The winners in their respective categories include car maker Renault, household appliances maker Gorenje, electronics producers Canon, HP and Samsung, telco Telekom Slovenije, travel operator Sonček, the NLB bank, insurer Zavarovalnica Triglav, energy company Petrol, retailer Mercator, dairy Ljubljanske mlekarne and spa operator Terme 3000.

The winning brands are meanwhile Cedevita soft drink, Lekadol paracetamol pills, Milka chocolate, Nivea cosmetics, Ariel detergents, Fructal fruit drinks, Alpina shoes, Radenska mineral water, Zlatorog Laško beer, Barcaffe coffee, 1001 Cvet teas, Dormeo mattresses and Jupol Jub paints.

The soap opera Ena žlahtna štorija was named the best television series, Gen-I the best power distributor, POP TV the best TV channel, Radio Aktual the best radio station and Slovenske novice the best daily paper, Reader's Digest Slovenia editor-in-chief Maja Lihtenvalner told the press on Tuesday.

Subscribers of the magazine believe that the most trusted brands in environmental protection are Tesla in the electric car category, Frosch in the cleaner category and Mercator in the food retailer category.

The most trustworthy persons are entrepreneur Ivo Boscarol, TV host Slavko Bobovnik, radio personality Denis Avdić, ski jumper Peter Prevc and singer Tanja Žagar.

Fire-fighters remain the most trusted profession, as they are trusted by 97.7% of the respondents. They are followed by nurses, pilots, farmers, doctors and pharmacists.

On the other hand, politicians are seen as untrustworthy by 94.4% of the respondents. Politicians are followed by trade unionists, financial advisers, judges and priests.

According to Lihtenvalner, marriage is the most trusted institution, followed by radio and television, environmentalists, print media and the euro.

The least trustworthy institutions are the government, legal system, public servants, advertising industry and the Roman Catholic Church.

The survey was carried out by the pollster Mediana among 5,900 Reader's Digest Slovenia subscribers for the eleventh year in a row.

This year's winners will receive their awards at a ceremony in the Cankarjev dom arts centre on 24 May.