From Long-Term Research to a Taiwan Perspective
Trusted Brand was shaped by decades of consumer trust research across Asia—not by a single market or a short-term initiative.
Since the late 1990s, consumer-centered brand trust studies have been conducted in Taiwan, Singapore, Malaysia, Hong Kong, the Philippines, Australia, New Zealand, and other markets. Independent international research agencies have continuously collected consumer assessments of brand trust, credibility, and overall performance, building a body of research with cross-market comparability and public value.
This long-term, cross-market research framework laid the foundation for understanding brand trust through a Taiwan perspective and became an important starting point for the Association’s trust-building mission.
Since the late 1990s, consumer-centered brand trust studies have been conducted in Taiwan, Singapore, Malaysia, Hong Kong, the Philippines, Australia, New Zealand, and other markets. Independent international research agencies have continuously collected consumer assessments of brand trust, credibility, and overall performance, building a body of research with cross-market comparability and public value.
This long-term, cross-market research framework laid the foundation for understanding brand trust through a Taiwan perspective and became an important starting point for the Association’s trust-building mission.
From Research Expertise to a Public-Interest Organization
Throughout this journey, related research and findings were advanced by Reader’s Digest across multiple Asian and Oceanian markets, becoming one of the region’s most recognized consumer trust studies.
As industries, digital technology, and social expectations evolve rapidly, brand trust has moved beyond a media-led survey. It is now a public issue involving corporate governance, technology adoption, and sustainable responsibility. The Taiwan Trusted Brand Association was founded at this pivotal moment.
The Association was initiated by core members of the former Reader’s Digest team who had long been involved in Trusted Brand research. Building on their expertise in consumer research, brand trust, and cross-market project management, the Association now advances the institutionalization and sustainable development of the Trusted Brand system as a public-interest organization.
As industries, digital technology, and social expectations evolve rapidly, brand trust has moved beyond a media-led survey. It is now a public issue involving corporate governance, technology adoption, and sustainable responsibility. The Taiwan Trusted Brand Association was founded at this pivotal moment.
The Association was initiated by core members of the former Reader’s Digest team who had long been involved in Trusted Brand research. Building on their expertise in consumer research, brand trust, and cross-market project management, the Association now advances the institutionalization and sustainable development of the Trusted Brand system as a public-interest organization.
Turning Trust into a System
Drawing on years of research methodology and practical experience, the Association has developed a trust framework covering seven key brand dimensions:
Trust & Credibility, Product & Service Quality, Value for Money, Understanding Consumer Needs, Innovation, Corporate Social Responsibility, and Sustainability. Together, they reflect how consumers evaluate a brand’s long-term performance and commitments.
In response to digitalization and artificial intelligence, the Association also examines how technology affects brand-consumer interactions, information transparency, and trust in decision-making. It encourages companies to make responsible AI, integrity-based governance, and ESG principles part of core brand management.
The Association’s mission is not to perpetuate a media program or an annual ranking. It is to transform trust from an honor into a public system that can be tested, practiced, and continuously strengthened.
Trust & Credibility, Product & Service Quality, Value for Money, Understanding Consumer Needs, Innovation, Corporate Social Responsibility, and Sustainability. Together, they reflect how consumers evaluate a brand’s long-term performance and commitments.
In response to digitalization and artificial intelligence, the Association also examines how technology affects brand-consumer interactions, information transparency, and trust in decision-making. It encourages companies to make responsible AI, integrity-based governance, and ESG principles part of core brand management.
The Association’s mission is not to perpetuate a media program or an annual ranking. It is to transform trust from an honor into a public system that can be tested, practiced, and continuously strengthened.
The Trusted Brand System and Its Credibility
— Continuity and Advancement from 2026
Launched in 1999, the Trusted Brand Survey has served as an important indicator of consumer trust in Taiwan for 28 consecutive years. Through rigorous, consistent research methods aligned with international standards, it helps consumers identify the brands they trust most and provides companies with a meaningful benchmark for brand trust.
Following changes to the international publishing and brand structure of Reader’s Digest, the Trusted Brand system and related programs have been organized by the Taiwan Trusted Brand Association and the former Reader’s Digest Taiwan team since 2026. This is not a restart. It preserves the established system while upgrading the questionnaire to analyze the key factors behind consumers’ brand choices, further strengthening governance and credibility.
Catalyst Research remains responsible for research design and analysis, with Dynata continuing as the sample provider. Survey methodology, sample structure, weighting, and comparability with historical data remain consistent to ensure stable and credible long-term trends.
The 2026 upgrades also include a new Sustainability dimension, open-ended questions on why consumers trust a brand, and analysis of respondents’ media behavior—making the research more relevant to contemporary consumer behavior and corporate governance needs.
With clearer governance, greater research transparency, and a consistent long-term methodology, Trusted Brand will remain a shared benchmark for businesses, the media, and consumers as it enters the new milestone of Trusted Brand 2.0.
Launched in 1999, the Trusted Brand Survey has served as an important indicator of consumer trust in Taiwan for 28 consecutive years. Through rigorous, consistent research methods aligned with international standards, it helps consumers identify the brands they trust most and provides companies with a meaningful benchmark for brand trust.
Following changes to the international publishing and brand structure of Reader’s Digest, the Trusted Brand system and related programs have been organized by the Taiwan Trusted Brand Association and the former Reader’s Digest Taiwan team since 2026. This is not a restart. It preserves the established system while upgrading the questionnaire to analyze the key factors behind consumers’ brand choices, further strengthening governance and credibility.
Catalyst Research remains responsible for research design and analysis, with Dynata continuing as the sample provider. Survey methodology, sample structure, weighting, and comparability with historical data remain consistent to ensure stable and credible long-term trends.
The 2026 upgrades also include a new Sustainability dimension, open-ended questions on why consumers trust a brand, and analysis of respondents’ media behavior—making the research more relevant to contemporary consumer behavior and corporate governance needs.
With clearer governance, greater research transparency, and a consistent long-term methodology, Trusted Brand will remain a shared benchmark for businesses, the media, and consumers as it enters the new milestone of Trusted Brand 2.0.
Trusted Brand Survey Milestones
From long-term research to an institutional trust system
Late 1990s
Consumer trust research begins in Taiwan
Systematic consumer-centered data collection establishes the foundation for year-over-year comparisons of brand trust.
From the 2000s
Independent international research agencies join the survey
The methodology becomes increasingly standardized, covering trust, quality, social responsibility, value, innovation, and other dimensions while building a representative consumer database.
Long-Term Development
Trusted Brand becomes a widely recognized market benchmark
The findings are broadly discussed by businesses, consumers, and society, providing an important reference for long-term brand management.
The 2020s
Brand trust faces new challenges
With digitalization, AI, ESG, and corporate governance on the rise, brand trust is no longer only about product or service performance—it reflects the quality of governance as a whole.
2026
The Taiwan Trusted Brand Association is established
Building on years of consumer trust research, the Association institutionalizes the Trusted Brand Survey and integrates AI, ESG, and integrity-based governance to advance a brand trust system that can be verified and put into practice.