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.