Reader's Digest Trusted Brand 2013 Award Winners

With the popularity of online shopping and its convenience, offering promotions perhaps each of us have tried purchasing even a single item in the past. Still, a certain number of our population  prefer the traditional way of shopping where purchases are influenced by many factors including the brand's presence in the market for years.


A total of 91 brands in the Philippines won the recently held Readers's Digest Trusted Brand Awards 2013. 

According to the latest Readers Digest Trusted Brand Survey 2013 (RDTB Survey), only 17% of the Filipino respondents have significantly changed their shopping habits despite the rising number of online stores in the last two years.  The RDTB survey covered 42 products and services categories and 68% of all respondents agreed that the results of this survey will help them in their purchasing decision. 

Chosen based on the six attributes of trustworthiness and credibility, quality, value, understanding of customer needs, innovation, and corporate social responsibility. The RDTBA 2013 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. 

Among the Asian countries, Filipinos are the most likely to share both their positive (8%) and negative (7%) brand experiences on social media accounts (e.g. Facebook, Twitter, forums). 

In comparison, only 5% of all the Asian respondents will often share their brand experiences online – only 4% of respondents will share positive experiences and only 3% will expose negative ones. Surprisingly, however, despite the Filipinos keen participation in online discussions, the survey revealed that only 7% of respondents are very likely to trust comments regarding brands or products that they observe on social media platforms. 

The Reader’s Digest survey has revealed other findings including the following:

• Few Filipino respondents trust online comments regarding brands and products. Only 7% of the respondents in the Philippines compared to the Asian average of 8% will very likely trust comments regarding brands or products which they observe on social media platforms. Taiwan scored 1 per cent in this respect – the lowest.   
• But the Philippines ranked first among the seven countries who would share both their positive and negative brand experiences on social media. 

Although online shopping has not had much influence on shoppers’ habits in the Philippines, the impact of online shopping on Asian shoppers is even less. 

The  Reader’s Digest Trusted Brand 2013 awarding was held on May 23, 2013 at the Edsa Shangri-La Hotel. 

Reader's Digest Most Trusted Personalities are: 

Ms. Jessica Soho, New Reporting With a Heart. For the 3rd consecutive year, GMA Network's VP for News Programs again emerged as Reader's Digest's Most Trusted News Presenter. 

Vic Sotto named as Reader's Digest Most Trusted TV Host. 

Perhaps one of the most popular Filipinos in the world Manny Pacquiao. "Pac-man" was named Reader's Digest Most Trusted Sports Personality. 

Under the "services" category Cebu Pacific Air and Philippine Airlines won respectively. SM Supermalls received a platinum award for the "Shopping Center" category while Max's Restaurant named "Most Trusted Family Restaurant". Meanwhile, Jollibee received the Platinum award as RD Most Trusted Fast Food Chain. 

For 15 consecutive years, The Reader’s Digest Trusted Brands survey, is one of the most representative and transparent consumer surveys in Asia with trusted brand results brought about solely by consumers’ unsolicited brand recall and attribute scoring. 

Congratulations to the winners of the Reader's Digest Most Trusted Brand Awards 2013. May you continue providing the best services to our fellow Filipinos here and abroad.