Tag Archives: Brand Trust Report 2012

Brand TrustTM to drive healthcare sector’s growth

India, 14th February 2012: Delivering health to India’s 1.2 billion people efficiently has always had many viewpoints, and in a healthcare deficient market like India almost every solution is useful. The sector may contribute 6% of the GDP, and be one of the largest employers in the country, but healthcare is much more than just a number. Insights on healthcare from ‘The Brand Trust ReportTM, India Study, 2012’ (BTR) researched and published by Trust Research Advisory (TRA) reveal its growth drivers to be based on Brand Trust. The study completed its research on the trust held in brands on the basis of its proprietary 61-component Trust MatrixTM. The healthcare sector features 40 brands among 1000 listed in the report. The research studied 17000 brands from 15 Indian cities.

N. Chandramouli, CEO, Trust Research Advisory, elaborated on the healthcare and trust connection and said, “Trust in healthcare is essential as healthcare depends on the intrinsic trust the service or product generates. So-much-so that the quality of cure is directly correlated with the trust it offers. In healthcare, brands have no option but to invest in building trust, and this directly accrues as product or service benefits. Brand TrustTM is a mix of several aspects that includes Security, Empathy, Sincerity, and Competence among others, and these trust ingredients are necessary to help improve the health of the patient.”

“The study of the healthcare sector reveals that the category evokes a low category trust. This is probably due to a lack of focus by these brands on the softer aspects. However, this sector is so sensitive to trust erosion, that the only sustainable way for brands is to sharply focus on Brand Trust  by building the three aspects of trust – Building capacity to trust, Showcase of Intent, and Competence”, Chandramouli added

Dabur, the world’s largest ayurvedic and natural health company, is India’s most trusted brand in the healthcare. This is followed by Johnson & Johnson ranked 2nd, Himalaya at 3rd and Ranbaxy ranked 4th. Among ayurveda brands, Dabur is followed by Himalaya, Ayur and Baidyanath. In the 6 brands that feature in the Balms sub-category, Vicks leads the list, followed by Moov and Iodex. Among the 14 pharmaceutical brands, Ranbaxy leads the list followed by Cipla, GSK and Lupin.  Ranbaxy has edged out Cipla which was last year’s most trusted in the pharma sub-sector.

The Brand Trust ReportTM is priced at Rs. 10,000/- and is available in major stores and at the offices of Trust Research Advisory.

To view the Healthcare Category-wise Rankings,  please visit the link below :


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Brand Trust in impacted telecom brands to be severe: Trust Research Advisory

India, 3rd February 2012: Telecom is important in India, and it keeps in the news one way or the other. Supreme Court’s recent order cancelling 122 licenses has indeed raised deep trust-related issues about the stakeholders involved in the troubled telecom brands. An interesting viewpoint is seen from the influencer-consumer point that is reflected in a study on Brand Trust conducted by Trust Research Advisory (TRA) from 15 cities and 2718 respondents. The research study titled “The Brand Trust Report (BTR), India Study, 2012”, compares Brand Trust on a proprietary 61-component matrix of TRA.

N. Chandramouli, CEO, Trust Research Advisory, publishers of the BTR 2012 commented on the development and said, “The Indian telecom growth is nothing short of a revolution and this growth has invisibly but tangibly impacted the growth of business and social connections in India. In fact, telecom has left no life untouched. The recent Supreme Court judgment will definitely impact the consumers, but the bigger and deeper damage has been done to the trust that these brands evoke. The Brand Trust of the impacted brands is bound be severely affected.”  Unaffected by the recent troubles of the sector, the trust leaders in the mobile telephony have retained their last year’s leading ranks. Airtel (ranked 1st) continues to top the list, Vodafone ranks 2nd and Idea ranks 3rd in the list of 18 telephony brands that emerged in the search for India’s 1000 Most Trusted Brands.

The brands which feature among India’s 1000 Most Trusted Brands have had their licenses cancelled. The telecom category has a high Category Trust and the brands which feature include Uninor (BTR ranked 113th), Videocon (not ranked among telecom), S Tel (not ranked), Loop Telecom (BTR ranked 129th), Etisalat (not ranked), Sistema (not ranked), Idea (BTR ranked 18th) and Tata (Tata Docomo ranked 64th and Tata Indicom ranked 395th).

The Brand Trust ReportTM is priced at Rs. 10,000/- and is available in major stores and at the offices of Trust Research Advisory.


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. This report is the second in the series initiated in 2011.

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