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2www.rdtrustedbrands.com
European Trusted Brands Survey 2010Celebrating 10 years of trustContents
Page No:
Overview 3
How do you become a Trusted Brand? 7
The Trusted Brand logo and guidelines for its usage 8
Results – Brands:
20 common categories 9
Most nominated brands across Europe 10
All winners by country and category – share of vote 12
Comparison of winners by category – past 10 years 13
The local categories – winning brands 23
Results – Trust in:
Institutions 28
Professions 35
Family and Friends 40
Appendix
i. Response rate by country 2010 v 2009 43
ii. Respondent base 2006 – 2010 44
iii. Respondents by category by country 45
iv. Respondent profile – all countries 46
v. Respondent profile by country 47
vi. Respondent personality 48
vii. Population weightings 48
Sample questionnaire 56
Reader’s Digest circulation and readership by country 60
Contacts by country 61
3www.rdtrustedbrands.com
Reader’s Digest Trusted Brands 2010 An overview
About the survey
� Reader’s Digest European Trusted Brands is now in it’s 10th year, it was first published in 2001
� Fieldwork for this study, one of Europe’s broadest consumer surveys, is conducted annually andthe results are available (free of charge) via the internet
� In order to allow for tracking over time every effort is made to retain consistency inmethodology, content and presentation of data
� Research was conducted in 14 languages across 16 European countries
� 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 oftheir own choice (known as Local Categories)
� All brand questions are “open ended” giving the opportunity for any brand, however small orlocal, an equal chance of being nominated
� Fieldwork has traditionally been conducted by mail (apartfrom the U.K.). However, this year, 8 countries took the on-line option for data gathering (see below)
� In total 32,163 responses were analysed across 16countries
� Sample selection and results were weighted, with the aimof reflecting the broad population profile of each countrywhere the survey was undertaken. Response from thoseaged 15–19yrs was low, so we excluded this group fromour analysis to avoid over weighting and misrepresentationof brand preference
� Each country had a “target maximum” number of responses, this varied according their needs.Germany had an especially high target response to enable detailed analysis and comparisonbetween East & West
� Respondents in Germany represent 25% of the total sample. So, to fairly reflect thepersonalities and opinions of all respondents, each country was given an equal weight. Hence“Average all countries” for personality traits, trust in institutions, professions etc. reflects the“average of the average” across all 16 countries
� Data processing and tabulation for all countries (postal and on-line) was conducted by WymanDillon Ltd. who are based in Bristol
� Across Europe almost 131,000 different names were nominated by respondents as their mostTrusted Brands
� The category of cars contains by far the highest number of brand nominations (>21,000) and“vitamins” the least (7,444). Breakfast cereal is also low (10,218). This is because bothcategories had a high number of generic nominations e.g. muesli, apple etc. which wereexcluded from the analysis.
32,163 participantsacross Europe
4www.rdtrustedbrands.com
Reader’s Digest Trusted Brands Survey 2010 An overview
Postal survey:
Countries: Austria, Finland, Germany, Portugal, Romania, Spain, Sweden,Switzerland
Timing: end August – early October 2009
� Respondents were drawn from the Reader’s Digest customer database ineach country
� Questionnaires were translated, and mailings were managed locally bypersonnel in each Reader’s Digest office
� 218,618 questionnaires were mailed across the 8 countries. Completed questionnaires were shipped to the UK for data processing
� Questionnaires with no age/sex data were discarded. The 2010database contains weighted data representing 15,322 postalrespondents. This reflects an average response of 7% to the postal survey
For full details of response rates by country please see Appendix i
On-line:
Countries: Belgium, Czech, France, Hungary, Netherlands, Poland, Russia, U.K.Timing: October 2009 + November (Poland only)
� The sample selection criteria were identical to those employed for the postal survey
� Given the large number of brand categories to be assessed (maximum 38); two matchedparallel samples were drawn in each country , with each set of respondents being askedto consider just half of the categories
� Only the brand categories were split between the 2 respondent bases. All otherquestions were common to both samples
� Response rate by country varied massively from 16% in Hungaryto 1% in France
� Prize draw incentives were offered in every on-line country apartfrom France and Belgium
� In every country a pilot was undertaken before launching to the fullsample. After the initial email invitation to the full survey, up to 2email reminders to participate were sent
� Although the questionnaires were translated locally, fieldwork for 7of the on-line countries was conducted centrally by FrameworkLtd.
For full details of response rates by country please see Appendix i
Further details can be obtained [email protected]
16% on-lineresponse in
Hungary
FREE PEN
ENCLOSED
August 2009Dear Reader’s Digest SubscriberAt Reader’s Digest, we value our customers’ opinions very highly. Especially
your opinions about Trust.Last year, over 23,000 of you took part in a Reader’s Digest survey to find out
the brands consumers, like you, trust the most. I am writing now to ask you to
represent Great Britain in the tenth Reader’s Digest Most Trusted Brands Survey.
The study is being undertaken in 19 European countries, and its aim is to
discover the brands, attitudes and values that shape your life and the lives of
your fellow Europeans.The information you give about your most trusted brands will be featured
throughout the coming year in Reader’s Digest magazine. We also have a logo
which winning brands will be able to display as a symbol of consumer trust.
I hope you will find the survey interesting. Your replies remain confidential and
you need only include your name and address if you would like to be entered
for the free draw to win £500. You don’t even need a stamp to enter, just
complete the questionnaire and return it in the postage paid envelope
provided.Only a special representative group of people like you will receive this
questionnaire, so we would like to hear from you as quickly as possible.
Yours faithfully
Name (Research Manager)
PS: You must return your completed questionnaire by Monday 14th September
2009 to enter the free draw. Remember, you don’t even need a stamp so why
not complete and return it right now? We have enclosed a pen for you to keep
with our thanks.
Que
stio
nnai
re
Take part in the 2009 Trusted Brands Survey today and You could win £500
www.rdtrustedbrands.com
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5www.rdtrustedbrands.com
Reader’s Digest Trusted Brands Survey 2010 An overview
About the questions - postal
� To begin, respondents were asked to indicate their degree of trust in 16 institutionsincluding banks and trade unions
� They then indicated their level of trust in 20 professions ranging from car salesmen tofarmers
� A new section “Trust in Family and Friends” was added this year
� From a list of 30 personality types respondents indicated the adjectives that bestdescribed them
� The 20 common product categories have remained the same for the past 5 years (since2006)
� After nominating their most “trusted brand” in each category, respondents rated thatbrand in terms of “Quality”, “Excellent Value”, “Strong Image” and “Understandscustomer needs”. They also indicated if they were a customer/buyer of the brand they’dnominated and if they would recommend the brand to others
The on-line questionnaire:
Although the content of the on-line questionnaire was the same as for the postal survey thenature of the medium allows for more interaction. Categories were rotated and interspersedwith questions about trust in professions, institutions, family & friends and personality
>15,000 peoplenamed their trusted
brand of PC
6www.rdtrustedbrands.com
Reader’s Digest Trusted Brands Survey 2010An overview
The 20 categories common to each country are:
CarKitchen ApplianceCameraPersonal ComputerMobile Phone HandsetMobile Phone Service ProviderInternet Service ProviderHoliday Company/Tour OperatorBank Building SocietyCredit CardInsurance CompanyPetrol RetailerVitaminsAnalgesic/Pain ReliefCough/Cold RemedyHair Care ProductCosmeticSkin Care ProductSoap PowderBreakfast Cereal
A list of the local categories (as chosen by each country) can be found in the results section
Countries included in the survey are:
Country Language FieldworkAustria German postBelgium Flemish & French on-lineCzech Republic Czech on-lineFinland Finnish postFrance French on-lineGermany German postHungary Hungarian on-lineNetherlands Dutch on-linePoland Polish on-linePortugal Portuguese postRomania Romanian postRussia Russian on-lineSpain Spanish postSweden Swedish postSwitzerland German & French postUK English on-line
A sample copy of the postal questionnaire (in English) can be found in the appendix at theback of this book.
7www.rdtrustedbrands.com
European Trusted Brands 2010 How do you become a trusted brand?
Awarding Trusted Brands Status
In each country/category the Trusted Brand is the one receiving the highest number ofnominations. It is a simple and transparent approach which is easy for everyone tounderstand and communicate.
To be included in the published list of nominated brands a brand must achieve 10+ votes.This has been increased from 20 in previous years to allow for more brands to be identifiedand thus evaluated.
The Qualitative Data/AttributesAfter a respondent names the brand they trust the most in each category, they’re asked torate that brand on 4 criteria – quality, excellent value, strong image, understand customerneeds. Each has a maximum score of 5. The data reported for each brand consists of onlythe 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 AwardsIt’s possible to be top scoring against any of the attributes but not be the No1 “TrustedBrand” in a category. This is because respondents who vote for a brand may recognise aparticular area of strength in just one or two areas.
8www.rdtrustedbrands.com
European Trusted Brands 2010The Trusted Brands logo and guidelines for its usage
1. Permission in principle is given for winning brands touse the Trusted Brands logo across the full range ofmarketing and advertising materials, including but notlimited to:• advertising campaigns• promotional literature (flyers, brochures, point-of-
purchase materials, company newsletters, annualreports etc.)
• press releases• websites• product (labels, stickers, shipping cartons)
2. Winners may only use the logo in promotional materialswithin the countries where they were awarded TrustedBrand status.
3. Winners must use the logo only in relation to therelevant category of their award.
4. Winners may only use the logo for the year in which itwas awarded, unless the award has been won inmultiple years, in which case reference may be made tothe 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 permittedwithout specific permission. Ideally, the logo should bein either the specified blue, black, or white out of abackground colour but where the colours used by aTrusted Brand in, for example advertising, or packagingdo not allow use of Trusted Brands blue logo, the logomay be used in other colours to tie-in with the corporatecolours of the Trusted Brand. Only the whole logo canbe used. There should also be space around the logo,as a guide this should be no less than the width of twostars from the logo edge.
6. Winners may not use the logo in conjunction withspecific reference to any competitor or competitiveproduct.
7. Winners desiring to use the logo must submit relevantcopy and/or materials to Reader’s Digest forauthorisation in advance of use. Reader’s Digest agreesto respond promptly to all such requests, and reservesthe right to deny any use at any time at our solediscretion. It is further understood that Reader’s Digestmay not be held responsible in any way for any claimsarising out of the use of the logo by winners.
8. No endorsement of the winning brand(s) by Reader’sDigest or its editors is given or may be implied.
For further information or clarification contact Gavin Murrayon 020 7715 8927 or at [email protected].
January 2010
9www.rdtrustedbrands.com
Results - the Trusted Brands 20 common categories
20 brand categories are “common” to every country.They’ve remained unchanged for the past 5 years, with onlyminor amendments in the years prior to that.
In addition to the common categories, each country hadthe option to include a range of categories of their ownchoice (known as Local Categories).
The winning brand (in each country) is the one that receivesthe highest number of nominations in that country. There isno award for an overall winner across the 16 countries.
The category questions are “open ended” givingrespondents the freedom to nominate any brand of theirchoice in answer to the question: Tell us the brand youbelieve most deserves to be called your “most trustedbrand”. This method gives all brands an equal chance ofbeing nominated, regardless of whether or not they arelocally or internationally known.
Most nominated brands across the common categories
• Nivea continues to be the brand of skin care that people
universally trust the most (winner in 16 out of 16countries). A status the brand has held for 6 years
• Nivea also wins Trusted Brand of cosmetic in 7
countries, increased from 5 in 2009
• For the first time in 10 years Nokia is no longer the
Trusted Brand of mobile phone in every country. It wasnarrowly beaten by Samsung in France and SonyEricsson in Sweden
• There is no change to the line up of trusted brands in
the category of credit card. In 14 out of 16 countriesVisa retains the pole position
• Canon is now the trusted brand of camera in 14
countries, taking over from Sony in Romania and Spain.In Poland Sony regained its No1 position from Canon
• Kellogg’s is the trusted brand of breakfast cereal in 10
Western European countries, with Nestlé predominatingin 3 out of 5 CEER countries + Portugal
• VW has regained its position as Belgium’s most trusted
brand of car but Mercedes has lost to Toyota in Portugaland Dacia in Romania
• For the first time Bosch is the Trusted Brand of kitchen
appliance in 3 countries
• Soap powder is one of the most stable categories with
virtually no change in winners over the years
• Perhaps unsurprisingly, in the current economic climate,
there were changes to the Trusted Brands ofbanks/building society in Belgium, Romania, Spain andU.K.
• Trusted brands in the health, financial and travel
categories remain diverse and local across the 16countries
• Mobile phone service providers also tend to be local.
Orange was the only brand to win in 3 countries,Vodafone and T-Mobile came top in just 2 countrieseach
• The most dynamic and “local” of all categories is that of
ISP (Internet Service Provider) where a different brandwon in each of the 16 countries. There were also anumber of changes in winning brand over 2009
For further information (e.g. brand attribute scores) andnames of all runners up in each country please contact thecountry representative – details can be found on the finalpage of this book.
10www.rdtrustedbrands.com
Results - the Trusted Brands Most Trusted Brands across Europe 2010
Most Trusted Brands across Europe 2010
Brands winning in No. 3+ countries: Countries:
2010 2009
Nivea (skin care) 16 16
Nokia 14 16
Visa 14 14
Canon 14 13
Kellogg's 10 10
HP/HP Compaq 7 9
Ariel 7 6
Nivea (cosmetic) 7 5
Miele 6 6
Nestlé 4 5
Dell 4 4
Aspirin 3 4
Avon 3 4
Centrum 3 4
VW 3 4
Pantene 3 3
Persil 3 3
Toyota 3 3
L'Oréal (Hair care) 3 2
Schwarzkopf 3 2
Opel 3 2
Orange 3 2
Bosch 3 1
11www.rdtrustedbrands.com
Categories with most “multi country” winning brands:
Category Number of different Brands winning in brands winning more than 3 countries across Europe in this category
Skin Care 1 Nivea
Mobile Phone 3 Nokia
Camera 3 Canon
Credit Card 3 Visa
Breakfast Cereal 4 Kellogg’s, Nestlé
PC 6 HP, Dell
Cosmetic 6 Nivea, Avon
Soap Powder 8 Ariel, Persil
Car 9 Opel, Toyota, VW
Hair Care 9 Pantene, L’Oréal, Schwarzkopf
Kitchen Appliance 9 Bosch, Miele
Mobile Phone Service 12 Orange
Vitamins 13 Centrum
Pain Relief 13 Aspirin
Insurance Company 14 -
Petrol Retailer 14 -
Cold Remedy 15 -
Bank/Building Society 15 -
Holiday Company 15 -
Internet Service Provider 16 -
Results - the Trusted Brands Most Trusted Brands across Europe 2010
12www.rdtrustedbrands.com
Results - the Trusted Brands All winners by country and category - share of vote
All
win
ners
by
coun
try
and
cat
ego
ry -
sha
re o
f vo
te 2
010
v 20
09
Catego
ryAu
stria
Belgium
Czec
hFinlan
dFran
ceGe
rman
yHu
ngary
Netherland
s
2010
2009
2010
2009
2010
2009
2010
2009
2010
2009
2010
2009
2010
2009
2010
2009
Car
VW (2
4%)
VW (1
9%)
VW (1
2%)
Toyo
ta (1
2%)
Skod
a (3
9%)
Skod
a (3
9%)
Toyo
ta (1
9%)
Toyo
ta (2
0%)
Rena
ult (
23%
)Re
naul
t (25
%)
VW (2
1%)
VW (1
9%)
Opel
(16%
)Op
el (2
0%)
Opel
(13%
)Op
el (1
2%)
Kitc
hen
Appl
ianc
eM
iele
(43%
)M
iele
(36%
)M
iele
(27%
)M
iele
(27%
)Et
a (2
8%)
Eta
(26%
)Up
o (1
9%)
Upo
(18%
)W
hirlp
ool P
hilip
s (2
2%)
Bran
dt (2
0%)
Mie
le (3
1%)
Mie
le (3
0%)
Bosc
h (1
9%)
Zanu
ssi (
20%
)M
iele
(26%
)M
iele
(25%
)
PCHP
(25%
)HP
(23%
)HP
Com
paq
(26%
)HP
Com
paq
(28%
)Ac
er (3
0%)
HP (2
6%)
HP (3
4%)
HP (3
5%)
HP (2
5%)
HP C
ompa
q (3
0%)
Fujit
su S
iem
ens
(18%
)Fu
jitsu
Sie
men
s (2
0%)
Asus
(14%
)HP
Com
paq
(17%
)HP
Com
paq
(31%
)HP
Com
paq
(34%
)
Mob
ile P
hone
Han
dset
Noki
a (7
5%)
Noki
a (6
9%)
Noki
a (4
7%)
Noki
a (6
9%)
Noki
a (7
1%)
Noki
a (6
4%)
Noki
a (9
0%)
Noki
a (9
3%)
Sam
sung
(22%
)No
kia
(28%
)No
kia
(46%
)No
kia
(47%
)No
kia
(62%
)No
kia
(63%
)No
kia
(50%
)No
kia
(62%
)
Mob
ile P
hone
Net
wor
kA1
(46%
)A1
(42%
)Pr
oxim
us (4
1%)
Belg
acom
(42%
)T-
Mob
ile (4
5%)
T-M
obile
(44%
)So
nera
(32%
)So
nera
(37%
)Or
ange
(45%
)Or
ange
(50%
)Vo
dafo
ne (2
9%)
Voda
fone
(25%
)T-
Mob
ile (4
3%)
T-M
obile
(44%
)KP
N (3
8%)
KPN
(50%
)
Cam
era
Cano
n (3
5%)
Cano
n (3
4%)
Cano
n (2
8%)
Cano
n (3
1%)
Olym
pus
(28%
)Ol
ympu
s (3
1%)
Cano
n (5
4%)
Cano
n (5
2%)
Cano
n (2
6%)
Cano
n (2
3%)
Cano
n (3
5%)
Cano
n (3
4%)
Cano
n (2
1%)
Cano
n (2
1%)
Cano
n (3
5%)
Cano
n (3
1%)
Holid
ay C
ompa
nyTu
i (32
%)
Tui (
34%
)Ne
cker
man
n (2
3%)
Neck
erm
ann
(30%
)Ce
dok
(48%
)Ce
dok
(42%
)Au
rinko
mat
kat (
36%
)Au
rinko
mat
kat (
38%
)Pi
erre
Et V
acan
ces
- Mae
va (1
7%)P
ierre
Et V
acan
ces
- Mae
va (1
8%)Tu
i (57
%)
Tui (
56%
)Ib
usz (
29%
)Ib
usz (
32%
)D-
Reize
n (1
6%)
D-Re
izen
(17%
)
Bank
/Bui
ldin
g So
ciet
yRa
iffei
senb
ank
(33%
)Ra
iffei
senb
ank
(38%
)KB
C (1
7%)
Forti
s (3
1%)
Cesk
a Sp
orite
lna
(35%
)Ce
ska
Spor
iteln
a (3
6%)
Osuu
span
kki (
38%
)Os
uusp
ankk
i (40
%)
Créd
it Ag
ricol
e (2
0%)
Créd
it Ag
ricol
e (2
3%)
Spar
kass
e (4
0%)
Spar
kass
e (3
8%)
OTP
Bank
(42%
)OT
P Ba
nk (4
7%)
Rabo
bank
(49%
)Ra
boba
nk (4
4%)
Cred
it Ca
rdVi
sa (4
4%)
Visa
(46%
)Vi
sa (5
5%)
Visa
(60%
)Vi
sa (6
2%)
Visa
(67%
)Vi
sa (7
0%)
Visa
(69%
)Vi
sa (4
4%)
Visa
(45%
)Vi
sa (3
9%)
Visa
(39%
)M
aste
rcar
d (2
7%)
Mas
terc
ard
(38%
)Vi
sa (4
2%)
Visa
(38%
)
Insu
ranc
e Co
mpa
nyUn
iqa
(27%
)Un
iqa
(25%
)Ax
a (2
0%)
Axa
(18%
)Ce
ska
Pojis
tovn
a (2
3%)
Cesk
a Po
jisto
vna
(33%
)If
(25%
)Ta
piol
a (2
8%)
Axa
(15%
)Ax
a (1
6%)
Allia
nz (2
1%)
Allia
nz (2
3%)
Allia
nz (3
0%)
Allia
nz (3
0%)
Inte
rpol
is (1
2%)
Inte
rpol
is (1
7%)
Inte
rnet
Ser
vice
Pro
vide
rTe
leko
m A
ustri
a (4
0%)
Tele
kom
Aus
tria
(27%
)Te
lene
t (44
%)
Belg
acom
(39%
)Se
znam
(42%
)Se
znam
(35%
)So
nera
(34%
)So
nera
(34%
)Or
ange
(48%
)Or
ange
(53%
)T-
Onlin
e (1
4%)
Goog
le (1
4%)
T-Ho
me
(34%
)T-
Onlin
e (3
7%)
Zigg
o (2
4%)
Zigg
o (2
1%)
Petro
l Ret
aile
rOM
V (2
3%)
OMV
(24%
)To
tal (
17%
)Es
so (1
7%)
Shel
l (34
%)
Shel
l (35
%)
ABC
(36%
)AB
C (3
1%)
Tota
l (26
%)
Tota
l (29
%)
Aral
(36%
)Ar
al (3
2%)
Mol
(42%
)M
ol (4
5%)
Shel
l (39
%)
Shel
l (38
%)
Vita
min
sSu
prad
yn (2
1%)
Supr
adyn
(16%
)Su
prad
yn (1
4%)
Supr
adyn
(19%
)Ce
ntru
m (3
4%)
Cent
rum
(29%
)M
ulti-
Tabs
(25%
)M
ulti-
Tabs
(24%
)Ju
vam
ine
(29%
)Ju
vam
ine
(39%
)Ab
tei (
14%
)Ce
ntru
m (1
0%)
Be're
s Cs
epp
(28%
)Be
'res
Csep
p (4
2%)
Davi
tam
on (2
1%)
Davi
tam
on (3
0%)
Pain
Rel
ief
Aspi
rin (2
3%)
Aspi
rin (2
1%)
Dafa
lgan
(57%
)Da
falg
an (5
4%)
Ibal
gin
(53%
)Ib
algi
n (4
3%)
Bura
na (4
9%)
Bura
na (4
8%)
Dolip
rane
(29%
)Do
lipra
ne (3
7%)
Aspi
rin (3
3%)
Aspi
rin (3
4%)
Algo
pyrin
(32%
)Al
gopy
rin (3
2%)
Krui
dvat
(6%
)Kr
uidv
at (9
%)
Cold
Rem
edy
Aspi
rin (3
6%)
Aspi
rin (2
7%)
Vick
s (1
0%)
Vick
s (1
1%)
Brom
hexi
n (1
6%)
Brom
hexi
n (2
6%)
Resi
lar (
27%
)Re
sila
r (21
%)
Actif
ed (9
%)
Vick
s (1
2%)
Wic
k (3
2%)
Wic
k (3
2%)
Cold
rex
(23%
)Co
ldre
x (2
0%)
A Vo
gel (
12%
)A
Voge
l (15
%)
Hair
Care
Schw
arzk
opf (
13%
)Sc
hwar
zkop
f (14
%)
L'Or
éal (
16%
)Ga
rnie
r (13
%)
Schw
arzk
opf (
17%
)Av
on (1
5%)
Elvi
tal (
13%
)El
vita
l (13
%)
L'Or
éal (
25%
)L'
Oréa
l (22
%)
Schw
arzk
opf (
14%
)Sc
hwar
zkop
f (14
%)
Scha
uma
(11%
)Sc
haum
a (1
5%)
Andr
elon
(22%
)An
drel
on (2
8%)
Cosm
etic
Nive
a (1
8%)
Nive
a (2
5%)
Nive
a (2
5%)
Nive
a (3
4%)
Avon
(36%
)Av
on (4
7%)
Lum
ene
(53%
)Lu
men
e (5
3%)
L'Or
éal (
24%
)Yv
es R
oche
r (28
%)
Yves
Roc
her (
16%
)Yv
es R
oche
r (17
%)
Avon
(35%
)Av
on (4
8%)
Nive
a (1
4%)
Yves
Roc
her (
11%
)
Skin
Car
eNi
vea
(54%
)Ni
vea
(56%
)Ni
vea
(41%
)Ni
vea
(45%
)Ni
vea
(31%
)Ni
vea
(30%
)Ni
vea
(27%
)Ni
vea
(27%
)Ni
vea
(29%
)Ni
vea
(41%
)Ni
vea
(47%
)Ni
vea
(46%
)Ni
vea
(30%
)Ni
vea
(36%
)Ni
vea
(33%
)Ni
vea
(36%
)
Soap
Pow
der
Pers
il (3
4%)
Pers
il (3
7%)
Dash
(35%
)Da
sh (4
1%)
Arie
l (40
%)
Arie
l (39
%)
Omo
(35%
)Om
o (3
4%)
Arie
l (30
%)
Arie
l (31
%)
Pers
il (3
5%)
Pers
il (3
8%)
Arie
l (46
%)
Arie
l (43
%)
Arie
l (29
%)
Arie
l (27
%)
Brea
kfas
t Cer
eal
Kello
gg's
(50%
)Ke
llogg
's (5
6%)
Kello
gg's
(75%
)Ke
llogg
's (8
7%)
Opav
ia (3
6%)
Nest
lé (3
9%)
Kello
gg's
(51%
)Ke
llogg
's (5
5%)
Kello
gg's
(58%
)Ke
llogg
's (6
4%)
Kello
gg's
(57%
)Ke
llogg
's (6
1%)
Cerb
ona
(43%
)Ce
rbon
a (4
3%)
Kello
gg's
(28%
)Ke
llogg
's (3
9%)
Catego
ryPo
land
Portug
alRo
man
iaRu
ssia
Spain
Swed
enSw
itzerland
UK
2010
2009
2010
2009
2010
2009
2010
2009
2010
2009
2010
2009
2010
2009
2010
2009
Car
Opel
(11%
)Vo
lksw
agen
(13%
)To
yota
(19%
)M
erce
des
(17%
)Da
cia
(17%
)M
erce
des
(16%
)To
yota
(16%
)To
yota
(24%
)M
erce
des
(13%
)M
erce
des
(14%
)Vo
lvo
(33%
)Vo
lvo
(29%
)VW
(14%
)VW
(12%
)Fo
rd (1
5%)
Ford
(16%
)
Kitc
hen
Appl
ianc
eBo
sch
(16%
)Am
ica
(18%
)M
iele
(36%
)M
iele
(16%
)Ph
ilips
(25%
)Ph
ilips
(20%
)Bo
sch
(28%
)Sa
msu
ng (2
4%)
Fago
r (18
%)
Bosc
h (2
0%)
Elec
trolu
x (4
4%)
Elec
trolu
x (4
1%)
Mie
le (2
4%)
Mie
le (2
2%)
Hotp
oint
(21%
)Ho
tpoi
nt (2
0%)
PCTo
shib
a (1
6%)
Tosh
iba
(23%
)HP
(35%
)HP
(30%
)De
ll (1
7%)
Dell
(19%
)As
us (1
4%)
Sam
sung
(24%
)HP
(28%
)HP
(29%
)De
ll (2
4%)
Dell
(33%
)De
ll (2
8%)
Dell
(25%
)De
ll (3
7%)
Dell
(38%
)
Mob
ile P
hone
Han
dset
Noki
a (5
5%)
Noki
a (6
9%)
Noki
a (6
8%)
Noki
a (7
3%)
Noki
a (7
2%)
Noki
a (7
2%)
Noki
a (5
3%)
Noki
a (5
0%)
Noki
a (6
2%)
Noki
a (5
7%)
Sony
Eric
sson
(46%
)No
kia
(48%
)No
kia
(65%
)No
kia
(65%
)No
kia
(46%
)No
kia
(45%
)
Mob
ile P
hone
Net
wor
kOr
ange
(32%
)Pl
us (3
4%)
TMN
(49%
)TM
N (4
5%)
Voda
fone
(45%
)Vo
dafo
ne (4
9%)
MTS
(35%
)M
TS (3
7%)
Mov
ista
r (56
%)
Mov
ista
r (53
%)
Telia
(54%
)Te
lia (5
7%)
Swis
scom
(71%
)Sw
issc
om (7
0%)
Oran
ge (2
7%)
Oran
ge (2
3%)
Cam
era
Sony
(33%
)Ca
non
(27%
)Ca
non
(34%
)Ca
non
(33%
)Ca
non
(30%
)So
ny (3
2%)
Cano
n (3
3%)
Cano
n (2
6%)
Cano
n (2
3%)
Sony
(24%
)Ca
non
(40%
)Ca
non
(37%
)Ca
non
(34%
)Ca
non
(34%
)Ca
non
(22%
)Ca
non
(23%
)
Holid
ay C
ompa
nyOr
bis
Trav
el (3
6%)
Orbi
s Tr
avel
(40%
)Ab
reu
(64%
)Ab
reu
(72%
)Pa
rale
la 4
5 (1
6%)
Para
lela
45
(14%
)Te
z To
ur (2
0%)
Tez
Tour
(25%
)Vi
ajes
El C
orte
Ingl
és (3
3%)
Halc
ón V
iaje
s (2
6%)
Ving
(32%
)Vi
ng (3
5%)
Kuon
i (35
%)
Kuon
i (41
%)
Thom
son
(22%
)Th
omso
n (3
2%)
Bank
/Bui
ldin
g So
ciet
yPK
O BP
(23%
)PK
O BP
(33%
)CG
D (3
6%)
CGD
(35%
)BC
R (2
7%)
BRD
(29%
)Sb
erba
nk (5
6%)
Sber
bank
(53%
)BB
VA (1
5%)
La C
aixa
(17%
)Sw
edba
nk (3
6%)
Swed
bank
(39%
)Ra
iffei
sen
(32%
)Ra
iffei
sen
(29%
)Na
t Wes
t (15
%)
Lloy
ds T
SB (1
6%)
Cred
it Ca
rdVi
sa (8
0%)
Visa
(74%
)Vi
sa (5
6%)
Visa
(45%
)Vi
sa (3
6%)
Visa
(38%
)Vi
sa (7
9%)
Visa
(72%
)Vi
sa (7
9%)
Visa
(81%
)Vi
sa (6
2%)
Visa
(57%
)Vi
sa (3
9%)
Visa
(39%
)Ba
rcla
ycar
d (1
7%)
Barc
layc
ard
(19%
)
Insu
ranc
e Co
mpa
nyPZ
U (4
4%)
PZU
(54%
)Fi
delid
ade
Mun
dial
(22%
)Fi
delid
ade
(23%
)As
irom
(21%
)IN
G (2
6%)
RosG
osst
rah
(30%
)Ro
sGos
stra
kh (4
4%)
Map
fre (2
9%)
Map
fre (2
7%)
Läns
förs
äkrin
gar (
31%
)Lä
nsfö
rsäk
ringa
r (31
%)
Die
Mob
iliar
(33%
)Di
e M
obili
ar (3
0%)
Dire
ct L
ine
(9%
)Di
rect
Lin
e (1
0%)
Inte
rnet
Ser
vice
Pro
vide
rAl
legr
o (2
0%)
Neos
trada
TP
(27%
)Sa
po (4
5%)
Sapo
(38%
)RC
S &
RDS
(48%
)RC
S &
RDS
(48%
)Co
rbin
a (1
0%)
Com
star
(12%
)Te
lefó
nica
(55%
)Te
lefó
nica
(48%
)Te
lia (4
6%)
Telia
(50%
)Sw
issco
m/B
luew
in (6
0%)
Blue
win
(58%
)Vi
rgin
(26%
)BT
(24%
)
Petro
l Ret
aile
rPK
N Or
len
(40%
)PK
N Or
len
(52%
)Ga
lp (4
9%)
Galp
(60%
)Pe
trom
(42%
)Pe
trom
(38%
)Lu
koil
(32%
)Lu
koil
(51%
)Re
psol
YPF
(57%
)Re
psol
YPF
(64%
)OK
Q8 (2
5%)
OKQ8
(30%
)M
igro
l (20
%)
Mig
rol (
21%
)Te
sco
(25%
)Te
sco
(25%
)
Vita
min
sCe
ntru
m (2
2%)
Cent
rum
(25%
)Ce
ntru
m (7
4%)
Cent
rum
(77%
)Eu
rovi
ta (2
3%)
Euro
vita
(30%
)Co
mpl
ivit
(22%
)Al
favi
t (26
%)
Redo
xon
Com
plex
(21%
)Ph
arm
aton
(30%
)AC
O (1
7%)
ACO
(16%
)Bu
rger
stei
n (1
5%)
Burg
erst
ein
(19%
)Bo
ots
(23%
)Bo
ots
(17%
)
Pain
Rel
ief
Apap
(35%
)Ap
ap (3
9%)
Ben-
U-Ro
n (3
2%)
Ben-
U-Ro
n (4
0%)
Algo
calm
in (3
2%)
Algo
calm
in (3
3%)
Pent
algi
n (1
6%)
Pent
algi
n (3
0%)
Aspi
rina
(25%
)As
pirin
a (3
2%)
Alve
don
(38%
)Al
vedo
n (3
7%)
Dafa
lgan
(27%
)As
pirin
(24%
)Nu
rofe
n (2
1%)
Nuro
fen
(23%
)
Cold
Rem
edy
Grip
ex (3
5%)
Grip
ex (4
0%)
Biso
lvon
(49%
)Bi
solv
on (4
2%)
Nuro
fen
(28%
)Nu
rofe
n (3
2%)
Tera
flu (1
3%)
Cold
rex
(24%
)Fr
enad
ol (3
2%)
Fren
adol
(31%
)Ka
n Ja
ng (2
0%)
Kan
Jang
(18%
)Ne
o Ci
tran
(20%
)Ne
o Ci
tran
(20%
)Be
echa
ms
(23%
)Be
echa
ms
(25%
)
Hair
Care
Nive
a (1
6%)
L'Or
éal (
14%
)Pa
nten
e (4
4%)
Pant
ene
(42%
)He
ad &
Sho
ulde
rs (1
4%)
Head
& S
houl
ders
(17%
)Pa
nten
e (1
2%)
Pant
ene
(15%
)Pa
nten
e Pr
o-V
(21%
)Pa
nten
e Pr
o-V
(27%
)W
ella
(21%
)W
ella
(20%
)L'
Oréa
l (14
%)
Nive
a (1
5%)
Head
& S
houl
ders
(14%
)Hea
d &
Shou
lder
s (1
3%)
Cosm
etic
Nive
a (1
7%)
Avon
(20%
)Ni
vea
(26%
)Ni
vea
(37%
)Ni
vea
(18%
)Ni
vea
(19%
)Av
on (2
0%)
Avon
(27%
)L'
Oréa
l (18
%)
L'Or
éal (
18%
)Yv
es R
oche
r (20
%)
Yves
Roc
her (
18%
)Ni
vea
(21%
)Ni
vea
(21%
)Bo
ots
(21%
)Bo
ots
(20%
)
Skin
Car
eNi
vea
(44%
)Ni
vea
(41%
)Ni
vea
(29%
)Ni
vea
(32%
)Ni
vea
(38%
)Ni
vea
(37%
)Ni
vea
(12%
)Ni
vea
(17%
)Ni
vea
(34%
)Ni
vea
(29%
)Ni
vea
(22%
)Ni
vea
(21%
)Ni
vea
(49%
)Ni
vea
(52%
)Ni
vea
(18%
)Ni
vea
(17%
)
Soap
Pow
der
Vizi
r (34
%)
Vizi
r (35
%)
Skip
(68%
)Sk
ip (6
4%)
Arie
l (58
%)
Arie
l (62
%)
Arie
l (23
%)
Tide
(31%
)Ar
iel (
44%
)Ar
iel (
41%
)Vi
a (4
7%)
Via
(40%
)To
tal (
20%
)To
tal (
22%
)Pe
rsil
(24%
)Pe
rsil
(24%
)
Brea
kfas
t Cer
eal
Nest
lé (8
9%)
Nest
lé (9
2%)
Nest
lé (3
8%)
Nest
lé (3
5%)
Nest
lé (5
9%)
Nest
lé (5
9%)
Nest
lé (4
3%)
Nest
lé (4
0%)
Kello
gg's
(71%
)Ke
llogg
's (6
5%)
Kello
gg's
(39%
)Ke
llogg
's (3
7%)
Kello
gg's
(61%
)Ke
llogg
's (6
3%)
Kello
gg's
(49%
)Ke
llogg
's (4
5%)
13www.rdtrustedbrands.com
Co
mp
aris
on
of
win
ning
bra
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ove
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yea
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2010
2009
2008
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Aus
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iele
Mie
leM
iele
Mie
le
Hun
gar
yB
osch
Zan
ussi
Zan
ussi
Zan
ussi
Whi
rlpoo
lW
hirlp
ool
Whi
rlpoo
lW
hirlp
ool
Mou
linex
Mou
linex
Net
herl
and
sM
iele
Mie
leM
iele
Mie
leM
iele
Phi
lips
Phi
lips
Phi
lips
Phi
lips
Phi
lips
Po
land
Bos
chA
mic
aA
mic
aA
mic
aA
mic
aA
mic
aA
mic
aA
mic
aA
mic
aP
olar
Po
rtug
alM
iele
Mie
leM
iele
Mie
leM
iele
Mie
leM
iele
Mie
leM
oulin
exM
iele
Ro
man
iaP
hilip
sP
hilip
sP
hilip
sA
rctic
Cou
ntry
not
incl
uded
Rus
sia
Bos
chS
amsu
ngS
amsu
ngS
amsu
ngB
osch
Bos
chB
osch
Bos
chB
osch
Bos
ch
Sp
ain
Fago
rB
osch
Fago
rB
osch
Fago
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gor
Fago
rFa
gor
Fago
rB
osch
Sw
eden
Ele
ctro
lux
Ele
ctro
lux
Ele
ctro
lux
Cou
ntry
not
incl
uded
E
lect
rolu
xE
lect
rolu
xE
lect
rolu
x
Sw
itze
rlan
dM
iele
Mie
leM
iele
Mie
leM
iele
Mie
leV-
Zug
Mie
leM
iele
Mie
le
UK
Hot
poi
ntH
otp
oint
Hot
poi
ntH
otp
oint
Hot
poi
ntH
otp
oint
Hot
poi
ntH
otp
oint
Hot
poi
ntH
otp
oint
Results - the Trusted Brands Comparison of winning brands over 10 years
14www.rdtrustedbrands.com
Results - the Trusted Brands Comparison of winning brands over 10 years
Co
mp
aris
on
of
win
ning
bra
nds
ove
r 10
yea
rsP
erso
nal C
om
put
er20
1020
0920
0820
0720
0620
0520
0420
0320
0220
01A
ustr
iaH
PH
PH
PIB
MIB
M
IBM
IBM
IBM
Bel
giu
mH
P C
omp
aqH
P C
omp
aqH
P C
omp
aqH
P C
omp
aqH
P C
omp
aqD
ell
Com
paq
Com
paq
Com
paq
Com
paq
Cze
chA
cer
HP
Ace
rA
cer
Bra
veIB
MIn
tel
Inte
lIn
tel
IBM
Finl
and
HP
HP
HP
HP
HP
HP
Hew
lett
Pac
kard
Com
paq
IBM
IBM
Fran
ceH
PH
P C
omp
aqH
P C
omp
aqH
PH
PH
PH
ewle
tt P
acka
rdH
ewle
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acka
rdIB
MH
ewle
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acka
rd
Ger
man
yFu
jitsu
Sie
men
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itsu
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itsu
Sie
men
sFuj
itsu
Sie
men
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men
sS
iem
ens
Sie
men
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iem
ens
Sie
men
sS
iem
ens
Hun
gar
yA
sus
HP
Com
paq
Leno
voLe
novo
IBM
IBM
IBM
IBM
IBM
IBM
Net
herl
and
sH
P C
omp
aqH
P C
omp
aqH
P C
omp
aqH
P C
omp
aqH
P C
omp
aqD
ell
Del
lC
omp
aqC
omp
aqC
omp
aq
Po
land
Tosh
iba
Tosh
iba
Tosh
iba
IBM
IBM
IBM
IBM
IBM
IBM
IBM
Po
rtug
alH
PH
PH
PH
PH
PH
PC
omp
aqC
omp
aqC
omp
aqIB
M
Ro
man
iaD
ell
Del
lIB
MIB
MC
ount
ry n
ot in
clud
ed
Rus
sia
Asu
sS
amsu
ngS
amsu
ngS
amsu
ngS
amsu
ngS
amsu
ngS
amsu
ngIB
MIB
MIB
M
Sp
ain
HP
HP
HP
HP
HP
IBM
IBM
IBM
IBM
IBM
Sw
eden
Del
lD
ell
Del
lC
ount
ry n
ot in
clud
ed
Del
lC
omp
aqIB
M
Sw
itze
rlan
dD
ell
Del
lD
ell
Del
lD
ell
Del
lD
ell
Com
paq
Com
paq
Com
paq
UK
Del
lD
ell
Del
lD
ell
Del
lD
ell
Del
lD
ell
Del
lH
ewle
tt P
acka
rd
Inte
rnet
ser
vice
pro
vid
erIn
tern
et d
ot
com
2010
2009
2008
2007
2006
2005
2004
2003
2002
2001
Aus
tria
Tele
kom
Aus
tria
Tele
kom
Aus
tria
A-O
nlin
eA
-Onl
ine
A-O
nlin
eC
hello
AO
NC
hello
Bel
giu
mTe
lene
tB
elga
com
Tele
net
Bel
gaco
mB
elga
com
Tele
net
Tele
net
Tele
net
Bel
gaco
mB
elga
com
Cze
chS
ezna
mS
ezna
mS
ezna
mS
ezna
mS
ezna
mS
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mS
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scal
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ezna
mC
onta
ctel
Finl
and
Son
era
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era
Elis
aE
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y H
all
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lN
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anad
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man
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Onl
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gle
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LA
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gar
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(KP
N)
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gro
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da
TPO
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man
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& R
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CS
& R
DS
RD
SC
ount
ry n
ot in
clud
ed
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sia
Cor
bin
aC
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arC
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TU (I
ntel
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TU In
form
MTU
Info
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Info
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ain
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a
Sw
eden
Telia
Telia
Telia
Cou
ntry
not
incl
uded
Te
liaB
ol.C
omTe
lia
Sw
itze
rlan
dS
wis
scom
/B
luew
inB
luew
inB
luew
inB
luew
inB
luew
inB
luew
inB
luew
inB
luew
inB
luew
inB
luew
in
UK
Virg
inB
TV
irgin
BT
AO
L A
OL
AO
LA
OL
AO
LA
OL
This
cat
egor
y w
as a
men
ded
in 2
006
from
Inte
rnet
/Dot
Com
to
Inte
rnet
Ser
vice
Pro
vid
er
15www.rdtrustedbrands.com
Results - the Trusted Brands Comparison of winning brands over 10 years
Co
mp
aris
on
of
win
ning
bra
nds
ove
r 10
yea
rsM
ob
ile p
hone
han
dse
t20
1020
0920
0820
0720
0620
0520
0420
0320
0220
01A
ustr
iaN
okia
Nok
iaN
okia
Nok
iaN
okia
Nok
iaN
okia
Nok
ia
Bel
giu
mN
okia
Nok
iaN
okia
Nok
iaN
okia
Nok
iaN
okia
Nok
iaN
okia
Nok
ia
Cze
chN
okia
Nok
iaN
okia
Nok
iaN
okia
Nok
iaN
okia
Nok
iaN
okia
Nok
ia
Finl
and
Nok
iaN
okia
Nok
iaN
okia
Nok
iaN
okia
Nok
iaN
okia
Nok
iaN
okia
Fran
ceS
amsu
ngN
okia
Nok
iaN
okia
Nok
iaN
okia
Nok
iaN
okia
Nok
iaN
okia
Ger
man
yN
okia
Nok
iaN
okia
Nok
iaN
okia
Nok
iaN
okia
Nok
iaN
okia
Nok
ia
Hun
gar
yN
okia
Nok
iaN
okia
Nok
iaN
okia
Nok
iaN
okia
Nok
iaN
okia
Nok
ia
Net
herl
and
sN
okia
Nok
iaN
okia
Nok
iaN
okia
Nok
iaN
okia
Nok
iaN
okia
Nok
ia
Po
land
Nok
iaN
okia
Nok
iaN
okia
Nok
iaN
okia
Nok
iaN
okia
Nok
iaN
okia
Po
rtug
alN
okia
Nok
iaN
okia
Nok
iaN
okia
Nok
iaN
okia
Nok
iaN
okia
Nok
ia
Rom
ania
Nok
iaN
okia
Nok
iaN
okia
Cou
ntry
not
incl
uded
Rus
sia
Nok
iaN
okia
Nok
iaN
okia
Nok
iaN
okia
Nok
iaN
okia
Nok
iaN
okia
Sp
ain
Nok
iaN
okia
Nok
iaN
okia
Nok
iaN
okia
Nok
iaN
okia
Nok
iaN
okia
Sw
eden
Son
y E
ricss
onN
okia
Nok
iaC
ount
ry n
ot in
clud
ed
Nok
iaN
okia
Nok
ia
Sw
itze
rlan
dN
okia
Nok
iaN
okia
Nok
iaN
okia
Nok
iaN
okia
Nok
iaN
okia
Nok
ia
UK
Nok
iaN
okia
Nok
iaN
okia
Nok
iaN
okia
Nok
iaN
okia
Nok
iaN
okia
Mo
bile
pho
ne
serv
ice
pro
vid
er20
1020
0920
0820
0720
0620
0520
0420
0320
0220
01A
ustr
iaA
1A
1A
1A
1A
1ca
tego
ry n
ot in
clud
ed
Bel
giu
mP
roxi
mus
Bel
gaco
mP
roxi
mus
Pro
xim
usP
roxi
mus
Cze
chT-
Mob
ileT-
Mob
ileO
2T-
Mob
ileT-
Mob
ile
Finl
and
Son
era
Son
era
Son
era
Son
era
Son
era
Fran
ceO
rang
eO
rang
eO
rang
eO
rang
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rang
e
Ger
man
yVo
daf
one
Vod
afon
eVo
daf
one
Vod
afon
eVo
daf
one
Hun
gar
yT-
Mob
ileT-
Mob
ileT-
Mob
ileT-
Mob
ileT-
Mob
ile
Net
herl
and
sK
PN
KP
NK
PN
KP
NK
PN
Po
land
Ora
nge
Plu
sE
RA
Ora
nge
Ora
nge
Po
rtug
alTM
NTM
NTM
NTM
NTM
N
Ro
man
iaVo
daf
one
Vod
afon
eVo
daf
one
Vod
afon
e/O
rang
eC
ount
ry n
ot in
clud
ed
Rus
sia
MTS
MTS
MTS
Bee
line
MTS
Sp
ain
Mov
ista
rM
ovis
tar
Mov
ista
rM
ovis
tar
Mov
ista
r
Sw
eden
Telia
Telia
Telia
Cou
ntry
not
incl
uded
Sw
itze
rlan
dS
wis
scom
Sw
issc
omS
wis
scom
Sw
issc
omS
wis
scom
UK
Ora
nge
Ora
nge
O2
O2
Ora
nge
This
cat
egor
y w
as in
clud
ed in
all
coun
trie
s fo
r th
e fir
st t
ime
in 2
006
16www.rdtrustedbrands.com
Results - the Trusted Brands Comparison of winning brands over 10 years
Co
mp
aris
on
of
win
ning
bra
nds
ove
r 10
yea
rsC
amer
a20
1020
0920
0820
0720
0620
0520
0420
0320
0220
01A
ustr
iaC
anon
Can
onC
anon
Can
onC
anon
Can
onC
anon
Can
on
Bel
giu
mC
anon
Can
onC
anon
Can
onC
anon
Can
onC
anon
Can
onC
anon
Can
on
Cze
chO
lym
pus
Oly
mp
usO
lym
pus
Oly
mp
usO
lym
pus
Oly
mp
usO
lym
pus
Oly
mp
usO
lym
pus
Oly
mp
us
Finl
and
Can
onC
anon
Can
onC
anon
Can
onC
anon
Can
onC
anon
Can
onC
anon
Fran
ceC
anon
Can
onC
anon
Can
onC
anon
Can
onC
anon
Can
onC
anon
Can
on
Ger
man
yC
anon
Can
onC
anon
Can
onC
anon
Can
onC
anon
Can
onC
anon
Can
on
Hun
gar
yC
anon
Can
onC
anon
Can
onC
anon
Can
onC
anon
Can
onC
anon
Can
on
Net
herl
and
sC
anon
Can
onC
anon
Can
onC
anon
Can
onC
anon
Can
onC
anon
Can
on
Po
land
Son
yC
anon
Son
yS
ony
Son
yS
ony
Son
yS
ony
Son
yS
ony
Po
rtug
alC
anon
Can
onC
anon
Can
onC
anon
Can
onC
anon
Can
onC
anon
Can
on
Ro
man
iaC
anon
Son
yS
ony
Son
yC
ount
ry n
ot in
clud
ed
Rus
sia
Can
onC
anon
Can
onK
odak
Kod
akK
odak
Kod
akK
odak
Son
yK
odak
Sp
ain
Can
onS
ony
Can
onC
anon
Son
yS
ony
Son
yS
ony
Son
yN
ikon
Sw
eden
Can
onC
anon
Can
onC
ount
ry n
ot in
clud
ed
Can
onC
anon
Can
on
Sw
itze
rlan
dC
anon
Can
onC
anon
Can
onC
anon
Min
olta
Can
onC
anon
Can
on/M
inol
taC
anon
UK
Can
onC
anon
Can
onC
anon
Can
onC
anon
Can
onC
anon
Can
onC
anon
Ho
liday
co
mp
any/
tour
op
erat
or
2010
2009
2008
2007
2006
2005
2004
2003
2002
2001
Aus
tria
Tui
Tui
Tui
Tui
Tui
Tui
Tui
Tui
Bel
giu
mN
ecke
rman
nN
ecke
rman
nN
ecke
rman
nN
ecke
rman
nN
ecke
rman
nN
ecke
rman
nN
ecke
rman
nN
ecke
rman
nN
ecke
rman
nN
ecke
rman
n
Cze
chC
edok
Ced
okC
edok
Ced
okC
edok
Ced
okFi
sche
rFi
sche
rFi
sche
rFi
sche
r
Finl
and
Aur
inko
mat
katA
urin
kom
atka
tAur
inko
mat
kat
Aur
inko
mat
katA
urin
kom
atka
tAur
inko
mat
kat
Aur
inko
mat
kat
Aur
inko
mat
kat
Aur
inko
mat
kat
Aur
inko
mat
kat
Fran
ceP
ierr
e E
t P
ierr
e E
tFr
amFr
amC
lub
Fr
amFr
amC
lub
C
lub
Clu
b
Vaca
nces
-
Vaca
nces
-
Méd
iterr
anée
Méd
iterr
anée
Méd
iterr
anée
Méd
iterr
anée
Mae
vaM
aeva
Ger
man
yTu
iTu
iTu
iTu
iTu
iTu
iTu
iTu
iTu
iTu
i
Hun
gar
yIb
usz
Ibus
zIb
usz
Ibus
zIb
usz
Ibus
zIb
usz
Ibus
zIb
usz
Ibus
z
Net
herl
and
sD
-Rei
zen
D-R
eize
nD
-Rei
zen
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eize
nD
-Rei
zen
D-R
eize
nD
-Rei
zen
D-R
eize
nH
olla
nd
Hol
land
Inte
rnat
iona
lIn
tern
atio
nal
Po
land
Orb
is T
rave
lO
rbis
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vel
Orb
is T
rave
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Orb
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rave
lO
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Tra
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rave
lO
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Orb
is T
rave
lO
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Tra
vel
Po
rtug
alA
bre
uA
bre
uA
bre
uA
bre
uA
bre
uA
bre
uA
bre
uA
bre
uA
bre
uA
bre
u
Ro
man
iaP
aral
ela
45P
aral
ela
45A
tlass
ibA
tlass
ibC
ount
ry n
ot in
clud
ed
Rus
sia
Tez
Tour
Tez
Tour
Tez
Tour
Nev
aN
eva
Nev
aN
eva
Nev
aN
eva
Nev
a
Sp
ain
Via
jes
El
Hal
cón
Via
jes
Hal
cón
Via
jes
Hal
cón
Via
jes
Hal
cón
Via
jes
Hal
cón
Via
jes
Hal
cón
Via
jes
Hal
cón
Via
jes
Hal
cón
Via
jes
Hal
cón
Via
jes
Sw
eden
Cor
te In
glés
Vin
gV
ing
Vin
gC
ount
ry n
ot in
clud
ed
Vin
gV
ing
Vin
g
Sw
itze
rlan
dK
uoni
Kuo
niK
uoni
Kuo
niK
uoni
Kuo
niK
uoni
Kuo
niK
uoni
Kuo
ni
UK
Thom
son
Thom
son
Thom
son
Thom
son
Thom
son
Thom
son
Thom
son
Thom
son
Thom
son
Thom
son
17www.rdtrustedbrands.com
Results - the Trusted Brands Comparison of winning brands over 10 years
Co
mp
aris
on
of
win
ning
bra
nds
ove
r 10
yea
rs
Ban
k/B
uild
ing
So
ciet
y20
1020
0920
0820
0720
0620
0520
0420
0320
0220
01A
ustr
iaR
aiffe
isen
R
aiffe
isen
R
aiffe
isen
R
aiffe
isen
R
aiffe
isen
R
aiffe
isen
S
park
asse
Rai
ffeis
en
Bel
gium
KB
CFo
rtis
Fort
isFo
rtis
Fort
isFo
rtis
Fort
isFo
rtis
Fort
isFo
rtis
Cze
chC
eska
C
eska
Ces
kaC
eska
Ces
kaC
eska
Ces
kaC
eska
Ces
kaC
eska
Spo
ritel
naS
porit
elna
Spo
ritel
naS
porit
elna
Spo
ritel
naS
porit
elna
Spo
ritel
naS
porit
elna
Spo
ritel
naS
porit
elna
Finl
and
Osu
uspa
nkki
Osu
uspa
nkki
Osu
uspa
nkki
Osu
uspa
nkki
Osu
uspa
nkki
Osu
uspa
nkki
Osu
uspa
nkki
Osu
uspa
nkki
Osu
uspa
nkki
Osu
uspa
nkki
Fran
ceC
rédi
t Agr
icol
eC
rédi
t Agr
icol
eC
rédi
t Agr
icol
eC
rédi
t Agr
icol
eC
rédi
t Agr
icol
eC
rédi
t Agr
icol
eC
rédi
t Agr
icol
eC
rédi
t Agr
icol
eC
rédi
t Agr
icol
eC
rédi
t Agr
icol
e
Ger
man
yS
park
asse
Spa
rkas
seS
park
asse
Spa
rkas
seS
park
asse
Spa
rkas
seS
park
asse
Spa
rkas
seS
park
asse
Spa
rkas
se
Hun
gary
OTP
Ban
kO
TP B
ank
OTP
Ban
kO
TP
OTP
OTP
OTP
OTP
OTP
OTP
Net
herla
nds
Rab
oban
kR
abob
ank
Rab
oban
kR
abob
ank
Rab
oban
kR
abob
ank
Rab
oban
kR
abob
ank
Rab
oban
kR
abob
ank
Pol
and
PK
O B
PP
KO
BP
PK
O B
PP
KO
BP
PK
O B
PP
KO
BP
PK
O B
PP
KO
BP
PK
O B
PP
KO
BP
Por
tuga
lC
GD
CG
DC
GD
CG
DC
GD
CG
DC
GD
CG
DC
GD
CG
D
Rom
ania
BC
RB
RD
BC
RB
CR
Cou
ntry
not
incl
uded
Rus
sia
Sbe
rban
kS
berb
ank
Sbe
rban
kS
berb
ank
Sbe
rban
k S
berb
ank
Sbe
rban
kS
berb
ank
Sbe
rban
kR
ussi
an S
avin
gs
Ban
k
Spa
inB
BVA
La C
aixa
La C
aixa
BB
VAB
BVA
BB
VAB
BVA
BB
VAB
BVA
BB
VA
Sw
eden
Sw
edba
nkS
wed
bank
Sw
edba
nkC
ount
ry n
ot in
clud
ed
Före
ning
sSpa
rban
kenF
ören
ings
Spa
rban
kenF
ören
ings
Spa
rban
ken
Sw
itzer
land
Rai
ffeis
enR
aiffe
isen
Rai
ffeis
enR
aiffe
isen
Rai
ffeis
enK
anto
nalb
anke
n K
anto
nalb
anke
n
Rai
ffeis
enR
aiffe
isen
Rai
ffeis
en
UK
Nat
Wes
tLl
oyds
TS
BLl
oyds
TS
BLl
oyds
TS
BLl
oyds
TS
BLl
oyds
TS
BLl
oyds
TS
BLl
oyds
TS
BLl
oyds
TS
BLl
oyds
TS
B
Insu
ranc
e co
mp
any
2010
2009
2008
2007
2006
2005
2004
2003
2002
2001
Aus
tria
Uni
qaU
niqa
Uni
qaU
niqa
Uni
qa
Uni
qaU
niqa
Uni
qaC
ateg
ory
not
incl
uded
Bel
giu
mA
xaA
xaA
xaA
xaA
xaA
xaA
xaA
xaA
xa
Cze
chC
eska
C
eska
Ces
kaC
eska
Ces
kaC
eska
Ces
kaC
eska
Poj
isto
vna
Poj
isto
vna
Poj
isto
vna
Poj
isto
vna
Poj
isto
vna
Poj
isto
vna
Poj
isto
vna
Poj
isto
vna
Finl
and
IfTa
piol
aTa
piol
aTa
piol
aTa
piol
aTa
piol
aTa
piol
aS
ampo
Sam
po
Fran
ceA
xaA
xaM
acif
Axa
Axa
Mac
ifA
xaA
xaM
acif
Ger
man
yA
llian
zA
llian
zA
llian
zA
llian
zA
llian
zA
llian
zA
llian
zA
llian
zA
llian
z
Hun
gar
yA
llian
zA
llian
zA
llian
zA
llian
zA
llian
zA
llian
zA
llian
zA
llian
zA
llian
z
Net
herl
and
sIn
terp
olis
Inte
rpol
isIn
terp
olis
Inte
rpol
isIn
terp
olis
Uni
véIn
terp
olis
Nat
iona
le N
eder
land
enA
egon
Po
land
PZ
UP
ZU
PZ
UP
ZU
PZ
UP
ZU
PZ
UP
ZU
PZ
U
Po
rtug
alFi
delid
ade
Mun
dial
Fide
lidad
eFi
delid
ade
Fide
lidad
eFi
delid
ade
Fide
lidad
eFi
delid
ade
Fide
lidad
eFi
delid
ade
Ro
man
iaA
siro
mIN
GA
siro
mA
siro
mC
ount
ry n
ot in
clud
ed
Rus
sia
Ros
Gos
stra
hR
osG
osst
rakh
Ros
Gos
stra
khR
osG
osst
rakh
Ros
sgos
stra
khR
osno
Ros
noR
osno
Ros
no
Sp
ain
Map
fre
Map
fre
Map
fre
Map
fre
Map
fre
Map
fre
Map
fre
Map
fre
Map
fre
Sw
eden
Läns
förs
äkrin
garL
änsf
örsä
krin
garL
änsf
örsä
krin
gar
Cou
ntry
not
incl
uded
Län
sför
säkr
inga
rFo
lksa
m
Sw
itzer
land
Die
Mob
iliar
Die
Mob
iliar
Die
Mob
iliar
Die
Mob
iliar
Mob
iliar
Sch
wei
zMob
iliar
Sch
wei
z M
obili
ar S
chw
eizM
obili
ar S
chw
eiz
Win
tert
hur
UK
Dire
ct L
ine
Dire
ct L
ine
Nor
wic
h U
nion
Nor
wic
h U
nion
Nor
wic
h U
nion
Nor
wic
h U
nion
Nor
wic
h U
nion
Pru
dent
ial
Pru
dent
ial
18www.rdtrustedbrands.com
Results - the Trusted Brands Comparison of winning brands over 10 years
Co
mp
aris
on
of
win
ning
bra
nds
ove
r 10
yea
rs
Pet
rol r
etai
ler
2010
2009
2008
2007
2006
2005
2004
2003
2002
2001
Aus
tria
OM
VO
MV
OM
VO
MV
OM
VO
MV
OM
VO
MV
Cat
egor
y no
t in
clud
ed
Bel
giu
mTo
tal
Ess
oS
hell
Ess
oE
sso
She
llS
hell
She
llE
sso
Cze
chS
hell
She
llS
hell
She
llA
ral
Ara
lA
ral
Ara
lA
ral
Finl
and
AB
CA
BC
AB
CN
este
Nes
teN
este
Nes
teN
este
Nes
te
Fran
ceTo
tal
Tota
lTo
tal
Tota
lTo
tal
Tota
lTo
tal
Tota
lTo
tal
Ger
man
yA
ral
Ara
lA
ral
Ara
lA
ral
Ara
lA
ral
Ara
lA
ral
Hun
gar
yM
olM
olM
olM
olM
olM
olM
olM
olM
ol
Net
herl
and
sS
hell
She
llS
hell
She
llS
hell
She
llS
hell
She
llS
hell
Po
land
PK
N O
rlen
PK
N O
rlen
PK
N O
rlen
PK
N O
rlen
PK
N O
rlen
PK
N O
rlen
PK
N O
rlen
PK
N O
rlen
PK
N O
rlen
Po
rtug
alG
alp
Gal
pG
alp
Gal
pG
alp
Gal
pG
alp
Gal
pG
alp
Ro
man
iaP
etro
mP
etro
mP
etro
mP
etro
mC
ount
ry n
ot in
clud
ed
Rus
sia
Luko
ilLu
koil
Luko
ilLu
koil
Luko
ilTN
KTN
KN
este
Luko
il
Sp
ain
Rep
sol Y
PF
Rep
sol Y
PF
Rep
sol Y
PF
Rep
sol Y
PF
Rep
sol Y
PF
Rep
sol Y
PF
Rep
sol Y
PF
Rep
sol Y
PF
Rep
sol Y
PF
Sw
eden
OK
Q8
OK
Q8
Sta
toil
Cou
ntry
not
incl
uded
Sta
toil
Sta
toil
Sw
itze
rlan
dM
igro
lM
igro
lS
hell
She
llS
hell
She
llS
hell
She
llS
hell
UK
Tesc
oTe
sco
Tesc
oTe
sco
Tesc
oTe
sco
Tesc
oE
sso
Ess
o
Co
ugh/
cold
rem
edy
2010
2009
2008
2007
2006
2005
2004
2003
2002
2001
Aus
tria
Asp
irin
Asp
irin
Asp
irin
Asp
irin
Asp
irin
Asp
irin
Asp
irin
Wic
k
Bel
giu
mV
icks
Vic
ksV
icks
Vic
ksV
icks
Vic
ksV
icks
Act
ifed
Act
ifed
Sed
ergi
ne
Cze
chB
rom
hexi
nB
rom
hexi
nB
rom
hexi
nB
rom
hexi
nB
rom
hexi
nB
rom
hexi
nB
rom
hexi
nB
rom
hexi
nB
rom
hexi
nB
rom
hexi
n
Finl
and
Res
ilar
Res
ilar
Silo
mat
Silo
mat
Silo
mat
Silo
mat
Silo
mat
Cod
esan
Silo
mat
Silo
mat
Fran
ceA
ctife
dV
icks
Act
ifed
Hum
exH
umex
Act
ifed
Act
ifed
Act
ifed
Vic
ksA
ctife
d
Ger
man
yW
ick
Wic
kW
ick
Wic
kW
ick
Wic
kW
ick
Wic
kW
ick
Wic
k
Hun
gar
yC
old
rex
Col
dre
xN
eo C
itran
Col
dre
xN
eoC
itran
Col
dre
xC
old
rex
Col
dre
xC
old
rex
Col
dre
x
Net
herl
and
sA
Vog
elA
Vog
elA
Vog
el
A V
ogel
A V
ogel
A V
ogel
A V
ogel
A V
ogel
A V
ogel
No
win
ner
Po
land
Grip
exG
ripex
Grip
exG
ripex
Asp
irin/
Grip
exG
ripex
Asp
irin
Asp
irin
Asp
irin
Bay
er
Po
rtug
alB
isol
von
Bis
olvo
nB
isol
von
Bis
olvo
nB
isol
von
Bis
olvo
nB
isol
von
Bis
olvo
nA
ntig
ripp
ine
Ant
igrip
pin
e
Ro
man
iaN
urof
enN
urof
enN
urof
enN
urof
enC
ount
ry n
ot in
clud
ed
Rus
sia
Tera
fluC
old
rex
Bro
mhe
xin
Dr
Mom
Dr
Mom
Dr
Mom
Dr
Mom
Dr
Mom
Dr
Mom
Dr
Mom
Sp
ain
Fren
adol
Fren
adol
Fren
adol
Fren
adol
Fren
adol
Fren
adol
Fren
adol
Fren
adol
Fren
adol
Fren
adol
Sw
eden
Kan
Jan
gK
an J
ang
Kan
Jan
gC
ount
ry n
ot in
clud
ed
Nos
kap
in/M
ollip
ect
Nos
kap
inK
ang
Jang
Sw
itze
rlan
dN
eo C
itran
Neo
Citr
anN
eo C
itran
Neo
Citr
anN
eoC
itran
Neo
Citr
anN
eoC
itran
Neo
Citr
anN
eoC
itran
Neo
Citr
an
UK
Bee
cham
sB
eech
ams
Bee
cham
sB
eech
ams
Bee
cham
sB
eech
ams
Ben
ylin
Lem
sip
Bee
cham
sB
eech
ams
19www.rdtrustedbrands.com
Results - the Trusted Brands Comparison of winning brands over 10 years
Co
mp
aris
on
of
win
ning
bra
nds
ove
r 10
yea
rs
Ana
lges
ic/p
ain
relie
f20
1020
0920
0820
0720
0620
0520
0420
0320
0220
01A
ustr
iaA
spiri
nA
spiri
nA
spiri
nA
spiri
nA
spiri
nA
spiri
nA
spiri
nA
spiri
n
Bel
giu
mD
afal
gan
Daf
alga
nD
afal
gan
Daf
alga
nD
afal
gan
Daf
alga
nD
afal
gan
Daf
alga
nN
urof
enD
afal
gan
Cze
chIb
algi
nIb
algi
nIb
algi
nIb
algi
nIb
algi
nIb
algi
nIb
algi
n Le
civa
Ib
algi
n Le
civa
Ibup
rofe
nB
rufe
n
Finl
and
Bur
ana
Bur
ana
Bur
ana
Bur
ana
Bur
ana
Bur
ana
Bur
ana
Bur
ana
Bur
ana
Bur
ana
Fran
ceD
olip
rane
Dol
ipra
neD
olip
rane
Dol
ipra
neD
olip
rane
Dol
ipra
neD
olip
rane
Dol
ipra
neD
olip
rane
Dol
ipra
ne
Ger
man
yA
spiri
nA
spiri
nA
spiri
nA
spiri
nA
spiri
nA
spiri
nA
spiri
nA
spiri
nA
spiri
nA
spiri
n
Hun
gar
yA
lgop
yrin
Alg
opyr
inA
lgop
yrin
Alg
opyr
inA
lgop
yrin
A
lgop
yrin
Alg
opyr
inA
lgop
yrin
Alg
opyr
inA
lgop
yrin
Net
herl
and
sK
ruid
vat
Kru
idva
tK
ruid
vat
Kru
idva
tK
ruid
vat
Kru
idva
tK
ruid
vat
Par
acet
amol
Ale
veFi
nim
alK
ruid
vat
Po
land
Ap
apA
pap
Ap
apA
pap
Ap
apA
pap
Ap
apA
pap
Ap
apA
pap
Po
rtug
alB
en-U
-Ron
Ben
-U-R
onB
en-U
-Ron
Asp
irina
Ben
-U-R
onB
en-U
-Ron
Asp
irina
Asp
irina
Asp
irina
Asp
irina
Ro
man
iaA
lgoc
alm
inA
lgoc
alm
inA
lgoc
alm
inA
lgoc
alm
inC
ount
ry n
ot in
clud
ed
Rus
sia
Pen
talg
inP
enta
lgin
Pen
talg
inP
enta
lgin
Pen
talg
inA
nalg
inA
nalg
inA
nalg
inA
spiri
nA
nalg
in
Sp
ain
Asp
irina
Asp
irina
Asp
irina
Asp
irina
Asp
irina
A
spiri
naA
spiri
naA
spiri
naA
spiri
naG
eloc
atil
Sw
eden
Alv
edon
Alv
edon
Alv
edon
Cou
ntry
not
incl
uded
Alv
edon
Alv
edon
Alv
edon
Sw
itze
rlan
dD
afal
gan
Asp
irin
Daf
alga
nA
spiri
nA
spiri
nA
spiri
nA
spiri
nA
spiri
nA
spiri
nP
anad
ol
UK
Nur
ofen
Nur
ofen
Nur
ofen
Nur
ofen
Nur
ofen
Nur
ofen
Nur
ofen
Nur
ofen
Nur
ofen
Nur
ofen
Vit
amin
s20
1020
0920
0820
0720
0620
0520
0420
0320
0220
01A
ustr
iaS
upra
dyn
Sup
rad
ynS
upra
dyn
Sup
rad
ynS
upra
dyn
Sup
rad
ynS
upra
dyn
Sup
rad
yn
Bel
giu
mS
upra
dyn
Sup
rad
ynS
upra
dyn
Sup
rad
ynS
upra
dyn
Sup
rad
ynO
mni
bio
nta
Sup
rad
ynS
upra
dyn
Sup
rad
yn
Cze
chC
entr
umC
entr
umC
entr
umC
entr
umC
entr
um
Cen
trum
Cen
trum
Cen
trum
Cen
trum
A-Z
Cen
trum
Finl
and
Mul
ti-Ta
bs
Mul
ti-Ta
bs
Mul
ti-Ta
bs
Mul
ti -T
abs
Mul
ti -T
abs
Mul
ti -T
abs
Mul
ti -T
abs
Mul
ti -T
abs
Mul
ti -T
abs
Mul
ti -T
abs
Fran
ceJu
vam
ine
Juva
min
eJu
vam
ine
Juva
min
eJu
vam
ine
Juva
min
eJu
vam
ine
Juva
min
eJu
vam
ine
Juva
min
e
Ger
man
yA
bte
iC
entr
umA
bte
iC
entr
umA
bte
iC
entr
umA
bte
iA
bte
iA
bte
iC
entr
um
Hun
gar
yB
e're
s C
sep
pB
e're
s C
sep
pA
ctiv
alB
e're
s C
sep
pB
e're
s C
sep
pB
e're
s C
sep
pB
eres
Cse
pp
Plu
ssz
Cen
trum
Ber
es C
sep
p
Net
herl
and
sD
avita
mon
Dav
itam
onD
avita
mon
Dav
itam
onD
avita
mon
Dav
itam
onD
avita
mon
Dav
itam
onD
avita
mon
Dav
itam
on
Po
land
Cen
trum
Cen
trum
Cen
trum
Cen
trum
Cen
trum
Cen
trum
Cen
trum
Cen
trum
Cen
trum
Cen
trum
Po
rtug
alC
entr
umC
entr
umC
entr
umC
entr
umC
entr
um
Cen
trum
Cen
trum
Cen
trum
Cen
trum
Cen
trum
Ro
man
iaE
urov
itaE
urov
itaE
urov
itaE
urov
itaC
ount
ry n
ot in
clud
ed
Rus
sia
Com
pliv
itA
lfavi
tA
lfavi
tA
lfavi
tV
itrum
Vitr
umV
itrum
Vitr
umV
itrum
Vitr
um
Sp
ain
Red
oxon
Com
ple
xPha
rmat
onP
harm
aton
Red
oxon
Com
ple
xPha
rmat
onP
harm
aton
Pha
rmat
onP
harm
aton
Pha
rmat
onP
harm
aton
Sw
eden
AC
OA
CO
AC
OC
ount
ry n
ot in
clud
ed
Aco
Frig
gsA
co
Sw
itze
rlan
dB
urge
rste
inB
urge
rste
inM
igro
sM
igro
sM
igro
sM
igro
sM
igro
sM
igro
sLa
Roc
heS
upra
dyn
UK
Boo
tsB
oots
Boo
tsB
oots
Sev
en S
eas
Sev
en S
eas
Boo
tsS
even
Sea
sS
even
Sea
sS
even
Sea
s
20www.rdtrustedbrands.com
Results - the Trusted Brands Comparison of winning brands over 10 years
Co
mp
aris
on
of
win
ning
bra
nds
ove
r 10
yea
rsH
air
Car
e p
rod
uct
2010
2009
2008
2007
2006
2005
2004
2003
2002
2001
Aus
tria
Sch
war
zkop
fS
chw
arzk
opf
Sch
war
zkop
fS
chw
arzk
opf
Niv
eaG
lem
vita
lS
chw
arzk
opf
Sch
war
zkop
f
Bel
giu
mL'
Oré
alG
arni
erL'
Oré
alN
ivea
L'O
réal
L'O
réal
L'O
réal
L'O
réal
L'O
réal
L'O
réal
Cze
chS
chw
arzk
opf
Avo
nA
von
Avo
nW
ella
Avo
nW
ella
Wel
laW
ella
Wel
la
Finl
and
Elv
ital
Elv
ital
Elv
ital
Elv
ital
Wel
laE
lvita
lP
ante
neP
ante
neFr
uctis
L'O
réal
Fran
ceL'
Oré
alL'
Oré
alL'
Oré
alL'
Oré
alL'
Oré
alL'
Oré
alL'
Oré
alL'
Oré
alL'
Oré
alL'
Oré
al
Ger
man
yS
chw
arzk
opf
Sch
war
zkop
fS
chw
arzk
opf
Sch
war
zkop
fS
chw
arzk
opf
Sch
war
zkop
fS
chw
arzk
opf
Sch
war
zkop
fS
chw
arzk
opf
Sch
war
zkop
f
Hun
gar
yS
chau
ma
Sch
aum
aS
chau
ma
Head
& S
hould
ers
Avo
nA
von
Pan
tene
Pan
tene
Pan
tene
Pan
tene
Net
herl
and
sA
ndre
lon
And
relo
nA
ndre
lon
And
relo
nA
ndre
lon
And
relo
nA
ndre
lon
And
relo
nA
ndre
lon
And
relo
n
Po
land
Niv
eaL'
Oré
alL'
Oré
al
L'O
réal
L'O
réal
L'
Oré
alL'
Oré
alL'
Oré
alL'
Oré
alL'
Oré
al
Po
rtug
alP
ante
neP
ante
neP
ante
neP
ante
neP
ante
neP
ante
neP
ante
neP
ante
neP
ante
neP
ante
ne
Ro
man
iaHe
ad &
Sho
ulder
sHe
ad &
Sho
ulder
sHe
ad &
Sho
ulder
sHe
ad &
Sho
ulder
sC
ount
ry n
ot in
clud
ed
Rus
sia
Pan
tene
Pan
tene
Pan
tene
Pan
tene
Pan
tene
Pan
tene
Pan
tene
Sch
war
zkop
fS
chw
arzk
opf
Pan
tène
Spa
inP
ante
ne P
ro-V
Pan
tene
Pro
-VP
ante
ne P
ro-V
Pan
tene
Pro
-VP
ante
ne P
ro-V
Pan
tene
Pro
-VP
ante
ne P
ro-V
Pan
tene
Pro
-VP
ante
ne P
ro-V
L'O
réal
Sw
eden
Wel
laW
ella
Wel
laC
ount
ry n
ot in
clud
ed
Wel
laW
ella
Wel
la
Sw
itze
rlan
dL'
Oré
alN
ivea
L'O
réal
L'O
réal
L'O
réal
L'O
réal
L'O
réal
L'O
réal
Pan
tène
L'O
réal
UK
Head
& S
hould
ers
Head
& S
hould
ers
Head
& S
hould
ers
Pan
tene
Pan
tene
Head
& S
hould
ers
Head
& S
hould
ers
Pan
tene
Pan
tene
Pan
tene
Co
smet
ic20
1020
0920
0820
0720
0620
0520
0420
0320
0220
01A
ustr
iaN
ivea
Niv
eaN
ivea
Niv
eaN
ivea
Niv
eaN
ivea
Jad
e
Bel
giu
mN
ivea
Niv
eaN
ivea
Niv
eaY
ves
Roc
her
Niv
eaN
ivea
Niv
eaN
ivea
Niv
ea
Cze
chA
von
Avo
nA
von
Avo
nA
von
Avo
nA
von
Avo
nN
ivea
Niv
ea
Finl
and
Lum
ene
Lum
ene
Lum
ene
Lum
ene
Lum
ene
Lum
ene
Lum
ene
Lum
ene
Lum
ene
Lum
ene
Fran
ceL'
Oré
alY
ves
Roc
her
Yve
s R
oche
rY
ves
Roc
her
Yve
s R
oche
rY
ves
Roc
her
Yve
s R
oche
rY
ves
Roc
her
Yve
s R
oche
rN
ivea
Ger
man
yY
ves
Roc
her
Yve
s R
oche
rN
ivea
Niv
eaJa
de
Jad
eJa
de
Jad
eY
ves
Roc
her
Niv
ea
Hun
gar
yA
von
Avo
nA
von
Avo
nA
von
Avo
nA
von
Avo
nA
von
Niv
ea
Net
herl
and
sN
ivea
Yve
s R
oche
rY
ves
Roc
her
Yve
s R
oche
rY
ves
Roc
her
Yve
s R
oche
rY
ves
Roc
her
Yve
s R
oche
rY
ves
Roc
her
Niv
ea
Po
land
Niv
eaA
von
Avo
nA
von
Avo
nA
von
Avo
nA
von
Avo
nN
ivea
Po
rtug
alN
ivea
Niv
eaN
ivea
Niv
eaN
ivea
Niv
eaL'
Oré
alA
von
Avo
nN
ivea
Ro
man
iaN
ivea
Niv
eaA
von
Avo
nC
ount
ry n
ot in
clud
ed
Rus
sia
Avo
nA
von
Avo
nA
von
Avo
nA
von
Avo
nN
ivea
Niv
eaN
ivea
Sp
ain
L'O
réal
L'O
réal
L'O
réal
L'O
réal
L'O
réal
L'O
réal
Mar
gare
t A
stor
L'O
réal
L'O
réal
Niv
ea
Sw
eden
Yve
s R
oche
rY
ves
Roc
her
Yve
s R
oche
rC
ount
ry n
ot in
clud
ed
Sw
itze
rlan
dN
ivea
Niv
eaN
ivea
Niv
eaN
ivea
Niv
eaN
ivea
Niv
eaN
ivea
Niv
ea
UK
Boo
tsB
oots
Boo
tsB
oots
Boo
tsB
oots
Boo
tsB
oots
B
oots
No
7O
lay
21www.rdtrustedbrands.com
Results - the Trusted Brands Comparison of winning brands over 10 years
Co
mp
aris
on
of
win
ning
bra
nds
ove
r 10
yea
rs
Ski
n C
are
2010
2009
2008
2007
2006
2005
2004
2003
2002
2001
Aus
tria
Niv
eaN
ivea
Niv
eaN
ivea
Niv
eaN
ivea
Niv
eaN
ivea
Cat
egor
y no
t in
clud
ed
Bel
giu
mN
ivea
Niv
eaN
ivea
Niv
eaN
ivea
Niv
eaN
ivea
Niv
eaN
ivea
Cze
chN
ivea
Niv
eaN
ivea
Niv
eaN
ivea
Niv
eaN
ivea
Niv
eaN
ivea
Finl
and
Niv
eaN
ivea
Niv
eaN
ivea
Niv
eaN
ivea
Lum
ene
Lum
ene
Lum
ene
Fran
ceN
ivea
Niv
eaN
ivea
Niv
eaN
ivea
Niv
eaN
ivea
Niv
eaN
ivea
Ger
man
yN
ivea
Niv
eaN
ivea
Niv
eaN
ivea
Niv
eaN
ivea
Niv
eaN
ivea
Hun
gar
yN
ivea
Niv
eaN
ivea
Niv
eaN
ivea
Niv
eaN
ivea
Niv
eaN
ivea
Net
herl
and
sN
ivea
Niv
eaN
ivea
Niv
eaN
ivea
Niv
eaN
ivea
Niv
eaN
ivea
Po
land
Niv
eaN
ivea
Niv
eaN
ivea
Niv
eaN
ivea
Niv
eaN
ivea
Niv
ea
Po
rtug
alN
ivea
Niv
eaN
ivea
Niv
eaN
ivea
Niv
eaN
ivea
Niv
eaN
ivea
Ro
man
iaN
ivea
Niv
eaN
ivea
Niv
eaC
ount
ry n
ot in
clud
ed
Rus
sia
Niv
eaN
ivea
Niv
eaN
ivea
Niv
eaN
ivea
Niv
eaN
ivea
Niv
ea
Sp
ain
Niv
eaN
ivea
Niv
eaN
ivea
Niv
eaN
ivea
Niv
eaN
ivea
Niv
ea
Sw
eden
Niv
eaN
ivea
Niv
eaC
ount
ry n
ot in
clud
ed
Sw
itze
rlan
dN
ivea
Niv
eaN
ivea
Niv
eaN
ivea
Niv
eaN
ivea
Niv
eaN
ivea
UK
Niv
eaN
ivea
Niv
eaN
ivea
Niv
eaN
ivea
Ola
yO
lay
Ola
y
So
ap p
ow
der
2010
2009
2008
2007
2006
2005
2004
2003
2002
2001
Aus
tria
Per
sil
Per
sil
Per
sil
Per
sil
Per
sil
Per
sil
Per
sil
Per
sil
Bel
giu
mD
ash
Das
hD
ash
Das
hD
ash
Das
hD
ash
Das
hD
ash
Das
h
Cze
chA
riel
Arie
lA
riel
Arie
lA
riel
Arie
lA
riel
Arie
lA
riel
Arie
l
Finl
and
Om
oO
mo
Om
oO
mo
Om
oO
mo
Om
oO
mo
Om
oO
mo
Fran
ceA
riel
Arie
lA
riel
Arie
lA
riel
Arie
lA
riel
Arie
lA
riel
Arie
l
Ger
man
yP
ersi
lP
ersi
lP
ersi
lP
ersi
lP
ersi
lP
ersi
lP
ersi
lP
ersi
lP
ersi
lP
ersi
l
Hun
gar
yA
riel
Arie
lA
riel
Arie
lA
riel
Arie
lA
riel
Arie
lA
riel
Arie
l
Net
herl
and
sA
riel
Arie
lA
riel
Arie
lA
riel
Arie
lA
riel
Arie
lA
riel
Arie
l
Po
land
Viz
irV
izir
Viz
irV
izir
Viz
irV
izir
Viz
irV
izir
Viz
irV
izir
Po
rtug
alS
kip
Ski
pS
kip
Ski
pS
kip
Ski
pS
kip
Ski
pS
kip
Dov
e
Ro
man
iaA
riel
Arie
lA
riel
Arie
lC
ount
ry n
ot in
clud
ed
Rus
sia
Arie
lTi
de
Tid
eTi
de
Arie
lTi
de
Tid
eTi
de
Arie
lA
riel
Sp
ain
Arie
lA
riel
Arie
lA
riel
Arie
lA
riel
Arie
lA
riel
Arie
lA
riel
Sw
eden
Via
Via
Via
Cou
ntry
not
incl
uded
Sw
itze
rlan
dTo
tal
Tota
lTo
tal
Tota
lO
mo
Om
oO
mo
Mig
ros
Per
sil
Arie
l
UK
Per
sil
Per
sil
Per
sil
Per
sil
Per
sil
Per
sil
Per
sil
Per
sil
Per
sil
Per
sil
22www.rdtrustedbrands.com
Results - the Trusted Brands Comparison of winning brands over 10 years
Co
mp
aris
on
of
win
ning
bra
nds
ove
r 10
yea
rsB
reak
fast
cer
eal
2010
2009
2008
2007
2006
2005
2004
2003
2002
2001
Aus
tria
Kel
logg
'sK
ello
gg's
Kel
logg
'sK
ello
gg's
Kel
logg
'sC
ateg
ory
not
incl
uded
Bel
giu
mK
ello
gg's
Kel
logg
'sK
ello
gg's
Kel
logg
'sK
ello
gg's
Cze
chO
pav
iaN
estlé
Nes
tléN
estlé
Nes
tlé
Finl
and
Kel
logg
'sK
ello
gg's
Kel
logg
'sK
ello
gg's
Kel
logg
's
Fran
ceK
ello
gg's
Kel
logg
'sK
ello
gg's
Kel
logg
'sK
ello
gg's
Ger
man
yK
ello
gg's
Kel
logg
'sK
ello
gg's
Kel
logg
'sK
ello
gg's
Hun
gar
yC
erb
ona
Cer
bon
aC
erb
ona
Nes
tléC
erb
ona
Net
herl
and
sK
ello
gg's
Kel
logg
'sK
ello
gg's
Kel
logg
'sK
ello
gg's
Po
land
Nes
tléN
estlé
Nes
tléN
estlé
Nes
tlé
Po
rtug
alN
estlé
Nes
tléN
estlé
Nes
tléK
ello
gg's
Ro
man
iaN
estlé
Nes
tléN
estlé
Nes
tléC
ount
ry n
ot in
clud
ed
Rus
sia
Nes
tléN
estlé
Nes
tléN
estlé
Nes
tlé
Sp
ain
Kel
logg
'sK
ello
gg's
Kel
logg
'sK
ello
gg's
Kel
logg
's
Sw
eden
Kel
logg
'sK
ello
gg's
Kel
logg
'sC
ount
ry n
ot in
clud
ed
Sw
itze
rlan
dK
ello
gg's
Kel
logg
'sK
ello
gg's
Kel
logg
'sK
ello
gg's
UK
Kel
logg
'sK
ello
gg's
Kel
logg
'sK
ello
gg's
Kel
logg
's
This
cat
egor
y w
as in
clud
ed in
all
coun
trie
s fo
r th
e fir
st t
ime
in 2
006
23www.rdtrustedbrands.com
Results - the Trusted BrandsLocal categories
Each country had the option of including a number of product categories in addition to the 20common categories. These categories tend to be relevant to some countries and not others, orwhere the range of brands available is most likely to be local and not known outside the country.The number of additional categories varied from 8 in Sweden to 20 in Portugal.
Across the 16 countries over 140 different product categories were included, and ranged fromyoghurt to underwear.
• 9 countries included coffee and/or tea but with 8 different winning brands
• Although chocolate/confectionery was chosen by 9 countries, the Trusted Brands are of local
origin i.e. Cadbury in the UK, Fazer in Finland
• The category featuring the most (10 countries) was pet food. Whiskas and Pedigree won in 4
countries each
• Colgate won in 3 of the 6 countries that included toothpaste
• In each of the 4 countries to include mineral water a local brand was the winner
• Local brands won in each of the 6 countries that included beer e.g. San Miguel in Spain and
Baltika in Russia
For full details of nominated brands by country and share of vote please contact your countryrepresentative – details can be found on the final page of this book
24www.rdtrustedbrands.com
Local categories - 2010 winners
Austria BelgiumCategory Trusted Brand Category Trusted BrandFood Nestlé Dairy drink Campina
Milk products Nöm Yoghurt Danone
Confectionery Milka Ice-cream Ijsboerke
Soft drinks Coca-Cola Chocolate Cote D'Or
Sparkling wine Henkell Optician chain Pearle
Spirits Spitz Bathroom sanitary equipment Grohe
Clothes Vögele DIY Store Brico
Shoes Geox Liquor store Colruyt
Toothpaste Blend-A-Med Car navigation product Tomtom
Perfume Boss Energy provider Electrabel
Detergent Frosch Probiotic drink Danone
Retailer Spar Beer Jupiler
Coffee/Tea Eduscho Sauce Knorr
Electronic consumer
goods warehouse Van Den Borre
Clothing store C&A
Drugstore Di Delhaize
Hearing aid Laperre
Soy product Alpro
Czech Republic FinlandCategory Trusted Brand Category Trusted BrandWashing machine,
dishwasher etc Whirlpool Deodorant Rexona
TV station Ceska Televize Processed food Saarioinen
Creamery Mlekarna Kunin Coffee Juhla Mokka
Radio station Cesky Rozhlas Confectionery Fazer
Television set Panasonic Functional food Becel
Furniture dealer Ikea Natural product A. Vogel
Sparkling wine Bohemia Pet food Whiskas
Jeans Levi Strauss Retail chain S-ryhmä
Spa/wellness Luhacovice Hotel chain Sokos Hotels
Sanitary ware Jika Furniture store Asko
Optician Instrumentarium
Custom home plan Jukka-Talo
Real estate agent Op Kiinteistökeskus
Electrical company Fortum
Shipping company/cruise line Silja Line
Spa Ikaalisten Kylpylä
Amusement park Linnanmäki
TV channel MTV3
Results - the Trusted BrandsLocal categories
25www.rdtrustedbrands.com
Local categories - 2010 winners
France GermanyCategory Trusted Brand Category Trusted BrandCondiments & sauces Amora Food Maggi
Coffee & tea Lipton Milk products Müllermilch
Food low fat, reduced Confectionery Haribo
or anti cholesterol Danacol Soft Drinks Coca-Cola
Mineral water Evian Sparkling wines Rotkäppchen
Hair colourant L'Oréal Spirits Asbach
Cleaning product Mr Propre Clothing C&A
Pet food Friskies Shoes Rieker
Supermarket Carrefour Toothpaste Odol
Gardening Retailer Jardiland Perfume Yves Rocher
DIY Retailer Leroy Merlin Detergents Frosch
Home telephone operator France Telecom Retailer Aldi
Pet shops Jardiland Coffee / Tea Tchibo
Home energy provider EDF
Charity organisation Restos Du Coeur
Amusement park Disneyland Paris
Household battery Duracell
Fast Food Mcdonald's
Organic food Biocoop
Hungary NetherlandsCategory Trusted Brand Category Trusted BrandMineral water Szentkirályi Diet product Becel
Soft drink Coca Cola Optician chain Hans Anders
Beer Soproni Ászok Bed Auping
Tea Lipton Bathroom sanitary equipment Grohe
Coffee Douwe Egberts Omnia Yoghurt Campina
Chocolate Milka Bike Gazelle
Milk dessert Danette Dairy drink Optimel
Frozen foods Iglo Hearing aid Beter Horen
TV station RTL Klub Clothing C&A
Television set Samsung Department store V&D
Food store Tesco Paint Histor
Deodorant Nivea Probiotic drink Yakult
Hair colour Palette Digital TV provider Ziggo
Pet food Pedigree Facial product Nivea
Underwear Triumph Heater Nefit
Soy product Alpro
Health Insurance Company CZ
Beer Heineken
Results - the Trusted BrandsLocal categories
26www.rdtrustedbrands.com
Local categories - 2010 winners
Poland PortugalCategory Trusted Brand Category Trusted Brand
TV station TVN Chocolate Nestlé
Radio & TV sets Sony Coffee Delta
Investment fund Ing TFI Spread/Margarine Becel
Jewellery and watches Casio Cooking Oil Fula
Food producer Winiary Beer Sagres
Edible oil, margarine Kujawski Pet Food Friskies
Cakes/desserts Dr. Oetker Mineral water Luso
Juice/Mineral water Zywiec Zdroj Hair Colourant L'Oréal
Dietary supplement Naturell Fabric Conditioner Comfort
Herbal/ homeopathic remedy Herbapol Lublin Dishwasher Cleaner Sun
Dental care/mouth care Blend-A-Med Household Cleaner Sonasol
Pet food Pedigree Supermarket Continente
Hypermarket/delicatessen chain Tesco Skin Treatment Halibut
Laxative Dulcolax
Throat Analgesic Mebocaina
Health Insurance Company Multicare
Public Service Company CTT
TV Channel RTP
Small Domestic Appliances Moulinex
Non food Retailer chain Worten
Romania RussiaCategory Trusted Brand Category Trusted Brand
Bakery Products Vel Pitar Anti-aging cosmetics Avon
Dairy Products Danone Beer Baltika
Meat Products Cris-Tim Canned vegetables Bonduelle
Cooking oil Untdelemn De La Bunica Cheese spread Viola
Spices Fuchs Eau de toilette / Perfume Dior
Mineral Water Borsec Eye care Visine
Pet Food Pedigree Food processor Bosch
Private Hospital Medlife Foot cream anti-varicose Lioton
Natural Food Supplements Walmark Pasta products Makfa
Toothpaste Colgate Mayonnaise sauce Calve
Commercial Center Carrefour Pet Food Whiskas
Clothing Chain store Zara Seasoning Maggi
DIY chain Bricostore Sedative drug Novopassit
Electronic & Home Appliance ChainDomo Shoe care Salamander
Construction Materials Ceresit Shower gel Nivea
Newspaper Jurnalul National Toilet paper Zewa
Radio Station Europa FM Water filter Aquaphor
TV Station Pro TV
Results - the Trusted BrandsLocal categories
27www.rdtrustedbrands.com
Local categories - 2010 winners
Spain SwedenCategory Trusted Brand Category Trusted BrandPowdered Milk Nestlé Coffee Gevalia
Chocolate Nestlé Pet Food Whiskas
Toothpaste Colgate Optician Synsam
Cooking sauce Gallina Blanca Mail order company Ellos
Coffee Nescafé Charitable organisation Röda Korset
Butter/margarine Tulipán Cruise company Viking Line
Pet food Pedigree Pal Detergent Ajax
Fast Food restaurant McDonald's Gardening product Gardena
Supermarket Mercadona
Optician Multiópticas
Chain Store El Corte Inglés
Car rental Company Avis
Beer San Miguel
Tyre Michelin
TV Channel Antena 3
Switzerland UKCategory Trusted Brand Category Trusted BrandCoffee Nespresso Airline British Airways
Milk products Migros Chocolate/confectionary Cadbury
Fruit juice Granini Cruise company P&O
Chocolate Lindt & Sprüngli Food retailer Tesco
Confectionary Ricola Hayfever remedy Piriton
Clothing Charles Vögele Household cleaner Flash
Writing implements CARAN d'ACHE Margarine/butter Flora
Watches Swatch Mortgage lender Halifax
TV/cable provider Cablecom Optician Specsavers
Furniture / interior furnishing Ikea Pet food Whiskas
Natural remedy /homeopathy Similasan Probiotic Actimel
Toothpaste /mouth care Elmex Sun care Nivea
Houshold detergent Migros Toothpaste Colgate
Health insurance Helsana Utility company British Gas
Life insurance Swiss Life Hair colourant L'Oréal
Alcoholic spirits Gordon's
Fabric conditioner Comfort
Results - the Trusted BrandsLocal categories
In Portugal only 50%trust marriage
28www.rdtrustedbrands.com
This question has been reintroduced in its original form “How much trust do you have in thefollowing institutions”. NB: In 2009 respondents were asked to indicate how their trust hadchanged over the previous 5 years. For this reason the 2010 results aren’t directlycomparable with 2009.
� Across the 16 participating countries only 3 institutions are trusted by >50% of thepeople questioned: Marriage, The Police, TV and Radio
� Overall the most trusted institution is Marriage (68% average across all countries)� 31% of people have “a great deal” of trust in Marriage� Less than 1 in 3 people trust International companies� Lowest levels of trust are in Government, Advertising and Politicians� Trust in Politicians (as an institution) is about as low as it can be at 8%. On average 42%
of people say they don’t trust politicians at all”. � At 37% trust in Banks is low; however it’s especially poor in France (17%)� In Russia trust in the Police (12%) and Civil Servants (3%) is way below any other country� Overall levels of trust are highest in Finland and Sweden and lowest in Russia and
Portugal
Average agreement across all countriesTrust Don't Trust
Rank Profession A great Quite a lot Total Not much Not at all Totaldeal
1 Marriage 31% 37% 68% 21% 8% 29%2 Police 12% 47% 59% 30% 7% 37%3 TV and radio 7% 44% 52% 41% 4% 45%
4 Internet 7% 41% 49% 38% 8% 46%5 Environmentalists 8% 38% 47% 38% 10% 49%6 Press 4% 39% 43% 48% 6% 54%7 Church 13% 30% 43% 33% 21% 54%8 Legal system 6% 34% 40% 43% 12% 56%9 Banks 4% 33% 37% 45% 13% 58%10 European Union 5% 32% 37% 46% 13% 59%11 Civil servants 3% 30% 33% 51% 12% 63%12 International companies 2% 30% 32% 52% 10% 63%13 Trade Unions 4% 28% 31% 45% 19% 64%
14 Government 3% 20% 22% 49% 26% 75%15 Advertising 1% 12% 13% 58% 25% 83%16 Politicians 1% 8% 8% 46% 42% 89%
Results - trustTrust in institutions
29www.rdtrustedbrands.com
Results - trustTrust in institutions
� Trust in TV and Radio differs significantly by country, highest in the Nordic countries lowest in France (33%)� In Sweden TV & Radio are trusted more than Marriage and the Police � Trust in the media (TV & Radio + the press) is lowest in Russia
� 1 out of 4 people have no trust at all in their Government, most notable in Hungary (53%) and Spain (46%)� More than 2 out of 3 people don’t trust Politicians in Czech, Hungary, Poland and Romania.
Have no trust at all in their government or politicians
Trust TV and radio(a great deal/quite a lot)
30www.rdtrustedbrands.com
Results - trustTrust in institutions
� Trust in the internet ranges from 23% in Germany to 77% in the *Czech Republic and 72% in *Poland.
Note: *These 2 countries conducted their fieldwork on-line and, in this instance, the profile of respondents islikely to have influenced their positive response
Trust the internet(a great deal/quite a lot)
31www.rdtrustedbrands.com
Results - trustTrust in institutions
Comparison with 2001 – average agreement across 14 countries*
9 of the 16 institutions were also included in the original 2001 study. 14 countries were common to both years.The question about “Government” was added in 2002.
� Overall levels of trust have fallen over the past 9 years� Only the Police and Trade Unions have gained trust � Trust in advertising has decreased the most, by 37% (from 17% to 11%)� Trust in Government has fallen since 2002 by 1/3 (from 35% to 23%) � At 36%, trust in the European Union is 10% lower than in 2001� Confidence in the press has reduced from 48% to 42%
*Average across all (14) countries excludes Austria and Romania which were not included in 2001 and 2002
Trust in institution Great deal/quite a lot Not much/none at all2010 2002 2001 2010 2002 2001
Marriage 66% 74% 71% 30% 24% 26%
Police 59% 58% 54% 37% 41% 43%
The Press 42% - 48% 48% - 50%
Church 41% 48% 43% 56% 50% 54%
European Union 36% 42% 40% 60% 52% 56%
Trade Unions 32% 33% 29% 63% 65% 68%
International companies 31% 40% 41% 64% 56% 55%
Government 23% 35% - 74% 62% -
Advertising 11% - 17% 78% - 80%
Low trust in their government(not much/not at all)
32www.rdtrustedbrands.com
Results - trustTrust in institutions
Trust the police(great deal/quite a lot)
84% of Russiansdon’t trust the
police
33www.rdtrustedbrands.com
Results - trustTrust in institutions
Res
po
nden
ts a
gre
eing
- a
gre
at d
eal/
qui
te a
lot
Tota
l20
1090
819
7328
8613
3820
5079
1931
9121
0692
098
499
016
6048
313
6413
3620
55
Mar
riag
e68
%73
%60
%71
%73
%55
%71
%70
%73
%70
%50
%79
%54
%63
%73
%69
%76
%
Po
lice
59%
78%
54%
46%
90%
48%
77%
51%
61%
49%
46%
35%
12%
74%
76%
74%
68%
TV
and
rad
io52
%53
%53
%58
%86
%33
%56
%34
%55
%52
%48
%47
%24
%45
%81
%65
%42
%
Inte
rnet
49%
34%
51%
77%
42%
35%
23%
63%
66%
72%
35%
65%
35%
46%
40%
35%
57%
Env
iro
nmen
talis
ts47
%65
%46
%36
%23
%45
%56
%52
%40
%46
%37
%64
%46
%46
%41
%57
%45
%
Pre
ss43
%42
%44
%48
%68
%36
%45
%34
%45
%54
%35
%35
%17
%54
%59
%46
%23
%
Chu
rch
43%
37%
27%
14%
65%
24%
40%
34%
36%
42%
42%
70%
56%
47%
54%
43%
53%
Leg
al s
yste
m40
%59
%26
%25
%76
%31
%46
%37
%52
%30
%12
%22
%19
%31
%60
%61
%50
%
Ban
ks37
%36
%32
%54
%74
%17
%22
%25
%37
%49
%26
%43
%33
%24
%56
%38
%30
%
Eur
op
ean
Uni
on
37%
29%
40%
39%
30%
30%
28%
48%
34%
58%
39%
60%
24%
54%
38%
24%
20%
Civ
il se
rvan
ts33
%50
%31
%18
%49
%39
%34
%33
%29
%33
%29
%24
%3%
30%
37%
47%
35%
Inte
rnat
iona
l co
mp
anie
s32
%34
%36
%32
%35
%22
%20
%32
%45
%27
%26
%47
%22
%32
%36
%41
%28
%
Trad
e U
nio
ns31
%33
%39
%32
%54
%26
%31
%19
%49
%31
%17
%23
%26
%18
%36
%38
%31
%
Go
vern
men
t22
%21
%14
%13
%42
%18
%23
%14
%27
%13
%13
%11
%29
%11
%46
%43
%15
%
Ad
vert
isin
g13
%12
%15
%11
%11
%11
%6%
9%12
%23
%12
%27
%5%
15%
13%
16%
16%
Po
litic
ians
8%7%
7%1%
13%
7%9%
1%17
%3%
3%3%
4%4%
20%
26%
5%UK
Switzerland
Sweden
Spain
Russia
Romania
Portugal
Poland
Netherlands
Hungary
Germany
France
Finland
Czech
Belgium
Austria
Average all countries
34www.rdtrustedbrands.com
Results - trustTrust in institutions
Res
po
nden
ts a
gre
eing
- n
ot
very
muc
h/no
t at
all
Tota
l20
1090
819
7328
8613
3820
5079
1931
9121
0692
098
499
016
6048
313
6413
3620
55
Po
litic
ians
89%
91%
92%
97%
86%
92%
89%
98%
82%
97%
72%
94%
91%
94%
78%
71%
94%
Ad
vert
isin
g83
%86
%84
%88
%87
%88
%93
%90
%86
%77
%63
%69
%91
%83
%85
%81
%83
%
Go
vern
men
t75
%78
%85
%86
%56
%82
%75
%85
%71
%87
%61
%85
%68
%87
%53
%54
%85
%
Trad
e U
nio
ns64
%62
%58
%66
%42
%74
%64
%79
%50
%69
%54
%72
%70
%78
%56
%57
%67
%
Inte
rnat
iona
l co
mp
anie
s63
%61
%62
%67
%61
%77
%75
%66
%53
%73
%45
%46
%73
%64
%54
%54
%70
%
Civ
il se
rvan
ts63
%46
%67
%81
%47
%60
%62
%65
%69
%67
%43
%70
%93
%65
%54
%48
%63
%
Eur
op
ean
Uni
on
59%
70%
59%
59%
68%
69%
69%
51%
65%
42%
35%
36%
70%
43%
60%
73%
79%
Ban
ks58
%60
%66
%45
%22
%82
%74
%73
%61
%51
%46
%53
%63
%71
%36
%57
%68
%
Leg
al s
yste
m56
%37
%73
%73
%21
%68
%50
%61
%47
%70
%60
%73
%78
%63
%32
%34
%48
%
Chu
rch
54%
61%
71%
85%
34%
76%
58%
64%
63%
58%
33%
27%
40%
50%
45%
54%
46%
Pre
ss54
%57
%54
%51
%31
%63
%53
%65
%53
%46
%40
%61
%79
%43
%39
%51
%76
%
Env
iro
nmen
talis
ts49
%31
%52
%63
%72
%54
%40
%46
%58
%54
%35
%31
%50
%51
%50
%39
%53
%
Inte
rnet
46%
60%
47%
21%
54%
64%
71%
35%
32%
28%
35%
29%
61%
47%
49%
60%
42%
TV
and
rad
io45
%46
%46
%41
%13
%66
%42
%66
%44
%48
%28
%50
%72
%51
%18
%33
%57
%
Po
lice
37%
19%
45%
53%
6%51
%20
%47
%37
%51
%26
%62
%84
%23
%15
%22
%31
%
Mar
riag
e29
%25
%39
%28
%25
%44
%26
%29
%26
%30
%25
%18
%41
%33
%25
%27
%23
%UK
Switzerland
Sweden
Spain
Russia
Romania
Portugal
Poland
Netherlands
Hungary
Germany
France
Finland
Czech
Belgium
Austria
Average all countries
35www.rdtrustedbrands.com
Results - TrustTrust in professions
NB: The Police and Politicians were also included in the survey under the heading ofInstitutions (see Trust in Institutions). Results are similar but not identical, the table above(professions) summarises respondents opinions about “the role” rather than “the institution”.
� Overall trust in these professions is significantly higher than trust in institutions� As in previous years, Fire fighters and Airline pilots are the most trusted professions (92%
and 88% respectively)� However, 53% of people trust Fire fighters “a great deal” v 41% for Airline Pilots� The medical professions (pharmacists, nurses and doctors) are also regarded highly� Trust in the Police (profession) averages 62% (v 59% the Police as an institution)� Average trust in priests/church ministers is on par with judges and taxi drivers� Trust in Politicians (profession) is lowest at 8% � Financial advisors and journalists are amongst the least trusted professions earning the
trust of less than 1 in 3 people
Average agreement across all countriesTrust Don't Trust
Rank Profession A great Quite a lot Total Not much Not at all Totaldeal
1 Fire fighters 53% 40% 92% 3% 0% 4%2 Airline pilots 41% 47% 88% 7% 2% 9%3 Pharmacists 27% 58% 85% 10% 1% 11%4 Nurses 30% 54% 84% 12% 1% 13%5 Doctors 26% 56% 82% 14% 1% 16%6 Teachers 17% 59% 76% 18% 2% 20%7 Farmers 19% 56% 75% 18% 3% 20%8 Police 16% 47% 62% 28% 7% 35%9 Meteorologists 8% 48% 57% 34% 5% 39%
10 Judges 8% 39% 47% 38% 10% 48%11 Taxi drivers 5% 41% 47% 39% 10% 50%12 Priests/church ministers 12% 35% 46% 32% 18% 50%13 Lawyers 6% 38% 43% 44% 9% 52%14 Travel agents 2% 35% 37% 49% 9% 59%
15 Financial advisors 3% 27% 29% 53% 13% 66%16 Journalists 2% 25% 27% 54% 14% 68%17 Trade union leaders 2% 21% 23% 46% 25% 72%18 Football players 2% 17% 19% 45% 31% 76%19 Car salesmen 1% 15% 15% 60% 21% 81%20 Politicians 1% 7% 8% 46% 43% 89%
Trust firefighters
36www.rdtrustedbrands.com
Results - trustTrust in professions
Comparison with 2002 – average agreement across 14 countries*
This question didn’t appear in the original 2001 study. However 11 of the 14 professionsincluded in 2002 were included in 2010. 14 countries were common to both years, onlyAustria and Romania were excluded in 2002
� Across the 14 countries trust in every profession, apart from teachers, has fallen� Even doctors, nurses and pharmacists are trusted slightly less than 8 years ago� Trust in pharmacists has fallen quite significantly in Russia (-27%)� Trust in politicians has dropped by 41% (from a low average of 14% to an even lower
8%)� 89% don’t trust politicians, only Portugal shows an improvement over 2002 (72% v 91%)� 81% don’t trust car salesmen, 5% more than in 2002. The lowest level of trust is in
France (92%)
Airline pilots 87% 89% 10% 9%
Nurses 85% 88% 12% 11%
Pharmacists 85% 89% 12% 10%
Doctors 82% 84% 16% 15%
Teachers 77% 76% 19% 23%
Taxi drivers 47% 56% 49% 42%
Lawyers 43% 49% 52% 50%
Travel agents 37% 41% 59% 56%
Financial advisors 29% 34% 66% 63%
Car salesmen 15% 21% 81% 77%
Politicians 8% 14% 89% 85%
Trust in profession Great deal/quite a lot Not much/not at all2010 2002 2010 2002
Trust pharmacists(great deal/quite a lot)
37www.rdtrustedbrands.com
Results - trust and brands Criteria of trust
Results - trustTrust in professions
Don’t trust car salesmen
Don’t trust politicians
38www.rdtrustedbrands.com
Results - TrustTrust in professions
Res
po
nden
ts a
gre
eing
- a
gre
at d
eal/
qui
te a
lot
Tota
l20
1090
819
7328
8613
3820
5079
1931
9121
0692
098
499
016
6048
313
6413
3620
55
Fire
fight
ers
92%
96%
95%
97%
94%
96%
94%
96%
96%
97%
75%
89%
84%
90%
91%
92%
96%
Air
line
pilo
ts88
%94
%84
%88
%95
%86
%92
%90
%88
%82
%75
%90
%75
%94
%91
%92
%91
%
Nur
ses
84%
94%
90%
90%
93%
91%
92%
76%
93%
75%
71%
60%
56%
91%
93%
93%
92%
Pha
rmac
ists
85%
91%
94%
81%
93%
86%
87%
87%
87%
78%
73%
84%
58%
90%
87%
89%
94%
Do
cto
rs82
%90
%90
%88
%91
%86
%84
%73
%89
%63
%70
%74
%54
%89
%90
%89
%88
%
Farm
ers
75%
87%
74%
73%
79%
70%
75%
64%
85%
63%
61%
66%
79%
80%
77%
80%
86%
Teac
hers
76%
65%
82%
81%
87%
69%
63%
77%
84%
73%
63%
75%
79%
85%
73%
71%
87%
Po
lice
62%
82%
58%
49%
92%
50%
80%
55%
64%
52%
50%
35%
18%
79%
85%
78%
72%
Met
eoro
log
ists
57%
63%
60%
63%
67%
45%
58%
67%
55%
52%
49%
66%
26%
69%
56%
56%
54%
Jud
ges
47%
74%
34%
36%
68%
40%
60%
52%
57%
40%
23%
25%
30%
40%
67%
60%
52%
Taxi
dri
vers
47%
56%
48%
10%
79%
41%
56%
40%
31%
45%
31%
33%
51%
61%
55%
57%
53%
Law
yers
43%
57%
35%
45%
54%
39%
51%
40%
46%
40%
16%
31%
46%
37%
51%
51%
49%
Pri
ests
/chu
rch
min
iste
rs46
%54
%29
%17
%69
%30
%51
%40
%40
%34
%36
%58
%59
%50
%61
%55
%59
%
Trav
el a
gen
ts37
%43
%46
%33
%53
%29
%25
%32
%35
%36
%23
%37
%25
%45
%44
%49
%43
%
Fina
ncia
l ad
viso
rs29
%21
%27
%41
%26
%18
%16
%31
%21
%32
%16
%39
%38
%34
%41
%27
%41
%
Jour
nalis
ts27
%24
%31
%28
%26
%23
%26
%22
%33
%41
%22
%30
%14
%32
%28
%28
%20
%
Trad
e un
ion
lead
ers
24%
25%
32%
25%
34%
19%
23%
18%
39%
17%
13%
20%
19%
13%
28%
30%
22%
Foo
tbal
l pla
yers
19%
17%
13%
13%
28%
11%
12%
15%
17%
18%
12%
22%
53%
19%
33%
19%
9%
Car
sal
esm
en15
%14
%18
%23
%19
%7%
11%
19%
16%
16%
7%17
%17
%20
%15
%20
%8%
Po
litic
ians
8%10
%7%
1%10
%6%
10%
2%16
%2%
3%4%
5%5%
20%
20%
7%UK
Switzerland
Sweden
Spain
Russia
Romania
Portugal
Poland
Netherlands
Hungary
Germany
France
Finland
Czech
Belgium
Austria
Average all countries
39www.rdtrustedbrands.com
Results - TrustTrust in professions
Res
po
nden
ts a
gre
eing
- n
ot
very
muc
h/no
t at
all
Tota
l20
1090
819
7328
8613
3820
5079
1931
9121
0692
098
499
016
6048
313
6413
3620
55
Po
litic
ians
89%
89%
92%
98%
88%
94%
87%
97%
83%
98%
72%
93%
92%
92%
78%
76%
92%
Car
sal
esm
en81
%82
%81
%76
%78
%92
%86
%79
%83
%84
%68
%78
%79
%77
%82
%76
%90
%
Foo
tbal
l pla
yers
76%
80%
85%
85%
69%
87%
85%
83%
82%
82%
62%
73%
42%
78%
65%
76%
89%
Trad
e un
ion
lead
ers
72%
70%
66%
73%
63%
80%
73%
80%
59%
83%
61%
74%
77%
81%
65%
64%
77%
Jour
nalis
ts68
%72
%67
%71
%70
%76
%69
%77
%65
%59
%51
%65
%83
%61
%64
%66
%78
%
Fina
ncia
l ad
viso
rs66
%74
%71
%57
%70
%81
%79
%68
%77
%68
%55
%56
%58
%60
%51
%67
%58
%
Trav
el a
gen
ts59
%55
%52
%65
%44
%70
%72
%67
%63
%64
%52
%58
%71
%50
%54
%48
%56
%
Pri
ests
/chu
rch
min
iste
rs50
%44
%69
%82
%29
%69
%46
%58
%58
%66
%40
%39
%38
%48
%37
%42
%40
%
Law
yers
52%
39%
63%
53%
42%
60%
45%
59%
52%
60%
58%
64%
51%
56%
42%
43%
49%
Taxi
dri
vers
50%
43%
48%
89%
18%
57%
41%
58%
67%
55%
45%
63%
45%
36%
44%
39%
45%
Jud
ges
48%
22%
64%
63%
28%
59%
36%
47%
42%
60%
51%
70%
67%
53%
26%
35%
46%
Met
eoro
log
ists
39%
33%
38%
36%
29%
53%
37%
31%
43%
48%
26%
29%
71%
26%
36%
39%
44%
Po
lice
35%
16%
41%
50%
6%49
%18
%44
%34
%48
%26
%61
%79
%19
%14
%20
%28
%
Teac
hers
20%
32%
17%
18%
9%31
%32
%22
%14
%27
%13
%21
%19
%10
%19
%24
%12
%
Farm
ers
20%
10%
24%
25%
18%
29%
20%
35%
13%
37%
13%
28%
17%
13%
15%
15%
13%
Do
cto
rs16
%9%
9%11
%7%
13%
14%
26%
10%
37%
8%24
%44
%9%
9%9%
11%
Nur
ses
13%
4%8%
9%6%
8%6%
23%
6%25
%7%
36%
41%
7%6%
4%7%
Pha
rmac
ists
11%
6%5%
18%
4%13
%10
%12
%12
%22
%5%
12%
39%
4%6%
7%5%
Air
line
pilo
ts9%
4%14
%11
%3%
13%
6%8%
11%
18%
4%7%
22%
4%6%
5%8%
Fire
fight
ers
4%1%
4%2%
2%3%
2%3%
3%3%
3%5%
14%
4%2%
4%3%UK
Switzerland
Sweden
Spain
Russia
Romania
Portugal
Poland
Netherlands
Hungary
Germany
France
Finland
Czech
Belgium
Austria
Average all countries
40www.rdtrustedbrands.com
Results - trustTrust in family and friends
� Trust in friends and family across Europe is high � Whilst people trust their family “a great deal”, they’re more likely to trust their friends
“quite a lot”� On average 39% don’t trust their neighbours � In France, Poland and Portugal less than half trust their work colleagues� Trust in neighbours is low (<50%) in Czech Republic, France, Poland, Portugal, Romania
and Russia� Although less than half trust their boss this question wasn’t applicable to 13% of people
NB numbers don’t add up to 100% because not everyone answered this question
Average agreement across all countriesTrust Don't Trust
A great Quite a lot Total Not much Not at all Total Not applicabledeal
Family 66% 26% 92% 5% 1% 5% 1%
Friends 42% 47% 89% 7% 1% 8% 1%
Work colleagues 9% 48% 57% 25% 4% 29% 9%
Neighbours 9% 48% 56% 33% 6% 39% 2%
Boss 10% 38% 48% 25% 9% 34% 13%
Trust family
41www.rdtrustedbrands.com
Results - trustTrust in family and friends
Trust neighbours and work colleagues
67% in Poland don’t trust their
neighbours
42www.rdtrustedbrands.com
Res
po
nden
ts a
gre
eing
:
Tota
l20
1090
819
7328
8613
3820
5079
1931
9121
0692
098
499
016
6048
313
6413
3620
55
A g
reat
dea
l
Fam
ily66
%74
%44
%80
%82
%41
%69
%78
%49
%52
%54
%76
%70
%73
%61
%71
%75
%
Frie
nds
42%
49%
34%
45%
50%
33%
40%
47%
43%
32%
34%
28%
38%
42%
48%
49%
56%
Bo
ss10
%14
%7%
9%14
%4%
9%11
%7%
8%7%
9%10
%8%
15%
11%
13%
Nei
ghb
our
s9%
11%
9%5%
12%
4%9%
9%16
%2%
8%5%
4%6%
13%
11%
17%
Wo
rk c
olle
ague
s9%
9%7%
9%14
%4%
6%10
%8%
2%5%
7%8%
13%
16%
8%13
%
Qui
te a
lot
Wo
rk c
olle
ague
s48
%50
%48
%52
%53
%35
%45
%49
%55
%35
%37
%47
%53
%55
%54
%52
%49
%
Nei
ghb
our
s48
%61
%53
%43
%53
%35
%54
%48
%54
%27
%34
%39
%44
%51
%57
%57
%55
%
Frie
nds
47%
44%
52%
48%
43%
53%
51%
43%
50%
58%
38%
51%
50%
49%
45%
43%
39%
Bo
ss38
%36
%39
%39
%47
%27
%31
%36
%48
%30
%30
%35
%43
%45
%41
%41
%34
%
Fam
ily26
%20
%42
%16
%14
%44
%24
%18
%40
%37
%25
%20
%25
%25
%31
%22
%20
%
Gre
at d
eal/
qui
te a
lot
Fam
ily92
%94
%85
%96
%96
%85
%93
%95
%89
%90
%79
%96
%96
%98
%92
%92
%95
%
Frie
nds
89%
93%
86%
93%
93%
87%
91%
90%
92%
89%
72%
79%
88%
91%
93%
92%
94%
Wo
rk c
olle
ague
s57
%59
%54
%61
%67
%39
%51
%59
%63
%38
%42
%54
%62
%68
%70
%60
%62
%
Nei
ghb
our
s56
%72
%62
%48
%64
%39
%62
%57
%71
%29
%42
%45
%47
%57
%69
%67
%71
%
Bo
ss48
%50
%46
%49
%60
%31
%41
%47
%55
%38
%37
%44
%54
%53
%57
%52
%47
%
No
t ve
ry m
uch/
not
at a
ll
Nei
ghb
our
s39
%25
%35
%48
%33
%57
%34
%41
%27
%67
%39
%50
%49
%42
%27
%28
%26
%
Bo
ss34
%22
%40
%35
%26
%55
%29
%35
%28
%47
%37
%34
%40
%39
%25
%25
%26
%
Wo
rk c
olle
ague
s29
%23
%33
%28
%23
%49
%29
%26
%20
%53
%34
%33
%33
%25
%17
%24
%17
%
Frie
nds
8%4%
12%
5%6%
12%
6%8%
5%9%
11%
17%
9%7%
6%4%
4%
Fam
ily5%
4%12
%2%
2%13
%4%
3%9%
10%
4%2%
3%2%
7%3%
3%
No
t ap
plic
able
Bo
ss13
%21
%9%
14%
10%
11%
25%
15%
14%
15%
0%19
%3%
0%14
%16
%22
%
Wo
rk c
olle
ague
s9%
13%
8%9%
7%9%
16%
12%
14%
9%0%
9%2%
0%11
%10
%18
%
Nei
ghb
our
s2%
1%2%
2%2%
3%1%
1%1%
4%0%
3%2%
0%2%
1%1%
Frie
nds
1%0%
0%0%
1%1%
1%1%
1%2%
0%2%
1%0%
1%0%
1%
Fam
ily1%
0%1%
0%1%
1%1%
1%1%
0%0%
1%0%
0%0%
1%1%UK
Switzerland
Sweden
Spain
Russia
Romania
Portugal
Poland
Netherlands
Hungary
Germany
France
Finland
Czech
Belgium
Austria
Average all countries
Results - trustTrust in family and friends
43www.rdtrustedbrands.com
Res
po
nse
rate
by
coun
try
2010
v 2
009
Co
untr
y20
1020
09
Num
ber
Ta
rget
Num
ber
N
o. A
naly
sed
Num
ber
Ta
rget
Num
ber
N
o. A
naly
sed
Mai
led
for
Ana
lysi
sA
naly
sed
v N
o. M
aile
d %
Mai
led
for
Ana
lysi
sA
naly
sed
v N
o. M
aile
d %
Po
stal
in 2
010:
Aus
tria
12,0
001,
000
908
7.6%
12,0
001,
000
987
8.2%
Finl
and
8,00
01,
500
1,33
816
.7%
8,00
01,
575
1,51
418
.9%
Ger
man
y E
& W
130,
000
9,00
07,
919
6.1%
140,
000
7,50
07,
037
5.0%
Por
tuga
l12
,200
1,00
098
48.
1%12
,200
1,35
082
06.
7%
Rom
ania
7,00
01,
000
990
14.1
%7,
000
1,04
01,
025
14.6
%
Sp
ain
9,50
075
048
35.
1%9,
500
800
753
7.9%
Sw
eden
10,0
001,
000
1,36
413
.6%
10,0
001,
000
1,03
010
.3%
Sw
itzer
land
F &
G29
,918
1,50
01,
336
4.5%
42,0
003,
000
1,08
22.
6%
Tota
l21
8,61
816
,750
15,3
227.
0%24
0,70
017
,265
14,2
485.
9%
On-
Line
in 2
010:
All
Po
stal
in 2
009
apar
t fr
om
UK
:
Bel
gium
F &
Fl
14,2
532,
000
1,97
313
.8%
10,0
4170
086
38.
6%
Cze
ch20
,000
2,00
02,
886
14.4
%12
,500
1,35
01,
301
10.4
%
Fran
ce20
0,00
02,
000
2,05
01.
0%9,
377
1,40
086
39.
2%
Hun
gary
20,0
002,
000
3,19
116
.0%
10,0
001,
300
1,22
412
.2%
Net
herla
nds*
13,6
242,
000
2,10
615
.5%
10,0
8790
01,
026
10.2
%
Pol
and
20,1
742,
000
920
4.6%
10,0
001,
340
844
8.4%
Rus
sia
24,8
552,
000
1,66
06.
7%10
,000
1,00
01,
094
10.9
%
UK
*34
,282
2,00
02,
055
6.0%
19,8
892,
000
1,82
49.
2%
Tota
l34
7,18
816
,000
16,8
414.
9%91
,894
9,99
09,
039
9.8%
Tota
l on-
line
+ p
ost
al56
5,80
632
,750
32,1
635.
7%33
2,59
427
,255
23,2
877.
0%
Co
mm
enta
ry:
*Max
imum
tar
gets
by
coun
try
diff
ered
acc
ord
ing
to e
ach
coun
try'
s re
qui
rem
ents
*Tar
gets
for
on-
line
coun
trie
s w
ere
incr
ease
d in
201
0 to
allo
w f
or t
he s
plit
sam
ple
*Res
pon
den
ts a
ged
<20
yrs
wer
e ex
clud
ed in
eve
ry c
ount
ry
Po
stal
:*C
omp
lete
d q
uest
ionn
aire
s w
ere
retu
rned
to
Rea
der
's D
iges
t lo
cal o
ffice
s an
d t
hen
dis
pat
ched
in b
ulk
to t
he U
K*A
s ea
ch c
ount
ry h
ad a
"m
axim
um"
targ
et f
or a
naly
sis
they
onl
y d
isp
atch
ed t
heq
uant
ity r
equi
red
for
dat
a p
roce
ssin
g*N
umb
er a
naly
sed
v n
umb
er m
aile
d d
oes
not
refle
ct t
he o
vera
ll re
spon
se r
ate
as
coun
trie
s on
ly d
isp
atch
ed t
heir
targ
et
*Ret
urne
d q
uest
ionn
aire
s w
ith n
o ag
e/se
x d
ata
wer
e ex
clud
ed f
rom
ana
lysi
s*I
n 20
09 m
any
resp
onse
s w
ere
excl
uded
in S
witz
erla
nd t
o re
tain
the
cor
rect
rat
io o
fFr
ench
to
Ger
man
, th
us r
educ
ing
the
tota
l ana
lyse
d
On-
line:
*Ap
art
from
Pol
and
all
e-m
ail i
nvita
tions
wer
e is
sued
fro
m t
he U
.K.
*Del
iver
y ra
tes
varie
d m
assi
vely
by
coun
try
(old
ad
dre
sses
/Sp
am g
uard
s et
c.)
*No.
ana
lyse
d v
num
ber
mai
led
isn'
t a
true
ref
lect
ion
of r
esp
onse
rat
e d
ue t
o no
nd
eliv
ery
issu
es*I
ncen
tives
wer
en't
offe
red
in F
ranc
e an
d B
elgi
um
Appendix iResponse rate by country 2010 v 2009
44www.rdtrustedbrands.com
Appendix iiRespondent base 2006 - 2010
Year
ly c
om
par
iso
n -
qua
ntit
y an
alys
ed y
ear
on
year
pas
t 5
year
s
2006
2007
2008
2009
2010
Aus
tria
927
665
608
987
908
Bel
giu
m75
594
585
486
31,
973
Cze
ch1,
293
1,19
11,
287
1,30
12,
886
Finl
and
1,64
01,
384
1,35
91,
514
1,33
8Fr
ance
1,11
598
394
586
32,
050
Ger
man
y7,
119
6,73
35,
267
7,03
77,
919
Hun
gar
y1,
295
1,28
01,
332
1,22
43,
191
Net
herl
and
s1,
246
1,23
21,
183
1,02
62,
106
Po
land
1,10
91,
239
1,01
284
492
0P
ort
ugal
1,02
21,
189
901
820
984
Ro
man
ia1,
190
1,29
91,
025
990
Rus
sia
1,33
075
71,
158
1,09
41,
660
Sp
ain
627
626
650
753
483
Sw
eden
No
t in
clud
ed99
31,
030
1,36
4S
wit
zerl
and
1,06
11,
052
864
1,08
21,
336
UK
4,89
43,
748
3,93
91,
824
2,05
5To
tal
25,4
3424
,213
23,6
5123
,287
32,1
63
Co
mm
enta
ry:
*Tar
get
resp
onse
for
Ger
man
y is
sig
nific
antly
hig
her
than
oth
er c
ount
ries
to e
nab
le d
etai
led
com
par
ison
of
E &
W*F
ield
wor
k fo
r U
K h
as b
een
cond
ucte
d e
xclu
sive
ly o
n-lin
e si
nce
2005
*In
2010
the
UK
was
join
ed b
y 7
coun
trie
s fo
r on
-lin
e d
ata
gath
erin
g (a
ll sh
own
in it
alic
s)*A
s p
art
of t
heir
on-l
ine
met
hod
olog
y ea
ch c
ount
ry d
oub
led
the
ir on
-lin
e ta
rget
res
pon
se*E
ach
on-l
ine
resp
ond
ent
was
req
uire
d t
o an
swer
onl
y ha
lf th
e b
rand
que
stio
ns
45www.rdtrustedbrands.com
Appendix iiiRespondents by category by country 2010 and 2009
Res
po
nden
ts b
y ca
teg
ory
by
coun
try
2010
and
200
9
Car
Kit
chen
PC
Mo
bile
Net
wo
rkC
amer
aH
olid
ayB
ank
Cre
dit
Insu
ranc
eIS
PP
etro
lV
itam
ins
Pai
nC
old
Hai
r
Aus
tria
2010
844
791
506
718
643
681
475
778
578
718
417
634
217
489
394
612
2009
916
834
562
778
727
713
550
874
618
772
457
716
366
533
551
675
Bel
giu
m20
1084
6 79
4 73
8 86
4 75
5 67
1 44
0 78
4 63
2 66
9 77
7 69
0 19
9 51
9 31
0 56
8
2009
611
563
396
552
562
438
333
589
470
525
420
487
176
441
221
400
Cze
ch20
101,
295
1,19
3 88
5 1,
319
1,19
2 1,
192
712
1,18
5 92
5 1,
019
652
1,04
1 34
4 86
2 76
9 85
1
2009
937
850
536
940
907
799
667
842
730
737
402
796
369
625
625
755
Finl
and
2010
1,23
7 1,
174
973
1,25
5 1,
218
1,09
8 94
1 1,
275
1,03
1 1,
238
1,02
5 1,
147
757
1,14
0 62
3 1,
019
2009
1,36
1 1,
275
1,08
6 1,
387
1,33
5 1,
204
1,06
3 1,
401
1,15
5 1,
353
1,12
8 1,
292
835
1,26
9 73
1 1,
127
Fran
ce20
1085
8 79
6 76
6 85
6 83
5 78
0 32
9 74
7 73
8 68
3 86
9 62
2 24
8 51
1 30
0 50
3
2009
779
666
483
675
655
568
226
700
608
634
496
569
141
424
211
365
Ger
man
y20
107,
039
6,54
9 4,
067
5,67
8 5,
132
5,27
1 3,
510
6,45
2 4,
207
5,83
9 3,
514
5,25
8 1,
955
4,15
0 3,
137
5,07
1
2009
6,23
9 5,
842
3,73
5 5,
172
4,69
7 4,
654
3,36
0 5,
795
3,88
5 5,
312
3,10
5 4,
526
1,88
4 3,
916
3,01
3 4,
422
Hun
gar
y20
101,
423
1,01
9 1,
121
1,39
0 1,
407
1,32
3 63
2 1,
325
930
1,20
9 1,
191
1,31
4 1,
065
1,13
7 87
1 1,
065
2009
1,12
5 1,
081
821
1,12
2 1,
121
991
730
1,09
9 81
1 1,
066
857
1,05
1 77
5 98
4 82
2 1,
039
Net
herl
and
s20
1091
6 88
3 82
0 93
8 79
2 82
4 47
9 88
3 52
9 80
1 85
9 77
8 36
7 69
7 40
5 65
8
2009
765
732
591
681
728
674
435
752
477
677
678
636
315
575
321
582
Po
land
2010
449
422
400
442
447
441
342
449
365
430
321
441
212
421
395
402
2009
760
724
511
740
732
693
490
752
547
708
410
700
538
691
611
671
Po
rtug
al20
1092
9 88
6 66
1 80
3 79
0 65
5 62
1 87
7 61
4 69
9 56
1 75
7 49
5 71
4 57
1 64
1
2009
775
701
551
749
749
620
462
723
485
653
509
666
298
603
439
624
Ro
man
ia20
1091
2 90
0 66
7 89
9 88
4 75
8 44
3 89
0 63
4 72
5 73
2 76
2 49
9 63
8 67
6 73
4
2009
846
842
596
745
786
722
450
853
696
744
693
785
538
640
711
739
Rus
sia
2010
706
715
609
771
662
705
272
588
444
463
451
496
423
495
453
459
2009
690
721
458
754
718
646
354
599
516
491
317
561
525
567
530
604
Sp
ain
2010
431
420
362
426
419
356
283
436
322
375
305
336
115
365
252
295
2009
610
566
447
603
567
509
377
584
494
554
420
516
232
510
377
449
Sw
eden
2010
1,24
3 1,
126
903
1,15
6 1,
087
1,01
5 80
6 1,
169
930
1,13
6 90
7 1,
054
364
894
548
768
2009
895
849
667
850
806
764
637
865
715
826
674
809
284
687
407
598
Sw
itze
rlan
d20
101,
170
1,11
6 83
8 1,
045
1,06
4 93
3 75
3 1,
074
856
949
777
820
477
737
632
834
2009
966
895
739
926
947
805
661
911
755
803
726
695
452
621
524
676
UK
2010
907
873
908
938
809
878
529
829
684
738
840
793
480
706
661
635
2009
1,58
6 74
6 77
1 77
0 75
7 73
7 54
7 80
5 69
6 64
2 82
0 65
7 29
3 52
5 47
7 51
8
Dat
a w
as g
athe
red
on-
line
in 2
010
for:
Bel
gium
, C
zech
, Fr
ance
, H
unga
ry,
Net
herla
nds,
Pol
and
, R
ussi
a, U
K (h
ighl
ight
ed in
blu
e)Th
e on
-lin
e sa
mp
le w
as s
plit
, w
ith e
ach
half
answ
erin
g ha
lf of
the
bra
nd q
uest
ions
Fiel
dw
ork
for
UK
has
bee
n co
nduc
ted
on-
line
for
the
pas
t 5
year
s, in
200
9 th
e ca
r ca
tego
ry w
as in
clud
ed f
or t
he f
ull s
amp
leO
nly
bra
nd n
ames
rel
evan
t to
the
cat
egor
y w
ere
incl
uded
for
ana
lysi
s, a
ll ot
her
nom
inat
ions
wer
e d
elet
ed
prio
r to
wei
ghtin
g.
Mos
t d
elet
ions
wer
e in
Vita
min
s ca
tego
ry w
here
peo
ple
nom
inat
ed f
ruit
(ap
ple
s, o
rang
es e
tc.)
46www.rdtrustedbrands.com
Res
po
nden
t p
rofil
e ac
ross
all
coun
trie
s
Tota
l 16
coun
trie
s
Tota
l32
,162
15,4
2316
,740
17,0
7015
,089
23,0
329,
126
16,5
035,
722
8,80
4
100%
100%
100%
100%
100%
100%
100%
100%
100%
100%
Men
48%
100%
0%50
%46
%49
%45
%50
%44
%47
%
Wo
men
52%
0%10
0%50
%54
%51
%55
%50
%56
%53
%
15-1
9E
xclu
ded
fro
m a
naly
sis
20-3
925
%26
%25
%48
%0%
35%
0%17
%17
%49
%
40-4
928
%30
%26
%52
%0%
39%
0%23
%24
%39
%
50-5
919
%18
%19
%0%
40%
26%
0%25
%17
%8%
60+
28%
27%
30%
0%60
%0%
100%
35%
42%
4%
Ad
ults
onl
y51
%54
%49
%39
%66
%46
%64
%10
0%0%
0%
Sin
gle
per
son
18%
16%
19%
14%
23%
14%
26%
0%10
0%0%
Fam
ilies
27%
27%
28%
45%
7%37
%4%
0%0%
100%Families
Single person
Adults only
Over 60
Under 60
Over 50
Under 50
Women
Men
Total
Appendix ivRespondent profile across all countries
47www.rdtrustedbrands.com
Res
po
nden
t p
rofil
e b
y co
untr
y
Sex
/ag
e/ho
useh
old
Tota
l20
1090
819
7328
8613
3820
5079
1931
9121
0692
098
499
016
6048
313
6413
3620
55
100%
100%
100%
100%
100%
100%
100%
100%
100%
100%
100%
100%
100%
100%
100%
100%
100%
Men
964
440
952
1426
648
978
3826
1470
1037
457
467
469
743
237
672
596
1006
48%
48%
48%
49%
48%
48%
48%
46%
49%
50%
47%
47%
45%
49%
49%
45%
49%
Wo
men
1046
468
1021
1461
690
1072
4093
1720
1069
463
517
521
917
246
692
740
1049
52%
52%
52%
51%
52%
52%
52%
54%
51%
50%
53%
53%
55%
51%
51%
55%
51%
Und
er 5
010
6750
810
7715
8867
111
6040
0017
2211
7855
055
952
998
928
170
050
510
53
54%
56%
54%
55%
50%
57%
51%
54%
55%
60%
58%
54%
59%
58%
51%
38%
51%
Ove
r 50
943
401
896
1298
666
890
3920
1469
927
369
425
460
672
203
663
831
998
46%
44%
45%
45%
50%
44%
49%
46%
44%
41%
43%
46%
40%
43%
49%
62%
49%
Und
er 6
014
4065
514
1121
0592
414
8353
3923
0415
6183
770
867
114
8935
392
579
214
76
73%
72%
71%
73%
69%
73%
68%
72%
73%
91%
73%
68%
89%
73%
68%
59%
72%
Ove
r 60
570
254
562
781
413
567
2581
887
544
8227
631
817
213
143
854
457
5
27%
28%
28%
27%
31%
28%
32%
28%
26%
10%
28%
32%
10%
28%
32%
41%
28%
Ad
ults
onl
y10
3146
410
6114
7660
196
243
6716
1110
3426
751
358
989
330
359
970
910
53
51%
51%
54%
51%
45%
47%
55%
50%
49%
29%
52%
60%
54%
63%
44%
53%
51%
Sin
gle
per
son
358
181
331
378
284
325
1809
428
475
223
7376
7858
347
314
342
17%
20%
17%
13%
21%
16%
23%
13%
23%
24%
7%8%
5%12
%25
%24
%17
%
Fam
ilies
550
235
531
930
386
705
1447
1022
543
344
372
280
657
108
369
262
613
29%
26%
27%
32%
29%
34%
18%
32%
26%
37%
38%
28%
40%
22%
27%
20%
30%
Appendix v Respondent profile by country
UK
Switzerland
Sweden
Spain
Russia
Romania
Portugal
Poland
Netherlands
Hungary
Germany
France
Finland
Czech
Belgium
Austria
Average all countries
48www.rdtrustedbrands.com
As
iden
tifie
d b
y re
spo
nden
ts t
hem
selv
es
Per
sona
lity
Tota
l20
1090
819
7328
8613
3820
5079
1931
9121
0692
098
499
016
6048
313
6413
3620
55
Act
ive
52%
62%
53%
49%
34%
52%
55%
60%
53%
60%
44%
71%
44%
56%
42%
59%
38%
Ad
vent
uro
us28
%43
%26
%12
%34
%17
%32
%39
%32
%41
%23
%19
%15
%25
%35
%31
%26
%
Am
bit
ious
32%
40%
23%
22%
23%
20%
42%
31%
27%
56%
27%
64%
16%
15%
54%
31%
22%
Car
eer
14%
17%
11%
4%10
%5%
13%
5%12
%7%
43%
54%
7%8%
6%12
%14
%
Cau
tio
us48
%50
%54
%40
%43
%53
%50
%53
%45
%44
%50
%69
%38
%47
%47
%53
%35
%
Co
mm
unit
y-m
ind
ed41
%60
%40
%37
%39
%64
%64
%47
%22
%26
%26
%57
%28
%23
%34
%61
%30
%
Co
nfo
rmis
t16
%4%
6%4%
78%
5%3%
72%
4%4%
8%29
%4%
25%
2%5%
10%
Dec
isiv
e43
%51
%38
%32
%52
%40
%50
%57
%47
%38
%39
%40
%36
%26
%58
%49
%31
%
Dis
cern
ing
40%
41%
31%
26%
53%
27%
37%
77%
38%
64%
33%
63%
29%
12%
49%
38%
26%
Fam
ily o
rien
ted
67%
82%
65%
60%
66%
69%
78%
81%
60%
76%
45%
80%
60%
58%
52%
75%
69%
Follo
wer
16%
47%
3%8%
31%
5%42
%16
%2%
6%2%
22%
9%9%
5%49
%7%
Fulfi
lled
33%
34%
45%
6%64
%12
%26
%26
%66
%15
%25
%36
%29
%40
%51
%40
%17
%
Glo
bal
22%
33%
35%
7%20
%55
%29
%30
%23
%7%
11%
16%
10%
13%
21%
25%
10%
Ho
nest
79%
83%
85%
58%
89%
80%
83%
83%
84%
70%
66%
85%
63%
77%
88%
82%
85%
Imp
ulsi
ve26
%37
%21
%24
%25
%26
%35
%17
%26
%30
%25
%25
%20
%29
%29
%30
%24
%
Influ
enti
al13
%16
%9%
5%15
%11
%12
%5%
9%13
%13
%22
%11
%16
%16
%14
%17
%
Laid
bac
k29
%34
%40
%8%
42%
37%
32%
23%
52%
45%
6%33
%4%
1%38
%36
%38
%
Lead
er19
%13
%19
%19
%12
%12
%8%
22%
22%
32%
19%
30%
24%
15%
27%
15%
22%
Loca
l25
%31
%13
%31
%48
%7%
34%
56%
22%
21%
13%
23%
7%16
%21
%29
%24
%
Mo
der
n32
%32
%28
%25
%35
%29
%33
%35
%30
%42
%25
%46
%41
%29
%24
%28
%25
%
Op
tim
isti
c57
%73
%52
%50
%53
%43
%66
%56
%60
%54
%39
%72
%62
%58
%60
%65
%51
%
Pas
sio
nate
31%
40%
31%
17%
19%
41%
33%
32%
27%
9%36
%56
%22
%35
%26
%35
%37
%
Pra
ctic
al65
%73
%62
%62
%73
%46
%75
%67
%66
%63
%53
%77
%51
%69
%71
%73
%66
%
Reb
el15
%18
%16
%13
%10
%20
%13
%19
%14
%31
%11
%12
%8%
15%
9%17
%10
%
Sel
f co
nfid
ent
42%
66%
31%
25%
33%
15%
64%
40%
46%
41%
31%
63%
44%
43%
40%
52%
43%
Set
tled
40%
31%
36%
16%
46%
47%
27%
65%
30%
41%
12%
64%
46%
38%
68%
28%
42%
Str
esse
d21
%23
%21
%11
%23
%30
%24
%17
%14
%21
%17
%25
%19
%21
%24
%17
%25
%
Sty
lish
20%
32%
17%
9%14
%27
%25
%23
%21
%23
%9%
32%
17%
12%
14%
25%
16%
Trad
itio
nal
35%
43%
29%
25%
55%
27%
38%
40%
34%
32%
23%
42%
18%
49%
18%
40%
44%
Unf
ulfil
led
11%
6%7%
6%9%
14%
9%18
%4%
19%
22%
13%
7%15
%4%
6%14
%
Appendix viRespondent personality
UK
Switzerland
Sweden
Spain
Russia
Romania
Portugal
Poland
Netherlands
Hungary
Germany
France
Finland
Czech
Belgium
Austria
Average all countries
49www.rdtrustedbrands.com
Vote
s ca
st w
ithi
n ea
ch o
f th
e 20
co
mm
on
cate
go
ries
- r
anke
d h
ighe
st f
irst
Cat
ego
ryR
esp
ons
e20
0920
08
% o
f %
of
% o
f %
of
Tota
l acr
oss
Res
pon
den
tsTo
tal a
cros
sR
esp
ond
ents
Tota
l acr
oss
Res
pon
den
tsTo
tal a
cros
sR
esp
ond
ents
al
l cou
ntrie
svo
ting
in t
his
all c
ount
ries
votin
g in
thi
sal
l cou
ntrie
svo
ting
in t
his
all c
ount
ries
votin
g in
thi
sca
tego
ryex
c. U
Kca
tego
ry e
xc.
UK
cate
gory
exc.
UK
cate
gory
exc
. U
K
Car
*19
,674
85%
18,0
7684
%21
,264
98%
17,9
0891
%
Ban
k/B
uild
ing
So
ciet
y17
,862
80%
17,0
7480
%19
,178
88%
17,4
2088
%
Kit
chen
Ap
plia
nce
17,4
9278
%16
,758
78%
17,8
4082
%16
,436
83%
Mo
bile
Pho
ne H
and
set
16,7
3175
%15
,980
74%
17,3
7480
%15
,769
80%
So
ap P
ow
der
16,4
0573
%15
,786
74%
16,9
7478
%15
,568
79%
Insu
ranc
e C
om
pan
y16
,383
73%
15,7
6173
%17
,080
79%
15,8
0080
%
Mo
bile
Pho
ne S
ervi
ce P
rovi
der
16,0
6972
%15
,309
71%
16,8
6578
%15
,143
77%
Pet
rol R
etai
ler
14,9
7067
%14
,284
67%
15,7
5273
%14
,256
72%
Cam
era
14,8
2966
%14
,086
66%
14,9
4369
%13
,330
68%
Hai
r C
are
Pro
duc
t13
,235
59%
12,7
9360
%14
,036
65%
12,8
9265
%
Cre
dit
Car
d13
,187
59%
12,4
9558
%14
,453
67%
12,9
6366
%
Ski
n C
are
13,0
3258
%12
,534
58%
13,6
7563
%12
,638
64%
Ana
lges
ic/P
ain
Rel
ief
Tab
let
12,8
3457
%12
,338
57%
13,9
4664
%12
,772
65%
Per
sona
l Co
mp
uter
11,8
8153
%11
,124
52%
12,1
3756
%10
,585
54%
Inte
rnet
Ser
vice
Pro
vid
er10
,983
49%
10,1
4447
%11
,217
52%
9,46
448
%
Ho
liday
Co
mp
any/
Tour
Op
erat
or
10,8
4948
%10
,325
48%
11,3
0252
%10
,367
53%
Co
ugh/
Co
ld R
emed
y9,
682
43%
9,25
743
%10
,517
49%
9,57
849
%
Co
smet
ic9,
180
41%
8,83
741
%9,
907
46%
9,22
847
%
Bre
akfa
st c
erea
l8,
988
40%
8,32
339
%10
,708
49%
9,10
146
%
Vit
amin
s7,
444
33%
7,16
533
%8,
506
39%
7,65
139
%
Tota
l acr
oss
20
cate
go
ries
271,
710
61%
258,
449
60%
287,
674
66%
258,
869
66%
Tota
l res
po
nden
t b
ase*
22,3
7510
0%21
,463
100%
21,6
8210
0%19
,712
100%
*Alth
ough
the
UK
had
a t
otal
res
pon
den
t b
ase
of 1
,824
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lf w
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bou
t 50
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f ca
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and
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ll U
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ked
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ar c
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ll co
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ase
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n, t
his
mig
ht e
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in t
he lo
wer
res
pon
se r
ates
to
som
e ca
tego
ries
Appendix viiCategory votes for 2009
50www.rdtrustedbrands.com
Background
With the intention that the survey results will have maximum relevance to marketers, everyattempt has been made to ensure that, as far as possible, they represent the views of thepopulation in general rather than purely "Reader’s Digest readers". Not only will brandpreferences vary but so will levels of trust in different professions and institutions. For thesereasons weightings were applied to the respondents to bring them in line with the populationby age + sex.
STAGE 1: local identification of respondent names. Prior to mailing and e-mailing, eachedition was advised to identify a sample of subscribers who, as far as possible, mightrepresent the population profile by age and sex.
STAGE 2: Respondents were classified according to their age and sex prior to comparisonwith the population profile. Weightings were then applied to each respondent according towhether their sex/age group was "over" or "under" represented v the population profile. Aswith ETB09 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 agebreaks that were achieved prior to analysing the results.
The 8 on-line countries had a split sample (half the sample was asked to respond to 50% ofthe brand categories and the remaining half the other 50%). In every case the 2 sampleswere weighted independently e.g. Belgium 1 and Belgium 2.
Some countries were unable to provide precise population profiles matching the needs ofthe survey. This is why, even though they may have received a high response within certainage groups, it’s not possible to weight them back to the population.
Appendix viiWeighting factors applied in each country
51www.rdtrustedbrands.com
Austria Group Resp % Popn % Weight
M 20-49 6.28 27.05 4.31
M 50-59 12.22 7.82 0.64
M 60-69 28.74 6.77 0.24
M 70+ 11.12 6.76 0.61
W 20-49 8.15 28.83 3.54
W 50-59 8.70 8.34 0.96
W 60-69 17.95 7.21 0.40
W 70+ 6.83 7.21 1.06
Belgium 1 Belgium 2Group Resp % Popn % Weight Group Resp % Popn % Weight
M 20-49 14.08 27.53 1.95 M 20-49 14.99 27.53 1.84
M 50-59 19.86 8.47 0.43 M 50-59 21.48 8.47 0.39
M 60+ 30.70 12.27 0.40 M 60+ 31.31 12.27 0.39
W 20-49 11.85 27.05 2.28 W 20-49 12.36 27.05 2.19
W 50-59 13.68 8.45 0.62 W 50-59 13.88 8.45 0.61
W 60+ 9.83 16.24 1.65 W 60+ 10.13 16.24 1.60
Czech Republic 1 Czech Republic 2Group Resp % Popn % Weight Group Resp % Popn % Weight
M 20-39 11.35 20.32 1.79 M 20-39 10.10 20.32 2.01
M 40-49 10.24 8.49 0.83 M 40-49 8.79 8.49 0.96
M 50-59 15.09 8.98 0.59 M 50-59 13.91 8.98 0.64
M 60+ 14.26 11.64 0.82 M 60+ 14.05 11.64 0.83
W 20-39 13.36 18.40 1.38 W 20-39 16.54 18.40 1.11
W 40-49 12.46 7.84 0.63 W 40-49 12.80 7.84 0.61
W 50-59 15.43 8.94 0.58 W 50-59 14.74 8.94 0.61
W 60+ 7.82 15.40 1.97 W 60+ 8.93 15.40 1.72
FinlandGroup Resp % Popn % Weight Group Resp % Popn % Weight
M 20-39 9.94 16.39 1.65
M 40-49 8.30 9.21 1.11
M 50-59 9.79 9.44 0.96
M 60-69 10.46 7.43 0.71
M 70-79 4.26 4.18 0.98
M 80+ 2.02 1.79 0.89
W 20-39 14.28 15.59 1.09
W 40-49 12.03 8.98 0.75
W 50-59 11.43 9.49 0.83
W 60-69 9.79 7.96 0.81
W 70-79 5.38 5.54 1.03
W 80+ 2.32 4.00 1.73
Appendix viiPopulation weightings applied in each country
52www.rdtrustedbrands.com
France 1 France 2Group Resp % Popn % Weight Group Resp % Popn % Weight
M 20-39 8.47 18.89 2.23 M 20-39 8.47 18.89 2.45
M 40-49 10.31 9.36 0.91 M 40-49 10.61 9.36 0.97
M 50-59 9.08 7.94 0.87 M 50-59 11.73 7.94 0.74
M 60+ 9.08 11.57 1.27 M 60+ 9.80 11.57 1.30
W 20-39 22.96 19.36 0.84 W 20-39 25.31 19.36 0.84
W 40-49 19.80 9.00 0.45 W 40-49 22.24 9.00 0.44
W 50-59 13.78 7.87 0.57 W 50-59 14.59 7.87 0.59
W 60+ 6.53 16.02 2.45 W 60+ 6.94 16.02 2.53
Germany Group Resp % Popn % Weight Group Resp % Popn % Weight
M 20-49 6.41 25.64 4.00
M 50-59 13.07 8.39 0.64
M 60-69 25.43 7.38 0.29
M 70-79 9.38 5.46 0.58
M 80+ 4.94 1.44 0.29
W 20-49 7.10 24.86 3.50
W 50-59 10.10 8.52 0.84
W 60-69 14.76 8.00 0.54
W 70-79 5.49 7.55 1.37
W 80+ 3.31 2.76 0.83
Hungary 1 Hungary 2Group Resp % Popn % Weight Group Resp % Popn % Weight
M 20-39 8.31 18.56 2.23 M 20-39 8.94 18.56 2.08
M 40-49 6.61 8.37 1.27 M 40-49 8.19 8.37 1.03
M 50-59 9.38 8.56 0.91 M 50-59 10.33 8.56 0.83
M 60+9.38 10.65 1.13 M 60+ 10.08 10.65 1.06
W 20-39 20.09 18.48 0.92 W 20-39 18.14 18.48 1.02
W 40-49 17.38 8.70 0.50 W 40-49 15.37 8.70 0.57
W 50-59 19.96 9.74 0.49 W 50-59 19.40 9.74 0.50
W 60+8.88 16.93 1.91 W 60+ 9.95 16.93 1.71
Appendix viiPopulation weightings applied in each country
53www.rdtrustedbrands.com
Netherlands 1 Netherlands 2Group Resp % Popn % Weight Group Resp % Popn % Weight
M 20-49 9.87 28.21 2.86 M 20-49 9.03 28.21 3.01
M 50-59 13.31 8.81 0.66 M 50-59 13.97 8.81 0.61
M 60-69 19.37 6.47 0.33 M 60-69 19.09 6.47 0.33
M 70+13.31 5.69 0.43 M 70+ 10.61 5.69 0.52
W 20-49 16.48 27.76 1.68 W 20-49 16.11 27.76 1.66
W 50-59 15.83 9.36 0.59 W 50-59 14.06 9.36 0.64
W 60-69 8.85 6.80 0.77 W 60-69 8.85 6.80 0.74
W 70+2.98 6.91 2.32 W 70+ 4.66 6.91 1.43
Poland 1 Poland 2 Group Resp % Popn % Weight Group Resp % Popn % Weight
M 20-29 10.26 11.28 1.10 M 20-29 10.92 11.28 1.04
M 30-39 8.95 10.22 1.14 M 30-39 11.14 10.22 0.93
M 40-49 10.48 9.46 0.90 M 40-49 6.11 9.46 1.56
M 50+13.97 18.72 1.34 M 50+ 17.69 18.72 1.07
W 20-29 14.85 10.53 0.71 W 20-29 15.28 10.53 0.70
W 30-39 13.32 9.57 0.72 W 30-39 12.23 9.57 0.79
W 40-49 13.97 8.71 0.62 W 40-49 12.01 8.71 0.73
W 50+14.19 21.53 1.52 W 50+ 15.50 21.53 1.40
Portugal RomaniaGroupResp % Popn % Weight
Group Resp % Popn % Weight Group Resp % Popn % Weight
M 20-39 7.32 19.57 2.67 M20-39 6.36 19.27 3.03
M 40-49 6.91 8.62 1.25 M 40-49 6.46 8.51 1.32
M 50-59 9.55 7.22 0.76 M 50-59 11.31 5.79 0.51
M 60-69 12.40 6.25 0.50 M 60-69 11.92 5.08 0.43
M 70+ 12.09 5.79 0.48 M 70+ 11.82 8.75 0.74
W 20-39 15.75 19.60 1.24 W 20-39 9.60 17.26 1.80
W 40-49 10.06 9.03 0.90 W 40-49 8.48 8.51 1.00
W 50-59 9.96 7.93 0.80 W 50-59 15.35 8.51 0.55
W 60-69 9.15 7.35 0.80 W 60-69 12.12 6.03 0.50
W 70+ 6.81 8.63 1.27 W 70+ 6.57 12.29 1.87
Appendix viiPopulation weightings applied in each country
54www.rdtrustedbrands.comwww.rdtrustedbrands.com
Russia 1 Russia 2Group Resp % Popn % Weight Group Resp % Popn % Weight
M 20-29 8.45 11.06 1.31 M 20-29 8.45 11.06 1.23
M 30-39 14.00 9.08 0.65 M 30-39 12.04 9.08 0.71
M 40-49 12.27 9.01 0.73 M 40-49 12.04 9.01 0.70
M 50+16.44 15.78 0.96 M 50+ 13.66 15.78 1.08
W 20-29 10.65 10.88 1.02 W 20-29 11.46 10.88 0.89
W 30-39 14.81 9.33 0.63 W 30-39 15.05 9.33 0.58
W 40-49 10.88 9.90 0.91 W 40-49 11.92 9.90 0.78
W 50+12.50 24.98 2.00 W 50+ 9.26 24.98 2.53
SpainGroup Resp % Popn % Weight Group Resp % Popn % Weight
M 20-49 10.56 29.68 2.81
M 50-59 11.18 7.36 0.66
M 60-69 19.46 5.61 0.29
M 70-79 16.56 4.24 0.26
M 80+ 8.70 2.12 0.24
W 20-49 9.73 28.30 2.91
W 50-59 8.49 7.48 0.88
W 60-69 8.07 6.11 0.76
W 70-79 4.97 5.36 1.08
W 80+ 2.28 3.74 1.64
Sweden Switzerland Group Resp %
Group Resp % Popn % Weight Group Resp % Popn % Weight
M 20-49 7.40 26.18 3.54 M 20-39 3.89 8.68 2.23
M 50-59 12.24 8.31 0.68 M 40-49 11.23 9.17 0.82
M 60-69 10.92 7.83 0.72 M 40-49 11.23 9.17 0.82
M 70-79 10.48 4.36 0.42 M 50-59 13.40 9.67 0.72
M 80+ 5.57 2.56 0.46 M 60-69 13.55 7.69 0.57
W 20-49 13.78 25.14 1.82 M 70+ 13.92 9.42 0.68
W 50-59 12.83 8.20 0.64 W 20-39 6.89 10.58 1.54
W 60-69 11.14 7.89 0.71 W 40-49 13.25 9.35 0.71
W 70-79 9.46 5.12 0.54 W 50-59 12.05 11.81 0.98
W 80+ 6.16 4.41 0.72 W 60-69 7.26 11.32 1.56
W 70+ 4.57 12.31 2.70
Appendix viiPopulation weightings applied in each country
55www.rdtrustedbrands.comwww.rdtrustedbrands.com
UK 1 UK 2Group Resp % Popn % Weight Group Resp % Popn % Weight
M 18-39 2.80 18.62 5.02 M 18-39 3.27 18.62 4.14
M 40-59 25.70 16.66 0.63 M 40-59 23.55 16.66 0.63
M 60+32.52 13.72 0.58 M 60+ 29.72 13.72 0.56
F 18-39 4.67 19.38 5.12 F 18-39 4.67 19.38 4.50
F 40-59 21.31 17.34 0.83 F 40-59 17.66 17.34 0.93
F 60+12.99 14.28 0.72 F 60+ 13.18 14.28 0.69
Appendix viiPopulation weightings applied in each country
56www.rdtrustedbrands.com
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Appendix viiiSample questionnaire
57www.rdtrustedbrands.com
Appendix viiiSample questionnaire
Tell
Us
About
The
Bra
nds
You
Trus
t The
Most
Liste
d be
low
are
som
e pr
oduc
t cat
egor
ies.
For
eac
h ca
tego
ry, w
e’d
like
you
to te
ll us
the
bran
d yo
u be
lieve
m
ost
des
erve
s to
be
calle
d y
our
‘most
trus
ted b
rand’.
It r
eally
doe
sn’t
mat
ter i
f you
don
’t ow
n or
use
so
me
of th
e pr
oduc
ts lis
ted
– yo
ur o
pini
ons w
ill b
e eq
ually
val
ued.
Onc
e yo
u’ve
nam
ed y
our
most
trus
ted b
rand in
each
cate
gory
, we’
d lik
e yo
u to
rate
it a
cros
s fou
r crit
eria
by
circ
ling
the
appr
opria
te n
umbe
r – w
here
5 is
the
top
scor
e yo
u ca
n aw
ard,
and
1 is
the
low
est,
e.g.
1 2
3 4
5.
Qua
lity:
Pro
vide
s goo
d qu
ality
, wel
l mad
e, w
ell d
esig
ned
prod
ucts/
serv
ices
.Ex
celle
nt V
alu
e: O
ffers
val
ue fo
r mon
ey to
the
custo
mer
Stro
ng Im
age:
Con
siste
nt b
rand
iden
tity
– a
disti
nctiv
e br
and
whi
ch sa
ys so
met
hing
abo
ut th
e cu
stom
ers w
ho u
se it
Under
stand C
usto
mer
Nee
ds:
A b
rand
whi
ch k
now
s wha
t its
custo
mer
s wan
t and
pro
duce
s a p
rodu
ct th
at
satis
fies t
hose
nee
dsI’
m a
cus
tom
er: T
ick
‘yes
’ if y
ou a
re a
cus
tom
er o
f the
bra
nd y
ou n
amed
or i
f you
hav
e bo
ught
/use
d th
at b
rand
in
the
last
12 m
onth
s.
Woul
d y
ou
reco
mm
end th
is b
rand to
oth
ers?
: Tic
k ‘y
es’ i
f you
wou
ld re
com
men
d th
e br
and,
com
pany
or
serv
ice
to o
ther
s.
My
most
trus
ted b
rand o
f…
Adv
entu
rous
1
Am
bitio
us
1 Co
nfor
mis
t 1
Follo
wer
2
Com
mun
ity-m
inde
d
2 G
loba
l 2
Care
er
3 Im
puls
ive
3
Hon
est
3
Stre
ssed
4
Fulfi
lled
4
Opt
imis
tic
4
Pass
iona
te
5
Mod
ern
5
Styl
ish
5
Sett
led
6 Re
bel
6 Le
ader
6
Self
con
fiden
t 7
Loca
l 7
Fam
ily o
rien
ted
7
Caut
ious
8
Act
ive
8
Laid
bac
k
8
Unf
ulfil
led
9 D
isce
rnin
g
9 Pr
actic
al
9
Trad
ition
al
0 D
ecis
ive
0
Infl
uent
ial
0
About
Your
Per
sonalit
yPl
ease
indi
cate
by
ticki
ng th
e re
leva
nt b
ox(e
s) a
s man
y of
the
wor
ds sh
own
belo
w th
at y
ou th
ink
stron
gly
desc
ribe
your
per
sona
lity,
and
/or d
escr
ibes
you
r beh
avio
ur o
r out
look
on
life
mos
t of t
he ti
me:
Stro
ng
imag
eUn
derst
and
custo
mer
need
sI’m
a c
usto
mer
Wou
ld y
ou
reco
mmen
d
this B
rand
to o
thers?
Exce
llent
value
Qua
lityCar
is ...
ye
s ye
s
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5BLO
CK
CA
PIT
ALS
PLE
ASE
Larg
e k
itch
en a
pplia
nce
is ..
.
ye
s ye
s
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5BLO
CK
CA
PIT
ALS
PLE
ASE
Cam
era
is ..
.
ye
s ye
s
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5BLO
CK
CA
PIT
ALS
PLE
ASE
A
gre
at
Qui
te
Not
ver
y N
ot
de
al
a lo
t m
uch
at a
ll
Tele
visi
on a
nd r
adio
med
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The
Pre
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The
Chur
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Inst
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f m
arr
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The
Euro
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n U
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Gove
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Polit
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The
Adve
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A
gre
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Qui
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Not
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Civ
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Th
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Trade
Unio
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The
Legal s
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Bank
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Th
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Confiden
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Inst
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Tick
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Car
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Financi
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Met
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Fire
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Law
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Ju
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Jo
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Trade
Unio
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Your
Tru
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Pro
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Tru
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yve
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all
atm
uch
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chur
ch
Pri
ests
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Nur
ses
Polit
icia
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Doct
ors a
gen
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Tdri
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ax
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all
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our
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dotru
stm
uch
How
.
row
each
inbo
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eic
kT
A
Frie
nds
and
am
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ing?
the
inha
ve
ou
yve
rN
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Qui
tegr
eat
Am
uch
lot
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eighbour
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ur
(ex
clud
ing
58www.rdtrustedbrands.com
Appendix viiiSample questionnaire
Stro
ng
imag
eUn
derst
and
custo
mer
need
sI’m
a c
usto
mer
Wou
ld y
ou
reco
mmen
d
this B
rand
to o
thers?
Exce
llent
value
Qua
lity
Loca
l ca
tegory
1 is
...
ye
s ye
s
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5BLO
CK
CA
PIT
ALS
PLE
ASE
Loca
l ca
tegory
2 is
...
ye
s ye
s
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5BLO
CK
CA
PIT
ALS
PLE
ASE
Loca
l ca
tegory
3 is
...
ye
s ye
s
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5BLO
CK
CA
PIT
ALS
PLE
ASE
Loca
l ca
tegory
4 is
...
ye
s ye
s
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5BLO
CK
CA
PIT
ALS
PLE
ASE
Loca
l ca
tegory
5 is
...
ye
s ye
s
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5BLO
CK
CA
PIT
ALS
PLE
ASE
Loca
l ca
tegory
6 is
...
ye
s ye
s
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5BLO
CK
CA
PIT
ALS
PLE
ASE
Loca
l ca
tegory
7 is
...
ye
s ye
s
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5BLO
CK
CA
PIT
ALS
PLE
ASE
Hair
care
pro
duc
t is
...
ye
s ye
s
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5BLO
CK
CA
PIT
ALS
PLE
ASE
Cosm
etic
is ..
.
ye
s ye
s
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5BLO
CK
CA
PIT
ALS
PLE
ASE
Skin
care
pro
duc
t is
...
ye
s ye
s
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5BLO
CK
CA
PIT
ALS
PLE
ASE
Soap p
ow
der
is ..
.
ye
s ye
s
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5BLO
CK
CA
PIT
ALS
PLE
ASE
Bre
ak
fast
cer
eal i
s ...
ye
s ye
s
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5BLO
CK
CA
PIT
ALS
PLE
ASE
Stro
ng
imag
eUn
derst
and
custo
mer
need
sI’m
a c
usto
mer
Wou
ld y
ou
reco
mmen
d
this B
rand
to o
thers?
Exce
llent
value
Qua
lity
Bank
/bui
ldin
g s
oci
ety
is ...
ye
s ye
s
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5BLO
CK
CA
PIT
ALS
PLE
ASE
Cre
dit c
ard
is ..
.
ye
s ye
s
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5BLO
CK
CA
PIT
ALS
PLE
ASE
Insu
rance
com
pany
is ...
ye
s ye
s
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5BLO
CK
CA
PIT
ALS
PLE
ASE
Pet
rol re
taile
r is
...
ye
s ye
s
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5BLO
CK
CA
PIT
ALS
PLE
ASE
Vitam
ins
is ...
ye
s ye
s
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5BLO
CK
CA
PIT
ALS
PLE
ASE
Analg
esic
/pain
rel
ief
is ...
ye
s ye
s
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5BLO
CK
CA
PIT
ALS
PLE
ASE
Coug
h/c
old
rem
edy
is ...
ye
s ye
s
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5BLO
CK
CA
PIT
ALS
PLE
ASE
Per
sonal co
mput
er is
...
ye
s ye
s
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5BLO
CK
CA
PIT
ALS
PLE
ASE
Mobile
phone
handse
t is
...
ye
s ye
s
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5BLO
CK
CA
PIT
ALS
PLE
ASE
Mobile
phone
serv
ice
pro
vider
is ..
.
ye
s ye
s
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5BLO
CK
CA
PIT
ALS
PLE
ASE
Inte
rnet
ser
vice
pro
vider
is ..
.
ye
s ye
s
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5BLO
CK
CA
PIT
ALS
PLE
ASE
Holid
ay
com
pany/
tour
oper
ato
r is
...
ye
s ye
s
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5BLO
CK
CA
PIT
ALS
PLE
ASE
BLO
CK
CA
PIT
ALS
PLE
ASE
com
pu
Per
sonal
ha
phone
Mobile
Qua
lity
1
2
3
ter
...is
andse
t...
is
Stro
age
imag
eSt
rong
Exc al
ueva
lueEx
celle
nty
1
2
3
1
2
3
4
5
3
4
5
Unde
rs stome
r
custo ed
sUn
derst
and
need
custo
I’m a
cus
tome
r
yes
1
2
3
4
54
5
yes
Wou
ld y
ou
comm
end
and
reco
mmen
d
hisB
rand
tou
this B
rand
to o
thers?
Wo reWo
yes
yes
BLO
CK
CA
PIT
ALS
PLE
ASE
BLO
CK
CA
PIT
ALS
PLE
ASE
sephone
Mobile
BLO
CK
CA
PIT
ALS
PLE
ASE
serv
ice
Inte
rnet
1
2
3
1
2
3
pro
vider
ervi
ce...
is
12
3
pro
vider
...is
1
2
3
1
2
3
4
5
3
4
5
1
2
3
1
2
3
4
5
3
4
5
12
31
23
45
34
5
1
2
3
4
54
5
yes
1
2
3
4
54
5
yes
12
34
54
5
yes
yes
BLO
CK
CA
PIT
ALS
PLE
ASE
s
Bank
/bui
ldin
g
card
Cre
dit
i
BLO
CK
CA
PIT
ALS
PLE
ASE
BLO
CK
CA
PIT
ALS
PLE
ASE
com
pan
Holid
ay
12
3
soci
ety
...is
12
3
oper
ato
rny/
tour
...
is
12
31
23
45
34
5
12
31
23
45
34
5
yes
12
34
54
5
yes
12
34
54
5
yes
yes
BLO
CK
CA
PIT
ALS
PLE
ASE
card
Cre
dit
...is
BLO
CK
CA
PIT
ALS
PLE
ASE
com
pa
Insu
rance reta
iler
Pet
rol
is
1
2
3
1
2
3
any
...is
...
1
2
3
1
2
3
4
5
3
4
5
1
2
3
1
2
3
4
5
3
4
5
yes
1
2
3
4
54
5
yes
1
2
3
4
54
5
yes
yes
BLO
CK
CA
PIT
ALS
PLE
ASE
BLO
CK
CA
PIT
ALS
PLE
ASE
Vitam
ins
...is
Analg
esic
/pain
12
3
12
3
relie
f...
is
12
31
23
45
34
5
12
31
23
45
34
5
yes
12
34
54
5
yes
12
34
54
5
yes
yes
yes
yes
BLO
CK
CA
PIT
ALS
PLE
ASE
BLO
CK
CA
PIT
ALS
PLE
ASEre
mCoug
h/c
old
12
3
1
2
3
med
y...
is
12
31
23
45
34
5
1
2
3
1
2
3
4
5
3
4
5
12
34
54
5
yes
1
2
3
4
54
5
yes
59www.rdtrustedbrands.com
Appendix viiiSample questionnaire
Pro
duct
pac
kag
ing
Adv
ertis
emen
t in
a m
agaz
ine
or n
ewsp
aper
Tel
evis
ion
com
mer
cial
Cou
nter
or
poin
t of s
ale
at a
sho
p, p
harm
acy
or b
ank
Mai
ling
piec
e or
pro
duct
bro
chur
e I
nter
net w
eb-s
ite O
utdo
or p
oste
r or
bill
boar
d O
ther
Yes
In
Read
er’s
Dig
est m
agaz
ine
Yes
Som
ewhe
re e
lse
No
Not
see
n it
befo
re
A g
reat
dea
l
Qui
te a
lot
O
nly
a lit
tle
N
ot a
t all
About
The
Trus
ted B
rand L
ogo
Befo
re re
ceiv
ing
this
ques
tionn
aire
had
you
se
en th
is Tr
uste
d Br
and
logo
any
whe
re?
If yo
u an
swer
ed y
es to
“so
mew
here
else
” pl
ease
tell
us w
here
you
saw
it.
Tick
all
that
app
ly.
Trus
t and th
e En
viro
nm
ent
How
muc
h do
you
wor
ry a
bout
the
state
of t
he e
nviro
nmen
t the
se d
ays?
Tick
one
box
onl
y.
We’
d lik
e to
kno
w h
ow y
ou th
ink
and
feel
abo
ut a
rang
e of
issu
es re
late
d to
the
envi
ronm
ent.
Her
e’s a
list
of st
atem
ents
– pl
ease
indi
cate
how
muc
h yo
u, p
erso
nally
, agr
ee o
r disa
gree
with
eac
h on
e by
tick
ing
one
box
in e
ach
row
bel
ow.
A
gree
Te
nd to
Te
nd to
D
isagr
ee
stron
gly
agre
e di
sagr
ee
stron
gly
I hav
e m
ade
sign
ifica
nt c
hang
es to
my
beha
viou
r to
bec
ome
m
ore
envi
ronm
enta
lly-f
rien
dly
(e.g
. red
uced
air
line
trav
el, u
sed
pu
blic
tran
spor
t mor
e, u
sed
mor
e lo
cally
-pro
duce
d pr
oduc
ts, e
tc.)
....
..
I am
will
ing
to p
ay m
ore
for
envi
ronm
enta
lly fr
iend
ly p
rodu
cts
....
....
I loo
k fo
r ‘e
nvir
onm
ent-
frie
ndly
’ sea
ls o
n pr
oduc
ts .
....
....
....
....
..
My
hous
ehol
d ac
tivel
y re
cycl
es .
....
....
....
....
....
....
....
....
...
In m
y ho
use
we
mak
e a
spec
ial e
ffor
t to
save
ene
rgy
....
....
....
....
.
Envi
ronm
enta
l per
form
ance
is th
e m
ost i
mpo
rtan
t fac
tor
I wou
ld
cons
ider
whe
n ch
oosi
ng to
buy
a c
ar .
....
....
....
....
....
....
....
..
I act
ivel
y tr
y to
avo
id p
rodu
cts
that
are
not
env
iron
men
t-fr
iend
ly .
....
.
Big
com
pani
es a
re a
ctiv
ely
help
ing
to im
prov
e th
e en
viro
nmen
t ..
....
.
Peop
le w
orry
too
muc
h ab
out t
he e
nvir
onm
ent t
hese
day
s ..
....
....
..
sYe
Read
erIn
ma
Dig
est
sYe
Som
ewhe
No
ise
enN
ot
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bout
th
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ceiv
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sted
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isse
en
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ine
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ere be
fore
it
Logo
Bra
nd
uste
d
you
had
ques
tionn
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san
ywhe
re?
logo
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pack
agin
god
uct
Prm
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tisem
ent
Adv
erco
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n T
sof
poin
tor
Coun
ter
“som
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swer
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appl
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new
spap
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Envi
ren
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ink
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muc
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my
to
chan
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nific
ant
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c(e
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ntal
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edm
ore,
onm
enta
envi
rfo
rm
ore
ay
bon
eea
chw
ithdi
sagr
eeor
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beco
me
to
havi
our
used
trav
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ced
etc.
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,pr
oduc
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pr.
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tspr
frie
ndly
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ticki
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byone
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chin
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dTTe
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Agr
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sagr
eag
ree
stron
gly
....
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Disa
gree
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w
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for
look
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acho
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My
mw
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use
my
In
peon
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tal
Envi
rch
whe
nco
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envi
rfo
r m
ore
ay
on
seal
snm
ent-
frie
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’
rec y
cles
ctiv
ely
....
....
. sato
t
effo
rsp
ecia
l a
mak
e
imm
ost
the
isfo
rman
ce
erca
ra
buy
to
hoos
ing
....
oduc
tspr
frie
ndly
ally
...
oduc
tspr
....
....
....
..
....
....
....
....
....
..
gyen
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e ..
....
....
..
wou
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fact
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por
....
....
....
....
....
..
....
.
....
.
....
.
....
.
....
.
avto
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activ
ely
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arco
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Bi
g
too
y w
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Peop
le
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eth
at
oduc
tspr
void
imp
to
help
ing
activ
ely
re
onen
vir
the
abou
t m
uch
o
onm
ent-
frie
ndly
envi
rot
.
onm
ent
envi
rth
eov
e pr
..
days
thes
e m
ent
....
...
....
.
....
.
....
.
Stro
ng
imag
eUn
derst
and
custo
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60www.rdtrustedbrands.com
Country/Edition Circulation Adult Readers
Countries/editions included in ETB 2010:
Austria 41,099 100,000
Belgium Dutch 38,072 165,600
Belgium French 34,579 156,200
Czech Republic* 101,691 177,000
Finland 210,961 606,000
France 335,361 1,541,000
Germany 770,803 2,510,000
Hungary 115,153 268,000
Netherlands 129,895 514,000
Poland 116,580 457,000
Portugal 93,235 270,000
Romania 96,000 246,000
Russia 411,000 928,100
Spain 41,000 118,000
Sweden 49,100 Not available
Swiss French 35,234 77,000
Swiss German 112,939 337,000
UK 541,282 1,569,000
*Circulation for Czech Republic includes Slovak Republic
Total countries included in the survey 3,273,984 10,039,900
Norway 23,000 Not available
Total editions across Europe 3,296,984 10,039,900
Appendix ixReader’s Digest circulation and readership across Europe
61www.rdtrustedbrands.com
Country Belgium and Netherlands Country Czech Republic
Ad Director Piet Bontje Ad Director Marie Kacerovska
e-mail [email protected] e-mail Marie [email protected]
Tel No. +31 20 567 8287 Tel No. +420 222 071 259
Research Responsibility Yvonne van der Wal Research Responsibility Lucie Srpova
e-mail [email protected] e-mail [email protected]
Tel No. +31 20 567 8232 Tel No. +420 222 071 284
PR Responsibility Yvonne van der Wal PR Responsibility Lucie Srpova
e-mail [email protected] e-mail [email protected]
Tel No. 31 20 567 8232 Tel No. +420 222 071 284
Country Finland Country France
Ad Director Carita Gil Ad Director Frederic Bonnin
e-mail [email protected] e-mail [email protected]
Tel No. +358 9 503 4656 Tel No. +331 4674 8840
Research Responsibility Tiina Suomela Research Responsibility Nathalie Langlois
e-mail [email protected] e-mail [email protected]
Tel No. +358 9 503 4655 Tel No. +331 4674 8681
PR Responsibility Tiina Suomela PR Responsibility Jean-Philippe Bertrand
e-mail [email protected] e-mail [email protected]
Tel No. +358 9 503 4655 Tel No. +331 4674 8643
Country Germany and Austria Country Hungary
Ad Director Anett Groch Ad Director Marta Patai
e-mail [email protected] e-mail [email protected]
Tel No. +49 211 498 7914 Tel No. +36 1 66 61 730
Research Responsibility Solvey Friebe Research Responsibility Marta Patai
e-mail [email protected] e-mail [email protected]
Tel No. +49 211 498 7938 Tel No. +36 1 66 61 730
PR Responsibility Uwe Horn PR Responsibility Marta Patai
e-mail [email protected] e-mail [email protected]
Tel No. +49 711 6602 521 Tel No. +36 1 66 61 730
Country Poland Country Portugal
Ad Director Jolanta Gajewska Ad Director Maria Carmo Diniz
e-mail [email protected] e-mail [email protected]
Tel No. +48 22 319 3280 Tel No. + 351 21 381 0113
Research Responsibility Pawel Sztark Research Responsibility Maria Carmo Diniz
e-mail [email protected] e-mail [email protected]
Tel No. +48 22 319 3285 Tel No. + 351 21 381 0113
PR Responsibility Anna Nowicka PR Responsibility Maria Carmo Diniz
e-mail [email protected] e-mail [email protected]
Tel No. +48 22 319 3212 Tel No. + 351 21 381 0113
Reader's Digest Local Contacts 2010
62www.rdtrustedbrands.com
Country Romania Country Russia
Advertising Sales Ovidiu Muresanu Ad Director Maria Peterson
e-mail [email protected] e-mail [email protected]
Tel No. +40 20 19 814 Tel No. +7 495 258 5558
Research Responsibility Ovidiu Muresanu Research Responsibility Maria Razzhivina
e-mail [email protected] e-mail [email protected]
Tel No. +40 20 19 814 Tel No. +7 495 258 5558
PR Responsibility Ovidiu Muresanu PR Responsibility Maria Razzhivina
e-mail [email protected] e-mail [email protected]
Tel No. +40 20 19 814 Tel No. +7 495 258 5558
Country Spain Country Sweden
Advertising Sales Roger Aguadé Ad Director Carita Gil
e-mail [email protected] e-mail [email protected]
Tel No. +34 93 426 30 20 Tel No. +358 9 503 4656
Research Responsibility Maria Carmo Diniz Research Responsibility Tiina Suomela
e-mail [email protected] e-mail [email protected]
Tel No. + 351 21 381 0113 Tel No. +358 9 503 4655
PR Responsibility Cosme Ojeda PR Responsibility Lars Davidsson
e-mail [email protected] e-mail [email protected]
Tel No. +34 91 768 86 41 Tel No. + 46 8 587 10 883
Country Switzerland Country United Kingdom
Ad Director Sabine Kölsch Ad Director Flora MacMillan
e-mail [email protected] e-mail [email protected]
Tel No. +41 (0)44 455 7333 Tel No. +44 207 715 8161
Research Responsibility Solvey Friebe Research Responsibility Jeremy Hemingray
e-mail [email protected] e-mail
Tel No. +49 211 498 7938 Tel No. +44 207 715 8460
PR Responsibility Uwe Horn PR Responsibility Jeremy Hemingray
e-mail [email protected] e-mail
Tel No. +49 711 6602 521 Tel No. +44 207 715 8460
Country Europe
Director Gavin Murray
e-mail [email protected]
Tel No. +44 207 715 8927
Ad Sales Stephen Burgess
e-mail [email protected]
Tel No. +44 207 715 8150
Reader's Digest Local Contacts 2009