Canon has transcended geographical and cultural boundaries to become Europe`s most trusted brand for cameras - securing the number one ranking in 14 of the 18 European countries participating in the Reader`s Digest `European Trusted Brands Survey 2002`.
Reader`s Digest, the world`s best-selling and most widely-read magazine, recently surveyed more than 30 000 people in 18 European countries to uncover the most trusted brands across 30 product categories, including cameras.
For each category of the European Trusted Brands Survey, the respondents were asked to name their most trusted brands then rate them against five criteria: quality, excellent value, strong image, understanding customer needs and their intent to purchase.
In many categories, the results showed Europeans trust local brands above all others. However, Canon succeeded in transcending these geographic and cultural boundaries to win most trusted brand in 14 countries in the camera category.
In a similar survey conducted by Reader`s Digest throughout Asia, Canon secured `SuperBrand` status by receiving `best brand` recognition across multiple categories - including home office equipment, cameras, digital cameras and video cameras.
"Two of our key goals at Canon Europe are to achieve quality and excellence in our imaging products and deliver strong value for our customers. The results of this year`s European Trusted Brands Survey confirm that we are truly delivering on these promises, and that our brand has inspired the creativity and trust of people throughout Europe," said Alessandro Stanzani, Head of European Marketing, Canon Consumer Imaging.
Canon Europe recently launched an inspirational new brand platform across Europe, `You Can`, which aims to empower its many customers and employees to creatively pursue their dreams and ambitions through Canon technology solutions. The continental campaign, which transcends both cultural and language borders, is Canon Europe`s first integrated, truly pan-European marketing and advertising effort. The new `You Can` campaign will appear on TV and in magazines throughout 13 European countries - reaching a total audience of more than 270 million.
Penny Mortimer, Business Development Manager at Reader`s Digest Europe, said: "As national frontiers, currencies and systems merge, Europe`s citizens still demonstrate a refreshing diversity of outlooks, values and personalities. Being a trusted brand across lots of countries is less to do with ubiquity than understanding the value of delivering outstanding customer service and meeting expectations; recognising that diversity brings with it the rewards of trust and customer loyalty."
The European countries in which Canon won most trusted brand of camera include the UK, France, Germany, Netherlands, Italy, Sweden, Denmark, Norway, Belgium, Switzerland, Finland, Hungary, Portugal and Slovakia. This is the second year running in which Canon has ranked number one in all these countries.
Other brand champions that emerged from the European Trusted Brands Survey included Nokia (mobile phones), Sony (Hi-Fi /audio equipment), Visa (credit cards) and Nivea (skin scare) which topped their respective categories.
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