The results are in! Reader's Digest study reveals Canada's most trusted brands.

    In a world bombarded with messaging designed to influence purchase
    decisions, it can be overwhelming for consumers to choose one brand over
    another. The choice becomes a matter of trust. So Reader's Digest
    magazine asked consumers the question: Whom do you trust?

    TORONTO, May 19 /CNW/ - Reader's Digest, Canada's most read and most
trusted magazine, commissioned Harris/Decima to conduct an independent survey(*)
asking Canadians questions about trust - from which Canadian personalities
they trusted to whom they would trust to borrow their car or care for their
children, to which professions and industries they trusted.
    As part of the survey, Canadians were also asked to tell us their most
trusted brands. "As Canada's most trusted magazine, we know the bond of trust
we have built with our readers over the years is the cornerstone of our
relationship," said Reader's Digest publisher Larry Thomas. "We wanted to give
Canadian consumers a voice to share the brands and companies they trust most."
    Within 18 product categories ranging from airlines to SUV manufacturers,
respondents were asked to name the brand they trust most (no pre-coded brand
list was provided to avoid any inherent bias). "The results are fascinating;
demonstrating which brands have earned the highest trust of the Canadian
consumer. Reader's Digest will conduct this poll annually to help consumers
identify the most current trusted brands," concludes Thomas.
    Trusted Brands is a program conducted worldwide by Reader's Digest
divisions including Europe, Asia, Australia, Great Britain and now Canada. The
program has been met with unprecedented success and provides Reader's Digest
and their client/partners with invaluable consumer insights into the products
and services they provide. According to Thomas, "The virtue of trust is one of
the best barometers of customer satisfaction and loyalty."

    Canada's Most Trusted Brands, 2009 winners are:

    PRODUCT CATEGORY                           BRAND
    ----------------                           -----

    Airline                                    WestJet
    Bank/Credit Union                          TD Canada Trust
    Batteries                                  Duracell
    Camera                                     Canon
    Chocolate Bar                              Hershey's
    Credit Card                                Visa
    Deodorant                                  Secret
    Home Entertainment Equipment               Sony
    Household Cleaner                          Mr. Clean
    Packaged Meats                             Maple Leaf
    Paint                                      Benjamin Moore
    Passenger Car Manufacturer                 Toyota
    Personal Computer                          Dell
    Pick-up Truck Manufacturer                 Ford
    Razors                                     Gillette
    Running Shoes                              Nike
    Shampoo                                    Head & Shoulders
    SUV Manufacturer                           Toyota

    These results along with other surprising and entertaining results of the
survey will be shared with readers in the June issues of Reader's Digest and
Sélection magazines and online (as of May 15, 2009) at and

    Larry Thomas is available for comment and analysis on the survey.

    (*) Methodology:
    In order to conduct the Reader's Digest Trusted Brands study, Reader's
Digest commissioned the research firm Harris/Decima to complete 1,500 online
surveys among a random sample of Harris/Decima panel members. The study was
conducted between January 5 and January 12, 2009. Respondents were pulled from
the Harris/Decima panel at random according to Canadian population and gender
specifications and, subsequent to the completion of the study the data was
weighted by region, age, and gender, so that it is representative of the
Canadian population.

For further information:

For further information: Debby de Groot, (416) 363-1448

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