CORPORATE communications executive Mabel Low, 31, insists on flying with Singapore Airlines each time she travels.

The savvy globetrotter stocks up on Eu Yan Sang tonics for her brother whenever she visits him in Vancouver, Canada, during her family's annual holidays.

She also shops regularly at the local NTUC FairPrice outlet, just a stone's throw from her Pasir Ris condominium.

Ms Low represents the typical Singaporean consumer.

More than a connoisseur of global brands, she also goes for well-established local names.

That was one finding that emerged from the annual reader's Digest Trusted Brands Survey 2008, which is now in its 10th year.

In total, 8,000 respondents in eight markets, including Malaysia, Hong Kong, India and China, were asked to name their most trusted brands in 43 product categories.

Brands were then scored in six areas: trustworthiness, credible image, quality, value, understanding of consumer needs and innovation. Awards were handed out in the platinum and gold categories.

Platinum awards are handed to a select few, namely brands that scored three times more than their nearest competitor or gained four out of five points for quality. This year, 21 homegrown brands were given platinum status - including familiar names like NUS, NTUC and Royal Umbrella.

Despite the strong local presence, Singaporeans ranked lowest in terms of support for home-grown brands. Only 26 per cent of Singaporeans surveyed favoured local names.

Still, consumers like logistics executive Alice Gan, 29, said: 'Local brands have a special place in my heart because they are the ones that I grew up with.'

Related links
» Global brands eclipse local ones
» Asian shopping traits

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