Trusted Brands 2010: Classic brands hold the fort
On Monday, *Reader's Digest* published the results of its tenth «European Trusted Brands 2010» survey. The survey, conducted in 16 European countries, reveals which brand names consumers trust the most. Despite some changes, the majority of the most trusted brands managed to maintain their top positions.
There are changes from last year, for example, in the household cleaners and dairy products categories. Migros overtook both Meister Proper and Emmi with its private-label brands. In the pain relievers category, Dafalgan displaced Aspirin from the top spot. Much remains the same, however: Kellogg’s has been named the most trusted muesli brand for five years running. Once again, Raiffeisenbank ranks ahead of the major and cantonal banks, and Nokia remains in first place for cell phones. In the skincare category, Nivea ranks first—just as it does in all other European countries.
- Automobiles: Volkswagen
- Banks/financial service providers: Raiffeisen
- Clothing: Charles Vögele
- Candies: Ricola
- Decorative Cosmetics: NIVEA
- Cold Remedies: NeoCitran
- Photo devices: Canon
- Fruit juices: Granini
- Breakfast cereals: Kellogg’s /li>
- Hair Care Products: L’Oréal
- Household/kitchen appliances: Miele
- Household cleaners: Migros
- Skin Care Products: NIVEA
- Homeopathic remedies: Similasan
- Internet Service Provider: Swisscom/Bluewin
- TV/Cable Network Provider: Cablecom
- Coffee: Nespresso
- Health insurance companies: Helsana
- Credit cards: Visa
- Life insurance: SwissLife
- Dairy Products: Migros
- Furniture/Interior Design: IKEA
- Mobile phone manufacturer: Nokia
- Mobile network provider: Swisscom
- Personal Computer: Dell
- Tour operator: Kuoni
- Property insurance: The Mobiliar
- Pain reliever: Dafalgan
- Chocolate: Lindt & Sprüngli
- Writing Instruments: Caran d’Ache
- Fuel/Gasoline: Migrol
- Watches: Swatch
- Vitamin Products/Nutritional Supplements: Burgerstein
- Detergent: Total
- Toothpaste/mouth care: Elmex
