readers digest - the brands you trust 2011

8/23/2019 Readers Digest - The Brands You Trust 2011

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2www.rdtrustedbrands.com

Readers Digest Trusted Brands Survey 2011

Contents

Page No:

Overview 3

How we award Trusted Brand status 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 5 years 14

The local categories winning brands 24

Results Confidence and Trust in:

Institutions 29

European Union 34

Professions 39

Results Influence on brand choice:

Brand affinities 43

Other influences 45

Appendix

i. Response rate by country 2011 v 2010 48

ii. Respondent base 2007 2011 49

iii. Respondents by category by country 50

iv. Respondent profile all countries 51

v. Respondent profile by country 52

vi. Population weightings 53

Sample questionnaire 58

Readers Digest circulation and readership by country 62

Contacts by country 63


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Readers Digest Trusted Brands Survey 2011An overview

About the survey Readers Digest European Trusted Brands is now in its 11th year, it was first published in 2001.

Fieldwork for this study, one of Europes broadest consumer surveys, is conducted annually andthe results are available (free of charge) @ www.rdtrustedbrands.com

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.

Croatia and Slovenia joined the ETB group this year previously they had conducted the surveyindependently. UK and Spain did not participate this time.

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 theopportunity for any brand, however small or local, an equalchance of being nominated.

This year 8 countries conducted their fieldwork on-line (seebelow). The remaining 8 distributed their questionnaires bypost.

In total 33,005 responses were analysed across the 16countries.

Sample selection and results were weighted with the aim ofreflecting the broad population profile of each countrywhere the survey was undertaken. Response from thoseaged


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About the questions - postal

To begin, respondents were asked to indicate theirdegree of trust in 14 institutions including the euroand banks.

They also indicated their level of trust in 20professions ranging from football players to lawyers.

A new section focussing on opinions about theEuropean Union was added this year not allcountries included this.

Also new to the 2011 survey is a section on brandaffinity. Respondents highlighted different adjectiveswhich theyd most likely use to describe their ownbrand preferences.

The 20 common product categories have remainedthe same for the past 6 years (since 2006).

After nominating their most trusted brand in eachcategory, respondents rated that brand in terms ofQuality, Excellent Value, Strong Image andUnderstands customer needs. They also indicatedif they were a customer/buyer of the brand theydnominated and if they would recommend the brandto others.

The on-line questionnaire:

Although the content of the on-line questionnaire wasthe same as for the postal survey the nature of themedium allows for more interaction. Categories wererotated and interspersed with questions about trust inprofessions, institutions and brand affinities.

18,000 on-linerespondents


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89% nominated their

Trusted Brand of car



The 20 categories common to each country are:

Car

Kitchen ApplianceCameraPersonal ComputerMobile Phone HandsetMobile Phone Service ProviderInternet Service ProviderHoliday Company/Tour OperatorBank Building SocietyCredit CardInsurance CompanyPetrol RetailerVitamins

Analgesic/Pain ReliefCough/Cold Remedy

Hair 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 Fieldwork

Austria German post

Belgium Flemish & French on-lineCzech Republic Czech on-lineCroatia Croatian postFinland Finnish on-lineFrance French on-lineGermany German postHungary Hungarian on-lineNetherlands Dutch on-linePoland Polish on-linePortugal Portuguese postRomania Romanian postRussia Russian on-lineSlovenia Slovenian postSweden Swedish postSwitzerland German & French post

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


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European Trusted Brands 2011

How we award Trusted Brand status

In each country/category the Trusted Brand is the one receiving the highest number ofnominations. It is a simple and transparent approach that is easy for everyone to understand

and communicate.

To be included in the published list of nominated brands a brand must achieve 10+ votes.Last year (2010) this was increased from 20 to allow for more brands to be identified andthus evaluated.

The qualitative data/attributesAfter a respondent names their most Trusted Brand in each category, theyre asked to ratethat brand on 4 criteria quality, excellent value, strong image, understand customer needs.Each has a maximum score of 5. The data reported for each brand consists of only theopinions of those respondents who voted for that brand not the sample as a whole.

Attribute scores have only been calculated for brands with 20+ votes.

Attribute Awards

Its 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.


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European Trusted Brands 2011

Guidelines for usage of Trusted Brands logo

1. Permission in principle is given for winning brands touse the Trusted Brand logo across their 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 a

Trusted 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 Readers Digest forauthorisation in advance of use. Readers Digest agrees

to respond promptly to all such requests, and reservesthe right to deny any use at any time at our solediscretion. It is further understood that Readers 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 ReadersDigest or its editors is given or may be implied.

For further information or clarification contact PennyMortimer [email protected]

January 2011


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Results - the Trusted Brands

20 common categories

20 brand categories are common to every country.Theyve remained unchanged for the past 6 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 you

believe 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.

The following table summarises the number of countrieswhere a brand won the Trusted Brand award. Although thenumber of countries in 2011 is the same as in 2010 theactual countries are different. UK and Spain were replacedby Croatia and Slovenia. The summary for 2010 hastherefore been recalculated to take account of this.

Most nominated brands across thecommon categories

Nivea and Nokia continue to dominate as Trusted Brandacross most countries (15 out of 16)

For the first time Yves Rocher has achieved mostTrusted Brand status in Russia, overtaking Nivea asmost Trusted Brand of skin care

Only in France has a brand other than Nokia (Samsung)achieved Trusted Brand status in the mobile phonecategory

In all countries apart from Croatia and Slovenia Visa isthe most Trusted Brand of credit card. For the first timein 6 years Visa is No1 in Hungary

HP has increased to 10 the number of countries where itis most trusted PC

Nestl has increased from 4 to 7 the countries where itsNo1, due primarily to the inclusion of Slovenia andCroatia. In the Czech Republic it took over from Opavia

Nivea has increased the number of countries where it isthe most Trusted Brand of hair care (from 1 to 5)

No single brand dominates the category of mobilephone service provider. Orange andT-Mobile are No1 in 4 countries each

Categories with the greatest number of different winnersacross participating countries are ISP, banks, holidaycompanies and petrol retailers. The majority of winnersare local brands

For further information (e.g. brand attribute scores) and

names of all runners up in each country please contact the

country representative details can be found on the final

page of this book. Croatia and Slovenia can provide results

from previous years where they conducted the study

themselves locally


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Most Trusted Brands across Europe 2011


Brands winning No.

in 3+ countries: Countries:

2011 2010

16 countries Comparative countries* = 14

Nivea (skin care) 15 14

Nokia 15 12

Visa 14 13

Canon 13 12

HP/HP Compaq 10 6

Ariel 9 6

Kellogg's 8 8

Nestl 7 4

Miele 6 6

Nivea (cosmetic) 5 6

Nivea (hair care) 5 1

VW 5 4

Avon 4 3

Head & Shoulders 4 1

Toyota 4 3

Aspirin 3 2

Bosch 3 3

Centrum 3 3

Orange 3 2T-Mobile 3 2

Yves Rocher 3 2

Sony (camera) 3 1


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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 2 Nivea

Mobile Phone 2 Nokia

Camera 2 Canon, Sony

Breakfast Cereal 3 Kellogg's, Nestl

Credit Card 3 Visa

PC 5 HPCosmetic 6 Nivea, Avon, Yves Rocher

Car 7 VW, Toyota

Soap Powder 7 Ariel

Hair Care 8 Head & Shoulders, Nivea

Kitchen Appliance 8 Bosch, Miele

Mobile Phone Service Provider 12 Orange, T-Mobile

Vitamins 12 Centrum

Pain Relief 13 Aspirin

Cold Remedy 14 -

Insurance Company 14 -

Bank/Building Society 15 -Holiday Company 15 -

Petrol Retailer 15 -

Internet Service Provider 16 -




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Comparison of winning brands over past 5 yearsAutomotive

2011 2010 2009 2008 2007Austria VW VW VW VW VW

Belgium VW VW Toyota VW VW

Croatia Opel country not included

Czech Skoda Skoda Skoda Skoda Skoda

Finland Toyota Toyota Toyota Toyota Toyota

France Renault Renault Renault Renault Renault

Germany VW VW VW VW VW

Hungary Opel Opel Opel Opel Opel

Netherlands Toyota Opel Opel Opel Opel

Poland Volkswagen Opel VW VW Toyota

Portugal Toyota Toyota Mercedes Mercedes Mercedes

Romania Dacia Dacia Mercedes Mercedes Mercedes

Russia Toyota Toyota Toyota Toyota Toyota

Slovenia Renault country not included

Sweden Volvo Volvo Volvo Volvo country not included

Switzerland VW VW VW Toyota VW

Kitchen appliances2011 2010 2009 2008 2007

Austria Miele Miele Miele Miele Miele

Belgium Miele Miele Miele Miele Miele

Croatia Gorenje country not included

Czech Eta Eta Eta Eta Eta

Finland Upo Upo Upo Upo Upo

France Whirlpool Philips Whirlpool Philips Brandt Brandt BrandtGermany Miele Miele Miele Miele Miele

Hungary Bosch Bosch Zanussi Zanussi Zanussi

Netherlands Miele Miele Miele Miele Miele

Poland Bosch Bosch Amica Amica Amica

Portugal Miele Miele Miele Miele Miele

Romania Philips Philips Philips Philips Arctic

Russia Bosch Bosch Samsung Samsung Samsung

Slovenia Gorenje country not included

Sweden Electrolux Electrolux Electrolux Electrolux country not included

Switzerland Miele Miele Miele Miele Miele


Comparison of winning brands over 5 years


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Comparison of winning brands over past 5 yearsPersonal computer

2011 2010 2009 2008 2007Austria HP HP HP HP IBM

Belgium Acer HP Compaq HP Compaq HP Compaq HP Compaq

Croatia HP country not included

Czech Acer Acer HP Acer Acer

Finland HP HP HP HP HP

France HP-Compaq HP-Compaq HP Compaq HP Compaq HP

Germany Dell Fujitsu Siemens Fujitsu Siemens Fujitsu Siemens Fujitsu Siemens

Hungary HP Asus HP Compaq Lenovo Lenovo

Netherlands HP Compaq HP Compaq HP Compaq HP Compaq HP Compaq

Poland Toshiba Toshiba Toshiba Toshiba IBM

Portugal HP HP HP HP HP

Romania Dell Dell Dell IBM IBM

Russia Asus Asus Samsung Samsung Samsung

Slovenia HP country not included

Sweden HP Dell Dell Dell country not included

Switzerland HP Schweiz Dell Dell Dell Dell

Internet service provider

2011 2010 2009 2008 2007

Austria Telekom Austria Telekom Austria Telekom Austria A-Online A-Online

Belgium Telenet Telenet Belgacom Telenet Belgacom

Croatia T Com country not included

Czech Seznam Seznam Seznam Seznam Seznam

Finland Sonera Sonera Sonera Elisa Elisa

France Orange Orange Orange Orange OrangeGermany Deutsche Telekom T-Online Google AOL AOL

Hungary T-Home T-Home T-Online T-Online T-Online

Netherlands Ziggo Ziggo Ziggo Het Net (KPN) Het Net (KPN)

Poland TP Allegro Neostrada TP Neostrada TP Neostrada TP

Portugal Sapo Sapo Sapo Sapo Sapo

Romania RCS & RDS RCS & RDS RCS & RDS RCS & RDS RDS

Russia Beeline Corbina Comstar Comstar MTU (Intel)

Slovenia Siol country not included

Sweden Telia Telia Telia Telia country not included

Switzerland Swisscom/Bluewin Swisscom/Bluewin Bluewin Bluewin Bluewin


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Comparison of winning brands over past 5 yearsMobile phone handset

2011 2010 2009 2008 2007Austria Nokia Nokia Nokia Nokia Nokia

Belgium Nokia Nokia Nokia Nokia Nokia

Croatia Nokia country not included

Czech Nokia Nokia Nokia Nokia Nokia

Finland Nokia Nokia Nokia Nokia Nokia

France Samsung Samsung Nokia Nokia Nokia

Germany Nokia Nokia Nokia Nokia Nokia

Hungary Nokia Nokia Nokia Nokia Nokia

Netherlands Nokia Nokia Nokia Nokia Nokia

Poland Nokia Nokia Nokia Nokia Nokia

Portugal Nokia Nokia Nokia Nokia Nokia

Romania Nokia Nokia Nokia Nokia Nokia

Russia Nokia Nokia Nokia Nokia Nokia

Slovenia Nokia country not included

Sweden Nokia Sony Ericsson Nokia Nokia country not included

Switzerland Nokia Nokia Nokia Nokia Nokia

Mobile phone service provider2011 2010 2009 2008 2007

Austria A1 A1 A1 A1 A1

Belgium Proximus Proximus Belgacom Proximus Proximus

Croatia T-Mobile country not included

Czech T-Mobile T-Mobile T-Mobile O2 T-Mobile

Finland Sonera Sonera Sonera Sonera Sonera

France Orange Orange Orange Orange OrangeGermany Vodafone Vodafone Vodafone Vodafone Vodafone

Hungary T-Mobile T-Mobile T-Mobile T-Mobile T-Mobile

Netherlands KPN KPN KPN KPN KPN

Poland Orange Orange Plus ERA Orange

Portugal TMN TMN TMN TMN TMN

Romania Orange Vodafone Vodafone Vodafone Vodafone/Orange

Russia MTS MTS MTS MTS Beeline

Slovenia Mobitel country not included

Sweden Telia Telia Telia Telia country not included

Switzerland Swisscom Swisscom Swisscom Swisscom Swisscom


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Comparison of winning brands over past 5 yearsCamera

2011 2010 2009 2008 2007Austria Canon Canon Canon Canon Canon

Belgium Canon Canon Canon Canon Canon

Croatia Sony country not included

Czech Canon Olympus Olympus Olympus Olympus

Finland Canon Canon Canon Canon Canon

France Canon Canon Canon Canon Canon

Germany Canon Canon Canon Canon Canon

Hungary Canon Canon Canon Canon Canon

Netherlands Canon Canon Canon Canon Canon

Poland Sony Sony Canon Sony Sony

Portugal Canon Canon Canon Canon Canon

Romania Sony Canon Sony Sony Sony

Russia Canon Canon Canon Canon Kodak

Slovenia Canon country not included

Sweden Canon Canon Canon Canon country not included

Switzerland Canon Canon Canon Canon Canon

Holiday company/tour operator2011 2010 2009 2008 2007

Austria Tui Tui Tui Tui Tui

Belgium Neckermann Neckermann Neckermann Neckermann Neckermann

Croatia Generalturist country not included

Czech Cedok Cedok Cedok Cedok Cedok

Finland Aurinkomatkat Aurinkomatkat Aurinkomatkat Aurinkomatkat Aurinkomatkat

France Club Med Pierre Et Vacances - Maeva Pierre Et Vacances - Maeva Fram FramGermany Tui Tui Tui Tui Tui

Hungary Ibusz Ibusz Ibusz Ibusz Ibusz

Netherlands D-Reizen D-Reizen D-Reizen D-Reizen D-Reizen

Poland Itaka Orbis Travel Orbis Travel Orbis Travel Orbis Travel

Portugal Abreu Abreu Abreu Abreu Abreu

Romania Paralela 45 Paralela 45 Paralela 45 Atlassib Atlassib

Russia Tez Tour Tez Tour Tez Tour Tez Tour Neva

Slovenia Kompas country not included

Sweden Ving Ving Ving Ving country not included

Switzerland Kuoni Kuoni Kuoni Kuoni Kuoni


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Comparison of winning brands over past 5 yearsBank/Building Society

2011 2010 2009 2008 2007Austria Raiffeisenbank Raiffeisenbank Raiffeisenbank Raiffeisenbank Raiffeisenbank

Belgium Fortis KBC Fortis Fortis Fortis

Croatia Zagrebacka Banka country not included

Czech Ceska Sporitelna Ceska Sporitelna Ceska Sporitelna Ceska Sporitelna Ceska Sporitelna

Finland Osuuspankki Osuuspankki Osuuspankki Osuuspankki Osuuspankki

France Crdit Agricole Crdit Agricole Crdit Agricole Crdit Agricole Crdit Agricole

Germany Sparkasse Sparkasse Sparkasse Sparkasse Sparkasse

Hungary OTP Bank OTP Bank OTP Bank OTP Bank OTP

Netherlands Rabobank Rabobank Rabobank Rabobank Rabobank

Poland PKO BP PKO BP PKO BP PKO BP PKO BP

Portugal CGD CGD CGD CGD CGD

Romania BCR BCR BRD BCR BCR

Russia Sberbank Sberbank Sberbank Sberbank Sberbank

Slovenia NLB country not included

Sweden Swedbank Swedbank Swedbank Swedbank country not included

Switzerland Raiffeisen Raiffeisen Raiffeisen Raiffeisen Raiffeisen

Credit card2011 2010 2009 2008 2007

Austria Visa Visa Visa Visa Visa

Belgium Visa Visa Visa Visa Visa

Croatia American Express country not included

Czech Visa Visa Visa Visa Visa

Finland Visa Visa Visa Visa Visa

France Visa Visa Visa Visa Visa

Germany Visa Visa Visa Visa Visa

Hungary Visa Mastercard Mastercard Mastercard Mastercard

Netherlands Visa Visa Visa Visa Visa

Poland Visa Visa Visa Visa Visa

Portugal Visa Visa Visa Visa Visa

Romania Visa Visa Visa Visa Visa

Russia Visa Visa Visa Visa Visa

Slovenia Maestro/Mastercard country not included

Sweden Visa Visa Visa Visa country not included

Switzerland Visa Visa Visa Visa Visa


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Comparison of winning brands over past 5 yearsInsurance company

2011 2010 2009 2008 2007Austria Uniqa Uniqa Uniqa Uniqa Uniqa

Belgium Axa Axa Axa Axa Axa

Croatia Croatia Osiguranje country not included

Czech Ceska Pojistovna Ceska Pojistovna Ceska Pojistovna Ceska Pojistovna Ceska Pojistovna

Finland Pohjola If Tapiola Tapiola Tapiola

France Axa Axa Axa Macif Axa

Germany Allianz Allianz Allianz Allianz Allianz

Hungary Allianz Allianz Allianz Allianz Allianz

Netherlands Avero Interpolis Interpolis Interpolis Interpolis

Poland PZU PZU PZU PZU PZU

Portugal Fidelidade Mundial Fidelidade Mundial Fidelidade Fidelidade Fidelidade

Romania Asirom Asirom ING Asirom Asirom

Russia Rosgosstrah RosGosstrah RosGosstrakh RosGosstrakh RosGosstrakh

Slovenia Zavarovalnica Triglav country not included

Sweden Lnsfrskringar Lnsfrskringar Lnsfrskringar Lnsfrskringar country not included

Switzerland Die Mobiliar Die Mobiliar Die Mobiliar Die Mobiliar Die Mobiliar

Petrol retailer2011 2010 2009 2008 2007

Austria OMV OMV OMV OMV OMV

Belgium Esso Total Esso Shell Esso

Croatia Ina country not included

Czech Shell Shell Shell Shell Shell

Finland ABC ABC ABC ABC Neste

France Total Total Total Total TotalGermany Aral Aral Aral Aral Aral

Hungary Mol Mol Mol Mol Mol

Netherlands Shell Shell Shell Shell Shell

Poland Orlen Orlen Orlen Orlen Orlen

Portugal Galp Galp Galp Galp Galp

Romania Petrom Petrom Petrom Petrom Petrom

Russia Lukoil Lukoil Lukoil Lukoil Lukoil

Slovenia Petrol country not included

Sweden OKQ8 OKQ8 OKQ8 Statoil country not included

Switzerland Coop Migrol Migrol Shell Shell


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Comparison of winning brands over past 5 yearsCough/cold remedy

2011 2010 2009 2008 2007Austria Aspirin Aspirin Aspirin Aspirin Aspirin

Belgium Rhinatiol Vicks Vicks Vicks Vicks

Croatia Maxflu country not included

Czech Mucosolvan Bromhexin Bromhexin Bromhexin Bromhexin

Finland Resilar Resilar Resilar Silomat Silomat

France Humex Actifed Vicks Actifed Humex

Germany Wick Wick Wick Wick Wick

Hungary NeoCitran Coldrex Coldrex NeoCitran Coldrex

Netherlands Bisolvon A Vogel A Vogel A Vogel A Vogel

Poland Gripex Gripex Gripex Gripex Gripex

Portugal Bisolvon Bisolvon Bisolvon Bisolvon Bisolvon

Romania Nurofen Nurofen Nurofen Nurofen Nurofen

Russia Theraflu Teraflu Coldrex Bromhexin Dr Mom

Slovenia Lekadol Plus C country not included

Sweden Kan Jang Kan Jang Kan Jang Kan Jang country not included

Switzerland NeoCitran NeoCitran NeoCitran NeoCitran NeoCitran

Analgesic/pain relief2011 2010 2009 2008 2007

Austria Aspirin Aspirin Aspirin Aspirin Aspirin

Belgium Dafalgan Dafalgan Dafalgan Dafalgan Dafalgan

Croatia Neofen country not included

Czech Ibalgin Ibalgin Ibalgin Ibalgin Ibalgin

Finland Burana Burana Burana Burana Burana

France Doliprane Doliprane Doliprane Doliprane DolipraneGermany Aspirin Aspirin Aspirin Aspirin Aspirin

Hungary Algopyrin Algopyrin Algopyrin Algopyrin Algopyrin

Netherlands Kruidvat Kruidvat Kruidvat Kruidvat Kruidvat

Poland Apap Apap Apap Apap Apap

Portugal Aspirina Ben-U-Ron Ben-U-Ron Ben-U-Ron Aspirina

Romania Algocalmin Algocalmin Algocalmin Algocalmin Algocalmin

Russia Nurofen Pentalgin Pentalgin Pentalgin Pentalgin

Slovenia Lekadol country not included

Sweden Alvedon Alvedon Alvedon Alvedon country not included

Switzerland Dafalgan Dafalgan Aspirin Dafalgan Aspirin


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Comparison of winning brands over past 5 yearsVitamins

2011 2010 2009 2008 2007Austria Supradyn Supradyn Supradyn Supradyn Supradyn

Belgium Supradyn Supradyn Supradyn Supradyn Supradyn

Croatia Cedevita country not included

Czech Centrum Centrum Centrum Centrum Centrum

Finland Multi-Tabs Multi-Tabs Multi-Tabs Multi-Tabs Multi -Tabs

France Juvamine Juvamine Juvamine Juvamine Juvamine

Germany Abtei Abtei Centrum Abtei Centrum

Hungary Bres Csepp Bres Csepp Bres Csepp Actival Bres Csepp

Netherlands Davitamon Davitamon Davitamon Davitamon Davitamon

Poland Centrum Centrum Centrum Centrum Centrum

Portugal Centrum Centrum Centrum Centrum Centrum

Romania Eurovita Eurovita Eurovita Eurovita Eurovita

Russia Complivit Complivit Alfavit Alfavit Alfavit

Slovenia Cedevita country not included

Sweden ACO ACO ACO ACO country not included

Switzerland Burgerstein Burgerstein Burgerstein Migros Migros

Hair care product2011 2010 2009 2008 2007

Austria Schwarzkopf Schwarzkopf Schwarzkopf Schwarzkopf Schwarzkopf

Belgium Nivea L'Oral Garnier L'Oral Nivea

Croatia Nivea country not included

Czech Schwarzkopf Schwarzkopf Avon Avon Avon

Finland XZ Elvital Elvital Elvital Elvital

France L'Oral L'Oral L'Oral L'Oral L'OralGermany Nivea Schwarzkopf Schwarzkopf Schwarzkopf Schwarzkopf

Hungary Head & Shoulders Schauma Schauma Schauma Head & Shoulders

Netherlands Andrelon Andrelon Andrelon Andrelon Andrelon

Poland Nivea Nivea L'Oral L'Oral L'Oral

Portugal Pantne Pantne Pantne Pantne Pantne

Romania Head & Shoulders Head & Shoulders Head & Shoulders Head & ShouldersHead & Shoulders

Russia Head & Shoulders Pantne Pantne Pantne Pantne

Slovenia Head & Shoulders country not included

Sweden Wella Wella Wella Wella country not included

Switzerland Nivea L'Oral Nivea L'Oral L'Oral


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Comparison of winning brands over past 5 yearsCosmetic

2011 2010 2009 2008 2007Austria Nivea Nivea Nivea Nivea Nivea

Belgium Nivea Nivea Nivea Nivea Nivea


Czech Avon Avon Avon Avon Avon

Finland Lumene Lumene Lumene Lumene Lumene

France Yves Rocher L'Oral Yves Rocher Yves Rocher Yves Rocher

Germany Yves Rocher Yves Rocher Yves Rocher Nivea Nivea

Hungary Avon Avon Avon Avon Avon

Netherlands Yves Rocher Nivea Yves Rocher Yves Rocher Yves Rocher

Poland Avon Nivea Avon Avon Avon

Portugal L'Oral Nivea Nivea Nivea Nivea

Romania Nivea Nivea Nivea Avon Avon

Russia Avon Avon Avon Avon Avon

Slovenia Max Factor country not included

Sweden Max Factor Yves Rocher Yves Rocher Yves Rocher country not included

Switzerland Nivea Nivea Nivea Nivea Nivea

Skin care2011 2010 2009 2008 2007

Austria Nivea Nivea Nivea Nivea Nivea

Belgium Nivea Nivea Nivea Nivea Nivea


Czech Nivea Nivea Nivea Nivea Nivea

Finland Nivea Nivea Nivea Nivea Nivea

France Nivea Nivea Nivea Nivea Nivea

Germany Nivea Nivea Nivea Nivea Nivea

Hungary Nivea Nivea Nivea Nivea Nivea

Netherlands Nivea Nivea Nivea Nivea Nivea

Poland Nivea Nivea Nivea Nivea Nivea

Portugal Nivea Nivea Nivea Nivea Nivea

Romania Nivea Nivea Nivea Nivea Nivea

Russia Yves Rocher Nivea Nivea Nivea Nivea

Slovenia Nivea country not included

Sweden Nivea Nivea Nivea Nivea country not included

Switzerland Nivea Nivea Nivea Nivea Nivea


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Comparison of winning brands over past 5 yearsSoap powder

2011 2010 2009 2008 2007Austria Persil Persil Persil Persil Persil

Belgium Dash Dash Dash Dash Dash

Croatia Ariel country not included

Czech Ariel Ariel Ariel Ariel Ariel

Finland Omo Omo Omo Omo Omo

France Ariel Ariel Ariel Ariel Ariel

Germany Persil Persil Persil Persil Persil

Hungary Ariel Ariel Ariel Ariel Ariel

Netherlands Ariel Ariel Ariel Ariel Ariel

Poland Vizir Vizir Vizir Vizir Vizir

Portugal Skip Skip Skip Skip Skip

Romania Ariel Ariel Ariel Ariel Ariel

Russia Ariel Ariel Tide Tide Tide

Slovenia Ariel country not included

Sweden Via Via Via Via country not included

Switzerland Ariel Total Total Total Total

Breakfast cereal

2011 2010 2009 2008 2007

Austria Kellogg's Kellogg's Kellogg's Kellogg's Kellogg's

Belgium Kellogg's Kellogg's Kellogg's Kellogg's Kellogg's

Croatia Nestl country not included

Czech Nestl Opavia Nestl Nestl Nestl

Finland Kellogg's Kellogg's Kellogg's Kellogg's Kellogg's

France Kellogg's Kellogg's Kellogg's Kellogg's Kellogg'sGermany Kellogg's Kellogg's Kellogg's Kellogg's Kellogg's

Hungary Cerbona Cerbona Cerbona Cerbona Nestl

Netherlands Kellogg's Kellogg's Kellogg's Kellogg's Kellogg's

Poland Nestl Nestl Nestl Nestl Nestl

Portugal Nestl Nestl Nestl Nestl Nestl

Romania Nestl Nestl Nestl Nestl Nestl

Russia Nestl Nestl Nestl Nestl Nestl

Slovenia Nestl country not included

Sweden Kellogg's Kellogg's Kellogg's Kellogg's country not included

Switzerland Kellogg's Kellogg's Kellogg's Kellogg's Kellogg's


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Results - the winning brands

Local categories

Each country had the option to include a number of product categories in addition to the 20 commoncategories. These categories tend to be relevant to some countries and not others, or where therange of brands available is most likely to be local and not known outside the country. The numberof additional local categories varied from 8 in Sweden to 20 in Portugal.

Across the 16 countries over 129 different product categories were included, and ranged from antiageing cosmetics to childrens toys.

12 countries included coffee or coffee/tea but no brand won in more than 2 countries

9 countries included cleaning product or detergent, Domestos is the Trusted Brand in 3

In the 5 countries that included chocolate, Milka won in 3 of them

The category of pet food was chosen by 7 countries, Whiskas is No1 in 3 of them

8 countries chose toothpaste and/or mouth care Colgate came top in 4 countries

Local brands won in each of the 8 countries that included mineral water as a category

For full details of all nominated brands by country and share of vote please contact your country

representative details can be found on the final page of this book


25/64


Local categories - 2011 winners

Austria Belgium

Category Trusted Brand Category Trusted Brand

Clothes H&M Amusement Park Walibi

Coffee/Tea Eduscho Bathroom sanitary equipment Grohe

Confectionery Milka Beer Jupiler

Cruises Costa Clothing store C&A

Detergent Frosch Drugstore Kruidvat

Food Recheis Enery provider Electrabel

Milk products Nm Hearing aid Laperre

Retailer Spar Hotel Chain Ibis

Shoes Geox & Gabor (2 winners) Margarine Becel

Soft drinks Coca-Cola Olive Oil Bertolli

Sparkling wine Henkell Optician chain Pearle

Spirits Spitz Probiotic drink Yakult

Toothpaste Blend-A-Med Shoes Geox

Soy product Alpro

Sport & Leisure Decathlon

Supermarket Colruyt

Toys Lego

Croatia Czech Republic


Canned Meat Gavrilovic Coffee Jacobs

Childrens Food Lino Creamery Mlkrna Kunn

Chocolate Milka and Kras (2 winners) Fridge Electrolux

Cleaning Product Domestos Jeans Levi Strauss

Coffee Franck Mineral water Mattoni

Daily News 24 Sata Radio station Cesky Rozhlas

Frozen Food Ledo Sanitary ware Rako

Furniture Lesnina Spa Luhacovice

Mayonnaise Zvijezda TV station Cesk Televize

Milk Product Dukat Washing machine,Mineral water Jana dishwasher etc. Whirlpool

Retailer Konzum

Toothpaste Zirodent

TV Set Samsung

Wine Kutjevo

Local categories 2011 winners


26/64



Finland France


Amusement park Linnanmki Amusement park Disneyland/Eurodisney

Coffee Juhla Mokka Charity organisation Les Resto Du Coeur

Custom home plan Jukka-Talo Cleaning product Monsieur Propre

Deodorant Rexona Coffee & tea Lipton

Electrical company Fortum Condiments & sauces Amora

Functional food Becel DIY Retailer Leroy Merlin

Furniture store Asko Fast Food Mcdonalds

Natural product Mller Food nouveau riches,

Optician Instrumentarium reduced/anti cholesterol Primevre

Gardening Retailer Jardiland Hair colour product L'Oral

Processed food Saarioinen Home energy provider EDF

Real estate agent Op Kiinteistkeskus Home telephone operator Orange

Retail chain S-Ryhm Household battery Duracell

Shipping company/cruise line Silja Line Mineral water Evian

Spa Naantalin Kylpyl Organic food Bio Coop

Sweets Fazer Pet food Whiskas

Pet shops Jardiland

Supermarket E Leclerc

Germany Hungary


Clothes C&A Chocolate Milka

Coffee/tea Tchibo Coffee/tea Douwe Egberts Omnia

Cruises Aida Dairy product Mizo

Detergents Frosch Detergent Domestos

Food Maggi Digestive Rennie

Milk products Mller Food store Spar

Retailer Aldi Home appliance Philips

Shoes Rieker Mineral water Szentkirlyi

Soft drinks Coca-Cola Shopping centre rkd

Sparkling wines Rotkppchen TV station RTL Klub

Spirits Asbach

Sweets Haribo

Toothpaste Odol



27/64



Netherlands Poland


Amusement Park Efteling Cleaning detergent Domestos

Bed Auping Edible oil/margarine Olej Kujawski

Bicycle Gazelle Food producer Winiary

Dating Site Lexa Herbal/vitality remedy Herbapol Lublin

Department Store V&D Investment fund Ing TFI

Drug Store Kruidvat Jewellry and watches Casio

Garden Centre Intratuin Juice/mineral water Zywiec Zdrj

Hearing Aid Schoonenberg Pet food Pedigree

Hotel Chain Van Der Valk Shop/shopping centre Biedronka

Margarine Becel Toothpaste Colgate

Olive Oil Bertolli TV station TVN

Optician Chain Pearle TV/Hi fi equipment Sony

Paint Histor

Pet Food Royal Canin

Probiotic Drink Yakult

Soy Product Alpro

Supermarket Albert Heijn

Portugal Romania


Beer Sagres Bakery Products Vel Pitar

Chocolate Nestle Clothing Chain Store Zara

Coffee Delta Coffee Jacobs

Cooking Oil Fula Commercial Centre Kaufland

Dairy Products Mimosa Cooking oil Untdelemn De La Bunica

Dishwasher Cleaner Sun Dairy Products Danone

Fabric Conditioner Comfort Deodorant Nivea

Hair Colourant L'Oreal Electronic & Home Appliance ChainDomo

Health Insurance Company Medis Meat Products Cris-Tim

Household Cleaner Sonasol Mineral Water Borsec

Laxative Dulcolax Newspaper Adevarul

Mineral water Luso Pet Food Pedigree

Non food retail chain Worten Private Hospital Medlife

Oral Care Colgate Radio Station Europa FM

Pet Food Friskies Soap Dove

Public Service Company CTT Spices Fuchs

Radio Station RFM Toothpaste Colgate

Skin Treatment Halibut TV Station Pro TV

Spread/Margarine Becel

Supermarket Continente



28/64



Russia Slovenia


Anti-aging cosmetics Vichy Bed Dormeo

Appliance Store M.Video Beer Lasko

Food processor Bosch Bottled Water Zala

Pet food Whiskas Coffee Barcaffe

Pharmacy Apteka 36,6 Daily Newspaper Slovenske novice

Seasoning Maggi Fruit Juice Fructal

Sedative drug Novo-Passit Ice Cream Ljubljanske Mlekarne

Shoe care Salamander Investment Company And Unit TrustKD Skladi

Shower gel Nivea Margarine Rama

Steamer Tefal Milk Ljubljanske Mlekarne

Toothpaste Colgate Pasta Barilla

Yoghurt Danone Provider Of Telecomms ServicesTelekom Slovenije

Radio Station Val 202

Shopping Centre Mercator

Tea 1001 Cvet

Toys Lego

TV Station Pop TV

Wall Paints Jub

Sweden Switzerland

Category Trusted Brand Category Trusted BrandCharitable organisation Rda Korset Chocolate Lindt & Spruengli

Coffee Gevalia Clothes Charles Voegele

Detergent Ajax Coffee Nespresso

Digital television Boxer Detergent Meister Proper

Gardening product Gardena Hard Candy Ricola

Mail order company Ellos Health Insurance CSS

Optician Synsam Homeopathic Similasan

Shipping company/cruise line Viking Line Life Insurance Swiss Life

Mattress Bico

Milk Products Emmi

Non alcoholic drinks Coca Cola

Optician / Glasses Brand Fielmann

Pet Food Whiskas

Toothpaste / Mouthcare Elmex

TV-Cable provider Cablecom



29/64

In Romania 46% trust

international

companies


Across the 16 participating countries confidence levels are low. Only 2 institutionsreceived >50% votes: marriage, TV and radio

On average 67% of those questioned said they had confidence in the institution ofmarriage, and 29% have a great deal of confidence

More people claim to have confidence in environmentalists and the Internet than thosewho dont

50% have little or no confidence in the euro Only 40% of those questioned have confidence in banks in their country

60% claim to have little or no confidence in international companies 3 out of 4 people have little or no confidence in their government

Average agreement across all countries

Confidence No confidenceRank Institutions A great Quite a lot Total Not much Not at all Total

deal

1 Marriage 29% 38% 67% 22% 8% 30%2 TV and radio 6% 45% 51% 40% 5% 46%3 Environmentalists 8% 40% 49% 37% 9% 47%4 The Internet 7% 40% 48% 39% 8% 47%

5 The Euro 9% 38% 47% 38% 12% 50%6 Press 3% 37% 40% 49% 7% 57%7 Banks 4% 35% 40% 45% 11% 56%8 The Church 11% 27% 38% 35% 24% 59%9 The European Union 5% 32% 37% 47% 12% 59%10 Legal system 5% 31% 37% 43% 15% 58%

11 International companies 2% 33% 35% 51% 9% 60%

12 Civil servants 2% 25% 27% 53% 15% 67%13 Government 3% 20% 23% 45% 28% 74%14 Advertising 1% 13% 14% 57% 24% 81%

Results - trust

Confidence in institutions


30/64


Results - trust


Confidence in the internet remains at an average of 48% across all countries In some countries confidence in the internet appears to have fallen year on year especially in Czech Republic

and Poland. NB results for Poland in 2010 showed a significant increase over 2009

Apart from Czech, Russia and Romania confidence in banks shows a slight increase over last year (51% v39%) in comparable countries

Confidence in banks is significantly higher in Finland than other participating countries

Confidence in banks

(a great deal/quite a lot)

Confidence in the internet



31/64


Results - trust


In Croatia and Romania >50% of people have no confidence at all in their government Russians trust civil servants even less than government 61% have no confidence at all

Confidence in government and civil servants

(none at all)

Across participating countries on average 81% of people have little or no confidence in advertising In Russia 94% claim not to trust advertising, this is even more than last year (91%) Compared with 2010 confidence levels have improved very slightly in Austria, Germany, Portugal, Romania and

Switzerland

Confidence in advertising

(not much/none at all)


32/64


Results - trust


Respondentsagreeing-agreatdeal/quitealot

Marriage

67%

74%

49%

81%

77%

76%

57%

72%

72%

64%

75%

51%

81%

56%

43%

75%

66

%

TVandradio

51%

58%

52%

58%

47%

71%

33%

60%

35%

45%

34%

51%

45%

17%

60%

85%

69

%

Euro

47%

57%

62%

52%

27%

69%

39%

40%

48%

48%

41%

40%

53%

35%

51%

36%

0%

Environmentalists

49%

65%

53%

53%

31%

25%

43%

61%

57%

35%

48%

42%

65%

44%

50%

44%

61

%

Internet

48%

31%

55%

54%

69%

52%

34%

24%

63%

61%

58%

38%

64%

36%

35%

49%

38

%

Press

40%

47%

41%

47%

38%

57%

29%

48%

30%

36%

33%

38%

32%

12%

48%

59%

48

%

Banks

40%

41%

33%

39%

48%

78%

19%

21%

25%

38%

51%

31%

29%

32%

45%

60%

43

%

Church

38%

36%

13%

47%

15%

61%

27%

34%

36%

31%

35%

42%

72%

50%

21%

52%

34

%

EuropeanUnion

37%

33%

50%

35%

28%

39%

34%

25%

52%

32%

56%

38%

51%

27%

36%

37%

19

%

Legalsystem

37%

61%

31%

14%

14%

76%

36%

46%

42%

48%

31%

14%

17%

16%

15%

63%

61

%

Internationalcompanies

35%

41%

40%

38%

29%

38%

30%

25%

33%

39%

20%

35%

46%

24%

38%

40%

43

%

Civilservants

27%

38%

26%

22%

25%

39%

37%

30%

32%

25%

23%

28%

21%

2%

16%

36%

37

%

Government

23%

20%

9%

7%

14%

38%

19%

15%

33%

32%

20%

11%

6%

29%

14%

53%

49

%

Advertising

14%

15%

14%

20%

15%

13%

10%

6%

9%

12%

14%

16%

31%

3%

20%

11%

18

%

Switzerland

Sweden

Slovenia

Russia

Romania

Portugal

Poland

Netherlands

Hungary

Germany

France

Finland

Czech

Croatia

Belgium

Austria

Average allcountries


33/64


Results - trust


Respondentsagreeing-notverymuch/notatall

Advertising

81%

79%

85%

77%

83%

87%

88%

88%

89%

87%

83%

56%

65%

94%

75%

84%

73

%

Government

74%

79%

89%

91%

85%

61%

80%

82%

66%

67%

78%

62%

93%

68%

84%

46%

47

%

Civilservants

67%

55%

72%

75%

73%

60%

62%

64%

66%

74%

74%

44%

75%

95%

78%

58%

54

%

Internationalcompanies

60%

53%

58%

59%

69%

62%

68%

67%

65%

60%

77%

37%

48%

72%

56%

54%

48

%

EuropeanUnion

59%

65%

49%

63%

71%

61%

65%

72%

47%

67%

41%

35%

47%

67%

61%

61%

75

%

Church

59%

62%

86%

51%

84%

39%

71%

63%

62%

68%

63%

32%

26%

47%

75%

46%

61

%

Legalsystem

58%

32%

68%

83%

84%

23%

62%

48%

56%

51%

67%

59%

79%

81%

79%

31%

31

%

Press

57%

52%

58%

51%

61%

43%

70%

50%

69%

63%

65%

35%

65%

84%

50%

40%

48

%

Banks

56%

53%

66%

58%

51%

22%

79%

73%

73%

61%

47%

42%

67%

64%

50%

35%

49

%

Euro

50%

42%

36%

45%

72%

31%

60%

58%

51%

52%

57%

34%

44%

59%

46%

62%

0%

Internet

47%

62%

43%

43%

29%

48%

64%

69%

35%

38%

39%

34%

31%

61%

59%

45%

53

%

Environmentalists

47%

29%

45%

44%

67%

75%

56%

34%

41%

64%

49%

30%

31%

53%

45%

50%

31

%

TVandradio

46%

41%

47%

40%

52%

29%

66%

38%

64%

54%

63%

22%

53%

80%

38%

14%

28

%

Marriage

30%

25%

49%

17%

22%

24%

42%

24%

27%

36%

23%

23%

17%

40%

51%

23%

29

%

Switzerland

Sweden

Slovenia

Russia

Romania

Portugal

Poland

Netherlands

Hungary

Germany

France

Finland

Czech

Croatia

Belgium

Austria



34/64


Results - trust

Confidence in the European Union and the euro

As can be seen there are differences between EU and non EU members. Some countries chose toexclude or amend some of the questions this is detailed beneath each question.

Across all countries confidence in the European Union is low at 37%, although this is slightly higheramongst member countries (40%)

Across all participating countries 53% disagree with the statement that the EU has no influence outsideits member countries, this increases to 58% within the 2 non member countries (Croatia andSwitzerland). The question was not asked in Russia.


Confidence No confidence

Institution A great Quite a lot Total Not much Not at all Totaldeal

The European Union 5% 32% 37% 47% 12% 59%

Agree DisagreeInstitution strongly Tend to Total Tend to strongly Total

The EU has no influenceoutside its member countries 9% 34% 43% 41% 12% 53%

The European Union EU and Non EU countries:Confidence in the European Union EU Members Non members All

Great deal 6% 3% 5%Quite a lot 34% 24% 32%

Not very much 47% 49% 47%Not at all 10% 20% 12%

Asked in all countries

The E.U. has no influence outside its member countries

EU Members Non members All

Strongly agree 9% 7% 9%

Tend to agree 34% 33% 34%Tend to disagree 41% 41% 41%

Strongly disagree 12% 17% 12%Question not asked in Russia

Confidence in the

EU is lowest in

Switzerland 19%


35/64


Results - trust


Confidence in the European Union

All countries, apart from Switzerland, included the general question about confidence in the euro Russia excluded all other questions related to the euro The non euro countries (apart from Russia and Sweden) included a question about returning to the

original currency. However the answers cant be directly compared with those countries actually in theeuro zone.

The euro

Average agreement across all countries:

Confidence No confidenceInstitution A great Quite a lot Total Not much Not at all Total

deal

The Euro 9% 38% 47% 38% 12% 50%

Agree Disagreestrongly Tend to Total Tend to strongly Total

There is no advantage in asingle European currency 15% 26% 42% 36% 19% 55%

I'd prefer to return to my originalcurrency (euro zone only) 25% 18% 43% 25% 29% 53%


36/64

In France >50% would

prefer to return to their

own currency


Results - trust


Confidence in the euro is low at just 47% There appears to be little difference between euro and non euro countries regarding the advantage of a

single currency only 42% agree that there is no advantage in a single currency 43% of people within the euro zone would prefer to return to their original currency

The euro within and outside the euro zone:Confidence in the euro Euro zone o/s euro zone All

Great deal 10% 7% 9%Quite a lot 41% 35% 38%

Not very much 37% 40% 38%Not at all 8% 16% 12%

Question not asked in Switzerland

There is no advantage in a Euro zone o/s euro zone All

single European currency

Strongly agree 14% 16% 15%Tend to agree 25% 28% 26%

Tend to disagree 37% 36% 36%Strongly disagree 20% 18% 19%

Question not asked in Russia

I'd prefer to return to my Euro zone o/s euro zoneoriginal currency

Strongly agree 25% 27%Tend to agree 18% 27%

Tend to disagree 25% 24%Strongly disagree 29% 16%

Question not asked in Russia and SwedenWording was slightly different in non- euro countries


37/64


Results - trust


Confidence in the euro


Across the 15 countries where this question was included only 47% have confidence in the euro.Within the euro zone this increases to 51%

Confidence in the euro is highest in Finland and lowest in Czech Republic

There is no advantage in a single European currency

(tend to/strongly disagree)

Within the euro zone 56% disagree with the statement People in Austria, Belgium and Finland are most likely to disagree that there is no advantage in a single

European currency


38/64


Results - trust


ConfidenceintheEuropeanU

nionandtheeuro

Respondentsagreeing-stron

glyagree/tendtoagree

TheEUhasnoinfluenceoutsideits

membercountries

43%

45%

39%

36%

33%

60%

53%

47%

37%

50%

44

%

35%

51%

0%

43%

33%

41%

Thereisnoadvantageinasingle

Europeancurrency

42%

34%

35%

39%

53%

36%

54%

40%

40%

41%

47

%

27%

43%

0%

49%

37%

50%

I'dprefertoreturntomy

originalcurrency(eurozoneonly)

43%

33%

39%

0%

0%

37%

54%

49%

0%

55%

0%

31%

0%

0%

44%

0%

0%

I'dprefertoreturntomyoriginal

currency(noneurocountries)

54%

0%

0%

50%

67%

0%

0%

0%

64%

0%

64

%

0%

29%

0%

0%

0%

47%

Respondentsagreeing-notv

erymuch/notatall

TheEUhasnoinfluenceoutside

itsmembercountries

53%

53%

59%

61%

66%

40%

46%

50%

62%

49%

54

%

41%

46%

0%

54%

66%

55%

Thereisnoadvantageinasingle

Europeancurrency

55%

65%

64%

58%

47%

64%

46%

57%

59%

58%

52

%

49%

55%

0%

48%

61%

45%


currency(eurozoneonly)

53%

64%

60%

0%

0%

62%

45%

48%

0%

45%

0%

45%

0%

0%

53%

0%

0%


currency(noneurocountries)

40%

0%

0%

47%

31%

0%

0%

0%

36%

0%

35

%

0%

39%

0%

0%

0%

49%

NB:QuestionnotaskedinRussia

FordetailsregardingconfidenceintheEuropeanUnionandtheeuroseepreviou

ssection"Institutions"

Switzerland

Sweden

Slovenia

Russia

Romania

Portugal

Poland

Netherlands

Hungary

Germany

France

Finland

Czech

Croatia

Belgium

Austria



39/64


Results - trust

Trust in professions

Trust in fire fighters is highest, 54% of people have a great deal of trust and 93% a greatdeal/quite a lot of trust in them

The medical professions (nurses, pharmacists and doctors) are also generally regardedhighly, trusted by >80% across the 16 countries

3 out of 4 people trust farmers and teachers a great deal/quite a lot Fewer people trust the police than trust meteorologists (59% v 60%) Across the 16 countries people trust taxi drivers (45%) more than priests/church ministers

(39%) 89% say they dont trust Politicians 45% have no trust in them at all


Trust Don't Trust

Rank Profession A great Quite a lot Total Not much Not at all Totaldeal

1 Fire fighters 54% 39% 93% 3% 0% 3%2 Airline pilots 41% 48% 89% 6% 1% 8%3 Nurses 29% 56% 84% 12% 2% 13%4 Pharmacists 25% 59% 84% 12% 1% 13%5 Doctors 25% 57% 81% 15% 1% 16%

6 Farmers 20% 56% 76% 18% 2% 21%7 Teachers 16% 60% 75% 19% 2% 21%8 Meteorologists 9% 51% 60% 32% 5% 37%9 Police 14% 46% 59% 31% 6% 38%

10 Judges 8% 38% 46% 39% 11% 50%11 Taxi drivers 5% 40% 45% 41% 11% 52%

12 Lawyers 5% 37% 42% 45% 10% 54%13 Priests/church ministers 9% 30% 39% 36% 22% 58%14 Travel agents 2% 33% 35% 51% 10% 61%15 Journalists 2% 26% 29% 53% 14% 68%16 Financial advisors 2% 26% 28% 55% 13% 68%17 Trade union leaders 3% 21% 24% 47% 26% 73%18 Football players 3% 17% 19% 45% 32% 77%19 Car salesmen 1% 15% 16% 60% 20% 80%20 Politicians 1% 7% 8% 44% 45% 89%

Trust in fire fighters


Trust in fire fighters is high in every country average 93% In Austria 67% have a great deal of trust in their fire fighters


40/64


Results - trust


Trust in pharmacists and doctors


Trust in pharmacists and doctors is high across all countries apart from Russia and Portugal In 10 countries out of 16 people trust pharmacists more than doctors Russians have a relatively low trust in their doctors just 53%

Low trust in politicians

(not much/not at all)

Trust in politicians continues to fall Only in Hungary do we see a significant difference year on year. In 2010 97% claimed to have

little or no trust in their politicians. In this most recent survey the figure is now 90%


41/64


Results - trust


Respondentsagreeing-agrea

tdeal/quitealot

Firefighters

93%

97%

96%

93%

96%

98%

97%

95%

96%

96%

94%

71%

92%

87%

96%

96%

94%

Airlinepilots

89%

96%

86%

90%

90%

97%

90%

92%

91%

90%

83%

72%

91%

82%

92%

93%

93%

Nurses

84%

97%

90%

89%

87%

95%

92%

92%

74%

94%

79%

69%

52%

58%

90%

95%

92%

Pharmacists

84%

96%

93%

86%

71%

93%

86%

86%

87%

88%

84%

66%

86%

56%

82%

92%

89%

Doctors

81%

90%

87%

86%

87%

92%

87%

85%

72%

92%

73%

66%

71%

53%

82%

93%

87%

Farmers

76%

85%

77%

78%

72%

78%

73%

78%

67%

86%

63%

62%

71%

78%

78%

82%

82%

Teachers

75%

70%

79%

85%

75%

90%

67%

65%

78%

80%

74%

63%

74%

78%

77%

76%

74%

Meteorologists

60%

72%

61%

78%

53%

74%

49%

56%

63%

56%

49%

55%

71%

30%

76%

58%

61%

Police

59%

82%

57%

50%

45%

93%

57%

79%

55%

64%

55%

52%

31%

19%

50%

85%

76%

Judges

46%

69%

38%

31%

31%

70%

45%

60%

51%

54%

52%

21%

25%

29%

31%

69%

63%

Taxidrivers

45%

53%

43%

39%

8%

82%

40%

55%

39%

36%

40%

30%

37%

50%

47%

60%

53%

Lawyers

42%

52%

36%

30%

38%

55%

45%

50%

40%

48%

47%

17%

32%

46%

29%

52%

53%

Priests/churchministers

39%

44%

14%

40%

18%

67%

31%

39%

41%

27%

34%

33%

55%

55%

21%

57%

43%

Travelagents

35%

45%

45%

12%

33%

65%

29%

28%

32%

32%

31%

23%

32%

25%

32%

45%

49%

Journalists

29%

32%

30%

38%

26%

25%

23%

29%

21%

27%

34%

28%

31%

16%

41%

28%

32%

Financialadvisors

28%

22%

26%

37%

32%

23%

19%

14%

33%

20%

37%

20%

34%

37%

20%

47%

31%

Tradeunionleaders

24%

25%

32%

24%

22%

31%

20%

24%

22%

35%

13%

14%

18%

15%

19%

31%

34%

Footballplayers

19%

16%

13%

18%

11%

27%

8%

14%

14%

12%

15%

12%

16%

41%

36%

35%

19%

Carsalesmen

16%

18%

18%

16%

19%

22%

10%

10%

20%

14%

16%

8%

12%

17%

19%

19%

19%

Politicians

8%

9%

6%

3%

2%

8%

5%

7%

9%

17%

3%

3%

2%

4%

4%

21%

21%

Switzerland

Sweden

Slovenia

Russia

Romania

Portugal

Poland

Netherlands

Hungary

Germany

France

Finland

Czech

Croatia

Belgium

Austria



42/64


Results - trust


Respondentsagreeing-notve

rymuch/notatall

Politicians

89%

90%

93%

94%

97%

92%

94%

90%

90%

82%

96%

70%

97%

94%

94%

78%

75%

Carsalesmen

80%

80%

80%

82%

80%

77%

89%

88%

78%

85%

82%

65%

85%

80%

79%

79%

77%

Footballplayers

77%

82%

84%

80%

88%

72%

91%

83%

85%

86%

83%

61%

81%

54%

61%

63%

77%

Tradeunionleaders

73%

73%

67%

74%

76%

68%

79%

73%

76%

64%

85%

59%

81%

82%

78%

66%

62%

Financialadvisors

68%

76%

72%

60%

66%

76%

80%

83%

66%

78%

61%

52%

63%

60%

77%

51%

64%

Journalists

68%

66%

68%

60%

73%

75%

76%

68%

78%

72%

64%

45%

66%

81%

57%

70%

64%

Travelagents

61%

53%

53%

85%

66%

34%

70%

70%

67%

67%

67%

50%

65%

71%

66%

53%

46%

Priests/churchministers

58%

55%

84%

58%

82%

32%

67%

59%

58%

72%

65%

41%

44%

43%

77%

42%

54%

Lawyers

54%

46%

61%

68%

60%

44%

54%

46%

59%

51%

51%

56%

66%

51%

68%

46%

42%

Taxidrivers

52%

45%

54%

59%

91%

17%

58%

42%

59%

62%

59%

43%

61%

48%

50%

38%

43%

Judges

50%

30%

61%

67%

68%

29%

54%

37%

47%

45%

46%

52%

73%

69%

66%

28%

32%

Police

38%

17%

42%

48%

55%

7%

42%

19%

44%

35%

44%

22%

67%

78%

47%

14%

21%

Meteorologists

37%

26%

37%

20%

46%

25%

50%

41%

36%

43%

50%

19%

27%

68%

21%

40%

35%

Teachers

21%

28%

20%

12%

24%

9%

32%

31%

21%

19%

24%

12%

24%

20%

20%

22%

22%

Farmers

21%

14%

21%

20%

26%

21%

26%

19%

31%

13%

35%

11%

26%

19%

19%

15%

15%

Doctors

16%

9%

11%

12%

12%

8%

12%

13%

27%

7%

26%

9%

28%

45%

16%

5%

10%

Nurses

13%

3%

9%

9%

12%

5%

7%

6%

25%

6%

20%

6%

46%

39%

8%

3%

5

%

Pharmacists

13%

2%

5%

12%

28%

6%

13%

12%

12%

11%

14%

9%

12%

41%

15%

6%

8

%

Airlinepilots

8%

2%

12%

7%

9%

2%

9%

6%

8%

9%

15%

3%

7%

16%

5%

5%

5

%

Firefighters

3%

1%

3%

5%

2%

1%

2%

2%

3%

3%

4%

3%

5%

11%

2%

2%

3

%

Switzerland

Sweden

Slovenia

Russia

Romania

Portugal

Poland

Netherlands

Hungary

Germany

France

Finland

Czech

Croatia

Belgium

Austria



43/64


Results other influences

Brand affinity

From a list of 20 adjectives respondents were asked to indicate those that described the kind ofbrands they might like.

NB: We should be careful working with these data because some meanings may vary slightly intranslation. The value is therefore greatest within each country rather than as a tool to comparedifferent markets.

The results of this section may be cross tabulated with results from the winning brands section.

Like brands that are practical and environmental

In every country, apart from Portugal, practical is the adjective most people would use todescribe the type of brand they like (70%)

People in Netherlands, Belgium, Croatia and Czech Republic prefer brands to be simplerather than environmental

Average across all countries who like their brands to be:

Practical 70% Specialist 26%Environmental 52% Fun 21%Simple 40% Laid back 20%Well known 40% Dynamic 18%Long established 39% Local 18%Friendly 35% Sophisticated 16%Widely used 34% Refined 16%Modern 32% Trendy 14%High class 31% Exciting 14%Traditional 28% Expensive 8%


44/64



Brand affinity

Second to practical in the Czech Republic are well known and long established (44%each)

In Poland too, well known and long established rank higher than environmental Croatians prefer long established (44%) to environmental

Average agreement across all countries:Like brands that are friendly and fun

In Portugal most people like their brands to be friendly (61%) Russians are more likely to like brands that are fun (48%) rather than environmental Friendly ranks high in Poland (66%), second only to practical (71%)

Like brands that are well known and established


45/64



Brand affinity

Average agreement across all countries:

Agree DisagreeA lot Some Total A little None Total

The brand is active inthe community 13% 33% 46% 26% 19% 44%

My kids like the brand 14% 30% 44% 19% 25% 43%

The brand supports the arts 5% 20% 25% 30% 33% 63%

Other influences on brand choice:

Being active in the community influences my choice of brand

Across all countries 46% agree that being active in the community affects their choice ofbrand

This is especially so in France where 68% of people agree with the statement A brands community involvement is also important to people in Romania, Russia, Slovenia

and Croatia


46/64


B

randaffinities

R

espondentsagreeing

Practical

70%

70%

66%

72%

75%

69%

71%

73%

70%

63%

71%

54%

74%

66%

78%

75%

69%

Environmental

52%

68%

47%

50%

29%

48%

59%

64%

55%

40%

36%

54%

41%

36%

72%

62%

63%

Simple

40%

21%

50%

51%

41%

38%

52%

24%

39%

48%

34%

40%

32%

29%

57%

56%

25%

W

ellknown

40%

23%

35%

34%

44%

42%

33%

22%

53%

37%

59%

23%

51%

39%

63%

58%

19%

Longestablished

39%

34%

43%

57%

44%

41%

31%

36%

26%

42%

44%

23%

33%

20%

66%

50%

36%

Friendly

35%

34%

42%

29%

21%

22%

11%

29%

27%

41%

66%

61%

33%

24%

47%

33%

33%

W

idelyused

34%

20%

43%

50%

28%

23%

31%

23%

54%

45%

38%

15%

45%

22%

54%

33%

19%

M

odern

32%

27%

24%

37%

37%

30%

31%

31%

31%

23%

44%

30%

44%

39%

30%

30%

25%

Highclass

31%

29%

21%

18%

31%

73%

25%

29%

51%

25%

65%

12%

14%

32%

27%

14%

23%

Tr

aditional

28%

28%

26%

26%

41%

36%

29%

24%

27%

28%

24%

24%

28%

14%

38%

20%

29%

Specialist

26%

14%

35%

9%

30%

18%

35%

10%

17%

34%

36%

36%

60%

19%

26%

20%

12%

Fun

21%

9%

29%

31%

20%

11%

14%

7%

4%

28%

38%

12%

6%

48%

36%

32%

10%

Laidback

20%

10%

33%

20%

38%

15%

21%

12%

6%

35%

15%

16%

38%

0%

34%

15%

14%

Dynamic

18%

14%

20%

16%

21%

5%

25%

11%

19%

15%

24%

20%

29%

14%

25%

10%

19%

Local

18%

23%

13%

14%

11%

26%

19%

23%

10%

11%

7%

19%

24%

5%

18%

33%

31%

Sophisticated

16%

30%

19%

12%

7%

10%

7%

28%

46%

18%

26%

11%

10%

3%

4%

14%

15%

Refined

16%

23%

22%

15%

13%

7%

23%

18%

24%

15%

11%

5%

29%

18%

11%

5%

10%

Tr

endy

14%

6%

13%

33%

18%

10%

12%

8%

9%

14%

21%

10%

11%

14%

22%

9%

12%

Exciting

14%

12%

8%

19%

10%

4%

8%

9%

7%

9%

8%

10%

45%

18%

13%

29%

11%

Expensive

8%

6%

9%

16%

9%

6%

4%

4%

10%

8%

8%

5%

12%

5%

12%

4%

5%

Noneofthese

3%

3%

4%

0%

3%

2%

2%

4%

1%

7%

2%

3%

3%

3%

0%

0%

3%Switzerland

Sweden

Slovenia

Russia

Romania

Portugal

Poland

Netherlands

Hungary

Germany

France

Finland

Czech

Croatia

Belgium

Austria



Brand affinity


47/64


In

fluenceonbrandchoice

A

little:

M

yKidslikethebrand

14%

6%

11%

12%

13%

13%

20%

5%

27%

6%

12%

24%

24%

11%

27%

6%

6%

Thebrandsupportsthearts

5%

3%

4%

6%

4%

4%

8%

1%

3%

2%

8%

8%

13%

5%

9%

3%

3%

Thebrandisactiveinthecommunity

13%

8%

10%

14%

11%

6%

32%

9%

10%

9%

9%

17%

18%

20%

16%

12%

10%

Some:

M

yKidslikethebrand

30%

19%

34%

39%

31%

32%

30%

16%

38%

32%

40%

23%

39%

25%

39%

18%

20%


20%

12%

18%

24%

24%

26%

22%

8%

17%

9%

34%

22%

36%

17%

32%

12%

13%


33%

30%

31%

41%

36%

31%

36%

30%

33%

25%

32%

32%

42%

31%

35%

33%

32%

A

little:

M

yKidslikethebrand

19%

26%

13%

19%

23%

18%

19%

26%

11%

14%

15%

15%

14%

23%

16%

30%

22%


30%

33%

18%

39%

36%

36%

28%

32%

34%

12%

33%

30%

31%

26%

35%

33%

31%


26%

32%

21%

26%

27%

35%

17%

29%

28%

19%

31%

20%

24%

18%

25%

29%

27%

None:

M

yKidslikethebrand

25%

32%

32%

13%

26%

32%

23%

36%

17%

39%

22%

13%

10%

25%

10%

32%

32%


33%

38%

51%

15%

28%

32%

35%

43%

39%

69%

16%

13%

11%

34%

17%

42%

38%


19%

19%

30%

9%

19%

25%

11%

21%

22%

40%

18%

9%

8%

19%

16%

19%

17%

A

lot/some:

M

yKidslikethebrand

44%

25%

46%

51%

44%

45%

50%

21%

65%

38%

52%

47%

63%

37%

66%

24%

26%


25%

15%

21%

30%

28%

29%

30%

9%

20%

10%

42%

30%

49%

22%

41%

15%

16%


46%

38%

41%

55%

47%

37%

68%

38%

43%

33%

41%

49%

60%

51%

52%

45%

43%

A

litte/none:

M

yKidslikethebrand

43%

58%

45%

31%

48%

49%

42%

61%

29%

53%

37%

27%

23%

48%

26%

62%

55%


63%

71%

70%

54%

64%

67%

63%

75%

73%

81%

48%

43%

42%

60%

52%

75%

69%


44%

51%

52%

35%

46%

59%

28%

50%

51%

59%

49%

28%

32%

37%

42%

48%

44%Switzerland

Sweden

Slovenia

Russia

Romania

Portugal

Poland

Netherlands

Hungary

Germany

France

Finland

Czech

Croatia

Belgium

Austria



Brand affinity


48/64


49/64


Appendix ii

Respondent base 2007 - 2011

Yearlycomparison-quantityanalysedyearonyearpast5years

2011

2010

2009

2008

2007

Au

stria

724

908

987

608

665

Be

lgium

2,688

1,973

863

854

945

Cr

oatia

1,022

Notpreviouslyincludedinmulticountrystudy

Cz

ech

2,501

2,886

1,301

1,287

1,191

Finland

2,999

1,338

1,514

1,359

1,384

France

2,098

2,050

863

945

983

Germany

7,148

7,919

7,037

5,267

6,733

Hu

ngary

3,506

3,191

1,224

1,332

1,280

Ne

therlands

1,973

2,106

1,026

1,183

1,232

Po

land

956

920

844

1,012

1,239

Po

rtugal

963

984

820

901

1,189

Ro

mania

1,056

990

1,025

1,299

1,190

Ru

ssia

1,420

1,660

1,094

1,158

757

Slovenia

1,005

Notpreviouslyincludedinmulticountrystudy

Sw

eden

1,271

1,364

1,030

993

Notincluded

Sw

itzerland

1,675

1,336

1,082

864

1,052

To

tal

33,005

29,625

20,710

19,06

2

19,840

Co

mmentary:

*TargetresponseforGermanyissignificantly

higherthanothercountriestoenabledetailedcomparisonofE&W

*In

20107ofthesecountriesconductedtheirfieldworkon-line(allshowninitalics)

*In

2011theon-linecountrieswerejoinedby

Finland

*As

partoftheiron-linemethodologyeachcountrydoubledtheiron-linetargetrespon

se

*Ea

chon-linerespondentwasrequiredtoan

sweronlyhalfthebrandquestions


50/64


51/64


Respondentprofileacrossallcountries

Total16countries

Total

33,004

15,875

17,129

15,566

17,438

23,641

9,363

17,251

5,535

8,843

100%

100%

100%

100%

100%

100%

100%

100%

100%

100%

Men

48%

100%

0%

50%

47%

50%

43%

50%

44%

48%

Wo

men

52%

0%

100%

50%

53%

50%

57%

50%

56%

52%

15-

19

Exclud

edfrom

analysis

20-

39

21%

22%

21%

45%

0%

30%

0%

14%

12%

44%

40-

49

26%

27%

25%

55%

0%

36%

0%

20%

22%

41%

50-

59

24%

26%

23%

0%

46%

34%

0%

31%

25%

10%

60+

28%

25%

31%

0%

54%

0%

100%

35%

41%

5%

Adultsonly

52%

54%

50%

38%

65%

48%

64%

100%

0%

0%

Singleperson

17%

15%

18%

12%

21%

14%

24%

0%

100%

0%

Fam

ilies

27%

27%

27%

48%

8%

35%

5%

0%

0%

100%

Families

Single person

Adults only

Over 60

Under 60

Over 50

Under 50

Women

Men

Total

Appendix iv

Respondent profile across all countries


52/64


Respondentprofilebycountry

Sex

/age/household

Total

2063

724

2688

1022

2501

2999

2098

7148

3506

1973

956

963

1056

1420

1005

1271

1675

100%

100%

100%

100%

100%

100%

100%1

00%

100%

100%

100%

100%

100%

100%

100%

100%

100%

Men

992

348

1297

488

1214

1453

1002

3475

1618

970

475

457

501

638

498

626

816

48%

48%

48%

48%

49%

48%

48%

49%

46%

49%

50%

47%

47%

45%

50%

49%

49%

Wom

en

1071

376

1390

534

1287

1546

1096

3673

1888

1003

481

506

555

782

507

645

859

52%

52%

52%

52%

51%

52%

52%

51%

54%

51%

50%

53%

53%

55%

50%

51%

51%

Unde

r50

973

139

1467

557

1374

1493

1188

1657

1897

1104

571

547

565

841

546

653

964

51%

19%

55%

55%

55%

50%

57%

23%

54%

56%

60%

57%

54%

59%

54%

51%

58%

Over

50

1090

585

1221

465

1127

1506

910

5491

1609

869

385

416

491

579

459

618

711

49%

81%

45%

45%

45%

50%

43%

77%

46%

44%

40%

43%

46%

41%

46%

49%

42%

Unde

r60

1478

514

1922

743

1810

2049

1519

4909

2539

1463

817

693

716

1106

732

859

1251

73%

71%

71%

73%

72%

68%

72%

69%

72%

74%

85%

72%

68%

78%

73%

68%

75%

Over

60

585

210

766

279

691

950

579

2239

967

510

139

270

340

314

273

412

424

27%

29%

29%

27%

28%

32%

28%

31%

28%

26%

15%

28%

32%

22%

27%

32%

25%

Adultsonly

1078

452

1432

511

1292

1425

950

4223

1820

927

516

455

637

699

565

632

716

52%

62%

53%

50%

52%

48%

45%

59%

52%

47%

54%

47%

60%

49%

56%

50%

43%

Singleperson

346

132

494

97

349

650

356

1420

467

434

84

99

51

106

97

readers digest - the brands you trust 2011

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