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MONDAY, 22 FEBRUARY 2010
Reader's Digest European Trusted Brands 2010
 Reader's Digest magazine published the results of its annual "European Trusted Brands" survey. The winners for Germany are (for some of the 30+ product categories surveyed):
- Cars: Volkswagen (in brackets the corresponding winner for Switzerland: Volkswagen)
- Banks: Sparkasse (Raiffeisen)
- Clothing: C&A (Charles Vögele)
- Computer: Fujitsu Siemens (Dell)
- Cosmetics: Yves Rocher (Nivea)
- Perfumes: Yves Rocher ( )
- Soft drinks: Coca-Cola ( )
- Household appliances: Miele (Miele)
- Skin care: Nivea (Nivea)
- Internet: T-Online ( )
- Coffee: Tchibo (Nespresso)
- Mobile communication: Vodafone (Swisscom)
- Mobile phones: Nokia (Nokia)
- Food: Maggi ( )
- Insurance: Allianz ( )
- Dental care: Odol (Elmex)
NIVEA is the only brand that topped its category in all 16 countries surveyed. Here are the other brands that were successful in several countries:
Canon, Nokia, Visa: 14 countries
Kellogg’s: 10 countries
Ariel, Hewlett Packard bzw. HP Compaq: 7 countries
Miele: 6 countries
Nestlé, Dell: 4 countries
Aspirin, Avon, Bosch, Centrum, L’Oréal (hair care), Opel, Orange, Pantene, Persil, Toyota, Volkswagen: 3 countries
I find it actually quite interesting that the results are so different even for (relatively) similar countries such as Germany and Switzerland. Even in the age of Globalization, many brands are national.
Further results will be published beginning of March on www.rdtrustedbrands.com.
Posted by: Mark Schweizer @ 13.45
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