It is time for some direct connect for Reader’s Digest in India, as the publication has brought the Trusted Brand Awards, hitherto known as Superbrands, to India. The ‘Reader’s Digest India Trusted Brands Awards 2006’ were presented to brands that have been voted by consumers as their most trusted brands across categories. Across Asia, this is the eight consecutive year of Reader’s Digest annual consumer preference brand survey. However it’s the first time that the survey has included readers and subscribers in India.
Speaking on the institution of these awards in India, Ashutosh Bishnoi, Publishing Director, Reader’s Digest, said, “What these awards do is accentuate the ‘trust’ positioning that Reader’s Digest consume in the reader’s mind today. To my mind, that is the most crucial benefit they bring to the table. Otherwise, an award per se really doesn’t work much towards changing your brand presence in the market.”
Jai Talwar, Associate Publisher, added here, “Another segment that these awards have allowed to establish contact with, and in some cases even begin it with, is the advertisers. That is another bonus that comes with the reiteration of the trust platform that these awards bring in.”
Reader’s Digest SuperBrands have been renamed Reader’s Digest Trusted Brands from 2006 onwards. Giving the reason for this name change, Bishnoi said, “There already are SuperBrands in India and they too are aggressively marketing the brand name. So, we didn’t want to get on that platform. Also, the trust positioning is what Reader’s Digest has been following for all this while – it is the key attribute in a consumers’ relationship with a brand. So, we wanted to acknowledge others who have made a similar achievement with their brands.”
The Reader’s Digest Trusted Brand survey identifies brands, which appeal most to a representative cross-section of Asian consumers. It focuses on trust as the driving factor behind brand integrity and achieving trusted brand status is a genuine recognition of consumers’ approval. Gaining trusted brand status is an indication of long-term success.
Some of the winners include Pantaloons, ICICI Bank, Blue Dart, Eureka Forbes, HMT watches, Luxor Writing Instruments and Mother Dairy among many others. Amit Burman, CEO of Dabur Foods (which has won the Reader’s Digest Trusted Brands Platinum Award in the juice category) said on the occasion, “We have been able to live up to the consumer’s expectations by providing packaged food products, which are consistent, both in terms of quality and taste. This award reaffirms the consumers’ preference for our brand.”
The consumer poll was carried out simultaneously in seven markets – Hong Kong, India, Malaysia, the Philippines, Singapore, Taiwan and Thailand. Analysed by Neilsen Media Research, the results are based on thousands of consumer votes gathered across the region. The Trusted Brands 2006 award winners are the brands that have performed outstandingly well in each of the 42 categories, based both on quantitative and qualitative scores, and have been given the Platinum or Gold Awards.