Researching most trusted brands

Every year, Reader's Digest works with marketing researchers to survey consumers in various parts of the world about the brands they most trust.

In its introduction to the 2016 report about trusted brands in Asia, Reader's Digest wrote:

A trusted brand enjoys international appeal, yet at the same time upholds a strong local connection. It has individual relevance for all its consumers, just about anywhere and in any culture.

Conducting research about trusted brands in Canada, Reader's Digest reported the top brands within product categories, with some winners being Canadian brands and some global brands, such as:

• Most trusted cereal: Kellogg's (global brand)
• Most trusted smartphone: Apple (global brand)
• Most trusted pharmacy: Shoppers Drug Mart (Canadian brand)

In New Zealand, Reader's Digest reported the top brands within product categories, again a mix of global and national brands, such as:

• Most trusted bank: Kiwi Bank (New Zealand brand)
• Most trusted car rental firm: Hertz (global brand)
• Most trusted car brand: Toyota (global brand)