrands.com

is ...

1 2 3 4 5

ty ali Qu

1 2 3 4 5

g on Str age im

1 2 3 4 5

s nd rsta de er Un stom cu eds ne

Q 1 Q Q 1 Q Q 1 Q Q Q Q 1 Q Q Q Q 1 Q Q 1 Q Q 1 Q Q Q Q 1 Q Q 1 Q Q 1 Q Q 1 Q Q 1 Q

The brand has a social s responsibility towa towards ards the public

The company understands und derstands their customer customers’ rs’ needs

The company offe offers ers high quality pr products/services oducts s/services

The brand is relia reliable able

The brand has a str s strong ong image

I have personal ex experience xperience of using/buyi using/buying ing the brand

The staff are efﬁc efﬁcient ient and knowledgeable e

The staff are kind d

The company tak takes kes care of me/pr me/provides ovides good g ser service vice

The company’ company’s ’s po politics olitics are transparent to o me

The company inve invests ests in innovative pr products/offers oduccts/offers

Th company/pr The company/products / oducts od are local l l

Low prices

manag The senior managers gers have a good reputa reputation ation

The company sho shows ows responsibility towar towards rds the envir environment onment

Q 1 Q

The brand is well known – possibly the market m leader

Please tick one box on a sc scale cale of 1 - 5 where 5 = ver very ry important imporrtant and 1 = not important important at all a

How impor important tant are the th he following criteria when you u say a brand deser deserves ves your trust? t

5. What do bra brands ands need to be trus trusted? ted?

BLOCK CAPITALS PLEASE

Local category 15 5

BLOCK CAPITALS PLEASE

Local category 14 4

BLOCK CAPITALS PLEASE

Local category 13 3

t en cell Ex lue va

Q Q

Q 2 Q

Q 3 Q

Q Q 2

Q 3 Q

Q 2 Q

Q Q 2

Q 3 Q

Q 2 Q

Q Q 2

Q 3 Q

yes y

Q 4 Q

Q Q 4

Q 4 Q

Q Q 4

Q 4 Q

Q Q 4

Q 4 Q

Q 5 Q

Q Q 5

Q 5 Q

Q Q 5

Q 5 Q

Q Q 5

Q 5 Q

yes

yes y

u yo ld end ou W command re is Br rs? th othe to

a er I’m stom cu

Q 2 Q

1 2 3 4 5

lly le cia sib So spon re

6. Brands and their environment programs.

Don’t know

A brand you’ve never tried but which... ... has been recommended by a friend or relative

Q Q

... has won an award given by a panel of experts ... carries the Reader’s Digest Most Trusted Brands logo, voted for by readers

A brand you’ve heard of but haven’t tried before

... has won an award voted for by the general public

A brand you’ve never heard of

Extremely likely

Quite likely

Quite unlikely

Thinking about major purchases you make for yourself or your household, how likely are you to consider buying:

Extremely unlikely

Brand you feel has the best reputation on environmental issues (BLOCK capitals please).

8. What makes us trust more?

Local category 4 (optional)

Local category 3 (optional)

Local category 2 (optional)

Local category 1 (optional)

Kitchen/ electrical appliance

Detergent/cleaning product

Washing powder

Supermarket retailer

Petrol retailer

Energy supplier

Car