North India trusts Pepsi, Hero Honda, Levi’s and Honda much more than rest-of-India.
New Delhi, India, 17th January 2012: The Brand Trust ReportTM is out, and India has chosen. India’s top 3 trusted brands are Nokia, Tata and LG in that order. But North India has a mind of its own, and it has chosen differently. India’s most trusted brand Nokia is also North India’s most trusted. However, India’s 2nd ranked Tata, has been pushed down to 6th rank among trusted brands of North India. The other brands which have been given the thumbs down by North India include, Titan (All India rank 12th; North India rank 31st), Vodafone (All India rank 17th; North India rank 32nd), Raymond (All India rank 21st; North India rank 33rd) and Hewlett Packard (All India rank 22nd; North India rank 37th). The findings were a part of a study by Trust Research Advisory (a Comniscient Group Company) titled, The Brand Trust ReportTM, India Study, 2012, which has ranked 17000 unique brands on the basis of ‘trust’.
N. Chandramouli, CEO, Trust Research Advisory, elaborated on nuances of the report and said, “The Brand Trust ReportTM maps the brand topography of India on the universal metric of Trust –a proxy for all the different experiences that any brand generates. The study is very subtle and distinctive regional preferences become visible depending on the cultural influences of the specific area. The seeming duality of ‘uniqueness and universality’ of Brand TrustTM can be understood with reference to our unique tastes in music, though general classifications of ‘good’ and ‘bad’ music are universal. Trust also follows the individual-collective principles similar to music.”
Demonstrating this, North India has also shown significantly greater trust on some brands as compared to rest-of-India. Pepsi (North India rank 8th; All India rank 16th), Hero Honda (North India rank 10th; All India rank 25th), and Levis (North India rank 14th; All India rank 47th) are more trusted by the North. This study was from 2718 ‘influencer’ respondents, of which the North India verdict was been taken from 712 respondents from 5 cities, New Delhi, Chandigarh, Lucknow, Jaipur, and Indore. North respondents constituted 26% of the All-India survey which panned 15 Indian cities.
Chandramouli added, “Some surprises the North throws up are, Tata, one of India’s most respected brands, ranking second on trust nationally, is down to sixth rank in Delhi as well as the North zone. Nationally twenty-first ranked Raymond is down to 33rd rank in North and 42nd rank in Delhi. BTR simplifies the struggle that brands go through to decipher the communications which will work according to geography. Delhi’s trust closely mimics that of North India. The city and its related zone has also shown markedly lesser trust on the brand Reliance as compared to rest-of-India, pushing it 28th rank in Delhi and 19th rank in the North zone”.
The report, priced at Rs. 10000 (Rupees Ten Thousand Only) is available across major book stores, online book stores and TRA offices.
About Trust Research Advisory:
Trust Research Advisory (TRA), a part of the Comniscient Group, is a company dedicated to understanding and simplifying concepts related to Trust. TRA was conceived in 2008 to decipher, analyze and measure Brand Trust, to make it universally understood and easily applied. The organization’s focus areas include Research, Publishing, Trust Training, and Licensing. Trust Research Advisory, is committed to bring forth concepts/ideas to bring out “Trust” in all its manifestations that shall redefine Branding, Marketing Communication and the Behavioural Sciences.
About The Brand Trust Report, India Study, 2012:
The Brand Trust Report, India Study, 2012 (ISBN:978-81-920823-1-8), is the result of a primary research based on the proprietary 61-component Trust Matrix. TRA’s Trust Matrix has resulted from several hundred hours of research with sociologists, communication experts and behavioural scientists. This year’s research was conducted among 2718 ‘influencer’ respondents across 15 cities. The study, the most intensive undertaken on Brand Trust across the globe. The study generated nearly 2 million datapoints and 17000 brands and was conducted across 15 cities. Indian Statistical Institute helped create a statistically robust Brand Trust Index which has been used to hierarchically rank India’s brands on the basis of trust.
The BTR lists India’s 1000 Most Trusted Brands nationally. In this, 22 are listed in the Personalities category, and this list is led by Anna Hazare who has surged gaining the nation’s trust ahead of popular personalities like Sachin Tendulkar, Salman Khan, Amitabh Bachchan and Aamir Khan featuring in that order. Among business personalities Ratan Tata is the Most Trusted, followed by Vijay Mallya, Bill Gates and Steve Jobs.
Most Trusted leaders in some other categories are Armani in Branded Fashion, DLF in Construction, NIIT in Education, ONGC in Energy, PVR in Entertainment, Pepsi in F&B, Dabur in Healthcare, Taj Hotels in Hospitality, Google in Internet, ACC in Manufacturing, Thomas Cook in Services, Being Human in Social Sector, Hewlett Packard in Technology, and Air India in Airlines.