Consumers vote Canon most trusted camera brand in Europe for fourth year running

· Consumer confidence survey results support IDC research positioning Canon as leader of the European digital camera market.

LONDON, April 13, 2004 – Canon has been named most trusted brand for cameras for the fourth consecutive year in the Reader’s Digest European Trusted Brands Survey 2004, one of the broadest pan-European surveys of consumer attitudes towards brands.

Reader’s Digest, the world’s best-selling monthly magazine, asked over 29,000 people across 14 European countries to nominate the brands they trust the most within various consumer product categories. A total of 406,896 votes were cast across 20 categories in each participating country. Brands were measured in terms of quality, value for money, image and understanding of customer needs.

Canon was one of only four brands to be nominated as ‘most trusted’ in 10 or more countries. This consumer endorsement by Reader’s Digest readers follows an earlier announcement by analyst house IDC, confirming Canon’s position as leader of the Western European digital camera market.

James Leipnik, Chief of Communication and Corporate Relations for Canon Europe said: "At Canon our goal is to provide quality imaging products that deliver real value for money to our customers. These results demonstrate huge consumer confidence across many European countries and are a welcome confirmation that Canon is delivering on its consumer promises.

"Canon’s ‘You Can’ philosophy aims to empower personal creative ambition and potential, through the use of digital technology. We are delighted that Canon’s brand values have overcome geographical and cultural differences to become the most trusted camera brand of consumers across Europe."

Gavin Murray, Director of Marketing and Development for Reader’s Digest in Europe added: "Understanding cultural and geographical diversity is key to building consumer confidence for any European and global brand. The results of our survey show that Canon has a strong brand that is clearly recognised and trusted by consumers throughout Europe."

The European countries in which Canon won most trusted brand for cameras included the UK, Portugal, France, Germany, Austria, Belgium, Finland, Hungary, The Netherlands and Switzerland. Brands leading the other consumer categories include globally recognised names such as Nokia (mobile phones), Visa (credit cards) and Nivea (skincare).

Media enquiries, please contact:
Ann Morgan
Corporate PR Manager, Canon Europe
t. +44 (0) 20 8588 8000

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Canon Europe