Thu, Apr 24, 2008 - Page 4 News List

`Reader's Digest' names 42 local brands as most trusted among 78 worldwide


The Chinese-language edition of Reader’s Digest monthly announced on Tuesday its 2008 list of the most trusted brand names in Taiwan, naming 42 local trademarks that won gold awards among 78 brands worldwide, accounting for 53 percent of the total.

The list was based on mail and telephone surveys conducted by the regional office of the magazine in Singapore between October and November last year among its readers and other members of the public across Asia. In Taiwan, the magazine received mail responses from 1,890 readers and telephone responses from 500 adults.


Executives of Reader’s Digest said Japanese brand names on a wide variety of products had gained long-term popularity among Taiwanese consumers.

Taiwanese manufacturers excelled especially in the food sphere, with Uni-President Group, Kuangchuan and Kimlan Foods Co Ltd winning gold awards in the categories of cooking oil, milk and soy sauce.

Among the various brand names in the information sector, the computers of Acer Inc won the trusted brand name award both in Taiwan and across the Asian region.


Reader’s Digest also released a list of 15 brand names selected by consumers in Taiwan that received platinum awards in their various categories.

Among them were seven domestic trademarks and the rest were international brands.

The 15 platinum brand names are EVA Air, Franklin Templeton Investments, Chunghwa Telecom, Nokia, CPC Corp, Taiwan, Sinyi Real Estate Inc, National Taiwan University, Starbucks, Toyota, Hewlett-Packard, Sony, Hitachi, sanitary ware manufacturer Hocheng Corp, Taiwan Beer and Centrum Vitamins.


Chai Sung-lin (柴松林), founder of the Consumers’ Foundation, said that the award-winning trademarks would not always remain the best unless the manufacturers work hard to please their consumers.

“Only those trademarks that pay attention to the quality of their products and after-sales services will gain the long-term trust of consumers,” Chai said.

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