A Platinum Winner in the 18th Reader's Digest Award Trusted Brand Awards
25 May 2016
S P Setia Berhad was voted as the Platinum award winner in the annual Reader's Digest Trusted Brand Awards in an extravagant award ceremony held at the Mandarin Oriental Hotel Kuala Lumpur. This is the sixth consecutive year that S P Setia has been voted as a trusted brand by the esteemed magazine's readers.
Reader's Digest commissions a global market research company Ipsosto on a yearly basis to survey a representative sample of people in Asia on their most trusted brands in 42 categories of products and services across a wide range of industries. Approximately five thousand individuals were selected across five of Asia's key markets: Singapore, Hong Kong, Malaysia, the Philippines and Taiwan. Approximately half of the voters are Reader's Digest subscribers, while the remainder were selected to reflect the demographics of the general population.
Then the Gold Trusted Brand Awards are presented to brands that score significantly higher than their rivals while the Platinum Trusted Brand Awards are given to brands that performed exceptionally well, with a survey score that vastly outpolled its nearest competitor.
Known for being at the forefront of branding and creative marketing in the local property industry, S P Setia has always been innovative in reaching out to its target market. Its most recently completed marketing campaign was the very popular Jet Set with Setia, which was part of S P Setia's 40th anniversary celebration. Held in 2015, the campaign saw the brand rewarding property purchasers with an all-expense paid trip via business class flights to countries where the brand has a presence in such as Malaysia, Vietnam, Singapore, Australia, China and the United Kingdom.
In terms of marketing, the brand continues to reward purchasers this year with the launch of the Citizen Setia campaign which is a unique platform offering bespoke lifestyle experiences to reward loyal customers. It comprises a community that enjoys extraordinary privileges and a sophisticated lifestyle such as traveling, gardening, musicals, arts and more.
Each respondent was required to complete a questionnaire or participate in a mail or online survey. The participants were then asked to name their most trusted brands and then rate each of those brands listed based on the following six attributes: trustworthiness and credibility, quality, value, understanding of consumer needs, innovation and social responsibility.
The final rankings in each product category were obtained by multiplying the total number of votes for a brand with its average score for the six qualitative characteristics. For statistical accuracy, the data was weighted to reflect the population distribution of participants.