Pegasus Award: Reader's Digest Switzerland honors the most trustworthy brands
Last night in Zurich-Dübendorf, Reader’s Digest honored Switzerland’s most trusted brands with the Pegasus Award for highest consumer trust.
The winners were determined in the "European Trusted Brands" study, the largest consumer study in Europe. In Switzerland, respondents named more than 2,000 brands across all product categories. Only consumers whose trust is confirmed remain loyal to a brand, said Werner Neunzig, Chairman of the Board of Directors and Managing Director of Reader's Digest Switzerland. Consumers also demand that their favorite brands constantly reinvent themselves without losing their identity, and the market rewards companies that make targeted investments in brand management and focus on consumer needs, said Sabine Kölsch, Advertising Director of Reader's Digest Switzerland, commenting on the results of the study. The most effective protective shield for a brand is consumer trust.
Numerous representatives from the top echelons of marketing and advertising attended the award ceremony on Thursday evening. In his speech, Filippo Leutenegger, National Councillor and Chairman of the Board of Directors of the Medienarena publishing house, shed light on the relationship between trust and image. Voice impersonator Peter Hässig and the Ernie Soller Band framed the award ceremony, which was hosted by journalist and former Miss Switzerland Fiona Hefti.
For the tenth time, Reader's Digest magazine has determined which brands are particularly trustworthy in the eyes of consumers in 16 European countries. More than 32,000 readers, including over 1,500 in Switzerland alone, took part in the monthly magazine's survey. The annual "Reader's Digest European Trusted Brands 2010" study is currently the largest Europe-wide consumer survey.
"And the Winner is"
In the 35 product categories surveyed, from A for cars to Z for toothpaste, classic brands once again came out on top in Switzerland: Canon, Kellogg's, Kuoni, Migros, NeoCitran, Nespresso, NIVEA, Raiffeisen, Ricola, Similasan, Swatch, Swisscom, SwissLife and Charles Vögele. In the current economic and financial crisis, traditional brands have the better cards when it comes to gaining the trust of consumers, according to a press release from the magazine.
In contrast to Nokia, NIVEA was able to defend its exceptional position throughout Europe and took first place in the skin care category in all 16 European countries for the sixth time in a row. The Finnish cell phone manufacturer Nokia was unable to keep pace with the previous year, but came first in 14 countries, as did the credit card Visa and the photographic equipment manufacturer Canon. The Swiss food company Nestlé achieved first place in the same category in four countries, namely Poland, Portugal, Romania and Russia.
Numerous representatives from the top echelons of marketing and advertising attended the award ceremony on Thursday evening. In his speech, Filippo Leutenegger, National Councillor and Chairman of the Board of Directors of the Medienarena publishing house, shed light on the relationship between trust and image. Voice impersonator Peter Hässig and the Ernie Soller Band framed the award ceremony, which was hosted by journalist and former Miss Switzerland Fiona Hefti.
For the tenth time, Reader's Digest magazine has determined which brands are particularly trustworthy in the eyes of consumers in 16 European countries. More than 32,000 readers, including over 1,500 in Switzerland alone, took part in the monthly magazine's survey. The annual "Reader's Digest European Trusted Brands 2010" study is currently the largest Europe-wide consumer survey.
"And the Winner is"
In the 35 product categories surveyed, from A for cars to Z for toothpaste, classic brands once again came out on top in Switzerland: Canon, Kellogg's, Kuoni, Migros, NeoCitran, Nespresso, NIVEA, Raiffeisen, Ricola, Similasan, Swatch, Swisscom, SwissLife and Charles Vögele. In the current economic and financial crisis, traditional brands have the better cards when it comes to gaining the trust of consumers, according to a press release from the magazine.
In contrast to Nokia, NIVEA was able to defend its exceptional position throughout Europe and took first place in the skin care category in all 16 European countries for the sixth time in a row. The Finnish cell phone manufacturer Nokia was unable to keep pace with the previous year, but came first in 14 countries, as did the credit card Visa and the photographic equipment manufacturer Canon. The Swiss food company Nestlé achieved first place in the same category in four countries, namely Poland, Portugal, Romania and Russia.
Werner Neunzig and Sabine Kölsch.
