Tag Archives: Brand Trust Report

LG is the most trusted in Kolkata, followed by Sony and Adidas. Nokia down to 6th, Tata to 8th position in the Eastern Capital.

Adidas, Puma, Hewlett Packard & Onida make new entry in Kolkata’s 10 most trusted

 Kolkata, India, 20th January 2012: India has chosen – the much anticipated results of India’s Most Trusted Brands are out. Nokia and Tata have retained their first and second positions from last year as India’s top two Trusted Brands this year. Sony, the Japanese electronics leader, slipped to fifth position this year, outranked by the two aggressive Korean Chaebols, LG at 3rd position and Samsung at 4th position. The Brand Trust Report, India Study, 2012 (BTR 2012), lists India’s 1000 Most Trusted Brands and was launched in the city today. The report, the result of a comprehensive primary research conducted on 61-components of trust – a proprietary tool of Trust Research Advisory. The research is conducted with 2718 ‘influencer’ respondents from 15 cities, generating more than 2 million data-points from 12000 hours of research.

However, Kolkata has proved that it has a unique mind of its own with five new entrants into the city’s trusted list. LG emerges as Kolkata’s most trusted brand. This is followed by Sony ranked 2nd and Adidas as the city’s 3rd most trusted brand. Samsung at 4th rank is closely followed by Puma which makes a new entry at 5th position in Kolkata’s trust list. The most trusted brand across India, Nokia, is pushed down to 6th rank in Kolkata, and three new brands make an entry Hewlett Packard 7th, Onida  at 9th. BMW makes a surprise entry as the 10th most trusted brand of the city, showing the growing aspirations of Kolkata.

The city’s trust on Tata, the pride of the East, has taken a significant beating and the brand has been rated as the 8th most trusted brand in Kolkata. N. Chandramouli, CEO, Trust Research Advisory commented on this finding and said, “The only explanation for Tata’s trust dip seems to be that Kolkata’s citizenry may have been significantly affected after Nano’s departure from West Bengal.”

N. Chandramouli, CEO, Trust Research Advisory, elaborated the Chennai difference and said, “The Brand Trust ReportTM ranks brands Trust which can be a proxy for all brands’ experiences. India is a mosaic and South and North, East and West are as different as chutney is to cheddar. This study also shows that Kolkata’s preferences, nuances and cultural perceptions are extremely different from the rest of the country. When brands seek to reach out to stakeholders in India, to succeed they must address these vastly different regional preferences and choices.”

Of the 2718 respondents in 15 cities across India, Kolkata had 298 (11%) respondents. The other cities that were targeted in this study include Mumbai, Delhi, Chennai, Ahmedabad, Chandigarh, Bangalore, Pune, Lucknow, Hyderabad, Nagpur, Jaipur, Kochi, Indore, and Coimbatore. All respondents were from the SEC-A segment.

The Brand Trust Report, India Study, 2012, 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. This report is the second in the series initiated in 2011.

 

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.

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Nokia & Tata lead India’s Most Trusted second year in a row

Chandigarh tilts all tables. LG ranked most trusted in city, Cadbury’s 2nd, Ponds 3rd

Chandigarh, India, 19th January 2012: India has chosen – the much anticipated results of India’s Most Trusted Brands are out. Nokia and Tata have retained their first and second positions from last year as India’s top two Trusted Brands this year. Sony, the Japanese electronics leader, slipped to fifth position this year, outranked by the two aggressive Korean Chaebols, LG at 3rd position and Samsung at 4th position. Maruti Suzuki improves its position of last year by one notch and is India’s 6th Most Trusted Brand this year. Bajaj ranked 7th is a new entrant in this year’s top ten (last year it was ranked 12th); LIC and Airtel positions are unchanged from last year at 8th and 9th rank respectively. Reliance slips to 10th Most Trusted Brand this year (from sixth last year). The Brand Trust Report, India Study, 2012 (BTR 2012), lists India’s 1000 Most Trusted Brands and was launched in the city today. The report, the result of a comprehensive primary research conducted on 61-components of trust – a proprietary tool of Trust Research Advisory. The research is conducted with 2718 ‘influencer’ respondents from 15 cities, generating more than 2 million data-points from 12000 hours of research.

However, Chandigarh’s choice of India’s 10 Most Trusted Brands totally different from rest-of-India. LG emerges as Chandigarh’s Most Trusted Brand followed in sequence by two rank outsiders, Cadbury’s at 2nd, and Ponds at 3rd position. Cadbury’s on an All-India basis is ranked 28th and Ponds 39th – showing some high regional preferences in the  city. The most surprising find of all is the inclusion of Shell at all India rank 118, ranked at 9th position by the city.

N. Chandramouli, CEO, Trust Research Advisory, elaborated on nuances that Pune showed in 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. Though sometimes being headquartered in the base city comes as a great advantage, in other cases, the proximity does reveal too much. There are six brands which are in the top ten of Chandigarh, which are not in the All India top 10 list, showing a very different trend in this city. Shell throws up a surprise jumping up from an All-India rank of 118 to 9th position in Chandigarh”.

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.

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India’s Most Trusted Brands

Nokia maintains its position and is India’s Most Trusted Brand in 2012 as well. Nokia’s leading position in Brand TrustTM is despite the innumerable barbs that the brand has had to face globally and in India regarding its inability to introduce differentiated products in the wake of significant, strong competition from iPhone and other competitors. Yet, to add to Nokia’s crowning glory of being India’s Most Trusted Brand this year, is the fact that it maintains its lead by a significant 25% over the Second Most Trusted brand of BTR 2012 – Tata.

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The Brand Trust Report, India Study 2012

‎2 million datapoints
17000 brands
12000 hours of fieldwork
61 parameters of Brand trust
15 cities

India’s most comprehensive report on the Brand Trust is all set for the launch – ‘The Brand Trust Report, India Study 2012.’

Have you booked your copy yet?

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Beyond Trust

Building trust makes good business sense. One does not need to have a reason to create and maintain Trust. Everything positive is almost magnetically attracted to anything that is trusted. Brands which are highly trusted gain fiercely loyal ‘owners’ (the customers and the influencers), those who will protect the brand at any cost, sometimes even at the cost of the brand custodians.

It is difficult to perceive trust, but its absence is easily visible. The trick, although is to maintain and grow the trust quotient without ever having to undergo the excruciating pain of trust deficit.

Building trust makes good business sense. One does not need to have a reason to create and maintain Trust. Everything positive is almost magnetically attracted to anything that is trusted. But having gone through this report, the reader will know that it is more than just a ‘magnetic’ attraction. Brands which are highly trusted gain fiercely loyal ‘owners’ (the customers and the influencers), those who will protect the brand at any cost, sometimes even at the cost of the brand custodians.

It is difficult to perceive trust, but its absence is easily visible. The trick, although is to maintain and grow the trust quotient without ever having to undergo the excruciating pain of trust deficit.

What beyond Brand Trust? Actually everything. Brand Trust is only one perspective of trust, and is only the beginning. The theory of Brand Trust is equally valid for any other context of trust, whatever or whoever be the object (or Trustee).

The trust measurement tool (explained in the Brand Trust Report) also becomes a very handy ‘template’ for building relevant and effective strategies that give results that are simple, measurable, relevant and trackable over time. Since trust is dynamic, a regular tracking of trust, not only allows a measurement of trust, but also allows a measure to gauge the impact of Communication & Action strategies suggested after their implementation. This allows the Trust Matrix solutions to be custom-fitted to each organization it is being used for.  After all, every behavioural science tool needs some fine-tuning.

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Is Nokia the leader in India?

The new technology and the new trends have been a main point of attraction for the youth of any country. Specially when it comes to gadgets like mobile phones, laptops etc. The Brand Trust Report 2010 has declared Nokia as the most trusted brand in India. The basis of this has been the survey conducted in 9 cities with over 16,000 brands. 

In a recent discussion online, people have their views to share and this leads to prove that in spite of  new technology coming in, Nokia still remains the first choice of majority of Indians.


 

The discussion might have ended here but the comments above highlights the fact that people may look for latest technology in their gadget but the trust in Nokia stays.

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Comparison between the Salary Level and Brand Trust

For Bajaj, the salary bracket of monthly earnings of INR 30,000 (USD 667) to INR 35,000 (USD 778) shows a dip in Brand Trust

 

Every person with a marketing budget has at least once questioned if salary group classifications work  – is there any variation in the way different salary levels react to brands? To the suprise of most, the answer will be a resounding “No” considering the 10 brands shown in the graph.

Across salary brackets, respondents behave exactly the same way in case of 5 brands, namely Haier, Raymond, Bata, Colgate, and Vodafone. For Bajaj, only one salary bracket[monthly earnings of INR 30,000(USD 667) to INR 35000(USD 778) shows a little dip in Brand Trust. The most variation in behavior across salary levels is seen for the two banks, ICICI(which has the maximum variations) followed by SBI.

Some of the other general anomalies are:

  • SBI, a staid brand if it may be called that, has a high Brand Trust Index among the younger and vibrant of 18 to 25 year olds.
  • Among the 10 most Trusted brands, LIC and Titan have a significantly higher Brand Trust among females than males.
  • People in the age group 46 to 50 have the greatest Brand Trust for Bajaj, whereas the same group has the lowest Brand Trust for Hero Honda.
  • The Brand Trust for Raymond and Colgate is constant across income groups and virtually has no variation across salary levels.
  • The Brand Trust for ICICI has almost no variation across age-groups.

Our expectations and perceptions both guide and misguide our actions. What we take to be fixed and absolute, is often dynamic and transient. In everything we do, the more often we stop to relook our assumptions, the better the chances are for our success.

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