European Trusted Brands Survey 2010 Celebrating 10 years of trust Contents

Page No:

Overview 3 How do you become a Trusted Brand? 7 The Trusted Brand logo and guidelines for its usage 8

Results – Brands:

20 common categories 9 Most nominated brands across Europe 10 All winners by country and category – share of vote 12 Comparison of winners by category – past 10 years 13 The local categories – winning brands 23

Results – Trust in:

Institutions 28 Professions 35 Family and Friends 40

Appendix i. Response rate by country 2010 v 2009 43 ii. Respondent base 2006 – 2010 44 iii. Respondents by category by country 45 iv. Respondent profile – all countries 46 v. Respondent profile by country 47 vi. Respondent personality 48 vii. Population weightings 48 Sample questionnaire 56

Reader’s Digest circulation and readership by country 60 Contacts by country 61

www.rdtrustedbrands.com 2 Reader’s Digest Trusted Brands 2010 An overview

About the survey

ⅷ Reader’s Digest European Trusted Brands is now in it’s 10th year, it was first published in 2001

ⅷ Fieldwork for this study, one of Europe’s broadest consumer surveys, is conducted annually and the results are available (free of charge) via the internet

ⅷ In order to allow for tracking over time every effort is made to retain consistency in methodology, content and presentation of data

ⅷ Research was conducted in 14 languages across 16 European countries

ⅷ The primary focus of the study is to find out which brands Europeans trust the most

ⅷ 20 “brand specific” categories are common to every country

ⅷ In addition to the 20 “common” categories each country had the option to include categories of their own choice (known as Local Categories)

ⅷ All brand questions are “open ended” giving the opportunity for any brand, however small or local, an equal chance of being nominated

ⅷ Fieldwork has traditionally been conducted by mail (apart from the U.K.). However, this year, 8 countries took the on- line option for data gathering (see below)

ⅷ In total 32,163 responses were analysed across 16 countries

ⅷ Sample selection and results were weighted, with the aim of reflecting the broad population profile of each country 32,163 participants where the survey was undertaken. Response from those aged 15–19yrs was low, so we excluded this group from across Europe our analysis to avoid over weighting and misrepresentation of brand preference

ⅷ Each country had a “target maximum” number of responses, this varied according their needs. Germany had an especially high target response to enable detailed analysis and comparison between East & West

ⅷ Respondents in Germany represent 25% of the total sample. So, to fairly reflect the personalities and opinions of all respondents, each country was given an equal weight. Hence “Average all countries” for personality traits, trust in institutions, professions etc. reflects the “average of the average” across all 16 countries

ⅷ Data processing and tabulation for all countries (postal and on-line) was conducted by Wyman Dillon Ltd. who are based in Bristol

ⅷ Across Europe almost 131,000 different names were nominated by respondents as their most Trusted Brands

ⅷ The category of cars contains by far the highest number of brand nominations (>21,000) and “vitamins” the least (7,444). Breakfast cereal is also low (10,218). This is because both categories had a high number of generic nominations e.g. muesli, apple etc. which were excluded from the analysis.

www.rdtrustedbrands.com 3 Reader’s Digest Trusted Brands Survey 2010 An overview

FREEFREFR PEN ENCLOSEDENCLEN RE NCLOS EP w PEN ww.rdtrustedb.rdtrustedbrand OSEDE rand Postal survey: s.com TakeTTaake part in the 2009 Trusted papart Brands Surveyin the today 22009 and s Sur Trus Countries: Austria, Finland, Germany, Portugal, Romania, Spain, Sweden, vey tooday sted YouYYoou couldcould winand £500 Switzerland August 2009 2009 win D ear ReaderReader’s Digest Subscriber £5£500 Timing: end August – early October 2009 ’’ss Digest re At Reader’Reader’s Digest, we valueSubscriber our customers’ opinions very highly. Especially your opinionss Dige aboutestest, Trust. opinions we value abbout our custome Last year, over 23,000Trust. of you took part iners’ a Reader’s Digest survey to find out year, over opinions the brands consumers,2323,000 like you, trust the most. I am w very brands of highlyy represent Gconsuumers, you took . Especially ⅷ G like part iin Respondents were drawn from the Reader’s Digest customer database in The study is beingreat Britain undertaken in theyou, tenthin 19trust Reader’s European a Digest Reader’ countries, M and its aim is to study in the most. s Digest is beingng the tenth I sur discover the brands,under attitudes and valuesReade that shapeam your writing life nowand vveytheto ask livesto you of to the bran taken er’s Digest now find out your fellow Europeans.nds, in 19 M tto ask fellow attitudes Euroopean ost TTrustedrusted Brandsyou Survey. each country Europopeans. and countries, BBrands to The inform values infor s that shape and its Survey ninair mation you give about your most trusted brandsyour will be featuredaaim is . throughout the comingyyou give year in Reader’s Digest magazine. Wlife to the about andd the which winning brandscocoming will be ableyour to display as a symbol of consumer trust.lives of winning year mosst trusted bbrands in Reader’ brands I hope you will find the surveywill interesting.s DDigest Your replies rem you be able magazine.will be will finfind to disp fefeatured ⅷ you need only includethe your name and addresssplay if you would likeWWee toalso be have entered a logo Questionnaires were translated, and mailings were managed locally by only survey as a symbol alsso have for the free drawinnclude to win £500. interestingYou don’t even need a stampof to enter, just a logo free draw your g. YYo conssumer complete the questionnairew to andname return and it in theour postage replies paid envelope trust. the win £500. adddress rem provided.provided queestionnaire YYoou if you ain coconfidentialonfidential and personnel in each Reader’s Digest office don’t even would and retur need like to and onn Only a special representative group ofn people it like youa will stamp receive thisbe entered a special in the postage to eenter, just questionnaire, soreepresentative we w paid enve so group elope o we would of YoursYYoours faithfully ould like to hear pepeoplefrom you as quickly as possible. faithfully to hear like you frfrom you will receiv ⅷ 218,618 questionnaires were mailed across the 8 countries. as quickly ve this as poossible. Name (Research M (Research stistio Completed questionnaires were shipped to the UK for data processing h Manager)anager) PS: YouYYoou must return your completed questionnaire by M 2009 to enter retutheturn free draw. Remember, you don’t even need a stamp so why to enter your completed not complete andthehe return free it right now? Wques draw. estionnaire with our thanks.andd return Remember by our thanks. it right r, you Monday 14th September ⅷ now? don’t 144th Questionnaires with no age/sex data were discarded. The 2010 WWee have enclosedeven a need pen for youSeptem to keep enclosed a sstamp ber a pen so why ues foor you database contains weighted data representing 15,322 postal to keep respondents. This reflects an average response of 7% to the postal survey QuestionnaireQQu

For full details of response rates by country please see Appendix i

On-line:

Countries: Belgium, Czech, France, Hungary, Netherlands, Poland, Russia, U.K. Timing: October 2009 + November (Poland only)

ⅷ The sample selection criteria were identical to those employed for the postal survey

ⅷ Given the large number of brand categories to be assessed (maximum 38); two matched parallel samples were drawn in each country , with each set of respondents being asked to consider just half of the categories

ⅷ Only the brand categories were split between the 2 respondent bases. All other questions were common to both samples

ⅷ Response rate by country varied massively from 16% in Hungary to 1% in France

ⅷ Prize draw incentives were offered in every on-line country apart from France and Belgium

ⅷ In every country a pilot was undertaken before launching to the full sample. After the initial email invitation to the full survey, up to 2 email reminders to participate were sent 16% on-line ⅷ Although the questionnaires were translated locally, fieldwork for 7 of the on-line countries was conducted centrally by Framework response in Ltd. Hungary For full details of response rates by country please see Appendix i

Further details can be obtained from [email protected]

www.rdtrustedbrands.com 4 Reader’s Digest Trusted Brands Survey 2010 An overview

About the questions - postal

ⅷ To begin, respondents were asked to indicate their degree of trust in 16 institutions including banks and trade unions

ⅷ They then indicated their level of trust in 20 professions ranging from car salesmen to farmers

ⅷ A new section “Trust in Family and Friends” was added this year

ⅷ From a list of 30 personality types respondents indicated the adjectives that best described them

ⅷ The 20 common product categories have remained the same for the past 5 years (since 2006)

ⅷ After nominating their most “trusted brand” in each category, respondents rated that brand in terms of “Quality”, “Excellent Value”, “Strong Image” and “Understands customer needs”. They also indicated if they were a customer/buyer of the brand they’d nominated and if they would recommend the brand to others

The on-line questionnaire:

Although the content of the on-line questionnaire was the same as for the postal survey the nature of the medium allows for more interaction. Categories were rotated and interspersed with questions about trust in professions, institutions, family & friends and personality

131,000 unique nominations for Trusted Brands

www.rdtrustedbrands.com 5 Reader’s Digest Trusted Brands Survey 2010 An overview

The 20 categories common to each country are:

Car Kitchen Appliance Camera Personal Computer Mobile Phone Handset Mobile Phone Service Provider Internet Service Provider Holiday Company/Tour Operator Bank Building Society Credit Card Insurance Company >15,000 people Petrol Retailer Vitamins named their trusted Analgesic/Pain Relief Cough/Cold Remedy brand of PC Hair Care Product Cosmetic Skin Care Product Soap Powder Breakfast Cereal

A list of the local categories (as chosen by each country) can be found in the results section

Countries included in the survey are:

Country Language Fieldwork Austria German post Belgium Flemish & French on-line Czech Republic Czech on-line Finland Finnish post France French on-line Germany German post Hungary Hungarian on-line Netherlands Dutch on-line Poland Polish on-line Portugal Portuguese post Romania Romanian post Russia Russian on-line Spain Spanish post Sweden Swedish post Switzerland German & French post UK English on-line

A sample copy of the postal questionnaire (in English) can be found in the appendix at the back of this book.

www.rdtrustedbrands.com 6 European Trusted Brands 2010 How do you become a trusted brand?

Awarding Trusted Brands Status In each country/category the Trusted Brand is the one receiving the highest number of nominations. It is a simple and transparent approach which is easy for everyone to understand and communicate. To be included in the published list of nominated brands a brand must achieve 10+ votes. This has been increased from 20 in previous years to allow for more brands to be identified and thus evaluated.

The Qualitative Data/Attributes After a respondent names the brand they trust the most in each category, they’re asked to rate that brand on 4 criteria – quality, excellent value, strong image, understand customer needs. Each has a maximum score of 5. The data reported for each brand consists of only the opinions of those respondents who voted for that brand – not the sample as a whole. Attribute scores have only been calculated for brands with 20+ votes.

Attribute Awards It’s possible to be top scoring against any of the attributes but not be the No1 “Trusted Brand” in a category. This is because respondents who vote for a brand may recognise a particular area of strength in just one or two areas.

www.rdtrustedbrands.com 7 European Trusted Brands 2010 The Trusted Brands logo and guidelines for its usage

1. Permission in principle is given for winning brands to use the Trusted Brands logo across the full range of marketing and advertising materials, including but not limited to: • advertising campaigns • promotional literature (flyers, brochures, point-of- purchase materials, company newsletters, annual reports etc.) • press releases • websites • product (labels, stickers, shipping cartons) 2. Winners may only use the logo in promotional materials within the countries where they were awarded Trusted Brand status. 3. Winners must use the logo only in relation to the relevant category of their award. 4. Winners may only use the logo for the year in which it was awarded, unless the award has been won in multiple years, in which case reference may be made to the multiple years for which the award was granted. The year is from 01 January to 31 December. 5. No alteration of the logo design or wording is permitted without specific permission. Ideally, the logo should be in either the specified blue, black, or white out of a background colour but where the colours used by a Trusted Brand in, for example advertising, or packaging do not allow use of Trusted Brands blue logo, the logo may be used in other colours to tie-in with the corporate colours of the Trusted Brand. Only the whole logo can be used. There should also be space around the logo, as a guide this should be no less than the width of two stars from the logo edge. 6. Winners may not use the logo in conjunction with specific reference to any competitor or competitive product. 7. Winners desiring to use the logo must submit relevant copy and/or materials to Reader’s Digest for authorisation in advance of use. Reader’s Digest agrees to respond promptly to all such requests, and reserves the right to deny any use at any time at our sole discretion. It is further understood that Reader’s Digest may not be held responsible in any way for any claims arising out of the use of the logo by winners. 8. No endorsement of the winning brand(s) by Reader’s Digest or its editors is given or may be implied.

For further information or clarification contact Gavin Murray on 020 7715 8927 or at [email protected].

January 2010

www.rdtrustedbrands.com 8 Results - the Trusted Brands 20 common categories

20 brand categories are “common” to every country. They’ve remained unchanged for the past 5 years, with only minor amendments in the years prior to that.

In addition to the common categories, each country had the option to include a range of categories of their own choice (known as Local Categories).

The winning brand (in each country) is the one that receives the highest number of nominations in that country. There is no award for an overall winner across the 16 countries.

The category questions are “open ended” giving respondents the freedom to nominate any brand of their choice in answer to the question: Tell us the brand you believe most deserves to be called your “most trusted brand”. This method gives all brands an equal chance of being nominated, regardless of whether or not they are locally or internationally known.

Most nominated brands across the • For the first time Bosch is the Trusted Brand of kitchen common categories appliance in 3 countries

• Nivea continues to be the brand of skin care that people • Soap powder is one of the most stable categories with universally trust the most (winner in 16 out of 16 virtually no change in winners over the years countries). A status the brand has held for 6 years • Perhaps unsurprisingly, in the current economic climate, • Nivea also wins Trusted Brand of cosmetic in 7 there were changes to the Trusted Brands of countries, increased from 5 in 2009 banks/building society in Belgium, Romania, Spain and U.K. For the first time in 10 years Nokia is no longer the • Trusted brands in the health, financial and travel Trusted Brand of mobile phone in every country. It was • narrowly beaten by Samsung in France and Sony categories remain diverse and local across the 16 Ericsson in Sweden countries • There is no change to the line up of trusted brands in • Mobile phone service providers also tend to be local. the category of credit card. In 14 out of 16 countries Orange was the only brand to win in 3 countries, Visa retains the pole position Vodafone and T-Mobile came top in just 2 countries each Canon is now the trusted brand of camera in 14 • The most dynamic and “local” of all categories is that of countries, taking over from Sony in Romania and Spain. • In Poland Sony regained its No1 position from Canon ISP (Internet Service Provider) where a different brand won in each of the 16 countries. There were also a • Kellogg’s is the trusted brand of breakfast cereal in 10 number of changes in winning brand over 2009 Western European countries, with Nestlé predominating in 3 out of 5 CEER countries + Portugal For further information (e.g. brand attribute scores) and • VW has regained its position as Belgium’s most trusted names of all runners up in each country please contact the brand of car but Mercedes has lost to Toyota in Portugal country representative – details can be found on the final and Dacia in Romania page of this book.

www.rdtrustedbrands.com 9 Results - the Trusted Brands Most Trusted Brands across Europe 2010

Most Trusted Brands across Europe 2010

Brands winning in No. 3+ countries: Countries: 2010 2009 Nivea (skin care) 16 16 Nokia 14 16 Visa 14 14 Canon 14 13 Kellogg's 10 10 HP/HP Compaq 7 9 Ariel 7 6 Nivea (cosmetic) 7 5 Miele 6 6 Nestlé 4 5 Dell 4 4 Aspirin 3 4 Avon 3 4 Centrum 3 4 VW 3 4 Pantene 3 3 Persil 3 3 Toyota 3 3 L'Oréal (Hair care) 3 2 Schwarzkopf 3 2 Opel 3 2 Orange 3 2 Bosch 3 1

www.rdtrustedbrands.com 10 Results - the Trusted Brands Most Trusted Brands across Europe 2010

Categories with most “multi country” winning brands:

Category Number of different Brands winning in brands winning more than 3 countries across Europe in this category

Skin Care 1 Nivea Mobile Phone 3 Nokia Camera 3 Canon Credit Card 3 Visa Breakfast Cereal 4 Kellogg’s, Nestlé PC 6 HP, Dell Cosmetic 6 Nivea, Avon Soap Powder 8 Ariel, Persil Car 9 Opel, Toyota, VW Hair Care 9 Pantene, L’Oréal, Schwarzkopf Kitchen Appliance 9 Bosch, Miele Mobile Phone Service 12 Orange Vitamins 13 Centrum Pain Relief 13 Aspirin Insurance Company 14 - Petrol Retailer 14 - Cold Remedy 15 - Bank/Building Society 15 - Holiday Company 15 - Internet Service Provider 16 -

www.rdtrustedbrands.com 11 Results - the Trusted Brands All winners by country and category - share of vote 3%) 7%) ect Line (10%) gin (26%) BT (24%) (47%) (49%) Rabobank (44%) Rabobank (28%) (25%) Dell (37%) Dell (38%) Dell Opel (16%) Opel (20%) Opel (13%) Opel (12%) wisscom/Bluewin (60%) Bluewin (58%) Vir 39%) (27%) Mastercard (38%) Mastercard Visa (42%) Visa (38%) 57%) Visa (39%) Visa (39%) (17%) Barclaycard (19%) Barclaycard on (37%) (34%) Canon (34%) Canon (22%) Canon (23%) Canon ral (32%) (42%) Mol (45%) Mol Shell (39%) Shell (38%) Via (40%) (20%) Total (22%) Total (24%) Persil (24%) Persil ujitsu Siemens (20%) Asus (14%) HP Compaq (17%) HP Compaq (31%) HP Compaq (34%) %) (38%) Persil Ariel (46%) Ariel (43%) Ariel (29%) Ariel (27%) 2%) Nivea (21%) Nivea (49%) Nivea (52%) Nivea (18%) Nivea (17%) 7%) Nivea (46%) Nivea (30%) Nivea (36%) Nivea (33%) Nivea (36%) 35%) (34%) Canon (21%) Canon (21%) Canon (35%) Canon (31%) Canon her (20%) Yves Rocher (18%) Nivea (21%) Nivea (21%) (21%) Boots (20%) Boots ves Rocher (16%) Yves Rocher (17%) Avon (35%) Avon (48%) Nivea (14%) Yves Rocher (11%) (14%) (33%) Volvo (29%) Volvo VW (14%) VW (12%) (15%) Ford (16%) Ford 7%) Sony Ericsson (46%) (48%) Nokia (65%) Nokia (65%) Nokia (46%) Nokia (45%) Nokia (17%) Swedbank (36%) Swedbank (39%) (32%) Raiffeisen (29%) Raiffeisen (15%)West Nat TSB (16%) Lloyds (20%) Miele (31%) Miele (30%) (19%) Bosch (20%) Zanussi Miele (26%) Miele (25%) (28%) (46%) Nokia (47%) Nokia (62%) Nokia (63%) Nokia (50%) Nokia (62%) Nokia r (53%) (54%) Telia (57%) Telia Swisscom (71%) Swisscom (70%) (27%) Orange (23%) Orange (20%) Electrolux (44%) Electrolux (41%) Miele (24%) Miele (22%) Hotpoint (21%) Hotpoint (20%) Vicks (12%) Wick (32%) Wick (32%) (23%) Coldrex (20%) Coldrex (12%)Vogel A (15%) Vogel A Kellogg's (65%) Kellogg's (39%) Kellogg's (37%) Kellogg's (61%) Kellogg's (63%) Kellogg's (49%) Kellogg's (45%) ) (50%) Orange (29%) Vodafone (25%) Vodafone (43%) T-Mobile (44%) T-Mobile KPN (38%) KPN (50%) %)YPF (64%) Repsol (25%) OKQ8 (30%) OKQ8 Migrol (20%) Migrol (21%) (25%) Tesco (25%) Tesco %) (31%) Frenadol Kan Jang (20%) Kan Jang (18%) Citran (20%) Neo Citran (20%) Neo (23%) Beechams (25%) Beechams 9%) (37%) Doliprane Aspirin (33%) Aspirin (34%) Algopyrin (32%) Algopyrin (32%) Kruidvat (6%) Kruidvat (9%) plex (21%) Pharmaton (30%) ACO (17%) ACO (16%) Burgerstein (15%) Burgerstein (19%) (23%) Boots (17%) Boots 15%) Axa (16%) Allianz (21%) Allianz (23%) Allianz (30%) Allianz (30%) Interpolis (12%) Interpolis (17%) ine (29%) Juvamine (39%) Abtei (14%) (10%) Centrum Csepp (28%) Be'res Csepp (42%) Be'res Davitamon (21%) Davitamon (30%) al (25%) L'Oréal (22%) Schwarzkopf (14%) Schwarzkopf (14%) Schauma (11%) Schauma (15%) Andrelon (22%) Andrelon (28%) rina (25%) Aspirina (32%) Alvedon (38%) Alvedon (37%) (27%) Dafalgan Aspirin (24%) Nurofen (21%) Nurofen (23%) erre Et Vacances - Maeva (17%)Pierre Et Vacances - Maeva (18%)Tui (57%) - Maeva (18%)Tui Vacances Et - Maeva (17%)Pierre Vacances erre Et (56%) Tui Ibusz (29%) Ibusz (32%) (16%) D-Reizen (1 D-Reizen 44%) Mapfre (29%) Mapfre (27%) Länsförsäkringar (31%) Länsförsäkringar (31%) Die Mobiliar (33%) Die Mobiliar (30%) Direct Line (9%) Dir %) Pro-V (21%) Pantene Pro-V (27%) Pantene (21%) Wella (20%) Wella L'Oréal (14%) Nivea (15%) Head & Shoulders (14%)Head (1 5%) Kellogg's (58%) Kellogg's (64%) Kellogg's (57%) Kellogg's (61%) (43%) Cerbona (43%) Cerbona Kellogg's (28%) Kellogg's (39%) (12%) (55%) Telefónica (48%) Telefónica (46%) Telia (50%) Telia S ur (25%) Viajes El Corte Inglés (33%)Viajes (26%) Halcón Ving (32%) Ving (35%) (35%) Kuoni (41%) Kuoni Thomson (22%) Thomson (32%) 4%) Sonera (34%) (48%) Orange (53%) Orange (14%) T-Online Google (14%) (34%) T-Home (37%) T-Online Ziggo (24%) Ziggo (21%) suuspankki (38%) Osuuspankki (40%)Agricole (20%) Crédit Agricole (23%) Crédit Sparkasse (40%) Sparkasse (38%) OTP Bank (42%) OTP Bank 2010 2009 2010 2009 2010 2009 2010 20092010 2010 2009 2009 2010 2010 2009 2009 2010 2010 2009 2009 2010 2010 2009 2009 2010 2009 2010 2009 2010 2009 2010 2009 CosmeticSkin CareSoap Powder Nivea (17%) Nivea (44%) Vizir (34%) Avon (20%) Nivea (41%) Vizir (35%) Nivea (26%) Nivea (29%) Skip (68%) Nivea (37%) Nivea (32%) Skip (64%) Nivea (18%) Nivea (38%) Ariel (58%) Nivea (19%) Nivea (37%) Avon (20%) Ariel (62%) Nivea (12%) Avon (27%) Ariel (23%) Nivea (17%) L'Oréal (18%) (31%) Tide Nivea (34%) L'Oréal (18%) Ariel (44%) Nivea (29%) Yves Roc Nivea (2 Ariel (41%) Via (47%) Breakfast Cereal Nestlé (89%) (92%) Nestlé (38%) Nestlé (35%) Nestlé (59%) Nestlé (59%) Nestlé (43%) Nestlé (40%) Nestlé Kellogg's (71%) Petrol RetailerPetrol Vitamins ReliefPain Cold Remedy PKN Orlen (40%)Hair Care Centrum (22%) PKN Orlen (52%) Apap (35%) Gripex (35%) Galp (49%) (25%) Centrum Nivea (16%) Apap (39%) Gripex (40%) (74%) Centrum Galp (60%) (77%) Centrum (32%) Ben-U-Ron L'Oréal (14%) Bisolvon (49%) (42%) Petrom (40%) Ben-U-Ron Eurovita (23%) Bisolvon (42%) (44%) Pantene Algocalmin (32%) (38%) Petrom Eurovita (30%) Nurofen (28%) (42%) Pantene Algocalmin (33%) Lukoil (32%) Head & Shoulders (14%) Head & Shoulders (17%) (22%) Complivit (16%) Pentalgin Nurofen (32%) (12%) Pantene Lukoil (51%) (30%) Pentalgin Alfavit (26%) (13%) Teraflu (15 Pantene Com Redoxon YPF (57 Repsol Aspi (24%) Coldrex (32 Frenadol Bank/Building SocietyCredit Card Raiffeisenbank (33%) (38%) Raiffeisenbank KBC (17%) Visa (44%) (31%) Fortis Sporitelna (35%) Ceska Visa (46%) Sporitelna (36%) Ceska O Visa (55%) Visa (60%) Visa (62%) Visa (67%) Visa (70%) Visa (69%) Visa (44%) Visa (45%) Visa (39%) Visa ( Insurance CompanyInternet Service Provider RetailerPetrol Austria (40%) Telekom Uniqa (27%)Austria (27%) Telekom (44%) Telenet Uniqa (25%) OMV (23%) (39%) Belgacom Seznam (42%) Axa (20%) OMV (24%) Seznam (35%) Axa (18%) Sonera (3 (17%) Total (23%) Pojistovna Ceska (33%) Pojistovna Ceska Esso (17%) (25%) If Shell (34%) (28%) Tapiola Shell (35%) Axa ( ABC (36%) ABC (31%) (26%) Total (29%) Total Aral (36%) A Mobile Phone HandsetMobile Phone NetworkCamera (75%) Nokia Holiday Company A1 (46%) (69%) Nokia (32%) Canon (35%) Tui A1 (42%) (47%) Nokia Vitamins Proximus (41%) (34%) Canon (69%) Nokia ReliefPain (34%) Tui (42%) Belgacom Cold Remedy (71%) Nokia (28%) Canon Hair Care (45%) T-Mobile (23%) Neckermann Cosmetic (30%) Neckermann Supradyn (21%) (31%) Canon (44%) T-Mobile Skin Care (64%) Nokia Aspirin (23%) Aspirin (36%) (48%) Cedok Soap Powder Olympus (28%) Sonera (32%) Supradyn (16%) (90%) Nokia Breakfast Cereal Schwarzkopf (13%) Aspirin (21%) Olympus (31%) (42%) Cedok Sonera (37%) Supradyn (14%) Nivea (18%) Aspirin (27%) Schwarzkopf (14%) (93%) Nokia Nivea (54%) Aurinkomatkat (36%) (54%) Canon Supradyn (19%) (34%) Persil (57%) Dafalgan Kellogg's (50%) (45% Orange L'Oréal (16%) Aurinkomatkat (38%) Pi Vicks (10%) Samsung (22%) (34%) Centrum (54%) Dafalgan Nivea (25%) (52%) Canon Garnier (13%) Nivea (56%) Kellogg's (56%) Nokia Vicks (11%) (37%) Persil (29%) Centrum Ibalgin (53%) Schwarzkopf (17%) Nivea (25%) (26%) Canon (25%) Kellogg's (75%) Multi-Tabs (16%) Bromhexin Nivea (41%) Avon (15%) Ibalgin (43%) (35%) Dash (24%) Multi-Tabs Kellogg's (87%) Nivea (34%) (23%) Canon (26%) Bromhexin Nivea (45%) Burana (49%) Elvital (13%) Juvam Opavia (36%) (41%) Dash (27%) Resilar ( Canon Avon (36%) Burana (48%) Nivea (31%) Elvital (13%) (21%) Resilar (39%) Nestlé Ariel (40%) Avon (47%) (2 Doliprane Kellogg's (51%) Nivea (30%) L'Oré Actifed (9%) Ariel (39%) Lumene (53%) Kellogg's (5 Nivea (27%) Lumene (53%) (35%) Omo Nivea (27%) L'Oréal (24%) (34%) Omo Yves Rocher (28%) Nivea (29%) Y Ariel (30%) Nivea (41%) Ariel (31%) Nivea (4 (35 Persil Kitchen ApplianceKitchen PC Miele (43%) Miele (36%) HP (25%) Miele (27%) HP (23%) Miele (27%) HP Compaq (26%) (28%) Eta HP Compaq (28%) Acer (30%) (26%) Eta HP (26%) Upo (19%) HP (34%) Upo (18%) Whirlpool Philips (22%) HP (35%) Brandt HP (25%) HP Compaq (30%) Fujitsu Siemens (18%) F All winners by country and category - share of vote 2010 v 2009 All winners by country and category - share CategoryCar VW (24%) Austria VW (19%) VW (12%) Belgium (12%) Toyota Skoda (39%) Skoda (39%) (19%) Toyota Czech (20%) Toyota Category (23%) Renault Car (25%) Renault Finland VW (21%) Opel (11%) VW (19%) Poland Volkswagen (13%) France (19%) Toyota (17%) Mercedes (17%) Dacia Portugal (16%) Mercedes Germany (16%) Toyota (24%) Toyota Romania (13%) Mercedes Mercedes Hungary Russia Netherlands Spain Sweden Switzerland UK Kitchen ApplianceKitchen PCMobile Phone HandsetMobile Phone Network Bosch (16%)Camera (55%) Nokia Holiday Company Orange (32%)Bank/Building Society Amica (18%) (16%) Toshiba Credit Card (69%) Nokia (36%)Travel Orbis Miele (36%) Plus (34%) PKO BP (23%) Sony (33%)Internet Service Provider (23%) Toshiba (68%) Nokia (40%)Travel Orbis Miele (16%) TMN (49%) Allegro (20%) PKO BP (33%) Visa (80%) HP (35%) Abreu (64%) (73%) Nokia (27%) Canon Philips (25%) TMN (45%)TP (27%) Neostrada (36%) CGD Abreu (72%) (72%) Nokia HP (30%) (34%) Canon Philips (20%) Visa (74%) (45%) Vodafone 45 (16%) Paralela Sapo (45%) (35%) CGD (33%) Canon (72%) Nokia (17%) Dell (28%) Bosch 45 (14%) Paralela (49%) Vodafone Sapo (38%) Visa (56%) (20%)Tour Tez BCR (27%) (30%) Canon (53%) Nokia Samsung (24%) MTS (35%) RCS & RDS (48%) (19%) Dell To Tez Visa (45%) (18%) Fagor (50%) Nokia Sony (32%) RCS & RDS (48%) BRD (29%) MTS (37%) Asus (14%) (10%) Corbina Visa (36%) Sberbank (56%) (33%) Canon Bosch (62%) Nokia (56%) Movistar Samsung (24%) Comstar Sberbank (53%) (26%) Canon Visa (38%) Movista (5 Nokia HP (28%) (15%) BBVA (23%) Canon Visa (79%) La Caixa HP (29%) Sony (24%) Visa (72%) (24%) Dell (40%) Canon Visa (79%) Can (33%) Dell Visa (81%) Dell Visa (62%) Visa ( Insurance Company PZU (44%) PZU (54%) Mundial (22%) Fidelidade (23%) Fidelidade Asirom (21%) ING (26%) (30%) RosGosstrah ( RosGosstrakh

www.rdtrustedbrands.com 12 Results - the Trusted Brands Comparison of winning brands over 10 years Automotive Kitchen appliances Eta Eta Eta Eta Eta Eta Eta Eta Eta Eta VWVW VW Toyota VW VW VW VW VW VW Opel VW VW VW Toyota VW VW Mercedes VW VW VW VW VW VW VW Mercedes Mercedes VW VW VW Toyota VW Toyota Toyota VW VW VW Opel Upo Upo Upo Upo Upo Upo Upo Upo Upo Philips Ford Ford Ford Ford Ford Ford Ford Ford Ford Ford OpelOpelOpel Opel Opel VW Opel Opel VW Opel Opel Toyota Opel Opel Mercedes Mercedes Opel Opel Mercedes Opel Mercedes Opel Mercedes Opel Mercedes Opel Opel Opel Opel Opel MieleMiele Miele MieleMiele Miele MieleMiele Miele MieleMiele Miele Miele Miele Miele Miele Miele Miele MieleMiele Miele Miele Miele Miele Miele Miele Miele Miele Miele Miele Miele Miele Miele Miele Philips Miele Miele Miele Miele Philips Miele Miele Miele Miele Philips Miele Miele Miele Miele Philips V-Zug Miele Philips Moulinex Miele Miele Miele Miele Volvo Volvo Volvo Country not included Dacia Mercedes Mercedes Mercedes Country not included Fagor Bosch Fagor Bosch Fagor Fagor Fagor Fagor Fagor Bosch 2010 2009 2008 2007 2006 2005 20042010 2003 2009 2002 2008 2001 2007 2006 2005 2004 2003 2002 2001 BoschBosch Zanussi Zanussi AmicaBosch Zanussi Amica Samsung Whirlpool Samsung Amica Whirlpool Samsung Whirlpool Amica Bosch Whirlpool Amica Bosch Moulinex Amica Bosch Moulinex Amica Bosch Bosch Amica Bosch Polar Skoda Skoda Skoda Skoda Skoda Skoda Skoda Skoda Skoda Skoda Philips Philips Philips Arctic Country not included Toyota Toyota Toyota Toyota Toyota Toyota Volvo Toyota Volvo Volvo Toyota MercedesToyota Mercedes Toyota Mercedes Mercedes Toyota Mercedes Toyota Mercedes Mercedes BMW Mercedes BMW Mercedes Mercedes Mercedes Mercedes Mercedes Renault Renault Renault Renault Renault Renault Renault Renault Renault Renault Hotpoint Hotpoint Hotpoint Hotpoint Hotpoint Hotpoint Hotpoint Hotpoint Hotpoint Hotpoint Electrolux Electrolux Electrolux Country not included Electrolux Electrolux Electrolux Mercedes Mercedes Mercedes Mercedes Mercedes Mercedes Mercedes Mercedes Mercedes Mercedes Whirlpool Philips Brandt Brandt Brandt Brandt Brandt Brandt Whirlpool Brandt Brandt Comparison of winning brands over 10 years Austria Belgium Czech France Austria Finland Germany Belgium Czech Finland France Germany Hungary Netherlands Poland Portugal Romania Russia Spain UK Hungary Sweden Switzerland Netherlands Poland Portugal Romania Russia Spain Sweden Switzerland UK

www.rdtrustedbrands.com 13 Results - the Trusted Brands Comparison of winning brands over 10 years Personal Computer Internet service provider Internet dot com Bluewin Bluewin Bluewin Bluewin Bluewin Bluewin Bluewin Bluewin Bluewin HPHP HP Compaq HP HP Compaq HPHP HPHP HP HP HP HP HP HP HP Packard Hewlett PackardHewlett HP HP IBM HP Hewlett Packard Hewlett Packard HP HP Compaq HP HP IBM IBM Compaq IBM Compaq IBM Compaq IBM IBM IBM IBM HP HP HP IBM IBM IBM IBM DellDell DellDellDell Dell IBM Dell Dell Dell IBM Country not included Dell Dell Dell Compaq Dell Dell IBM Dell Dell Dell Dell Dell Country not included Dell Compaq Dell Compaq Compaq Dell Hewlett Packard Telia Telia Telia Country not included Telia Bol.Com Telia Acer HP Acer Acer Brave IBM Intel Intel Intel IBM Asus HP Compaq LenovoAsus Lenovo Samsung IBM Samsung Samsung IBM Samsung Samsung IBM Samsung IBM IBM IBM IBM IBM IBM Sapo Sapo Sapo Sapo Sapo Sapo Sapo Sapo Sapo Sapo/NetSapo Virgin BT Virgin BT AOL AOL AOL AOL AOL Ziggo Ziggo Het Net (KPN) Het Net (KPN)Het Net (KPN) Wanadoo Planet Internet Planet Internet Planet Internet Planet Internet 2010 2009 2008 2007 2006 2005 2004 2003 2002 2001 2010 2009 2008 2007 2006 2005 2004 2003 2002 2001 Allegro Neostrada TP Neostrada TP Neostrada TP Onet.PL Onet. Pl Onet. Pl Onet. Pl Onet. Pl Onet. Pl Telenet Belgacom Telenet Belgacom Belgacom Telenet Telenet Telenet Belgacom Belgacom Sonera Sonera Elisa Elisa Elisa Hobby Hall Hobby Hall NetAnttila NetAnttila NetAnttila Orange Orange Orange Orange Wanadoo Wanadoo Wanadoo Wanadoo Wanadoo Wanadoo Toshiba Toshiba Toshiba IBM IBM IBM IBM IBM IBM IBM T-Home T-Online T-Online T-Online T-Online Axelero Axelero Axelero Axelero Net Mata'v Bluewin Corbina Comstar Comstar MTU (Intel) MTU Inform MTU Inform MTU Inform MTU Inform MTU Inform City Line Seznam Seznam Seznam Seznam Seznam Seznam Seznam Tiscali Seznam Contactel T-Online Google AOL AOL AOL AOL AOL AOL AOL AOL Telefónica Telefónica Telefónica Telefónica Telefónica Google Terra Terra Terra Terra Swisscom/ RCS & RDS & RDS RCS & RDS RCS RDS Country not included HP Compaq HP Compaq HP Compaq HP Compaq HP Compaq Dell Dell Compaq Compaq Compaq HP Compaq HP Compaq HP Compaq HP Compaq HP Compaq Dell Compaq Compaq Compaq Compaq Fujitsu SiemensFujitsu SiemensSiemens Siemens Siemens Siemens Siemens Siemens Telekom AustriaTelekom Austria AustriaTelekom Telekom A-Online A-Online A-Online Chello AON Chello Romania UK Portugal Poland Portugal Russia Spain France Germany Hungary Poland Romania Russia Sweden Switzerland UK France Netherlands Sweden Switzerland Finland Netherlands Spain Finland Germany Hungary Comparison of winning brands over 10 years Austria Belgium Czech Austria Belgium Czech This category was amended in 2006 from Internet/Dot Com to InternetThis category was amended in 2006 from Service Provider

www.rdtrustedbrands.com 14 Results - the Trusted Brands Comparison of winning brands over 10 years Mobile phone handset Mobile phone service provider A1 A1 A1 A1 A1 category not included Telia Telia Telia Country not included KPN KPN KPN KPN KPN MTS MTS MTS Beeline MTS TMN TMN TMN TMN TMN NokiaNokiaNokia NokiaNokia Nokia NokiaNokia Nokia NokiaNokia NokiaNokia Nokia NokiaNokia Nokia Nokia NokiaNokia Nokia Nokia Nokia Nokia Nokia NokiaNokia Nokia Nokia Nokia NokiaNokia Nokia Nokia Nokia Nokia Nokia Nokia NokiaNokia Nokia Nokia Nokia NokiaNokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia 2010 2009 2008 2007 2006 2005 2004 2003 2002 2001 2010 2009 2008 2007 2006 2005 2004 2003 2002 2001 Sonera Sonera Sonera Sonera Sonera Orange OrangeOrange Orange Plus Orange Orange ERAOrange Orange Orange Orange O2 O2 Orange Movistar Movistar Movistar Movistar Movistar T-Mobile T-MobileT-Mobile O2 T-Mobile T-Mobile T-Mobile T-Mobile T-Mobile T-Mobile Proximus Belgacom Proximus Proximus Proximus Vodafone Vodafone Vodafone VodafoneVodafone Vodafone Vodafone Vodafone Vodafone/Orange Country not included Samsung Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Swisscom Swisscom Swisscom Swisscom Swisscom Sony Ericsson Nokia Nokia Country not included Nokia Nokia Nokia Sweden Czech Finland France Netherlands Romania Spain Switzerland Belgium Germany Hungary Poland Portugal Russia UK Comparison of winning brands over 10 years Austria Switzerland Austria Belgium Czech Finland France Hungary Netherlands Poland Portugal RomaniaRussia Spain Sweden NokiaUK Nokia Nokia Nokia Country not included Germany This category was included in all countries for the first time 2006

www.rdtrustedbrands.com 15 Results - the Trusted Brands Comparison of winning brands over 10 years kat International International Camera Holiday company/tour operator Tui Tui Tui Tui Tui Tui Tui Tui Tui Tui Tui Tui Tui Tui Tui Tui Tui Tui Ving Ving Ving Country not included Ving Ving Ving Sony Canon Sony Sony Sony Sony Sony Sony Sony Sony Ibusz Ibusz Ibusz Ibusz Ibusz Ibusz Ibusz Ibusz Ibusz Ibusz Kuoni Kuoni Kuoni Kuoni Kuoni Kuoni Kuoni Kuoni Kuoni Kuoni Abreu Abreu Abreu Abreu Abreu Abreu Abreu Abreu Abreu Abreu 2010 2009 2008 2007 2006 2005 2004 2003 2002 2001 2010 2009 2008 2007 2006 2005 2004 2003 2002 2001 Cedok Cedok Cedok Cedok Cedok Cedok Fischer Fischer Fischer Fischer CanonCanon CanonCanon CanonCanon CanonCanon Canon CanonCanon CanonCanon Canon Canon Canon Canon Canon CanonCanon Canon Canon CanonCanon Canon Canon CanonCanon Canon Canon CanonCanon Canon Canon Canon SonyCanon Canon Canon Canon Canon CanonCanon Canon Canon SonyCanon Canon Canon Canon Sony Canon Canon Canon Canon Canon Canon Canon Canon Canon Canon Canon Canon Canon Canon Kodak Sony Canon Canon Canon Canon Canon Canon Canon Canon Kodak Canon Canon Canon Canon Canon Canon Canon Sony Canon Canon Kodak Canon Canon Canon Canon Canon Canon Canon Canon Sony Minolta Canon Kodak Canon Country not included Canon Canon Canon Canon Canon Sony Canon Canon Kodak Canon Canon Canon Canon Canon Sony Canon Sony Canon Canon Country not included Canon/Minolta Canon Canon Kodak Sony Canon Canon Nikon Canon Maeva Maeva Tez TourTez Tour Tez Tour Tez Neva Neva Neva Neva Neva Neva Neva Viajes El Viajes Halcón Viajes Halcón Viajes Halcón Viajes Halcón Viajes Halcón Viajes Halcón Viajes Halcón Viajes Halcón Viajes Halcón Viajes Pierre Et Pierre Et Pierre Fram Fram Club Fram Fram Club Club Club Olympus Olympus Olympus Olympus Olympus Olympus Olympus Olympus Olympus Olympus D-Reizen D-Reizen D-Reizen D-Reizen D-Reizen D-Reizen D-Reizen D-Reizen Holland Thomson Thomson Thomson Thomson Thomson Thomson Thomson Thomson Thomson Thomson Paralela 45 Paralela 45 Atlassib Atlassib Country not included Vacances - Vacances - Vacances Méditerranée Méditerranée Méditerranée Méditerranée Orbis Travel Orbis Travel Orbis Travel Orbis Travel Orbis Travel Orbis Travel Orbis Travel Orbis Travel Orbis Travel Orbis Travel Corte Inglés Neckermann Neckermann Neckermann Neckermann Neckermann Neckermann Neckermann Neckermann Neckermann Neckermann Aurinkomatkat AurinkomatkatAurinkomatkat AurinkomatkatAurinkomatkatAurinkomatkat Aurinkomatkat Aurinkomatkat Aurinkomatkat Aurinkomat UK Switzerland Netherlands Hungary Germany France Comparison of winning brands over 10 years Austria Austria Belgium Czech Finland Belgium Czech France Germany Hungary Netherlands Poland Portugal Romania Russia Spain Sweden Switzerland UK Finland Portugal Poland Romania Russia Spain Sweden

www.rdtrustedbrands.com 16 Results - the Trusted Brands Comparison of winning brands over 10 years Bank Agricole Crédit Agricole Insurance company Bank/Building Society If Tapiola Tapiola Tapiola Tapiola Tapiola Tapiola Sampo Sampo Axa AxaAxa Axa Axa Axa Macif Axa Axa Axa Axa Macif Axa Axa Axa Axa Axa Macif PZU PZU PZU PZU PZU PZU PZU PZU PZU KBC Fortis Fortis Fortis Fortis Fortis Fortis Fortis Fortis Fortis BCR BRD BCR BCR Country not included CGD CGD CGD CGD CGD CGD CGD CGD CGD CGD BBVA La Caixa La Caixa BBVA BBVA BBVA BBVA BBVA BBVA BBVA Uniqa Uniqa Uniqa Uniqa Uniqa Uniqa Uniqa Uniqa Category not included Ceska Ceska Ceska Ceska Ceska Ceska Ceska Ceska Ceska Ceska Ceska Ceska Ceska Ceska Ceska Ceska 2010 2009 2008 2007 2006 2005 2004 2003 2002 2001 2010 2009 2008 2007 2006 2005 2004 2003 2002 2001 AllianzAllianz Allianz Allianz Allianz Allianz Allianz Allianz Allianz Allianz Allianz Allianz Allianz Allianz Allianz Allianz Allianz Allianz Asirom ING Asirom Asirom Country not included Mapfre Mapfre Mapfre Mapfre Mapfre Mapfre Mapfre Mapfre Mapfre PKO BP PKO BP PKO BP PKO BP PKO BP PKO BP PKO BP PKO BP PKO BP PKO BP Raiffeisen Raiffeisen Raiffeisen Raiffeisen Raiffeisen Raiffeisen Raiffeisen Raiffeisen Raiffeisen Raiffeisen Raiffeisen Sparkasse Raiffeisen Nat West Lloyds TSB Lloyds TSB Lloyds TSB Lloyds TSB Lloyds TSB Lloyds TSB Lloyds TSB Lloyds TSB Lloyds TSB Interpolis Interpolis Interpolis Interpolis Interpolis Univé Interpolis Nationale Nederlanden Aegon Raiffeisen Raiffeisen Raiffeisen Raiffeisen Raiffeisen Kantonalbanken Kantonalbanken Raiffeisen Raiffeisen Raiffeisen Sberbank Sberbank Sberbank Sberbank Sberbank Sberbank SberbankSavings Sberbank Russian Sporitelna Sporitelna Sporitelna Sporitelna Sporitelna Sporitelna Sporitelna Sporitelna Sporitelna Sporitelna Pojistovna Pojistovna Pojistovna Pojistovna Pojistovna Pojistovna Pojistovna Pojistovna OTP Bank OTP Bank OTP Bank OTP OTP OTP OTP OTP OTP OTP Rabobank Rabobank Rabobank Rabobank Rabobank Rabobank Rabobank Rabobank Rabobank Rabobank Sparkasse Sparkasse Sparkasse Sparkasse Sparkasse Sparkasse Sparkasse Sparkasse Sparkasse Sparkasse Swedbank Swedbank Swedbank Country not included FöreningsSparbankenFöreningsSparbankenFöreningsSparbanken Direct LineDirect Line Direct Norwich Union UnionNorwich Norwich UnionNorwich Union Norwich Union Prudential Prudential Die Mobiliar Die Mobiliar Die Mobiliar Die MobiliarMobiliar SchweizMobiliar SchweizMobiliar Schweiz SchweizMobiliar Winterthur Osuuspankki Osuuspankki Osuuspankki Osuuspankki Osuuspankki Osuuspankki Osuuspankki Osuuspankki Osuuspankki Osuuspankki RosGosstrah RosGosstrakh RosGosstrakh RosGosstrakhRossgosstrakh Rosno Rosno Rosno Rosno Crédit Agricole Crédit Agricole Crédit Agricole Crédit AgricoleCrédit Agricole Crédit Agricole Crédit Agricole Crédit Agricole Crédit LänsförsäkringarLänsförsäkringarLänsförsäkringarLänsförsäkringar Country not included Folksam Fidelidade Mundial Fidelidade Fidelidade Fidelidade Fidelidade Fidelidade Fidelidade Fidelidade Fidelidade Finland France Switzerland UK Germany Hungary Netherlands Poland Portugal Romania Spain Sweden Russia Comparison of winning brands over 10 years Austria Austria Belgium Czech Belgium Czech Germany Hungary Netherlands Poland France Portugal Romania Russia Spain Sweden Switzerland UK Finland

www.rdtrustedbrands.com 17 Results - the Trusted Brands Comparison of winning brands over 10 years Petrol retailer Petrol Cough/cold remedy Mol Mol Mol Mol Mol Mol Mol Mol Mol Aral Aral Aral Aral Aral Aral Aral Aral Aral ABC ABC ABC Neste Neste Neste Neste Neste Neste Galp Galp Galp Galp Galp Galp Galp Galp Galp Total EssoTotal Shell Total Total Esso Esso Total Total Shell Total Shell Total Shell Total Esso Total Shell ShellShell Shell Shell Shell Shell Aral Shell Aral Shell Aral Shell Aral Shell Aral Shell Shell Wick Wick Wick Wick Wick Wick Wick Wick Wick Wick OMV OMV OMV OMV OMV OMV OMV OMV Category not included Vicks Vicks Vicks Vicks Vicks Vicks Vicks Actifed Actifed Sedergine Tesco Tesco Tesco Tesco Tesco Tesco Tesco Esso Esso Lukoil Lukoil Lukoil Lukoil Lukoil TNK TNK Neste Lukoil OKQ8 OKQ8 Statoil Country not included Statoil Statoil Migrol Migrol Shell Shell Shell Shell Shell Shell Shell 2010 2009 2008 2007 2006 2005 2004 2003 2002 2001 2010 2009 2008 2007 2006 2005 2004 2003 2002 2001 Teraflu Coldrex Bromhexin Dr Mom Dr Mom Dr Mom Dr Mom Dr Mom Dr Mom Dr Mom Gripex Gripex Gripex Gripex Aspirin/Gripex Gripex Aspirin Aspirin Aspirin Bayer Resilar Resilar Silomat Silomat Silomat Silomat Silomat Codesan Silomat Silomat Aspirin Aspirin Aspirin Aspirin Aspirin Aspirin Aspirin Wick Actifed Vicks Actifed Humex Humex Actifed Actifed Actifed Vicks Actifed Petrom Petrom Petrom Petrom Country not included A Vogel Vogel A A Vogel A Vogel A Vogel A Vogel A Vogel Vogel A Vogel A winner No Coldrex Coldrex Neo Citran Coldrex NeoCitran Coldrex Coldrex Coldrex Coldrex Coldrex Nurofen Nurofen Nurofen Nurofen Country not included Bisolvon Bisolvon Bisolvon Bisolvon Bisolvon Bisolvon Bisolvon Bisolvon Antigrippine Antigrippine Frenadol Frenadol Frenadol Frenadol Frenadol Frenadol Frenadol Frenadol Frenadol Frenadol Kan Jang Kan Jang Kan Jang Country not included Noskapin/Mollipect Noskapin Kang Jang Beechams Beechams Beechams Beechams Beechams Beechams Benylin Lemsip Beechams Beechams PKN Orlen PKN Orlen PKN Orlen PKN Orlen PKN Orlen PKN Orlen PKN Orlen PKN Orlen PKN Orlen Bromhexin Bromhexin Bromhexin Bromhexin Bromhexin Bromhexin Bromhexin Bromhexin Bromhexin Bromhexin Neo Citran Neo Citran Neo Citran NeoCitran NeoCitran NeoCitran NeoCitran NeoCitran NeoCitran NeoCitran Repsol YPF YPF Repsol YPF Repsol Repsol YPF Repsol YPF Repsol YPF Repsol YPF Repsol YPF Repsol YPF France Germany Hungary Netherlands Poland France UK Finland Portugal Romania Russia Comparison of winning brands over 10 years Austria Czech Finland Germany Hungary Netherlands Poland Spain Sweden Switzerland Austria Czech Spain Sweden Belgium Portugal Romania Russia Belgium Switzerland UK

www.rdtrustedbrands.com 18 Results - the Trusted Brands Comparison of winning brands over 10 years Vitamins Analgesic/pain relief ACO ACO ACO Country not included Aco Friggs Aco Abtei Centrum Abtei Centrum Abtei Centrum Abtei Abtei Abtei Centrum Apap Apap Apap Apap Apap Apap Apap Apap Apap Apap Boots Boots Boots Boots Seven Seas Seven Seas Boots Seven Seas Seven Seas Seven Seas 2010 2009 2008 2007 2006 2005 2004 2003 2002 2001 2010 2009 2008 2007 2006 2005 2004 2003 2002 2001 Ibalgin Ibalgin Ibalgin Ibalgin Ibalgin Ibalgin Ibalgin Leciva Ibalgin Leciva Ibuprofen Brufen Aspirin Aspirin AspirinAspirin Aspirin Aspirin Aspirin Aspirin Aspirin Aspirin Aspirin Aspirin Aspirin Aspirin Aspirin Aspirin Aspirin Aspirin Burana Burana Burana Burana Burana Burana Burana Burana Burana Burana Nurofen Nurofen Nurofen Nurofen Nurofen Nurofen Nurofen Nurofen Nurofen Nurofen Aspirina Aspirina Aspirina Aspirina Aspirina Aspirina Aspirina Aspirina Gelocatil Eurovita Eurovita Eurovita Eurovita Country not included Alvedon Alvedon Alvedon Country not included Alvedon Alvedon Alvedon Kruidvat Kruidvat Kruidvat Kruidvat Kruidvat Kruidvat Kruidvat Paracetamol Aleve Finimal Kruidvat CentrumCentrum Centrum Centrum Centrum Centrum Centrum Centrum Centrum Centrum Centrum Centrum Centrum Centrum Centrum Centrum Centrum Centrum Centrum Centrum Centrum Centrum Centrum Centrum Centrum CentrumA-ZCentrum Centrum Dafalgan Dafalgan Dafalgan Dafalgan Dafalgan Dafalgan Dafalgan Dafalgan Nurofen Dafalgan Dafalgan Aspirin Dafalgan Aspirin Aspirin Aspirin Aspirin Aspirin Aspirin Panadol Pentalgin Pentalgin Pentalgin Pentalgin Pentalgin Analgin Analgin Analgin Aspirin Analgin Algopyrin Algopyrin Algopyrin Algopyrin Algopyrin Algopyrin Algopyrin Algopyrin Algopyrin Complivit Alfavit Alfavit Alfavit Vitrum Vitrum Vitrum Vitrum Vitrum Vitrum Doliprane Doliprane Doliprane Doliprane Doliprane Doliprane Doliprane Doliprane Doliprane Doliprane Juvamine Juvamine Juvamine Juvamine Juvamine Juvamine Juvamine Juvamine Juvamine Juvamine SupradynSupradyn Supradyn Supradyn Supradyn Supradyn Supradyn Supradyn Supradyn Supradyn Supradyn Supradyn Supradyn Omnibionta Supradyn Supradyn Supradyn Supradyn Multi-Tabs Multi-Tabs Multi-Tabs Multi -Tabs Multi -Tabs Multi -Tabs Multi -Tabs -Tabs Multi -Tabs Multi -Tabs Multi Davitamon Davitamon Davitamon Davitamon Davitamon Davitamon Davitamon Davitamon Davitamon Davitamon Algocalmin Algocalmin Algocalmin AlgocalminCountry not included Ben-U-Ron Ben-U-Ron Ben-U-Ron Aspirina Ben-U-Ron Ben-U-Ron Aspirina Aspirina Aspirina Aspirina Burgerstein Burgerstein Migros Migros Migros Migros Migros Migros La Roche Supradyn Be'res CseppBe'res Csepp Be'res Actival Csepp Be'res Csepp Be'res Csepp Be'res Csepp Beres Plussz Centrum Csepp Beres Redoxon ComplexPharmaton Pharmaton ComplexPharmaton Redoxon Pharmaton Pharmaton Pharmaton Pharmaton Pharmaton UK Switzerland Spain Sweden Netherlands Poland Portugal Romania Russia Comparison of winning brands over 10 years Austria Belgium Germany Hungary Austria Belgium Czech France Hungary Czech Finland France Netherlands Finland Germany Poland Romania Sweden Portugal Russia Spain Switzerland UK

www.rdtrustedbrands.com 19 Results - the Trusted Brands Comparison of winning brands over 10 years Pantene Pantene Pantene ene Pro-V Pantene Pro-V Pantene Pro-V L'Oréal Country not included Head & Shoulders Head & Shoulders Cosmetic Avon Avon Pantene Pantene Pantene Pantene Hair Care product Hair Care Pantene Pantene Head & Shoulders ene Pro-V Pantene Pro-V Pantene Pro-V Pantene Pro-V Pantene Pro-V Pant 2010 2009 2008 2007 2006 2005 2004 2003 2002 2001 Avon AvonAvon Avon AvonAvon Avon Avon Avon Avon Avon Avon Avon Avon Avon Avon Avon Avon Avon Avon Avon Nivea Avon Avon Nivea Avon Nivea Nivea Nivea Nivea NiveaNivea Nivea Nivea Nivea NiveaNiveaNivea Nivea Rocher Yves Nivea Rocher Yves NiveaNivea Rocher Yves Rocher Yves Avon Rocher Yves Nivea Rocher Yves Nivea Rocher Yves Nivea Nivea Rocher Yves Nivea AvonNivea Rocher Yves Nivea Avon Nivea Nivea Nivea Avon Nivea Nivea Avon Nivea Nivea Avon Nivea Jade Nivea Nivea Avon Nivea Nivea Nivea L'Oréal Avon Nivea Avon Avon Nivea Avon Avon Country not included Nivea Nivea Nivea Nivea Nivea Wella Wella Wella Country not included Wella Wella Wella Boots Boots Boots Boots Boots Boots Boots Boots Boots No 7 Olay Nivea L'Oréal L'Oréal L'Oréal L'Oréal L'Oréal L'Oréal L'Oréal L'Oréal Elvital Elvital Elvital Elvital Wella Elvital Pantene Pantene Fructis L'Oréal 2010 2009 2008 2007 2006 2005 2004 2003 2002 2001 L'Oréal Rocher Yves Rocher Yves Rocher Yves Rocher Yves Rocher Yves Rocher Yves Rocher Yves Rocher Yves Nivea L'Oréal L'Oréal L'Oréal L'Oréal L'Oréal L'Oréal Astor Margaret L'Oréal L'Oréal Nivea L'Oréal Nivea L'Oréal L'Oréal L'Oréal L'Oréal L'Oréal L'Oréal Pantène L'Oréal L'Oréal GarnierL'Oréal L'Oréal L'Oréal Nivea L'Oréal L'Oréal L'Oréal L'Oréal L'Oréal L'Oréal L'Oréal L'Oréal L'Oréal L'Oréal L'Oréal L'Oréal L'Oréal L'Oréal Lumene Lumene Lumene Lumene Lumene Lumene Lumene Lumene Lumene Lumene Pantene Pantene Pantene Pantene Pantene Pantene Pantene Schwarzkopf Schwarzkopf Pantène Pantene Pantene Pantene Pantene Pantene Pantene Pantene Pantene Pantene Pantene Andrelon Andrelon Andrelon Andrelon Andrelon Andrelon Andrelon Andrelon Andrelon Andrelon Schauma Schauma Schauma Yves RocherYves Rocher Yves Nivea Nivea RocherYves Jade Rocher Yves Rocher Yves Jade Jade Jade Rocher Yves Nivea Country not included Schwarzkopf Schwarzkopf SchwarzkopfSchwarzkopf Schwarzkopf Nivea AvonSchwarzkopf Schwarzkopf Glem vital Schwarzkopf Avon Schwarzkopf Schwarzkopf Schwarzkopf Schwarzkopf Schwarzkopf Schwarzkopf Schwarzkopf Avon Schwarzkopf Schwarzkopf Wella Avon Wella Wella Wella Wella Head & Shoulders Head & Shoulders Head & Shoulders Head & Shoulders Head & Shoulders Head & Shoulders Head & Shoulders Pantene Pro-V Pant Spain Switzerland UK Russia Sweden Belgium Finland France Hungary Belgium Czech France Germany Poland Portugal Romania Russia UK Comparison of winning brands over 10 years Austria Czech Germany Austria Finland Hungary Netherlands Spain Switzerland Sweden Portugal Romania Netherlands Poland

www.rdtrustedbrands.com 20 Results - the Trusted Brands Comparison of winning brands over 10 years Skin Care Soap powder Via Via Via Country not included Vizir Vizir Vizir Vizir Vizir Vizir Vizir Vizir Vizir Vizir ArielArielAriel Ariel ArielAriel Ariel ArielArielAriel Ariel Ariel Ariel Ariel Tide Ariel Ariel Ariel Ariel Ariel Tide Ariel Ariel Ariel Ariel Ariel Tide Ariel Ariel Ariel Ariel Ariel Ariel Ariel Ariel Tide Ariel Ariel Ariel Ariel Tide Ariel Ariel Ariel Ariel Ariel Tide Country not included Ariel Ariel Ariel Ariel Ariel Ariel Ariel Ariel Ariel Ariel Ariel Ariel Ariel Ariel Ariel Ariel Ariel Skip Skip Skip Skip Skip Skip Skip Skip Skip Dove Total Total Total Total Omo Omo Omo Migros Persil Ariel Omo Omo Omo Omo Omo Omo Omo Omo Omo Omo Dash Dash Dash Dash Dash Dash Dash Dash Dash Dash Persil Persil Persil PersilPersil Persil Persil Persil Persil Persil Persil Persil Persil Persil Persil Persil Persil Persil Persil Persil Persil Persil Persil Persil Persil Persil Persil Persil NiveaNiveaNivea NiveaNivea NiveaNivea NiveaNivea Nivea NiveaNivea Nivea NiveaNivea Nivea NiveaNivea Nivea Nivea NiveaNivea Nivea Nivea NiveaNivea Nivea Nivea Nivea NiveaNivea Nivea Nivea Nivea NiveaNivea Nivea Nivea Nivea NiveaNivea Nivea Nivea Nivea Nivea NiveaNivea Nivea Nivea Nivea Nivea NiveaNivea Nivea Nivea Nivea Nivea Nivea Nivea Nivea Nivea Nivea Nivea Nivea Nivea Nivea Nivea Nivea Nivea Nivea Nivea Nivea Country not included Nivea Nivea Nivea Nivea Nivea Lumene Nivea Nivea Nivea Nivea Nivea Nivea Category not included Nivea Nivea Nivea Nivea Nivea Lumene Nivea Nivea Nivea Nivea Nivea Nivea Nivea Nivea Nivea Lumene Nivea Nivea Nivea Nivea Nivea Nivea Nivea Nivea Nivea Nivea Nivea Nivea Nivea Nivea Nivea Nivea Nivea Nivea Nivea Nivea Nivea Nivea Nivea Nivea Olay Nivea Country not included Nivea Nivea Nivea Olay Nivea Olay 2010 2009 2008 2007 2006 2005 2004 2003 2002 2001 2010 2009 2008 2007 2006 2005 2004 2003 2002 2001 Romania Germany Hungary Netherlands Poland Portugal Russia Spain Sweden Switzerland UK France Comparison of winning brands over 10 years Austria Belgium Czech Finland France Germany Hungary Netherlands Poland Portugal Romania Russia Spain Sweden Switzerland UK Austria Belgium Czech Finland

www.rdtrustedbrands.com 21 Results - the Trusted Brands Comparison of winning brands over 10 years Breakfast cereal Breakfast 2010 2009 2008 2007 2006 2005 2004 2003 2002 2001 NestléNestléNestlé NestléNestlé Nestlé Nestlé Nestlé Nestlé Nestlé Nestlé Nestlé Nestlé Nestlé Nestlé Nestlé Kellogg's Nestlé Nestlé Country not included Opavia Nestlé Nestlé Nestlé Nestlé Cerbona Cerbona Cerbona Nestlé Cerbona Kellogg'sKellogg's Kellogg's Kellogg'sKellogg's Kellogg'sKellogg's Kellogg's Kellogg's Kellogg'sKellogg's Kellogg's Kellogg's Kellogg's Kellogg's Kellogg'sKellogg's Kellogg's Kellogg's Kellogg's Kellogg's Kellogg's Kellogg's Kellogg's Kellogg's Kellogg's Kellogg's Kellogg's Kellogg'sKellogg'sKellogg's Kellogg's Kellogg'sKellogg's Kellogg'sKellogg's Kellogg's Kellogg's Kellogg'sCountry not included Kellogg's Kellogg's Kellogg's Kellogg's Kellogg's Kellogg's Kellogg's Kellogg's Category not included Kellogg's Netherlands Belgium Czech Finland France Germany Hungary Poland Sweden Switzerland UK This category was included in all countries for the first time 2006 Comparison of winning brands over 10 years Austria Portugal Romania Russia Spain

www.rdtrustedbrands.com 22 Results - the Trusted Brands Local categories

Each country had the option of including a number of product categories in addition to the 20 common categories. These categories tend to be relevant to some countries and not others, or where the range of brands available is most likely to be local and not known outside the country. The number of additional categories varied from 8 in Sweden to 20 in Portugal.

Across the 16 countries over 140 different product categories were included, and ranged from yoghurt to underwear.

• 9 countries included coffee and/or tea but with 8 different winning brands • Although chocolate/confectionery was chosen by 9 countries, the Trusted Brands are of local origin i.e. Cadbury in the UK, Fazer in Finland • The category featuring the most (10 countries) was pet food. Whiskas and Pedigree won in 4 countries each • Colgate won in 3 of the 6 countries that included toothpaste • In each of the 4 countries to include mineral water a local brand was the winner • Local brands won in each of the 6 countries that included beer e.g. San Miguel in Spain and Baltika in Russia

For full details of nominated brands by country and share of vote please contact your country representative – details can be found on the final page of this book

www.rdtrustedbrands.com 23 Results - the Trusted Brands Local categories

Local categories - 2010 winners

Austria Belgium Category Trusted Brand Category Trusted Brand Food Nestlé Dairy drink Campina Milk products Nöm Yoghurt Danone Confectionery Milka Ice-cream Ijsboerke Soft drinks Coca-Cola Chocolate Cote D'Or Sparkling wine Henkell Optician chain Pearle Spirits Spitz Bathroom sanitary equipment Grohe Clothes Vögele DIY Store Brico Shoes Geox Liquor store Colruyt Toothpaste Blend-A-Med Car navigation product Tomtom Perfume Boss Energy provider Electrabel Detergent Frosch Probiotic drink Danone Retailer Spar Beer Jupiler Coffee/Tea Eduscho Sauce Knorr Electronic consumer goods warehouse Van Den Borre Clothing store C&A Drugstore Di Delhaize Hearing aid Laperre Soy product Alpro

Czech Republic Finland Category Trusted Brand Category Trusted Brand Washing machine, dishwasher etc Whirlpool Deodorant Rexona TV station Ceska Televize Processed food Saarioinen Creamery Mlekarna Kunin Coffee Juhla Mokka Radio station Cesky Rozhlas Confectionery Fazer Television set Panasonic Functional food Becel Furniture dealer Ikea Natural product A. Vogel Sparkling wine Bohemia Pet food Whiskas Jeans Levi Strauss Retail chain S-ryhmä Spa/wellness Luhacovice Hotel chain Sokos Hotels Sanitary ware Jika Furniture store Asko Optician Instrumentarium Custom home plan Jukka-Talo Real estate agent Op Kiinteistökeskus Electrical company Fortum Shipping company/cruise line Silja Line Spa Ikaalisten Kylpylä Amusement park Linnanmäki TV channel MTV3

www.rdtrustedbrands.com 24 Results - the Trusted Brands Local categories

Local categories - 2010 winners

France Germany Category Trusted Brand Category Trusted Brand Condiments & sauces Amora Food Maggi Coffee & tea Lipton Milk products Müllermilch Food low fat, reduced Confectionery Haribo or anti cholesterol Danacol Soft Drinks Coca-Cola Mineral water Evian Sparkling wines Rotkäppchen Hair colourant L'Oréal Spirits Asbach Cleaning product Mr Propre Clothing C&A Pet food Friskies Shoes Rieker Supermarket Carrefour Toothpaste Odol Gardening Retailer Jardiland Perfume Yves Rocher DIY Retailer Leroy Merlin Detergents Frosch Home telephone operator France Telecom Retailer Aldi Pet shops Jardiland Coffee / Tea Tchibo Home energy provider EDF Charity organisation Restos Du Coeur Amusement park Disneyland Paris Household battery Duracell Fast Food Mcdonald's Organic food Biocoop

Hungary Netherlands Category Trusted Brand Category Trusted Brand Mineral water Szentkirályi Diet product Becel Soft drink Coca Cola Optician chain Hans Anders Beer Soproni Ászok Bed Auping Tea Lipton Bathroom sanitary equipment Grohe Coffee Douwe Egberts Omnia Yoghurt Campina Chocolate Milka Bike Gazelle Milk dessert Danette Dairy drink Optimel Frozen foods Iglo Hearing aid Beter Horen TV station RTL Klub Clothing C&A Television set Samsung Department store V&D Food store Tesco Paint Histor Deodorant Nivea Probiotic drink Yakult Hair colour Palette Digital TV provider Ziggo Pet food Pedigree Facial product Nivea Underwear Triumph Heater Nefit Soy product Alpro Health Insurance Company CZ Beer Heineken

www.rdtrustedbrands.com 25 Results - the Trusted Brands Local categories

Local categories - 2010 winners

Poland Portugal Category Trusted Brand Category Trusted Brand TV station TVN Chocolate Nestlé Radio & TV sets Sony Coffee Delta Investment fund Ing TFI Spread/Margarine Becel Jewellery and watches Casio Cooking Oil Fula Food producer Winiary Beer Sagres Edible oil, margarine Kujawski Pet Food Friskies Cakes/desserts Dr. Oetker Mineral water Luso Juice/Mineral water Zywiec Zdroj Hair Colourant L'Oréal Dietary supplement Naturell Fabric Conditioner Comfort Herbal/ homeopathic remedy Herbapol Lublin Dishwasher Cleaner Sun Dental care/mouth care Blend-A-Med Household Cleaner Sonasol Pet food Pedigree Supermarket Continente Hypermarket/delicatessen chain Tesco Skin Treatment Halibut Laxative Dulcolax Throat Analgesic Mebocaina Health Insurance Company Multicare Public Service Company CTT TV Channel RTP Small Domestic Appliances Moulinex Non food Retailer chain Worten

Romania Russia Category Trusted Brand Category Trusted Brand Bakery Products Vel Pitar Anti-aging cosmetics Avon Dairy Products Danone Beer Baltika Meat Products Cris-Tim Canned vegetables Bonduelle Cooking oil Untdelemn De La Bunica Cheese spread Viola Spices Fuchs Eau de toilette / Perfume Dior Mineral Water Borsec Eye care Visine Pet Food Pedigree Food processor Bosch Private Hospital Medlife Foot cream anti-varicose Lioton Natural Food Supplements Walmark Pasta products Makfa Toothpaste Colgate Mayonnaise sauce Calve Commercial Center Carrefour Pet Food Whiskas Clothing Chain store Zara Seasoning Maggi DIY chain Bricostore Sedative drug Novopassit Electronic & Home Appliance ChainDomo Shoe care Salamander Construction Materials Ceresit Shower gel Nivea Newspaper Jurnalul National Toilet paper Zewa Radio Station Europa FM Water filter Aquaphor TV Station Pro TV

www.rdtrustedbrands.com 26 Results - the Trusted Brands Local categories

Local categories - 2010 winners

Spain Sweden Category Trusted Brand Category Trusted Brand Powdered Milk Nestlé Coffee Gevalia Chocolate Nestlé Pet Food Whiskas Toothpaste Colgate Optician Synsam Cooking sauce Gallina Blanca Mail order company Ellos Coffee Nescafé Charitable organisation Röda Korset Butter/margarine Tulipán Cruise company Viking Line Pet food Pedigree Pal Detergent Ajax Fast Food restaurant McDonald's Gardening product Gardena Supermarket Mercadona Optician Multiópticas Chain Store El Corte Inglés Car rental Company Avis Beer San Miguel Tyre Michelin TV Channel Antena 3

Switzerland UK Category Trusted Brand Category Trusted Brand Coffee Nespresso Airline British Airways Milk products Migros Chocolate/confectionary Cadbury Fruit juice Granini Cruise company P&O Chocolate Lindt & Sprüngli Food retailer Tesco Confectionary Ricola Hayfever remedy Piriton Clothing Charles Vögele Household cleaner Flash Writing implements CARAN d'ACHE Margarine/butter Flora Watches Swatch Mortgage lender Halifax TV/cable provider Cablecom Optician Specsavers Furniture / interior furnishing Ikea Pet food Whiskas Natural remedy /homeopathy Similasan Probiotic Actimel Toothpaste /mouth care Elmex Sun care Nivea Houshold detergent Migros Toothpaste Colgate Health insurance Helsana Utility company British Gas Life insurance Swiss Life Hair colourant L'Oréal Alcoholic spirits Gordon's Fabric conditioner Comfort

www.rdtrustedbrands.com 27 Results - trust Trust in institutions

Average agreement across all countries Trust Don't Trust Rank Profession A great Quite a lot Total Not much Not at all Total deal 1 Marriage 31% 37% 68% 21% 8% 29% 2 Police 12% 47% 59% 30% 7% 37% 3 TV and radio 7% 44% 52% 41% 4% 45%

4 Internet 7% 41% 49% 38% 8% 46% 5 Environmentalists 8% 38% 47% 38% 10% 49% 6 Press 4% 39% 43% 48% 6% 54% 7 Church 13% 30% 43% 33% 21% 54% 8 Legal system 6% 34% 40% 43% 12% 56% 9 Banks 4% 33% 37% 45% 13% 58% 10 European Union 5% 32% 37% 46% 13% 59% 11 Civil servants 3% 30% 33% 51% 12% 63% 12 International companies 2% 30% 32% 52% 10% 63% 13 Trade Unions 4% 28% 31% 45% 19% 64%

14 Government 3% 20% 22% 49% 26% 75% 15 Advertising 1% 12% 13% 58% 25% 83% 16 Politicians 1% 8% 8% 46% 42% 89%

This question has been reintroduced in its original form “How much trust do you have in the following institutions”. NB: In 2009 respondents were asked to indicate how their trust had changed over the previous 5 years. For this reason the 2010 results aren’t directly comparable with 2009.

ⅷ Across the 16 participating countries only 3 institutions are trusted by >50% of the people questioned: Marriage, The Police, TV and Radio ⅷ Overall the most trusted institution is Marriage (68% average across all countries) ⅷ 31% of people have “a great deal” of trust in Marriage ⅷ Less than 1 in 3 people trust International companies ⅷ Lowest levels of trust are in Government, Advertising and Politicians ⅷ Trust in Politicians (as an institution) is about as low as it can be at 8%. On average 42% of people say they don’t trust politicians at all”. ⅷ At 37% trust in Banks is low; however it’s especially poor in France (17%) ⅷ In Russia trust in the Police (12%) and Civil Servants (3%) is way below any other country ⅷ Overall levels of trust are highest in Finland and Sweden and lowest in Russia and Portugal

In Portugal only 50% trust marriage

www.rdtrustedbrands.com 28 Results - trust Trust in institutions

Have no trust at all in their government or politicians

ⅷ 1 out of 4 people have no trust at all in their Government, most notable in Hungary (53%) and Spain (46%) ⅷ More than 2 out of 3 people don’t trust Politicians in Czech, Hungary, Poland and Romania.

Trust TV and radio (a great deal/quite a lot)

ⅷ Trust in TV and Radio differs significantly by country, highest in the Nordic countries lowest in France (33%) ⅷ In Sweden TV & Radio are trusted more than Marriage and the Police ⅷ Trust in the media (TV & Radio + the press) is lowest in Russia

www.rdtrustedbrands.com 29 Results - trust Trust in institutions

Trust the internet (a great deal/quite a lot)

ⅷ Trust in the internet ranges from 23% in Germany to 77% in the *Czech Republic and 72% in *Poland.

Note: *These 2 countries conducted their fieldwork on-line and, in this instance, the profile of respondents is likely to have influenced their positive response

www.rdtrustedbrands.com 30 Results - trust Trust in institutions

Comparison with 2001 – average agreement across 14 countries*

9 of the 16 institutions were also included in the original 2001 study. 14 countries were common to both years. The question about “Government” was added in 2002.

ⅷ Overall levels of trust have fallen over the past 9 years ⅷ Only the Police and Trade Unions have gained trust ⅷ Trust in advertising has decreased the most, by 37% (from 17% to 11%) ⅷ Trust in Government has fallen since 2002 by 1/3 (from 35% to 23%) ⅷ At 36%, trust in the European Union is 10% lower than in 2001 ⅷ Confidence in the press has reduced from 48% to 42%

Trust in institution Great deal/quite a lot Not much/none at all 2010 2002 2001 2010 2002 2001 Marriage 66% 74% 71% 30% 24% 26% Police 59% 58% 54% 37% 41% 43% The Press 42% - 48% 48% - 50% Church 41% 48% 43% 56% 50% 54% European Union 36% 42% 40% 60% 52% 56% Trade Unions 32% 33% 29% 63% 65% 68% International companies 31% 40% 41% 64% 56% 55% Government 23% 35% - 74% 62% - Advertising 11% - 17% 78% - 80%

*Average across all (14) countries excludes Austria and Romania which were not included in 2001 and 2002

Low trust in their government (not much/not at all)

www.rdtrustedbrands.com 31 Results - trust Trust in institutions

Trust the police (great deal/quite a lot)

84% of Russians don’t trust the police

www.rdtrustedbrands.com 32 Results - trust Trust in institutions

UK

Switzerland

Sweden

Spain

Russia

Romania

Portugal

Poland

Netherlands

Hungary

Germany

France

Finland

Czech

Belgium

Austria

Average all 8% 7% 7% 1% 13% 7% 9% 1% 17% 3% 3% 3% 4% 4% 20% 26% 5%

countries 68%59% 73% 60%52% 78% 71% 54% 73%49% 53% 46% 55% 53% 90%47% 34% 71% 58% 48% 51% 70% 86%43% 65% 77% 77% 73% 33% 46% 51% 42%43% 70% 42% 56% 36% 61% 35% 44% 50% 34% 23%40% 49% 37% 23% 48% 79% 55% 45% 27% 46% 54% 63% 68%37% 52% 59% 56% 14% 35% 66% 36% 26% 63% 48% 12% 52% 65%37% 72% 36% 45% 25% 73% 47% 40% 24% 32% 74% 35% 24% 34% 69% 76%33% 46% 29% 40% 54% 76% 65% 45% 31% 40% 76% 45% 37% 35% 34% 74% 74%32% 54% 50% 46% 39% 81% 64% 36% 17% 31% 68% 46% 35% 46% 37% 65% 30%31% 42% 34% 22% 18% 40% 35% 52% 30% 36% 42% 46% 42% 17% 25% 35% 49%22% 30% 33% 28% 32% 41% 70% 37% 39% 39% 57% 54% 12% 56% 48% 57% 35%13% 49% 21% 34% 32% 59% 22% 34% 22% 14% 45% 47% 26% 19% 33% 46% 54% 58% 12% 20% 13% 54% 43% 29% 26% 15% 23% 31% 39% 33% 32% 43% 42% 33% 31% 11% 60% 60% 45% 18% 53% 24% 29% 24% 19% 61% 11% 27% 23% 56% 24% 49% 11% 50% 54% 26% 14% 38% 3% 31% 38% 6% 47% 27% 30% 17% 22% 24% 30% 13% 23% 9% 37% 20% 32% 13% 26% 12% 36% 47% 11% 18% 23% 29% 41% 35% 36% 12% 28% 11% 38% 27% 46% 31% 5% 43% 15% 15% 13% 16% 16% Respondents agreeing - a great deal/quite a lot - a great Respondents agreeing TotalMarriage 2010 908 1973 2886 1338 2050 7919 3191 2106 920 984 990 1660 483 1364 1336 2055 Police TV and radio Internet Environmentalists Press Church Legal system Banks Union European Civil servants International companies Unions Trade Government Advertising Politicians

www.rdtrustedbrands.com 33 Results - trust Trust in institutions

UK

Switzerland

Sweden

Spain

Russia

Romania

Portugal

Poland

Netherlands

Hungary

Germany

France

Finland

Czech

Belgium

Austria

Average all

countries 89%83% 91% 92%75% 86% 97% 84% 86%64% 78% 88% 92% 85% 87%63% 62% 89% 86% 88% 58% 98% 56%63% 61% 93% 66% 82% 82% 62% 90% 42%59% 97% 46% 75% 67% 86% 74% 67% 72% 85% 61%58% 77% 70% 64% 81% 94% 71% 77% 59% 63% 91% 79% 47%56% 87% 60% 75% 59% 69% 50% 60% 66% 94% 61% 91% 66% 68%54% 69% 37% 62% 45% 78% 85% 53% 69% 73% 83% 54% 68% 65% 71% 22%54% 73% 61% 69% 73% 85% 72% 69% 82% 71% 94% 87% 45% 70% 51% 81% 21%49% 67% 57% 74% 85% 53% 46% 65% 68% 54% 83% 78% 43% 73% 73% 54% 34%46% 42% 31% 50% 51% 56% 70% 61% 76% 52% 85% 64% 35% 93% 61% 57% 31%45% 51% 60% 58% 63% 54% 36% 47% 63% 47% 67% 65% 46% 70% 64% 54% 72%37% 70% 46% 53% 21% 54% 53% 63% 54% 46% 70% 43% 60% 63% 65% 48% 54%29% 58% 19% 40% 41% 60% 73% 53% 64% 45% 63% 71% 33% 78% 46% 73% 13% 46% 25% 71% 53% 36% 27% 58% 66% 39% 79% 63% 40% 40% 35% 57% 54% 6% 42% 28% 32% 61% 32% 68% 50% 35% 79% 66% 51% 34% 25% 28% 45% 31% 20% 44% 44% 48% 43% 35% 50% 54% 48% 26% 47% 39% 29% 46% 51% 28% 61% 37% 29% 51% 50% 50% 51% 26% 76% 47% 72% 39% 26% 30% 49% 53% 51% 62% 25% 60% 84% 18% 18% 42% 41% 33% 23% 15% 57% 33% 25% 22% 27% 31% 23% Respondents agreeing - not very much/not at all Respondents agreeing TotalPoliticians 2010 908 1973 2886 1338 2050 7919 3191 2106 920 984 990 1660 483 1364 1336 2055 Advertising Government Unions Trade International companies Civil servants Union European Banks Legal system Church Press Environmentalists Internet TV and radio Police Marriage

www.rdtrustedbrands.com 34 Results - Trust Trust in professions

Average agreement across all countries Trust Don't Trust Rank Profession A great Quite a lot Total Not much Not at all Total deal 1 Fire fighters 53% 40% 92% 3% 0% 4% 2 Airline pilots 41% 47% 88% 7% 2% 9% 3 Pharmacists 27% 58% 85% 10% 1% 11% 4 Nurses 30% 54% 84% 12% 1% 13% 5 Doctors 26% 56% 82% 14% 1% 16% 6 Teachers 17% 59% 76% 18% 2% 20% 7 Farmers 19% 56% 75% 18% 3% 20% 8 Police 16% 47% 62% 28% 7% 35% 9 Meteorologists 8% 48% 57% 34% 5% 39%

10 Judges 8% 39% 47% 38% 10% 48% 11 Taxi drivers 5% 41% 47% 39% 10% 50% 12 Priests/church ministers 12% 35% 46% 32% 18% 50% 13 Lawyers 6% 38% 43% 44% 9% 52% 14 Travel agents 2% 35% 37% 49% 9% 59%

15 Financial advisors 3% 27% 29% 53% 13% 66% 16 Journalists 2% 25% 27% 54% 14% 68% 17 Trade union leaders 2% 21% 23% 46% 25% 72% 18 Football players 2% 17% 19% 45% 31% 76% 19 Car salesmen 1% 15% 15% 60% 21% 81% 20 Politicians 1% 7% 8% 46% 43% 89%

NB: The Police and Politicians were also included in the survey under the heading of Institutions (see Trust in Institutions). Results are similar but not identical, the table above (professions) summarises respondents opinions about “the role” rather than “the institution”.

ⅷ Overall trust in these professions is significantly higher than trust in institutions ⅷ As in previous years, Fire fighters and Airline pilots are the most trusted professions (92% and 88% respectively) ⅷ However, 53% of people trust Fire fighters “a great deal” v 41% for Airline Pilots ⅷ The medical professions (pharmacists, nurses and doctors) are also regarded highly ⅷ Trust in the Police (profession) averages 62% (v 59% the Police as an institution) ⅷ Average trust in priests/church ministers is on par with judges and taxi drivers ⅷ Trust in Politicians (profession) is lowest at 8% ⅷ Financial advisors and journalists are amongst the least trusted professions earning the trust of less than 1 in 3 people

Trust firefighters

www.rdtrustedbrands.com 35 Results - trust Trust in professions

Comparison with 2002 – average agreement across 14 countries*

This question didn’t appear in the original 2001 study. However 11 of the 14 professions included in 2002 were included in 2010. 14 countries were common to both years, only Austria and Romania were excluded in 2002

Trust in profession Great deal/quite a lot Not much/not at all 2010 2002 2010 2002 Airline pilots 87% 89% 10% 9% Nurses 85% 88% 12% 11% Pharmacists 85% 89% 12% 10% Doctors 82% 84% 16% 15% Teachers 77% 76% 19% 23% Taxi drivers 47% 56% 49% 42% Lawyers 43% 49% 52% 50% Travel agents 37% 41% 59% 56% Financial advisors 29% 34% 66% 63% Car salesmen 15% 21% 81% 77% Politicians 8% 14% 89% 85%

ⅷ Across the 14 countries trust in every profession, apart from teachers, has fallen ⅷ Even doctors, nurses and pharmacists are trusted slightly less than 8 years ago ⅷ Trust in pharmacists has fallen quite significantly in Russia (-27%) ⅷ Trust in politicians has dropped by 41% (from a low average of 14% to an even lower 8%) ⅷ 89% don’t trust politicians, only Portugal shows an improvement over 2002 (72% v 91%) ⅷ 81% don’t trust car salesmen, 5% more than in 2002. The lowest level of trust is in France (92%)

Trust pharmacists (great deal/quite a lot)

www.rdtrustedbrands.com 36 Results - trust Results - trust and brands Trust in professions Criteria of trust

Don’t trust car salesmen

Don’t trust politicians

www.rdtrustedbrands.com 37 Results - Trust Trust in professions

UK

Switzerland

Sweden

Spain

Russia

Romania

Portugal

Poland

Netherlands

Hungary

Germany

France

Finland

Czech

Belgium

Austria

Average all 8% 10% 7% 1% 10% 6% 10% 2% 16% 2% 3% 4% 5% 5% 20% 20% 7%

countries 92%88% 96% 95%84% 94% 97% 84% 94%85% 94% 88% 96% 90% 95%82% 91% 94% 90% 86% 94% 96% 93%75% 90% 92% 81% 96% 91% 90% 90% 93%76% 97% 87% 92% 88% 88% 86% 74% 75% 76% 91%62% 82% 65% 87% 73% 89% 93% 86% 82% 75% 84% 87% 79%57% 75% 82% 84% 81% 90% 87% 70% 58% 90% 71% 75% 73% 87%47% 78% 63% 75% 49% 91% 60% 89% 69% 60% 94% 73% 56% 64% 92% 92%47% 63% 74% 63% 63% 91% 84% 85% 50% 34% 96% 91% 70% 58% 77% 92% 67%43% 63% 56% 80% 36% 93% 74% 84% 45% 48% 91% 90% 61% 54% 55% 93% 68%46% 73% 57% 58% 10% 87% 66% 64% 40% 35% 92% 89% 63% 79% 67% 89% 79%37% 52% 54% 60% 45% 90% 75% 55% 41% 29% 94% 80% 50% 79% 52% 89% 54%29% 52% 43% 56% 17% 77% 35% 57% 39% 46% 88% 85% 49% 18% 40% 80% 69%27% 40% 21% 51% 33% 73% 66% 31% 30% 27% 86% 79% 23% 26% 40% 71% 53%24% 45% 24% 51% 41% 85% 25% 46% 29% 31% 87% 69% 31% 30% 40% 78% 26%19% 40% 25% 25% 28% 56% 33% 40% 18% 32% 72% 40% 16% 51% 32% 56% 26%15% 34% 17% 16% 25% 67% 31% 35% 23% 13% 54% 61% 36% 46% 31% 60% 34% 36% 14% 26% 13% 55% 58% 21% 19% 18% 52% 37% 23% 59% 22% 57% 28% 32% 23% 23% 51% 37% 33% 11% 53% 50% 16% 25% 18% 51% 19% 41% 12% 61% 39% 39% 49% 45% 22% 7% 38% 15% 55% 17% 44% 30% 11% 17% 59% 34% 13% 14% 49% 18% 19% 41% 20% 43% 32% 12% 19% 16% 27% 28% 22% 16% 41% 13% 53% 28% 7% 28% 20% 19% 30% 17% 33% 17% 22% 19% 20% 9% 15% 20% 8% Respondents agreeing - a great deal/quite a lot - a great Respondents agreeing TotalFirefighters Airline pilots Nurses Pharmacists Doctors Farmers Teachers Police Meteorologists Judges 2010 drivers Taxi 908Lawyers 1973 2886 ministers Priests/church 1338 agents Travel 2050 7919Financial advisors 3191 2106Journalists 920 union leaders Trade 984Football players 990 1660Car salesmen 483Politicians 1364 1336 2055

www.rdtrustedbrands.com 38 Results - Trust Trust in professions

UK

Switzerland

Sweden

Spain

Russia

Romania

Portugal

Poland

Netherlands

Hungary

Germany

France

Finland

Czech

Belgium

Austria

Average all 9%4% 4% 14% 1% 11% 4% 3% 2% 13% 6% 2% 8% 3% 11% 2% 18% 3% 4% 3% 7% 3% 22% 4% 3% 6% 5% 14% 5% 4% 8% 2% 4% 3%

countries 89%81% 89% 92%76% 82% 98% 81% 88%72% 80% 76% 94% 85% 78%68% 70% 87% 85% 92% 66% 97% 69%66% 72% 86% 73% 83% 87% 67% 79% 63%59% 98% 74% 85% 71% 83% 80% 71% 72% 83% 70%50% 84% 55% 73% 57% 93% 82% 76% 52% 68% 92% 80% 70%52% 82% 44% 69% 65% 78% 59% 81% 69% 92% 62% 79% 77% 44%50% 83% 39% 79% 82% 78% 73% 65% 70% 63% 77% 61% 42% 68% 76% 29%48% 59% 43% 72% 53% 82% 74% 77% 69% 48% 92% 78% 51% 77% 67% 76% 42%39% 68% 22% 46% 89% 65% 65% 63% 60% 64% 90% 81% 55% 83% 58% 76% 18%35% 64% 33% 45% 63% 65% 56% 58% 57% 38% 89% 61% 52% 58% 59% 64% 28%20% 66% 16% 41% 36% 64% 58% 52% 59% 41% 77% 60% 40% 71% 58% 66% 29%20% 60% 32% 36% 50% 51% 39% 67% 53% 17% 78% 50% 58% 38% 47% 67%16% 55% 10% 6% 37% 18% 54% 64% 42% 24% 58% 48% 45% 51% 31% 49% 48%13% 60% 9% 25% 37% 9% 63% 18% 43% 56% 56% 51% 45% 31% 42% 18%11% 48% 9% 44% 42% 4% 70% 32% 29% 40% 36% 26% 11% 67% 34% 43% 8% 20% 22% 44% 6% 29% 48% 49% 53% 7% 71% 14% 35% 39% 9% 26% 5% 26% 27% 13% 13% 45% 26% 61% 18% 35% 13% 37% 6% 14% 79% 36% 46% 21% 13% 4% 26% 39% 19% 8% 19% 28% 10% 14% 13% 44% 17% 6% 10% 37% 10% 20% 19% 13% 23% 8% 12% 28% 15% 24% 12% 24% 6% 15% 12% 22% 44% 25% 13% 5% 9% 7% 12% 36% 9% 39% 41% 9% 4% 7% 11% 6% 6% 7% 4% 5% 7% Respondents agreeing - not very much/not at all Respondents agreeing TotalPoliticians Car salesmen Football players union leaders Trade Journalists Financial advisors agents Travel ministers Priests/church Lawyers drivers Taxi 2010Judges 908Meteorologists 1973 2886Police 1338Teachers 2050 7919Farmers 3191 2106Doctors 920Nurses 984Pharmacists 990 1660Airline pilots 483 1364 1336 2055 Firefighters

www.rdtrustedbrands.com 39 Results - trust Trust in family and friends

Average agreement across all countries Trust Don't Trust A great Quite a lot Total Not much Not at all Total Not applicable deal

Family 66% 26% 92% 5% 1% 5% 1% Friends 42% 47% 89% 7% 1% 8% 1% Work colleagues 9% 48% 57% 25% 4% 29% 9% Neighbours 9% 48% 56% 33% 6% 39% 2% Boss 10% 38% 48% 25% 9% 34% 13%

ⅷ Trust in friends and family across Europe is high ⅷ Whilst people trust their family “a great deal”, they’re more likely to trust their friends “quite a lot” ⅷ On average 39% don’t trust their neighbours ⅷ In France, Poland and Portugal less than half trust their work colleagues ⅷ Trust in neighbours is low (<50%) in Czech Republic, France, Poland, Portugal, Romania and Russia ⅷ Although less than half trust their boss this question wasn’t applicable to 13% of people

NB numbers don’t add up to 100% because not everyone answered this question

Trust family

www.rdtrustedbrands.com 40 Results - trust Trust in family and friends

Trust neighbours and work colleagues

67% in Poland don’t trust their neighbours

www.rdtrustedbrands.com 41 Results - trust Trust in family and friends

UK

Switzerland

Sweden

Spain

Russia

Romania

Portugal

Poland

Netherlands

Hungary

Germany

France

Finland

Czech

Belgium

Austria

Average all 9%9% 11% 9% 9% 5% 7% 12% 9% 4% 14% 9% 4% 9% 6% 16% 10% 2% 8% 8% 2% 5% 5% 4% 7% 6% 8% 13% 13% 11% 16% 17% 8% 13% 8%5% 4% 12% 4% 5% 12% 2% 6%9% 12% 2%2% 13% 6% 13% 8%1% 1% 4% 8% 9%1% 2% 0% 5% 3% 7% 2% 0% 9% 0% 9% 9% 11% 10% 0% 2% 1% 16% 17% 4% 0% 3% 1% 12% 9% 2% 14% 1% 1% 1% 7% 9% 3% 1% 1% 1% 6% 0% 2% 1% 1% 1% 4% 9% 7% 4% 1% 1% 2% 4% 3% 0% 2% 1% 0% 3% 3% 0% 0% 11% 2% 2% 0% 10% 18% 1% 0% 1% 2% 0% 0% 1% 1% 0% 0% 0% 1% 1% 1% 1% 66%42% 74% 44%10% 49% 80% 34% 82% 14% 45% 41% 7% 50% 69% 33% 9% 78% 40% 49% 14% 47% 52% 4% 43% 54% 32% 9% 76% 34% 70% 11% 28% 73% 38% 7% 61% 42% 8% 71% 48% 75% 7% 49% 56% 9% 10% 8% 15% 11% 13% countries 48%48% 50% 48%47% 61% 52% 53% 53%38% 44% 43% 35% 52% 53%26% 36% 45% 48% 35% 39% 49% 43% 20% 54% 39% 55% 53% 42% 48% 47%92% 35% 51% 16% 54% 27% 37% 43% 14%89% 27% 94% 31% 47% 50% 44% 85% 34% 53% 36%57% 58% 93% 24% 96% 39% 48% 86% 55% 38% 44% 18% 96%56% 30% 59% 93% 54% 51% 40% 85% 54% 51% 30% 50% 52% 93%48% 37% 72% 93% 61% 57% 35% 87% 62% 49% 49% 25% 43% 95% 57% 67% 50% 91% 48% 45% 20% 89% 39% 46% 55% 45% 25% 90% 43% 64%39% 90% 51% 49% 41% 92% 39% 39% 25% 79% 59% 41% 60%34% 89% 25% 62% 31% 96% 63% 31% 35% 34% 72% 96% 57% 22%29% 38% 22% 41% 48% 79% 71% 40% 20% 98% 42% 88% 47% 33% 29% 23% 35% 92% 54% 55% 57% 33% 91% 42% 62% 92% 26% 38% 34% 28% 93% 45% 55% 95% 68% 37% 47% 41% 92% 23% 29% 70% 44% 27% 49% 94% 57% 54% 35% 60%13% 67% 29% 69% 28% 62% 53% 39% 26% 67% 47% 21% 57% 50% 20% 71% 37% 9% 49% 52% 53% 34% 14% 47% 42% 34% 40% 27% 10% 33% 39% 33% 11% 28% 25% 25% 26% 25% 25% 15% 17% 26% 14% 24% 15% 17% 0% 19% 3% 0% 14% 16% 22% Respondents agreeing: Total deal A great Family 2010 908 1973 2886 1338 2050 7919 3191 2106 920 984 990 1660 483 1364 1336 2055 Friends Boss Neighbours Work colleagues Work Quite a lot colleagues Work Family Not applicable Boss Neighbours Friends Family Neighbours Friends Boss Family deal/quite a lot Great Family Friends colleagues Work Neighbours Boss Not very much/not at all Neighbours Boss colleagues Work Friends colleagues Work

www.rdtrustedbrands.com 42 Appendix i Response rate by country 2010 v 2009 All Postal in 2009 apart from UK: All Postal in 2009 apart from On-line: the U.K. issued from Poland all e-mail invitations were *Apart from etc.) guards *Delivery rates varied massively by country (old addresses/Spam rate due to non of response *No. analysed v number mailed isn't a true reflection delivery issues in France and Belgium offered *Incentives weren't countries only dispatched their target countries only dispatched their target analysis excluded from with no age/sex data were *Returned questionnaires ratio of the correct excluded in Switzerland to retain were *In 2009 many responses the total analysed to German, thus reducing French Mailed for Analysis Analysed v No. Mailed % Mailed for Analysis Analysed v No. Mailed % Number Target Number No. Analysed Number Target Number No. Analysed Postal in 2010: AustriaFinlandGermany E & WPortugalRomaniaSpain 130,000Sweden 12,000Switzerland F & G 8,000TotalOn-Line in 2010: 12,200 9,000Belgium F & Fl 7,000 29,918 1,000Czech 1,500France 9,500 10,000 1,000Hungary 7,919Netherlands* 1,500 1,000 14,253 908 218,618Poland 1,338Russia 1,000 750 6.1%UK* 984 20,000 1,336Total 2,000 990 16,750 200,000 7.6% 13,624 on-line + postal 16.7%Total 20,000 1,364 140,000 565,806 483 8.1% 2,000 4.5% 20,174 15,322 1,973 2,000 14.1% 12,000 2,000 24,855 2,000 8,000 13.6% 7,500 32,750 34,282 5.1% 347,188 12,200 7.0% 2,000 2,886 13.8% 42,000 2,050 1,000 7,000 2,106 2,000 1,575 3,191 10,000 32,163 7,037 2,000 16,000 1,350 9,500 14.4% 3,000 240,700 10,041 920 1.0% 1,040 15.5% 987 1,660 16.0% 1,514 1,000 5.7% 16,841 5.0% 2,055 17,265 12,500 820 800 700 1,082 4.6% 9,377 1,025 10,087 6.7% 10,000 18.9% 8.2% 1,030 332,594 4.9% 14,248 6.0% 1,350 6.7% 2.6% 1,400 753 10,000 14.6% 900 863 1,300 10,000 27,255 10.3% 91,894 5.9% 19,889 1,301 1,340 1,000 1,224 7.9% 23,287 863 8.6% 1,026 9,990 2,000 10.4% 844 12.2% 7.0% 1,094 10.2% 9.2% 9,039 1,824 10.9% 8.4% 9.8% 9.2% Country 2010 2009 Response rate by country 2010 v 2009 Commentary: to each country's requirements according by country differed *Maximum targets in 2010 to allow for the split sample increased for on-line countries were *Targets excluded in every country *Respondents aged <20yrs were Postal: and then to Reader's Digest local offices returned were *Completed questionnaires dispatched in bulk to the UK for analysis they only dispatched the *As each country had a "maximum" target for data processing quantity required rate as the overall response *Number analysed v number mailed does not reflect

www.rdtrustedbrands.com 43 Appendix ii Respondent base 2006 - 2010 1,190 1,299 1,025 990 927755 665 945627 608 854 626 987 863 650 908 1,973 753 483 1,0614,894 1,052 3,748 864 3,939 1,082 1,824 1,336 2,055 1,2931,6401,1157,1191,2951,2461,1091,022 1,191 1,3841,330 983 6,733 1,280 1,232 1,239 1,287 1,189 1,359 757 945 5,267 1,332 1,183 1,012 901 1,301 1,514 1,158 7,037 863 1,224 1,026 844 2,886 820 1,338 1,094 7,919 2,050 3,191 2,106 920 984 1,660 2006 2007 2008 2009 2010 Not included 993 1,030 1,364 UK Total 25,434 24,213 23,651 23,287 32,163 Switzerland Austria Belgium Czech Finland France Germany Hungary Netherlands Poland Portugal Romania Russia Spain Sweden Commentary: for Germany is significantly higher than other countries to enable detailed comparison of E & W response *Target *Fieldwork for UK has been conducted exclusively on-line since 2005 *In 2010 the UK was joined by 7 countries for on-line data gathering (all shown in italics) response *As part of their on-line methodology each country doubled target to answer only half the brand questions was required *Each on-line respondent Yearly comparison - quantity analysed year on past 5 years Yearly

www.rdtrustedbrands.com 44 Appendix iii Respondents by category by country 2010 and 2009 Most deletions were in Vitamins category where people nominated fruit (apples, oranges etc.) category where in Vitamins Most deletions were Car Kitchen PC Mobile Network Camera Holiday Bank Credit Insurance ISP Petrol Vitamins Pain Cold Hair 20102009 844 791 506 718 643 681 475 778 578 417 634 217 489 394 612 2010 916 834 562 778 727 713 550 874 618 772 457 716 366 533 551 675 2009 846 794 738 864 755 671 440 784 632 669 777 690 199 519 310 568 2010 611 563 396 552 562 438 333 589 470 525 420 487 176 441 221 400 2009 1,295 1,193 885 2010 1,319 1,192 712 1,185 925 937 850 536 940 907 799 667 842 730 737 402 796 369 625 755 1,019 652 2009 1,041 344 862 1,237 1,174 973 769 1,255 1,218 1,098 941 2010 851 1,275 1,031 1,238 1,025 1,147 757 1,361 1,275 1,086 1,387 1,335 1,204 1,063 1,401 1,155 1,353 1,128 1,292 835 1,140 623 1,269 731 2009 1,019 1,127 858 796 766 856 835 780 329 747 738 683 869 622 248 511 300 503 2010 779 666 483 675 655 568 226 700 608 634 496 569 141 424 211 365 2009 7,039 6,549 4,067 5,678 5,132 5,271 3,510 6,452 4,207 5,839 3,514 5,258 1,955 4,150 3,137 5,071 775 984 822 1,039 2010857 1,051 6,239 5,842 3,735 5,172 4,697 4,654 3,360 5,795 3,885 5,312 3,105 4,526 1,884 3,916 3,013 4,422 811 1,066 2009991 730 1,099 1,121 1,423 1,019 1,121 1,390 1,407 1,323 632 821 1,122 1,325 930 20101,081 1,209 1,191 1,314 1,065 1,137 871 1,125 1,065 2009 916 883 820 938 792 824 479 529 801 859 778 367 697 405 658 2010 765 732 591 681 728 674 435 752 477 677 678 636 315 575 321 582 2009 449 422 400 442 447 441 342 365 430 321 212 421 395 402 2010 760 724 511 740 732 693 490 752 547 708 410 700 538 691 611 671 2009 929 886 661 803 790 655 621 877 614 699 561 757 495 714 571 641 2010 775 701 551 749 620 462 723 485 653 509 666 298 603 439 624 2009 912 900 667 899 884 758 443 890 634 725 732 762 499 638 676 734 2010 846 842 596 745 786 722 450 853 696 744 693 785 538 640 711 739 2009 706 715 609 771 662 705 272 588 444 463 451 496 423 495 453 459 2010 690 721 458 754 718 646 354 599 516 491 317 561 525 567 530 604 2009 431 420 362 426 419 356 283 436 322 375 305 336 115 365 252 295 2010 610 566 447 603 567 509 377 584 494 554 420 516 232 510 449 2009 1,243 1,126 903 856 949 777 820 477 737 632 834 1,156 1,087 1,015 806 2010933 753 1,074 895 849 667 850 806 764 637 865 715 826 674 809 284 687 407 598 1,169 930 1,064 1,136 907 2009838 1,045 1,054 364 1,116 894 1,170 548 2010 768 966 895 739 926 947 805 661 911 755 803 726 695 452 621 524 676 2009 907 873 908 938 809 878 529 829 684 738 840 793 480 706 661 635 746 771 770 757 737 547 805 696 642 820 657 293 525 477 518 1,586 Austria Belgium Czech Finland France Germany Hungary Netherlands Poland Portugal Romania Russia Spain Sweden Switzerland UK Respondents by category country 2010 and 2009 Data was gathered on-line in 2010 for: Belgium, Czech, France, Hungary, Netherlands, Poland, Russia, UK (highlighted in blue) on-line in 2010 for: Belgium, Czech, France, Hungary, Data was gathered The on-line sample was split, with each half answering of the brand questions Fieldwork for UK has been conducted on-line the past 5 years, in 2009 car category was included full sample deleted prior to weighting. included for analysis, all other nominations were to the category were Only brand names relevant

www.rdtrustedbrands.com 45 Appendix iv Respondent profile across all countries

Families

Single person

Adults only

Over 60

Under 60

Over 50 Excluded from analysis Excluded from Under 50

Women

Men

Total 25%28% 26%19% 30%28% 25% 18%51% 26% 27%18% 48% 19% 54%27% 52% 30% 16% 0% 0% 49% 27% 0% 0% 19% 35% 40% 39% 28% 39% 60% 14% 0% 26% 66% 45% 0% 23% 0% 17% 46% 0% 7% 23% 14% 100% 64% 17% 25% 37% 35% 26% 24% 100% 49% 17% 4% 39% 0% 42% 0% 8% 0% 4% 100% 0% 0% 0% 100% 48%52% 100% 0% 0% 100% 50% 50% 46% 54% 49% 51% 45% 55% 50% 50% 44% 56% 47% 53% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 20-39 40-49 50-59 60+ Adults only Single person Families TotalWomen 15-19 32,162 15,423 16,740 17,070 15,089 23,032 9,126 16,503 5,722 8,804 Men Total 16 countries Total Respondent profile across all countries across Respondent profile

www.rdtrustedbrands.com 46 Appendix v Respondent profile by country

UK

Switzerland

Sweden

Spain

Russia

Romania

Portugal

Poland

Netherlands

Hungary

Germany

France

Finland

Czech

Belgium

Austria

Average all 550 235 531 930 386 705 1447 1022 543 344 372 280 657 108 369 262 613 358 181 331 378 284 325 1809 428 475 223 73 76 78 58 347 314 342 570 254 562 781 413 567 2581 887 544 82 276 318 172 131 438 544 575 943 401 896 1298 666 890 3920 1469 927 369 425 460 672 203 663 831 998 964 440 952 1426 648 978 3826 1470 1037 457 467 469 743 237 672 596 1006 29% 26% 27% 32% 29% 34% 18% 32% 26% 37% 38% 28% 40% 22% 27% 20% 30% 17% 20% 17% 13% 21% 16% 23% 13% 23% 24% 7% 8% 5% 12% 25% 24% 17% 27% 28%51% 28% 27% 51% 31% 54% 28% 51% 32% 45% 28% 47% 26% 55% 10% 50% 28% 49% 32% 29% 10% 52% 28% 60% 32% 54% 41% 63% 28% 44% 53% 51% 46% 44%73% 45% 72% 45% 71% 50% 73% 44% 69% 49% 73% 46% 68% 44% 72% 41% 73% 43% 91% 46% 73% 40% 68% 43% 89% 49% 73% 62% 68% 49% 59% 72% 48% 48%52% 48% 52% 49% 52%54% 48% 51% 48% 56% 52% 48% 54% 52% 46% 55% 52% 49% 50% 54% 50% 57% 51% 47% 51% 50% 47% 54% 53% 45% 55% 53% 49% 60% 55% 49% 58% 51% 45% 54% 51% 49% 59% 55% 58% 51% 51% 38% 51% 1031 464 1061 1476 601 962 4367 1611 1034 267 513 589 893 303 599 709 1053 1440 655 1411 2105 924 1483 5339 2304 1561 837 708 671 1489 353 925 792 1476 2010 908 1973 2886 1338 2050 7919 3191 2106 920 984 990 1660 483 1364 1336 2055 countries 1046 4681067 1021 1461 508 690 1077 1072 1588 4093 671 1720 1069 1160 4000 463 1722 517 1178 521 550 917 559 246 529 692 989 740 281 1049 700 505 1053 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% Sex/age/household Families Adults only Single person Under 60 Over 60 Total Women Under 50 Over 50 Men Respondent profile by country Respondent profile

www.rdtrustedbrands.com 47 Appendix vi Respondent personality

UK

Switzerland

Sweden

Spain

Russia

Romania

Portugal

Poland

Netherlands

Hungary

Germany

France

Finland

Czech

Belgium

Austria

Average all countries 52%28% 62%32% 43% 53%14% 40% 26%48% 49% 17% 23%41% 12% 34% 50% 11%16% 22% 34% 52% 60% 54%43% 23% 4% 17% 55% 40% 4%40% 40% 20% 32% 10% 60% 51%67% 37% 43% 42% 39% 53% 6% 5% 41% 38%16% 39% 53% 31% 32% 60% 82% 31% 4% 13%33% 32% 64% 50% 27% 41% 44% 47% 65%22% 26% 52% 78% 64% 5% 53% 56% 23% 71% 34%79% 60% 53% 3% 40% 47% 45% 5% 12% 27% 19% 33% 44% 45%26% 66% 27% 50% 22% 44% 8% 64% 7% 83% 15% 56% 3% 35%13% 6% 69% 37% 57% 26% 50% 31% 37% 16% 25% 85% 42%29% 43% 7% 78% 72% 64% 77% 47% 26% 69% 16% 15% 21% 35% 59%19% 58% 54% 5% 20% 81% 38% 38% 4% 12% 57% 34% 38% 54% 31%25% 24% 38% 89% 9% 42% 60% 64% 7% 39% 55% 26% 13% 4% 28% 47% 40% 31%32% 26% 25% 80% 76% 16% 33% 5% 29% 40% 26% 31% 23% 8% 19% 47%57% 22% 8% 26% 83% 8% 45% 63% 2% 15% 30% 66% 32% 36% 13% 34% 53%31% 19% 35% 6% 42% 83% 29% 80% 23% 15%73% 29% 26% 28% 11% 61%65% 31% 35% 12% 6% 17% 84% 12% 37% 40% 60% 12% 25%52% 12% 58% 7% 4%15% 25% 30% 48% 12% 26% 70% 32% 2% 14% 73% 58% 31% 49% 49%42% 36%50% 35% 25% 11% 5% 7% 8% 30% 66% 23% 18% 22% 62% 52% 38%40% 17% 31% 53% 29% 29% 16% 2% 25% 34% 85% 9% 22% 52% 66% 16% 75%21% 62% 26% 19% 43% 33% 9% 40% 10% 25% 56% 22% 45%31% 63% 5% 13% 31%20% 13% 69% 73% 41% 66% 51% 35% 13% 9% 22% 32% 23% 20% 77% 36%35% 25% 13% 10% 10% 6% 46% 33% 40% 56% 30% 21% 21% 32% 29% 19% 21% 88%11% 16% 33% 5% 22% 20% 75% 33% 17% 32% 60% 42% 25% 43% 13% 17% 29% 82% 30% 11% 46% 15% 13% 49% 11% 67% 27% 54% 25% 4% 10% 29% 30% 6% 23% 85% 23% 9% 24% 47% 64% 16% 19% 66% 39% 7% 9% 46% 25% 24% 1% 30% 27% 15% 7% 14% 40% 14% 63% 16% 7% 72% 41% 36% 55% 24% 27% 65% 46% 31% 38% 14% 53% 27% 16% 62% 29% 6% 56% 27% 15% 17% 30% 41% 36% 17% 11% 25% 77% 21% 58% 24% 22% 38% 9% 22% 14% 41% 38% 31% 12% 29% 23% 51% 60% 28% 35% 40% 21% 12% 63% 14% 24% 21% 69% 65% 8% 25% 26% 34% 17% 64% 23% 44% 9% 71% 51% 15% 35% 32% 25% 46% 43% 73% 9% 18% 37% 9% 23% 19% 38% 40% 66% 32% 4% 42% 17% 21% 68% 52% 17% 19% 10% 18% 24% 28% 43% 12% 22% 49% 17% 42% 14% 13% 18% 25% 25% 40% 7% 16% 44% 15% 4% 6% 14% Adventurous Ambitious Career Cautious Community-minded Conformist Decisive Discerning Family oriented Follower Fulfilled Global Honest Impulsive Influential Laid back Leader Local Modern Optimistic Passionate Practical Rebel Self confident Settled Stressed Stylish Traditional Unfulfilled As identified by respondents themselves As identified by respondents Personality TotalActive 2010 908 1973 2886 1338 2050 7919 3191 2106 920 984 990 1660 483 1364 1336 2055

www.rdtrustedbrands.com 48 Appendix vii Category votes for 2009 e other 50% 87 nse rates to some categories Response 2009 2008 % of % of % of % of category exc. UK category exc. UK category exc. UK category exc. UK 9,6829,1808,988 43%7,444 41% 40% 9,257 33% 8,837 8,323 7,165 43% 41% 39% 33% 10,517 9,907 10,708 49% 8,506 46% 49% 9,578 39% 9,228 9,101 49% 7,651 47% 46% 39% 19,67417,86217,492 85%16,731 80%16,405 78%16,383 18,076 75%16,069 17,074 73%14,970 16,758 73%14,829 84% 15,980 72%13,235 80% 15,786 67%13,187 78% 15,761 66%13,032 74% 15,309 21,264 59%12,834 74% 14,284 19,178 59%11,881 73% 14,086 17,840 58%10,983 71% 12,793 17,374 98% 57%10,849 67% 12,495 16,974 88% 53% 66% 12,534 17,080 82% 49% 17,908 60% 12,338 16,865 80% 48% 17,420 58% 11,124 15,752 78% 16,436 58% 10,144 14,943 79% 91% 15,769 57% 10,325 14,036 78% 88% 15,568 52% 14,453 73% 83% 15,800 47% 13,675 69% 80% 15,143 48% 13,946 65% 79% 14,256 12,137 67% 80% 13,330 11,217 63% 77% 12,892 11,302 64% 72% 12,963 56% 68% 12,638 52% 65% 12,772 52% 66% 10,585 64% 9,464 65% 10,367 54% 48% 53% Total acrossTotal Respondents across Total Respondents across Total Respondents across Total Respondents all countries voting in this all countries voting in this all countries voting in this all countries voting in this Category Car* Bank/Building Society Kitchen Appliance Mobile Phone Handset Soap Powder Insurance Company Mobile Phone Service Provider Retailer Petrol Camera Product Hair Care Card Credit Skin Care Analgesic/Pain Relief Tablet Personal Computer Internet Service Provider Operator Holiday Company/Tour Cough/Cold Remedy Cosmetic cereal Breakfast Vitamins 20 categories across Total base* respondent Total 271,710 asked about th asked about 50% of categories and the remainder base of 1,824, half were *Although the UK had a total respondent confusion, this might explain the lower respo in respondent layout in some countries resulted *A slight change in questionnaire 61% 22,375 100% 258,449 21,463 60% 100% 287,674 21,682 66% 258,869 100% 19,712 66% 100% *All UK respondents were asked to complete the brand questions for the car category so the all country respondent base was 23,2 asked to complete the brand questions for car category so all country respondent were *All UK respondents Votes cast within each of the 20 common categories - ranked highest first Votes

www.rdtrustedbrands.com 49 Appendix vii Weighting factors applied in each country

Background

With the intention that the survey results will have maximum relevance to marketers, every attempt has been made to ensure that, as far as possible, they represent the views of the population in general rather than purely "Reader’s Digest readers". Not only will brand preferences vary but so will levels of trust in different professions and institutions. For these reasons weightings were applied to the respondents to bring them in line with the population by age + sex.

STAGE 1: local identification of respondent names. Prior to mailing and e-mailing, each edition was advised to identify a sample of subscribers who, as far as possible, might represent the population profile by age and sex.

STAGE 2: Respondents were classified according to their age and sex prior to comparison with the population profile. Weightings were then applied to each respondent according to whether their sex/age group was "over" or "under" represented v the population profile. As with ETB09 most countries had a significant under representation of younger people (15 – 19yrs) we therefore excluded them from analysis in all countries.

With the aim of producing a weight of no more than 2 in every cell, age groups were “collapsed" (grouped) together as far as was meaningful.

The following tables show country by country the weights that were applied and the final age breaks that were achieved prior to analysing the results.

The 8 on-line countries had a split sample (half the sample was asked to respond to 50% of the brand categories and the remaining half the other 50%). In every case the 2 samples were weighted independently e.g. Belgium 1 and Belgium 2.

Some countries were unable to provide precise population profiles matching the needs of the survey. This is why, even though they may have received a high response within certain age groups, it’s not possible to weight them back to the population.

www.rdtrustedbrands.com 50 Appendix vii Population weightings applied in each country

Austria Group Resp % Popn % Weight M 20-49 6.28 27.05 4.31 M 50-59 12.22 7.82 0.64 M 60-69 28.74 6.77 0.24 M 70+ 11.12 6.76 0.61 W 20-49 8.15 28.83 3.54 W 50-59 8.70 8.34 0.96 W 60-69 17.95 7.21 0.40 W 70+ 6.83 7.21 1.06

Belgium 1 Belgium 2 Group Resp % Popn % Weight Group Resp % Popn % Weight M 20-49 14.08 27.53 1.95 M 20-49 14.99 27.53 1.84 M 50-59 19.86 8.47 0.43 M 50-59 21.48 8.47 0.39 M 60+ 30.70 12.27 0.40 M 60+ 31.31 12.27 0.39 W 20-49 11.85 27.05 2.28 W 20-49 12.36 27.05 2.19 W 50-59 13.68 8.45 0.62 W 50-59 13.88 8.45 0.61 W 60+ 9.83 16.24 1.65 W 60+ 10.13 16.24 1.60

Czech Republic 1 Czech Republic 2 Group Resp % Popn % Weight Group Resp % Popn % Weight M 20-39 11.35 20.32 1.79 M 20-39 10.10 20.32 2.01 M 40-49 10.24 8.49 0.83 M 40-49 8.79 8.49 0.96 M 50-59 15.09 8.98 0.59 M 50-59 13.91 8.98 0.64 M 60+ 14.26 11.64 0.82 M 60+ 14.05 11.64 0.83 W 20-39 13.36 18.40 1.38 W 20-39 16.54 18.40 1.11 W 40-49 12.46 7.84 0.63 W 40-49 12.80 7.84 0.61 W 50-59 15.43 8.94 0.58 W 50-59 14.74 8.94 0.61 W 60+ 7.82 15.40 1.97 W 60+ 8.93 15.40 1.72

Finland Group Resp % Popn % Weight Group Resp % Popn % Weight M 20-39 9.94 16.39 1.65 M 40-49 8.30 9.21 1.11 M 50-59 9.79 9.44 0.96 M 60-69 10.46 7.43 0.71 M 70-79 4.26 4.18 0.98 M 80+ 2.02 1.79 0.89 W 20-39 14.28 15.59 1.09 W 40-49 12.03 8.98 0.75 W 50-59 11.43 9.49 0.83 W 60-69 9.79 7.96 0.81 W 70-79 5.38 5.54 1.03 W 80+ 2.32 4.00 1.73

www.rdtrustedbrands.com 51 Appendix vii Population weightings applied in each country

France 1 France 2 Group Resp % Popn % Weight Group Resp % Popn % Weight M 20-39 8.47 18.89 2.23 M 20-39 8.47 18.89 2.45 M 40-49 10.31 9.36 0.91 M 40-49 10.61 9.36 0.97 M 50-59 9.08 7.94 0.87 M 50-59 11.73 7.94 0.74 M 60+ 9.08 11.57 1.27 M 60+ 9.80 11.57 1.30 W 20-39 22.96 19.36 0.84 W 20-39 25.31 19.36 0.84 W 40-49 19.80 9.00 0.45 W 40-49 22.24 9.00 0.44 W 50-59 13.78 7.87 0.57 W 50-59 14.59 7.87 0.59 W 60+ 6.53 16.02 2.45 W 60+ 6.94 16.02 2.53

Germany Group Resp % Popn % Weight Group Resp % Popn % Weight M 20-49 6.41 25.64 4.00 M 50-59 13.07 8.39 0.64 M 60-69 25.43 7.38 0.29 M 70-79 9.38 5.46 0.58 M 80+ 4.94 1.44 0.29 W 20-49 7.10 24.86 3.50 W 50-59 10.10 8.52 0.84 W 60-69 14.76 8.00 0.54 W 70-79 5.49 7.55 1.37 W 80+ 3.31 2.76 0.83

Hungary 1 Hungary 2 Group Resp % Popn % Weight Group Resp % Popn % Weight M 20-39 8.31 18.56 2.23 M 20-39 8.94 18.56 2.08 M 40-49 6.61 8.37 1.27 M 40-49 8.19 8.37 1.03 M 50-59 9.38 8.56 0.91 M 50-59 10.33 8.56 0.83 M 60+9.38 10.65 1.13 M 60+ 10.08 10.65 1.06 W 20-39 20.09 18.48 0.92 W 20-39 18.14 18.48 1.02 W 40-49 17.38 8.70 0.50 W 40-49 15.37 8.70 0.57 W 50-59 19.96 9.74 0.49 W 50-59 19.40 9.74 0.50 W 60+8.88 16.93 1.91 W 60+ 9.95 16.93 1.71

www.rdtrustedbrands.com 52 Appendix vii Population weightings applied in each country

Netherlands 1 Netherlands 2 Group Resp % Popn % Weight Group Resp % Popn % Weight M 20-49 9.87 28.21 2.86 M 20-49 9.03 28.21 3.01 M 50-59 13.31 8.81 0.66 M 50-59 13.97 8.81 0.61 M 60-69 19.37 6.47 0.33 M 60-69 19.09 6.47 0.33 M 70+13.31 5.69 0.43 M 70+ 10.61 5.69 0.52 W 20-49 16.48 27.76 1.68 W 20-49 16.11 27.76 1.66 W 50-59 15.83 9.36 0.59 W 50-59 14.06 9.36 0.64 W 60-69 8.85 6.80 0.77 W 60-69 8.85 6.80 0.74 W 70+2.98 6.91 2.32 W 70+ 4.66 6.91 1.43

Poland 1 Poland 2 Group Resp % Popn % Weight Group Resp % Popn % Weight M 20-29 10.26 11.28 1.10 M 20-29 10.92 11.28 1.04 M 30-39 8.95 10.22 1.14 M 30-39 11.14 10.22 0.93 M 40-49 10.48 9.46 0.90 M 40-49 6.11 9.46 1.56 M 50+13.97 18.72 1.34 M 50+ 17.69 18.72 1.07 W 20-29 14.85 10.53 0.71 W 20-29 15.28 10.53 0.70 W 30-39 13.32 9.57 0.72 W 30-39 12.23 9.57 0.79 W 40-49 13.97 8.71 0.62 W 40-49 12.01 8.71 0.73 W 50+14.19 21.53 1.52 W 50+ 15.50 21.53 1.40

Portugal RomaniaGroupResp % Popn % Weight Group Resp % Popn % Weight Group Resp % Popn % Weight M 20-39 7.32 19.57 2.67 M20-39 6.36 19.27 3.03 M 40-49 6.91 8.62 1.25 M 40-49 6.46 8.51 1.32 M 50-59 9.55 7.22 0.76 M 50-59 11.31 5.79 0.51 M 60-69 12.40 6.25 0.50 M 60-69 11.92 5.08 0.43 M 70+ 12.09 5.79 0.48 M 70+ 11.82 8.75 0.74 W 20-39 15.75 19.60 1.24 W 20-39 9.60 17.26 1.80 W 40-49 10.06 9.03 0.90 W 40-49 8.48 8.51 1.00 W 50-59 9.96 7.93 0.80 W 50-59 15.35 8.51 0.55 W 60-69 9.15 7.35 0.80 W 60-69 12.12 6.03 0.50 W 70+ 6.81 8.63 1.27 W 70+ 6.57 12.29 1.87

www.rdtrustedbrands.com 53 Appendix vii Population weightings applied in each country

Russia 1 Russia 2 Group Resp % Popn % Weight Group Resp % Popn % Weight M 20-29 8.45 11.06 1.31 M 20-29 8.45 11.06 1.23 M 30-39 14.00 9.08 0.65 M 30-39 12.04 9.08 0.71 M 40-49 12.27 9.01 0.73 M 40-49 12.04 9.01 0.70 M 50+16.44 15.78 0.96 M 50+ 13.66 15.78 1.08 W 20-29 10.65 10.88 1.02 W 20-29 11.46 10.88 0.89 W 30-39 14.81 9.33 0.63 W 30-39 15.05 9.33 0.58 W 40-49 10.88 9.90 0.91 W 40-49 11.92 9.90 0.78 W 50+12.50 24.98 2.00 W 50+ 9.26 24.98 2.53

Spain Group Resp % Popn % Weight Group Resp % Popn % Weight M 20-49 10.56 29.68 2.81 M 50-59 11.18 7.36 0.66 M 60-69 19.46 5.61 0.29 M 70-79 16.56 4.24 0.26 M 80+ 8.70 2.12 0.24 W 20-49 9.73 28.30 2.91 W 50-59 8.49 7.48 0.88 W 60-69 8.07 6.11 0.76 W 70-79 4.97 5.36 1.08 W 80+ 2.28 3.74 1.64

Sweden Switzerland Group Resp % Group Resp % Popn % Weight Group Resp % Popn % Weight M 20-49 7.40 26.18 3.54 M 20-39 3.89 8.68 2.23 M 50-59 12.24 8.31 0.68 M 40-49 11.23 9.17 0.82 M 60-69 10.92 7.83 0.72 M 40-49 11.23 9.17 0.82 M 70-79 10.48 4.36 0.42 M 50-59 13.40 9.67 0.72 M 80+ 5.57 2.56 0.46 M 60-69 13.55 7.69 0.57 W 20-49 13.78 25.14 1.82 M 70+ 13.92 9.42 0.68 W 50-59 12.83 8.20 0.64 W 20-39 6.89 10.58 1.54 W 60-69 11.14 7.89 0.71 W 40-49 13.25 9.35 0.71 W 70-79 9.46 5.12 0.54 W 50-59 12.05 11.81 0.98 W 80+ 6.16 4.41 0.72 W 60-69 7.26 11.32 1.56 W 70+ 4.57 12.31 2.70

www.rdtrustedbrands.com 54 Appendix vii Population weightings applied in each country

UK 1 UK 2 Group Resp % Popn % Weight Group Resp % Popn % Weight M 18-39 2.80 18.62 5.02 M 18-39 3.27 18.62 4.14 M 40-59 25.70 16.66 0.63 M 40-59 23.55 16.66 0.63 M 60+32.52 13.72 0.58 M 60+ 29.72 13.72 0.56 F 18-39 4.67 19.38 5.12 F 18-39 4.67 19.38 4.50 F 40-59 21.31 17.34 0.83 F 40-59 17.66 17.34 0.93 F 60+12.99 14.28 0.72 F 60+ 13.18 14.28 0.69

www.rdtrustedbrands.com 55

Appendix viii

Sample questionnaire

re i ir a n n n o i io t s s e u Q Qu EN Questionnaire PEPEN EP OSED FREEFRRE PEN ENCLOSEDENCLENCLOS

. r

d e t

y p ey n

d b f v ogo to . a

l ou r t ee o

wh

u k a

tem ou S rus so t y p to to ust s find d e. j ives entere e l

s k p d u i , ave e o S bl r e t his e dential h t p as e mer b yo

fi t am

Especially o th ran im te ssi o u e n n eatured o . s st 4th t to s s B a o f v 500 t e el

or d o e v vey y

s fo 14 po s r c

a als d e

e w

o it u y t an k b n o e cons s d i

env i

as l a

d t f n ll

e recei

£ pen f highly d d n W We ru o ee ruste li

g ld es a l wi

ill n y a T kly ai

r amp g on o T t s i w p u rema d ne. st b

d i en M D uic ver and e

wou v a m yo q s

ou g writin

’ ies e y ose Mos l

y l ran by d e a

s t ou t t

er m as b p e y

agaz a nc d ee a r a

es os rep u i d e on’ if n I m like countries, g

p i sh d t ea as e yo

e le R opinions D u en y

our

at p av v th s ruste Y Yo ress a a onna ean ost. ’ t

h i e iges yo th r win

t

. n rom eo t m in s , e ers’ ers s st i f D s e

dd 2 2009 s spl o op r,

g p oday

i t de o e

r it ad s n f

’ ue r to d m ue i h W We on’ l m t

n o d q Eur e

ea r d er

o ? r par n e t Rea h u

p b va d d 9 u t

a ds.co k ust e custome h 1 o ou n r

d ow t t re ea yo a Y Yo ete rou n n

r

oo nterest

th t R scri e in t i d abl ent g a . Remember pl t k our

n ame b n i

u n y

ou, edb e l i ou t e n .

a

ght vey e u es y b ) b om

us r k ve yo ri n w S th d ld a e r ll tr c . re f

t i t i it ta d ear u n £500 r ra ou r o i value ou s .

lik y

wi u

y ve d n

, t rus w e s attitu der e e T gi urn yo ges d t ng wi we n e th www.rdtrustedbrands.com www d anager i onna Sur u s, re 000 i resentative u , u f re ,

w o l Di ritain eans.

m

d M t could st

mers out

ran c 3 nd urn B y yo p ar n o d e ep o e s u t est b h n ’ ’s n ng b r s fi . 2 he c so w n i

u

th a r s

ra re ll a g y q

e on k uro

p e ra t b i ly er bei n Dige er reat E re, e e

i th d v t cons d wi i e

at s s us an t n o i G on et ecial th

u

w . th nn e m t m , th i ds

y

o r d pl inions ou ree 2009 sp r n f (Researc y aithfull w Rea h p to t ete u f onna

a ello ou a i e tud o f r om o h ou Y Yo You must return your completed questionnaire by Monday 14th September You year nee pl us

s info y

c b resen th t

ic

h g Reader’ Reader t ope e e ake p e roug h it S: iscover uest our our ou ours h h or h re The study is being undertaken in 19 European countries, and its aim is to discover the brands, attitudes and values that shape your life lives of your fellow Europeans. The information you give about your most trusted brands will be featured also have a logo Digest magazine. We throughout the coming year in Reader’s which winning brands will be able to display as a symbol of consumer trust. replies remain confidential and I hope you will find the survey interesting. Your you need only include your name and address if would like to be entered just even need a stamp to enter, don’t for the free draw to win £500. You complete the questionnaire and return it in the postage paid envelope provided. Only a special representative group of people like you will receive this questionnaire, so we would like to hear from you as quickly possible. faithfully Yours Name (Research Manager) PS: you don’t even need a stamp so why Remember, 2009 to enter the free draw. have enclosed a pen for you to keep not complete and return it right now? We with our thanks. Take part in the 2009 Trusted part in the 2009 Trusted Take T Ta Brands Brands Survey today and could win £500 You Y Yo August 2009 Au Digest Subscriber Dear Reader’s Especially Digest, we value our customers’ opinions very highly. At Reader’s your opinions about Trust. y Digest survey over 23,000 of you took part to find out in a Reader’s Last year, Las the brands consumers, like you, trust most. I am writing now to ask you t Brands Survey. Digest Most Trusted represent Great Britain in the tenth Reader’s d y T th I y f provided q Y Yo Name P 2009 w Onl com Th w no .

s y h h o g d d is n as rst n N o fi fi any h a g wit re their suc y ti y ed i y Digest d h o l ly fi a h b by t bl the i p n

s sending p lease) Reader’ Rd’ ate. and o oti or o

y d t , , 8 n 4 p employees September d b y y, d , ssoc vey agree be p post r valid g dd Q Q 4th Q Q s A Reader’ u responsibility t age ill 1 is

S photograph e f the w o onna y closing of s 9 ran

i n Th t N awarded d i obtained n A Association e d e igest draw d e -4 + own, the b f st inner t HE. b Circus capitals ire. e D g

l l Bran y years l 4 est n nd w a 4 4HE

h 0 0 n

aged M Monday th a ar e y s g a d 4 K wi o , y can r’ 40-49 40 80+ 80 18 t l 1 Dige ome after b

Th The E y d dama s h uste . r Wh r E14

d qu , T nt or on y

prize . E

d estferr r raw under d eade q questionna details . d materia a R w BLOC d on y W We L 3 ( name n Reader’ Reader 7 eceived l nd

7 e r he 2009 raw g vey t a £500 s ra d has Th Those e organisers o

the t The Reader’s Digest Association The Reader’s Th Circus 11 11 Westferry Ca Canary Wharf London London E14 4HE in Q Q Q

d mutilated b S Sur

t r p! ete t The . d date he Circus, C p l nto. d t . 9 p prize and us i g

p par y lost, ssues l feel

winner’ de m i d y 39 p promotional free f Ltd Draw D by e n - -7 Brands f f free draw or th take envelope u e ou closing h 0 ntries estferr the tam y h o e th y t entered 30-39 30 70-79 7 W We rize in h s our

the use or e usted p

r b drawn b T comp into raw y 11

ter

d i in f f g a d publicity the lbl a that r may will t 15 publications p eligible n ules r i q questionnaires t d R lf u icipating 2 6 2009 o

a t d p prize Lt RD ironmental n

entered future self-addressed f p p o v or e of d n f par aw d i Q Q Q Q b b p possible r are respondent

p d d tion y aged o p Association, A s en s nts nvolved e D b by p pleted a

n ns t b brand mpleted k ke pondence t i

a 9 9 n need y mped

e l g y n com t z tak tk vey 09 age 29 69 i com stam g

e on 

- - r Prize Draw Rules Pr All completed questionnaires must be received by Monday 14th September Entry to the draw is valid only with 2009 to be entered into the free prize draw. Brands Survey a completed 2009 Trusted questionnaire. No responsibility is accepted for prize draw entries lost, mutilated or damaged in the post by any accept The £500 prize will be awarded to the first partypar involved in the prize draw. surveysur respondent drawn by the organisers after closing date. No correspondence will be entered into. Those under 18 years of age, employees corresp Digest Association, and their or agents of RD publications Ltd and the Reader’s The winner will be notified as families are not eligible to take partfamilie in the draw. soon as possible after the closing date and details can be obtained by sending soon Reader’s Brands Survey, a stamped self-addressed envelope to 2009 Trusted a Digest Circus, London E14 4HE. The Reader’s Digest Association, 11 Westferry Digest name, home town, photograph and Association Ltd may use the winner’s Associa opinions in future publicity or promotional material, and entrants agree to such opinio usage by participating in the Draw. A one to t d en

QQ

h 20-29 20 60-69 60 v s

d hil ’ s eturn ih the n c e

r o a wi t in , ’ No N w

5 1 eputation any ou ra research Reader n w,

r  y . D rite e

) Q Q Q Q household?

r

e if w The r QQ Q e do

9 y

riz best draw th like

P b 59 ou market e -1 - y e y e issues es ou ou th one one for th lease ve

Are there any children aged 15 or under Ar in your household? in Y Ye Yes y dd Y Yo 15 15-19 50 r p ree address if sur fo . f has

mail - e d y.

l e v this lely ries, mental which e: o f a

a and o ee . i de o n 00 fe o s g v

d day

go us a ab 50 u u Cod o iro ll o t only v £ yo e

y used t

cate name our Post rposes , en d e f Your age: Your Y Yo 50-59 u be n p o h a ice t on our r ded v contact y issues. will rposes the Brand you feel has the best reputation on environmental issues (BLOCK capitals please). B r u to vi to mentioned i in p for

ess t know r o us e n y l) it ou o

r r y for only pr add ti s

duc you w lt d o e  reputation ca n ona

roduct/se 2 to t ds a i ent

used ironmental p ifi tional) p pr n v happy adu those w r p Q Q o a g be l r o best y

l ass u o opt optional) en y be of l household?

b ill ( (i( l) ( e name e e r ing c tailer r ce w ll ld win h b bl le

er v number e r t 1 2 3 n u e o on ur u ne

y n a y yo

o m man a or ou o o n on R f a Y Yo y y y y w

t w ry ry ry e lia ace foll is

has n u e. d. batt suppl r i in l Lt

ho n u sp Female Fem u yo t pp Powd g n o the if fu te o yo u, fee if you would be happy for us to contact via e-mail market research ti i  A ply ti choose e 1 th the a of

a u ent/clea eputation Q Q e i Retailer y

yo n th you r livin

y m categor categor categor r

g r e onsidering wr t e Q Q : yo t Food l l in c ol use k

or u

h ssoc tick mation t ma , d c A * each bes ess e n ashing w yo inf t

il r ou irlin eter there guarantee

ar as the a oca oca o a ou atego e s r infor ale am Airline A Car C Bank Ban Retailer Petr Petrol Supermarket Retailer Supermarke Powder Washing W Wa Detergent/cleaningD product Kit Kitchen Appliance Fast Food F Household batteryHousehold Local categoryL 1 (optional) Ll L Local category 2 (optional) Local Local category 3 (optional) y CategoryC For considering all brands you know of, tell us which Now, N brand you feel has the best reputation on environmental issues b (you may choose one of those you mentioned above if like). th For each of the following product/service categories, please write in the one brand that you feel has the best reputation on environmental issues. ( o iges Please Name N Add Address Code Post Email* Em Are you: M Male About you Ab This informationThi is for classification purposes only. Including you, how many adults are there living in your household? are Please Please write in a number return your completed questionnaire guarantee your entry to the £500 free draw, To T even need a stamp! don’t You today. in in the reply envelope provided Please use the space below to write in your name and address if you wish take partPl in our free draw. *Please tick * purposes the D purposes in the future. Your name and address will be used solely for the Prize Draw purposes in the future. Your the information you supply will be used only for the purposes of this survey by The Reader’s Digest Association Ltd.

www.rdtrustedbrands.com 56 Appendix viii

Sample questionnaire

.

this Brand to others? to Brand this

recommend recommend Would you you Would 1 2 3 4 5 yes yes yes 1 2 3 4 5 6 7 8 9 0

Q Q Q Q Q Q Q Q Q Q

I’m a customer a I’m

needs

is the lowest, e.g. customer Understand

1

, we’d like you to rate it across four criteria image Strong Strong

. It really doesn’t matter if you don’t own or use matter if you don’t . It really doesn’t

Stylish Stylish Conformist Conformist Global Honest Optimistic oriented back Leader Family Laid Practical Influential 1 2 3 4 5 6 7 8 9 0

Q Q Q Q Q Q Q Q Q Q

value Excellent Tick ‘yes’ if you would recommend the brand, company Tick

is the top score you can award, and 5 Quality A brand which knows what its customers want and produces a product that is ...

Modern Modern Ambitious Ambitious Community-minded Impulsive Fulfilled Rebel Local Active Discerning Decisive 1 2 3 4 5 6 7 8 9 0 your most trusted brand in each category Q Q Q Q Q Q Q Q Q Q Offers value for money to the customer Tick ‘yes’ if you are a customer of the brand named or have bought/used that Tick Consistent brand identity – a distinctive which says something about the customers who use it is ... Provides good quality, well made, designed products/services. Provides good quality,

is ...

My most trusted brand of… Car BLOCK CAPITALS PLEASE Large kitchen appliance BLOCK CAPITALS PLEASE Camera BLOCK CAPITALS PLEASE 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 About Your Personality About Your Please indicate by ticking the relevant box(es) as many of words shown below that you think strongly and/or describes your behaviour or outlook on life most of the time: describe your personality, Adventurous Follower Career Stressed Passionate Settled Self confident Cautious Unfulfilled Traditional The Most Trust Us About The Brands You Tell we’d like you to tell us the brand believe Listed below are some product categories. For each category, most deserves to be called your ‘most trusted brand’ some of the products listed – your opinions will be equally valued. Once you’ve named by circling the appropriate number – where Quality: Excellent Value: Image: Strong Understand Customer Needs: satisfies those needs I’m a customer: in the last 12 months. you recommend this brand to others?: Would or service to others.

l t t l o o a all Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q

N N at at y y Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q er er uch v v

much m t t o o N N e ot it l lot Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q

a a Quite Qu e ot Q Q Q Q Q                   t t N QQ QQ QQQ Q QQQ Q QQQ Q Q QQQ Q Q QQQ Q Q QQQ Q Q Q Q Q Q Q Q Q Q QQ QQ QQQ Q QQQ Q QQQ Q Q QQQ Q Q QQQ Q Q QQQ Q Q QQQ Q Q QQQ Q Q Q Q Q Q Q Q Q Q rea deal deal g grea

A A applicabl es i l l ot a

Q Q Q Q Q N at

s

ompan lists em

c isor eaders t ts

l a s

v s ts

y

s t

Q Q Q Q Q er uch ? ? sys

v on adv ? ? an ogis i

m y

l

v y ot ry nion s ry ol

N

U Un er onment es S nterne I Police Legal g ot countr l Q Q Q Q Q eteor

countr ivil armers r awyer rade rade eachers a Quite The The Banks Civil ServantsC The Police International companies Unions Trade T The Legal system Banks A great Environmentalists Envir Quite The Internet Not very deal Not a lot much at all Pharmacists Pharmacist Financial advisors Financia Teachers T Te Farmers F Meteorologists M Firefighters A great Lawyers L Quite Judges Jud Not very deal Journalists Not a lot Union leaders Trade T much at all Firefighters Journalists u o our your country y l t t l your country y o o a all Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q in N N

in at at     

t QQ QQ QQ QQQ QQQ Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q rea deal g y y h Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q utions A er er u uc uch essions ve ve m mu t t

o o ) institu p profe N N s ? t g g d e o it l lot Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q boss a a Quite Qu rien our F ollowing                   followin f followin

y e d QQ QQ QQQ Q QQQ Q QQQ Q Q QQQ Q Q QQQ Q Q QQQ Q Q Q Q Q Q Q Q Q Q QQ QQ QQQ Q QQQ Q QQQ Q Q QQQ Q Q QQQ Q Q QQQ Q Q QQQ Q Q QQQ Q Q Q Q Q Q Q Q Q Q g reat reat

deal deal the the th ons n g g i

a A A in in in

y

e e tut edia v v ly i essions

m f ha ha have mi dustr excludin o u u u io nst on ( riage nisters r i o o o I n a . . . d

i yo y yo Pr Fa w w w

mi n ra Un

ro ro ro i

ues n do do do mar h

i in s g

t f

t s t t

o ust each eac each tising

and

tr trust trust en s s in in in players us us g h church

r r opean pilot

a /c s dence T T collea

box box box l y

ress ur drivers fi

much muc much e P Church E Adver salesmen

ice v one one one l w w w ork levision k a urses overnmen irline octor our our oss ar c r axi e ick ick i Your Trust in Family and Friends Trust Your Confidence in Institutions How much trust do you have in the following institutions Ho one box in each row. Tick T and radio media Television T The Press The Church Institution of marriage Union The European Government G A great Politicians Politician Quite The Advertising Not very industry deal Not a lot much in Professions Trust Your Y Yo at all How much trust do you have in the following professions one box in each row. Tick T Airline pilots A Police ministers Priests/church Priests/ Car salesmen C Nurses N Politicians A great Doctors D Quite agents Travel T Not very deal drivers Taxi T Ta Not a lot Football players much at all Y Yo How much trust do you have in the following? Ho one box in each row. Tick T Friends Family Famil Neighbours colleagues (excluding your boss) Work W Wo Boss B A great deal Quite Not very a lot Not much at all Not applicable Football Po Politician The The Con The The Ho

www.rdtrustedbrands.com 57 Appendix viii

Sample questionnaire

this Brand to others? to Brand this

recommend recommend Would you you Would

yes yes yes yes yes yes yes yes yes yes yes yes

I’m a customer a I’m

needs

customer customer

Understand Understand

image

Strong Strong

value

Excellent Excellent Quality is ... is ...

is ... is ... is ... is ... is ... is ... is ... is ...

is ...

is ...

Hair care product BLOCK CAPITALS PLEASE Cosmetic BLOCK CAPITALS PLEASE Skin care product BLOCK CAPITALS PLEASE Soap powder BLOCK CAPITALS PLEASE 1 2 3 4 5 Breakfast cereal 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 BLOCK CAPITALS PLEASE 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 Local category 1 BLOCK CAPITALS PLEASE Local category 2 BLOCK CAPITALS PLEASE Local category 3 BLOCK CAPITALS PLEASE Local category 4 BLOCK CAPITALS PLEASE 1 2 3 4 5 Local category 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 BLOCK CAPITALS PLEASE 1 2 3 4 5 Local category 6 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 BLOCK CAPITALS PLEASE 1 2 3 4 5 Local category 7 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 BLOCK CAPITALS PLEASE 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5

nd

s s

and ou ou e e

yes y yes yes yes yes yes y yes yes yes yes

mme

uld y uld

co his Brand t Brand his

this Brand to others? to Brand this this Brand to others? to Brand this

recommend re recommend recommend

Would you you Would Wo Wo Wo r

es es

yes y yes yes yes yes yes yes yes yes yes yes yes yes yes yes yes yes yes y yes yes yes yes

’m a custome a ’m

I’m a customer a I’m I

5 5 5 5 5 5

4 4 4 4 r

4 4

me 3 3 3 3 3 3

eds ed

e

sto

2 2 2 2 2 2 ders needs n

n customer customer custo

custo

Understand Understand Understand U 1 1 1 12345 12345 12345 1 1 12345 12345 12345 1 5 5 5 5 5 5

4 4 4 45 45 45 4 4 45 45 45 4

3 3 3 3 3 3

age 2 2 2 2 2 2

image image

Stro Strong Strong Strong 1 1 1 123 123 123 1 1 123 123 123 1 5 5 5 5 5 5

4 4 4 4

4 4 3 3 3 3 3 3

2 2 2 2 2 2

alue

value

value

Excellent Excellent Excellent Exc 1 1 1 12345 12345 12345 1 1 12345 12345 12345 1 5 5 5 5 5 5

4 4 4 4

4 4

y y 3 3 3 345 345 345 3 3 345 345 345 3

2 2 2 2 2 2 ualit

Quality Q 1 1 1 123 123 123 1 1 123 123 123 1 ... is ......

s is ... i

or t ... is ...

......

opera is ...... is ...

provider

... t ... is ...

... y is ...

is ... f

is ... ce

i y rovider ndse er rv y/tour ed ociet t p relie ... any a e

n s s h s is ... i m

ce ...

E E E re er S S S is ... i l

... rvi compa ompu ompa c is ... PLEASE PLEASE PLEASE PLEA PLEA PLEA

c se S S S

s phone phone card y retai et

l APITAL APITAL APITAL min CAPITALS C CAPITALS C C CAPITALS rn

K K K a e obile obile nalgesic/pain OC OC OC nt nsurance Personal computer BLOCK CAPITALS PLEASE CAPITALS PLEASE Mobile phone handset M BLOCK CAPITALS PLEASE CAPITALS PLEASE Mobile phone service provider M BLOCK CAPITALS PLEASE CAPITALS PLEASE Internet service provider I BLOCK CAPITALS PLEASE CAPITALS PLEASE Holiday company/tour operator Holida BLOCK CAPITALS PLEASE BL 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 Personal Bank/building society BLOCK CAPITALS PLEASE Credit card BLOCK CAPITALS PLEASE CAPITALS PLEASE Insurance company I BLOCK CAPITALS PLEASE CAPITALS PLEASE Petrol retailer BLOCK CAPITALS PLEASE BL 1 2 3 4 5 Vitamins Vit 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 BLOCK CAPITALS PLEASE BL 1 2 3 4 5 Analgesic/pain relief A 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 BLOCK CAPITALS PLEASE 1 2 3 4 5 Cough/cold remedy 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 BLOCK CAPITALS PLEASE CAPITALS PLEASE 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 Petro

www.rdtrustedbrands.com 58 Appendix viii Sample questionnaire it. w – a s e Q Q Q Q Q Q Q Q Q . u w yo isagre strongly elo bank D b statements here or

e o t w o of o ow Q Q Q Q Q Q Q Q Q y r us end list T Te a disagre tell each s spaper e o in t Q Q Q Q Q Q Q Q Q w pharmacy lease Here’ agre end ne p e box T Te

box in each row below. box in each row below.

” e or n          shop, o one else

e

ne ochur QQ QQ QQQ Q QQQ Q Q Q QQ Q Q Q Q QQQ Q QQQ Q QQQ Q Q QQQ Q Q Q Q Q Q Q Q Q a d i g

br l ironment. Agre at v here

strongly al w tickin en agaz e at ...... duct illboar m m s sale ial b by he

......

o b th ci

)

......

.. ot a r r

...... of ...

pr y “so to e d

Not at all N ...... o t e n l one i

etc. to

or strongly agree disagree strongly disagree agree strongly Agree to Tend to Tend Disagree , er ou Q t mm used ......

...... w point yes riendl each s os co I ece f related days? ackaging oducts i p onmen . n or web-sit

p p ith y r

ay l sement or pr o ecome oducts t i ered w ...... d ti ese ravel, s b t r w nvi app r pr th ac issues ......

vi e o gy f ......

t little duct ree t nment- s e t of g o l ans t that ailing

er a o dve hese n e he r t nternet u n t

Outdoor Product packaging Product Pr AdvertisementA in a magazine or newspaper commercial Television T Counter or point of sale at a shop, pharmacy bank brochure Mailing piece or product M Internet web-site I Outdoor poster or billboard Other Othe all y

t ta e friendly

disa airline e yo r nvi ick e v oduc Q Q Q Q Q Q Q Q o oduced If all that apply. Tick T If you answered yes to “somewhere else” please tell us where saw it. range ironmen e v Only a little Onl or aviour o

ed ......

men pr a a h p pr e ally n nv c - o ot sa p pr n mp e

Q n im re y n

o be e o m g r to i e .... h a s t t

r ...... redu l ost u o , about t a y, nvi my

of or m yo locall e t

onmenta

car o e ? ff sea

t e t feel e e.g. lo e ...... ’ a a hat r ( Logo t ......

t th y s the had o a

y y d e is and u envir m

where te helping cles th personally b i ecial y t y ce y p o bout ducts for ran t n

an s Quite a lot Qu ou, think

a o riendl changes a B f onment rec

y used o e a

u

abou , g pr n se

y Q i l e d rm ctivel yo y lo e k r more o uestionnaire a

f

before ore w e much q oid much tally- or oosing

s gaz ste r o ificant tivel ’ ’s Envir nment-friendl v s i it n m re er m ma and w ay

o h h

c e r a n w

u o av

t ch ar pe o pa l a o u r this r Bra r

t

w m l

h o a T o sig g t d wh t we a yo y to l e the

nme .

p e nvi r seen e y o d o kno

nt r h do t m Reade ‘e h tr e ir o ges only when

to rusted i a T r h T n y ouse w rans D In Reader’s In Reader’s I Somewhere else So Not seen it before e nv o made and t r nm indicate f uc h receivin

box

e

like

g ouse o willing ompanies m this y Q Q Q e c h out

r

one

A great deal w m s s e’d b

ook ublic lease l am activel have rust ick

Digest magazine

About The Trusted Brand Logo About The Trusted Before receiving this questionnaire had you Brand logo anywhere? seen this Trusted seen YesYe YesYe No and the Environment Trust T How much do you worry about the state of environment these days? one box only. Tick T Q a list of statements – like to know how you think and feel about a range of issues related the environment. Here’s We’d W We agree or disagree with each one by ticking please indicate how much you, personally, p I have made significant changes to my behaviour become (e.g. reduced airline travel, used mo more environmentally-friendly etc.) products, p public transport more, used more locally-produced friendly products I am willing to pay more for environmentally seals on products I look for ‘environment-friendly’ My household actively recycles In my house we make a special effort to save energy performanceEnvironmental Envir is the most important factor I would consider when choosing to buy a car I actively trythat are not environment-friendly to avoid products the environment Big companies are actively helping to improve People worrythese days too much about the environment consider Big Ho A

nd

s s

and ou ou e e

yes y yes yes yes yes yes y yes yes yes

mme

uld y uld

co his Brand t Brand his

this Brand to others? to Brand this this Brand to others? to Brand this

recommend re recommend recommend

Would you you Would Wo Wo Wo r

es es

yes y yes yes yes yes yes y yes yes yes yes yes yes yes yes yes yes yes yes yes yes

’m a custome a ’m

I’m a customer a I’m I

5 5 5 5 5

4 4 4 4 r

4

me 3 3 3 3 3

ed eds

e

sto

2 2 2 2 2 ders needs n

n customer customer custo

custo

Understand Understand Understand U 1 1 1 12345 12345 12345 1 1 12345 12345 12345 5 5 5 5 5

4 4 4 45 45 45 4 4 45 45 45

3 3 3 3 3

age 2 2 2 2 2

image image

Stro Strong Strong Strong 1 1 1 123 123 123 1 1 123 123 123 5 5 5 5 5

4 4 4 4

4 3 3 3 3 3

2 2 2 2 2

alue

value

value

Excellent Excellent Excellent Exc 1 1 1 12345 12345 12345 1 1 12345 12345 12345 5 5 5 5 5

4 4 4 4

4

y y 3 3 3 345 345 345 3 3 345 345 345

2 2 2 2 2 ualit

Q Quality 1 1 1 123 123 123 1 1 123 123 123 ......

s s ...... is ... is ... i is ... is ... is ... is ... i is ... i is ... is ...

is ... is ...

8 9 1 10 1 11 1 12 1 13 1 14 1 15 1 16 1 17 1 18

y y

E E E S S S or or g g PLEASE PLEASE PLEASE PLEA PLEA PLEA egory egory egory e egory egory egory egory e egory S S S t t t t t t t t t t a a a a a a a a a a c c c c c c category c c c c APITAL APITAL APITAL l l l CAPITALS C CAPITALS C C CAPITALS

K K K OC OC OC oca oca Local category 8 BLOCK CAPITALS PLEASE CAPITALS PLEASE Local category 9 BLOCK CAPITALS PLEASE CAPITALS PLEASE Local category 10 BLOCK CAPITALS PLEASE CAPITALS PLEASE Local category 11 BLOCK CAPITALS PLEASE CAPITALS PLEASE 1 2 3 4 5 Local category 12 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 BLOCK CAPITALS PLEASE BL 1 2 3 4 5 Local category 13 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 BLOCK CAPITALS PLEASE 1 2 3 4 5 Local category 14 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 BLOCK CAPITALS PLEASE CAPITALS PLEASE 1 2 3 4 5 Local category 15 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 BLOCK CAPITALS PLEASE CAPITALS PLEASE 1 2 3 4 5 Local category 16 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 BLOCK CAPITALS PLEASE BL 1 2 3 4 5 Local category 17 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 BLOCK CAPITALS PLEASE BL 1 2 3 4 5 Local category 18 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 BLOCK CAPITALS PLEASE 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 Local Local Local Local Local Local Loca Local L L

www.rdtrustedbrands.com 59 Appendix ix Reader’s Digest circulation and readership across Europe

Country/Edition Circulation Adult Readers Countries/editions included in ETB 2010:

Austria 41,099 100,000 Belgium Dutch 38,072 165,600 Belgium French 34,579 156,200 Czech Republic* 101,691 177,000 Finland 210,961 606,000 France 335,361 1,541,000 Germany 770,803 2,510,000 Hungary 115,153 268,000 Netherlands 129,895 514,000 Poland 116,580 457,000 Portugal 93,235 270,000 Romania 96,000 246,000 Russia 411,000 928,100 Spain 41,000 118,000 Sweden 49,100 Not available Swiss French 35,234 77,000 Swiss German 112,939 337,000 UK 541,282 1,569,000 *Circulation for Czech Republic includes Slovak Republic Total countries included in the survey 3,273,984 10,039,900 Norway 23,000 Not available Total editions across Europe 3,296,984 10,039,900

www.rdtrustedbrands.com 60 Reader's Digest Local Contacts 2010

Country Belgium and Netherlands Country Czech Republic Ad Director Piet Bontje Ad Director Marie Kacerovska e-mail [email protected] e-mail Marie [email protected] Tel No. +31 20 567 8287 Tel No. +420 222 071 259 Research Responsibility Yvonne van der Wal Research Responsibility Lucie Srpova e-mail [email protected] e-mail [email protected] Tel No. +31 20 567 8232 Tel No. +420 222 071 284 PR Responsibility Yvonne van der Wal PR Responsibility Lucie Srpova e-mail [email protected] e-mail [email protected] Tel No. 31 20 567 8232 Tel No. +420 222 071 284

Country Finland Country France Ad Director Carita Gil Ad Director Frederic Bonnin e-mail [email protected] e-mail [email protected] Tel No. +358 9 503 4656 Tel No. +331 4674 8840 Research Responsibility Tiina Suomela Research Responsibility Nathalie Langlois e-mail [email protected] e-mail [email protected] Tel No. +358 9 503 4655 Tel No. +331 4674 8681 PR Responsibility Tiina Suomela PR Responsibility Jean-Philippe Bertrand e-mail [email protected] e-mail [email protected] Tel No. +358 9 503 4655 Tel No. +331 4674 8643

Country Germany and Austria Country Hungary Ad Director Anett Groch Ad Director Marta Patai e-mail [email protected] e-mail [email protected] Tel No. +49 211 498 7914 Tel No. +36 1 66 61 730 Research Responsibility Solvey Friebe Research Responsibility Marta Patai e-mail [email protected] e-mail [email protected] Tel No. +49 211 498 7938 Tel No. +36 1 66 61 730 PR Responsibility Uwe Horn PR Responsibility Marta Patai e-mail [email protected] e-mail [email protected] Tel No. +49 711 6602 521 Tel No. +36 1 66 61 730

Country Poland Country Portugal Ad Director Jolanta Gajewska Ad Director Maria Carmo Diniz e-mail [email protected] e-mail [email protected] Tel No. +48 22 319 3280 Tel No. + 351 21 381 0113 Research Responsibility Pawel Sztark Research Responsibility Maria Carmo Diniz e-mail [email protected] e-mail [email protected] Tel No. +48 22 319 3285 Tel No. + 351 21 381 0113 PR Responsibility Anna Nowicka PR Responsibility Maria Carmo Diniz e-mail [email protected] e-mail [email protected] Tel No. +48 22 319 3212 Tel No. + 351 21 381 0113

www.rdtrustedbrands.com 61 Reader's Digest Local Contacts 2009

Country Romania Country Russia Advertising Sales Ovidiu Muresanu Ad Director Maria Peterson e-mail [email protected] e-mail [email protected] Tel No. +40 20 19 814 Tel No. +7 495 258 5558 Research Responsibility Ovidiu Muresanu Research Responsibility Maria Razzhivina e-mail [email protected] e-mail [email protected] Tel No. +40 20 19 814 Tel No. +7 495 258 5558 PR Responsibility Ovidiu Muresanu PR Responsibility Maria Razzhivina e-mail [email protected] e-mail [email protected] Tel No. +40 20 19 814 Tel No. +7 495 258 5558

Country Spain Country Sweden Advertising Sales Roger Aguadé Ad Director Carita Gil e-mail [email protected] e-mail [email protected] Tel No. +34 93 426 30 20 Tel No. +358 9 503 4656 Research Responsibility Maria Carmo Diniz Research Responsibility Tiina Suomela e-mail [email protected] e-mail [email protected] Tel No. + 351 21 381 0113 Tel No. +358 9 503 4655 PR Responsibility Cosme Ojeda PR Responsibility Lars Davidsson e-mail [email protected] e-mail [email protected] Tel No. +34 91 768 86 41 Tel No. + 46 8 587 10 883

Country Switzerland Country United Kingdom Ad Director Sabine Kölsch Ad Director Flora MacMillan e-mail [email protected] e-mail [email protected] Tel No. +41 (0)44 455 7333 Tel No. +44 207 715 8161 Research Responsibility Solvey Friebe Research Responsibility Jeremy Hemingray e-mail [email protected] e-mail [email protected] Tel No. +49 211 498 7938 Tel No. +44 207 715 8460 PR Responsibility Uwe Horn PR Responsibility Jeremy Hemingray e-mail [email protected] e-mail [email protected] Tel No. +49 711 6602 521 Tel No. +44 207 715 8460

Country Europe Director Gavin Murray e-mail [email protected] Tel No. +44 207 715 8927 Ad Sales Stephen Burgess e-mail [email protected] Tel No. +44 207 715 8150

www.rdtrustedbrands.com 62