Globe Telecom was cited anew as the country’s premier trusted brand for telecommunication and broadband services among Asian consumers in an annual survey conducted by global publication giant Reader’s Digest.
Globe received two (2) Gold awards under the Phone Service (Fixed line or Mobile) and Internet Service Provider (for its flagship broadband brand Tattoo) categories in the 2012 Reader’s Digest Asia’s Trusted Brands Survey. The telco leader has been a consistent recipient of the prestigious award year after year, earning the vote of trust and confidence of consumers and giving it the ultimate seal of consumer approval.
Launched in 1p999, Reader’s Digest Asia’s Trusted Brands Survey has a well-established reputation as the premier consumer-based and international measure of brand preference. It seeks to identify which brands consumers in Asia trust and provides an objective and reliable reference for consumers throughout the region.
This year, the Reader’s Digest Asia’s Trusted Brands Survey was participated in by 8,000 respondents from China, Hong Kong, India, Malaysia, Philippines, Singapore, Taiwan, and Thailand. Respondents were asked to name their most trusted brand in each of the 43 product categories, and then gave each brand they named a rating from 1 (Poor) to 5 (Excellent) on six qualitative criteria: trustworthiness & credibility, quality, value, understanding of customer needs, innovation, and social responsibility.
Each brand then receives a score based on the number of times it was named by respondents, multiplied by the average rating of the six qualitative criteria. Brands that clearly scored above their competitors received a Gold Trusted Brand Award. The Reader’s Digest Asia’s Trusted Brands Survey also gave out Platinum Awards to brands that performed exceptionally.
“We are honored to receive this award once again, made more special because the choices were from Filipino consumers themselves. Despite intense competition, Globe has maintained a loyal subscriber base, which continues to grow quarter after quarter on the back of our innovative and relevant services,” said Peter Bithos, Senior Advisor for Consumer Business of Globe. “This drives us to further step up our efforts in bringing to life our promise of superior customer experience – from product development and innovation, delivery and distribution, all the way to service fulfillment and after-sales support.”
Jonathan Aeberhard, managing partner at Ogilvy & Mather Advertising in Malaysia said, “Brands must entice consumers, surprise, delight and engage them. The relationship has to be nurtured, developed and it needs to be interactive.”
Tattoo was also hailed as the undisputed number 1 broadband brand in the country, as reflected in the consistent annual double-digit growth of its subscriber base and service revenues from 2007 to 2011. Tattoo has grown by an average of 99% per year in number of subscribers, and 82% per year in service revenues, surpassing the comparable average growth rates of its nearest competitor for the same period. In a separate survey conducted by The Nielsen Company (Philippines), Inc. (“Nielsen”) for prepaid broadband sticks, results showed that Tattoo outperformed its two main competitors in terms of service reliability measured by browsing, download, upload, ping, and video streaming.