Trusted Brand research is one of the biggest European consumer researches of products and consumer goods, and Riders's Digest magazine has been organizing it since 2001. So far 16 countries was included in this activity, and in 2007 Croatia joined in.

Survey respondents are asked to name their most trusted brand in each of the product categories, and then to give each brand they name a rating, from 1 (poor) to 5 (excellent), on six qualitative criteria: Trustworthiness & Credibility, Quality, Value, Understanding of Customer Needs, Innovative and Social Responsibility. Each brand then receives a mathematical score based on the number of respondents who named it, multiplied by the average rating on the six qualitative criteria.

Brands which score clearly above competitors receive a Gold Trusted Brand Award. Most Trusted Brand Award winners receive Gold status.

Brands with scores more than three times that of their competitor, or with a score at least double of their nearest competitor and an average rating of at least 4 points (out of a possible 5) on the qualitative criteria, receive a Platinum Trusted Brand Award.

Nivea was declared the most successful brand for the fifth consecutive year.

Besides Nivea, awards were also presented to Opel, Franck, Dukat, Ina, Kras, T-Com, Nokia, Gavrilovic, etc. The survey was carried out by the independent agency Wyman Dillon.