Canon have 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
Reader's Digest 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.
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.
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.