Brand new trust
That's according to the survey by Reader's Digest. For the poll (called European Trusted Brands 2005), Reader's Digest asked 24,000 respondents from 14 European countries to give their opinion on products in 20 categories. The results showed that Nokia and Nivea are the leaders in mobiles and cosmetics, while Visa, Canon, Colgate and Mercedes also won in their own categories.
"When we announced the first edition of European Trusted Brands in 2000, the problem of brand trust was not perceived as important as it is today. Since then, trust has become a crucial factor in creating strong brands," said strategy director for Reader's Digest international advertising, Gavin Murray.
When it comes to electronics, personal PCs, credit cards, and cosmetics, it is the global marks that hold the top positions in the trust rankings. "These companies' strength lies not only in the product itself, but also in the brand's reputation and image. They meet the expectations of consumers from different countries," explains strategic planner at Euro RSCG, Witold Libera.
Interestingly, in the case of services, customers definitely prefer domestic brands, especially when it comes to their banks, insurance companies, and petrol stations. While the Poles share the greatest trust in PKO BP, PZU, and PKN Orlen, the Germans count on Sparkasse, Allianz and Aral. "A close relationship between these brands and customers, which is the effect of a long tradition and presence on the domestic market, translates into reliability and trust," said Alicja Fuksiewicz, who was responsible for the survey in Poland.
Winiary, Wedel, Żywiec Zdrój, Herbapol, TVN, and RMF FM are the most trusted local companies in Poland. Among the international firms, those who won recognition among the Poles were Mercedes, IBM, Nokia, Sony, Visa, Avon, and Nivea.
As to other categories, marriage is the most trusted institution, whereas 93 percent of the Poles admitted that government is least trusted institution - the highest figure in Europe.
"When we announced the first edition of European Trusted Brands in 2000, the problem of brand trust was not perceived as important as it is today. Since then, trust has become a crucial factor in creating strong brands," said strategy director for Reader's Digest international advertising, Gavin Murray.
When it comes to electronics, personal PCs, credit cards, and cosmetics, it is the global marks that hold the top positions in the trust rankings. "These companies' strength lies not only in the product itself, but also in the brand's reputation and image. They meet the expectations of consumers from different countries," explains strategic planner at Euro RSCG, Witold Libera.
Interestingly, in the case of services, customers definitely prefer domestic brands, especially when it comes to their banks, insurance companies, and petrol stations. While the Poles share the greatest trust in PKO BP, PZU, and PKN Orlen, the Germans count on Sparkasse, Allianz and Aral. "A close relationship between these brands and customers, which is the effect of a long tradition and presence on the domestic market, translates into reliability and trust," said Alicja Fuksiewicz, who was responsible for the survey in Poland.
Winiary, Wedel, Żywiec Zdrój, Herbapol, TVN, and RMF FM are the most trusted local companies in Poland. Among the international firms, those who won recognition among the Poles were Mercedes, IBM, Nokia, Sony, Visa, Avon, and Nivea.
As to other categories, marriage is the most trusted institution, whereas 93 percent of the Poles admitted that government is least trusted institution - the highest figure in Europe.
