Trusted Brands Finland is now in its 18th year, it was first published in 2001. The primary focus of the study is to find out which brands Finnish people trust the most.
Given the large number of brand categories to be assessed (total 45); two matched parallel samples were drawn, with each set of respondents being asked to consider just half of the categories. Only the brand categories were split between the 2 respondent bases. All other questions were common to both sample bases.
All brand questions are “open ended” giving the opportunity for any brand, however small or local, an equal chance of being nominated.
The survey fieldwork has been conducted on-line starting from 2011, before that the questionnaire was distributed by post.
In total 2,082 responses were analysed. Sample selection and results were weighted with the aim of reflecting the broad population profile aged 20+ years. Data processing and tabulation was conducted by Wyman Dillon Ltd. who are based in the U.K. The questionnaire was designed and created centrally by Framework Ltd but translated locally.
After nominating their most “trusted brand” in each category, respondents rated that brand in terms of “Quality”, “Excellent Value”, “Strong Image”, “Understands customer needs” and “Socially responsible”. They also indicated if they were a customer/buyer of the brand they’d nominated and if they would recommend the brand to others.
The Most Trusted Brands in Finland 2018 are:
|Analgesic / pain relief||Burana|
|Bank / building society||Osuuspankki|
|Car rental office||Hertz|
|Color cosmetic / make up||Lumene|
|Cruise line||Tallink Silja|
|Custom home plan||Jukkatalo|
|Domestic ski resort||Ruka|
|Fast food restaurant chain||Hesburger|
|Functional food brand||Benecol|
|Home appliance chain||Gigantti|
|Hotel chain||Sokos Hotels|
|Internet service provider||Telia|
|Mobile phone network||Telia|
|Natural product brand||A. Vogel|
|Real estate company||OPKK|
|Skin care product||Nivea|
|Smart phone handset||Samsung|
For further information, please contact:
Research Manager Tiina Suomela
Tel: +358 9 503 4655