Критерии отнесения к брэндам, которым доверяют

Опрос 25 тыс. человек в рамках проекта Reader's Digest Trusted Brands
Критерии отнесения Criteria
HIGH importance LOW importance
High quality 73% 8%
Personal experience 71% 11%
Understand customer needs 64% 11%
Responsible to the environment 63% 13%
Value for money 60% 14%
High ethical standards 56% 14%
Brand has a long heritage 53% 18%
High engagement with public 48% 19%
Strong image 46% 23%
Top managers have a good reputation 43% 26%
Well known 42% 25%
Brand is prominent in ads 30% 38%