The University of Hong Kong has received the Platinum award again in this year's Reader's Digest Trusted Brands Survey, in the category of 'universities' in Hong Kong. HKU has won the award two years in a row since the category was introduced to the Survey for the first time last year.
The Platinum Trusted Brand Award indicates that HKU had a score of more than three times that of our nearest competitor. The Award continues to reflect the trust and confidence that the University commands and the wide recognition of the quality and value of its teaching and research.
The Reader's Digest Trusted Brands Survey, conducted annually by Nielsen Media Research since 1999, is recognised as one of the most representative branding surveys in Asia, with respondents from right across the Asia Pacific region – including Hong Kong, Mainland China, India, Malaysia, the Philippines, Singapore, Taiwan and Thailand.
The award is based on responses received from 1,000 telephone and postal interviews conducted across different sectors of Hong Kong society. Respondents are asked to name, unprompted and top of mind, the single most-trusted brand in each of the 43 categories, including universities. They are also asked to rate the brands based on 6 factors: trustworthiness, credible image, quality, value, understanding of customer needs and innovation. The final results are calculated based on both the qualitative and quantitative scores.
For more information about the awards, please visit
http://www.rdasiatrustedbrands.com/2008/main-home.html
For HKU press release, please visit: http://www.hku.hk/press/
