Examining Trust

TRUST HAS DIFFERENT MEANINGS IN DIFFERENT COUNTRIES, ACCORDING TO READER'S DIGEST'S 6TH EUROPEAN TRUSTED BRANDS SURVEY.

When consumers in Portugal are asked about the most important criterion they use to determine trust, "responsibility to the environment" got the most votes there, while consumers in Russia cited "value for the money."

These findings have emerged from the sixth Reader's Digest European Trusted Brands survey, which seeks nominations for consumers' most trusted brands across a wide range of product categories from analgesics to kitchen appliances. After identifying their trusted brands, respondents then rate them against the criteria of quality, value, image, and understanding of customer needs.

This year 25,434 people in 14 European countries participated. Across all countries and all product categories, information for more than 112,000 different brands was collected and analyzed. During the six years that the survey has been executed, only two brands, Nivea and Nokia, can claim to be Europe's most Trusted Brands. Both achieved the No. 1 position within their category in each of the 14 countries where the survey took place. Nokia has remained Europe's most trusted brand of mobile phone handset since the survey began in 2001, and for the first time in 2005 Nivea was voted the most Trusted Brand of skincare.

Visa (winner in 13 out of 14 countries) remains Europe's most trusted brand of credit card, topped only in Hungary by MasterCard.

Although brands do not make sudden shifts from one year to the next because consumer trust is hard to win and easy to lose, says Gavin Murray, strategy director at Reader's Digest, there are some noticeable trends taking place in the car category.

"Toyota is only most trusted in Switzerland and Finland, but in a number of European countries, it is closing the gap, and I wouldn't be surprised if it achieves a more prominent position in the future."

For example, he notes in the Netherlands, Opel is the most trusted brand with 11.6% of the vote, but Toyota has 11%, and over the last few years has closed the gap considerably.

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