Number 18: Spring 2002

 

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Europe's Most Trusted Brands

By Penny Mortimer of Reader's Digest

TRUST - firm reliance on the integrity, ability or character of a person or thing.

Trust is under attack in our society. Consumers have so much choice these days, which makes it difficult for brands to rise above the incredible number of messages clamoring for the attention of the consumer.

"You can have all the facts and figures, all the supporting evidence, all the endorsement that you want, but if - at the end of the day - you don't command trust, you won't get anywhere"

Niall FitzGerald, Chairman of Unilever in an address to the Advertising Association, London May 2001

"European Trusted Brands 2002" is a postal consumer study conducted by Reader's Digest within 18 European countries - including Central & Eastern Europe. 31,692 adults taken from all walks of life were asked to nominate the brand they believe most deserves to be called their "most trusted brand" across 30 different product categories regardless of whether they owned or use those products. Having named a brand, respondents scored it on a range of criteria including "quality" and "value". In addition they were asked to indicate whether they would buy the brand they had nominated.

The 30 product categories included 21 which are "common" to all 18 countries. However, because not all products are of equal relevance and interest in every country there are 9 which are "local" to each country. The categories are wide ranging and include items such as shampoo, banks and building societies, airlines, automotives, PCs, toothpaste, mobile phones and vitamins.

Some Results

The survey showed that in many categories such as airlines, insurance companies and cough/cold remedies, Europeans trust local brands above all others. But several brands have succeeded in transcending geographic and cultural boundaries. Brands that won in several countries include Visa credit cards, Nivea skin care, Sony hi-fi/audio equipment, Canon cameras, Colgate toothpaste and Ariel soap powder. For the second year running, Nokia was nominated in every single country as the most trusted brand of mobile phone.

  • Across Europe, Nokia picked up 56% of all votes cast for mobile phones. This was highest in Finland (91%) where Nokia originates and lowest in France (26%) where a wide range of brands was mentioned.
  • The brand Nivea, launched in 1911, achieved 37% of all votes cast in the skin care category across Europe. This was highest in Germany (53%) - country of origin - and lowest in the UK (17%) where Olay is preferred, and in Finland (20%) where Lumene is the local preferred brand.
  • Canon won 24% of all votes in the camera category across Europe. Percentage vote share was fairly flat across Europe, apart from Poland and Russia where no votes were recorded.

The Survey also questioned people on their confidence in institutions, professions, government policies and how they perceive themselves. Marriage continues to be the most trusted institution across Europe - with 40% of respondents having 'a great deal of confidence' in this institution - far more than the Church, which came second with only 18%.

The Influence of Trust on Purchase 

In a desire to understand more about the influence of trust on the purchase decision of respondents, a new section was included in the 2002 study "About Trust".

Respondents told us that when making a major purchase for themselves or their household, only 23% would be extremely/quite likely to choose a brand they had never heard of. However, the likelihood of purchase increases to 57% for brands, which they've heard of - but not actually tried before.

The most trusted source of recommendation is a friend or relative - 79% of all respondents said that they would be extremely/quite likely to buy a product they had never tried but was recommended by a friend or relative.

Across Europe 72% said that they would be extremely likely/quite likely to purchase a product that carries the "Reader's Digest Most Trusted Brand logo". This "commendation" is especially important to respondents in the CEER countries - for example potential purchase increases to 87% in Hungary and Poland.

Never tried but which:

 

% Extremely likely to consider buying

% Quite likely to consider buying

Has been recommended by a friend or relative

20%

59%

 

Won an award voted for by the general public

19%

45%

Won an award given by a panel of experts

25%

42%

Carries the Reader’s Digest Most Trusted Brand logo, voted for by readers

24%

48%

Summary

As national frontiers, currencies and systems merge Europe's citizens still demonstrate a refreshing diversity of outlooks, values and personalities. Being a trusted brand across lots of countries is less to do with ubiquity than understanding the value of delivering outstanding customer service and meeting expectations; recognising that diversity brings with it the rewards of trust and customer loyalty.

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