‘Reader’s Digest’ EIC awards PH most trusted brands

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Reader’s Digest Asia Pacific editor in chief Sue Carney recently visited the country to award the Philippines Most Trusted Brands for 2013.

Carney oversees the creation of 10 editions of Reader’s Digest magazine across the Asia Pacific region, as well as the two editions of Reader’s Digest’s do-it-yourself magazine, Handyman.

She began her career at Reader’s Digest in the 1980s, writing freelance articles for the Australian edition. She has headed the research department, commissioned top rating stories for the international network of editions, run workshops for global staff and edited editions from New Zealand to South Africa. Sue was the launch editor of Reader’s Digest HealthSmart magazine in 2006, the company’s first healthy lifestyle magazine.

Now on its 15th year, the annual Reader’s Digest Trusted Brand survey reached out to 7,000 respondents across seven markets across Asia including India, Thailand, Malaysia, Singapore, Hong Kong, Taiwan and the Philippines.


The Trusted Brand winners come from diverse industries such as food and beverage, personal products, finance, motoring related, consumer electronics, health and personal care, household products, retail, education, transport, travel and telecommunications. They were chosen based on the six attributes of trustworthiness and credibility, quality, value, understanding of customer needs, innovation and corporate social responsibility.

Out of the 91 winners 45 are local brands including household names such as Jollibee,PLDT, Magnolia Chicken, Monterey, DMCI Homes, BPI, Century Tuna, Argentina, Camella Homes, St. Lukes Medical Center, Condura, Banco De Oro and SM.

This year, the survey focused on the effect of social media on the shopping habits of Filipinos and found that despite being named as the Social Media Capital of the World, Filipino shoppers have remained traditional. Filipinos are the most likely to share both their positive (8 percent) and negative (7 percent) brand experiences on social media accounts (e.g. Facebook, Twitter, forums).

In comparison, only 5 percent of all the Asian respondents will often share their brand experiences online—only 4 percent of respondents will share positive experiences and only 3 percent will expose negative ones.

Among Filipino respondents, Travel Services accounted for 33 percent of the total purchases online followed by consumer electronics at 20 percent and vouchers and online coupons at 17 percent. Clothing and other apparels and books and media online both account for 15 percent.

Reader’s Digest Association Inc. is a global multi-brand media and marketing company that educates, entertains and connects audiences around the world. It publishes 75 magazines, including 49 editions of Reader’s Digest—the world’s largest-circulating magazine, operates 62 branded websites generating, and sells approximately 30 million books, music and video products across the world each year.

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