Tag Archives: Dell

Innovative ways to Showcase Power of Licensing

While most measure a brand in terms of market share, brand value, growth – the more important invisible and intangible components of brand behaviour are often lost to measurement. TRA (formerly Trust Research Advisory) with the help of the Brand Trust Report aim to look at these elements holistically and creates a singular metric in each case, that can measure the intangible and tangible attributes or traits of a brand in one unit. To feature in the report is a matter of great pride for any brand and to display this achievement TRA licenses its symbols so that the brands can carry the mark of their achievement with great pride. Licensing is an integral business development tool that provides brand with a competitive advantage. It helps the brand leverage its self in its marketing communication with a stamp of surety and confidence.

Several leading brands have used the reports and its extensions to enhance their brand’s scope and communication processes. Few have been listed here:

The trust of an Indian consumer in a Korean product is a representative of the quality and prolonged positive brand experience.

LG decides to thank their consumers for the trust they have shown in the brand over the years

LG decides to thank their consumers for the trust they have shown in the brand over the years

LG India’s Pinned Tweet

And some made their trusted image, the face of facebook among thousands of loyal consumers

Dell’s Facebook post have more than 11000 likes

In addition to this Dell has made an active campaign to ensure that this great news reaches each and every one of their stakeholders by proudly displaying notices with in thier offices as well as retail outlets.

Dell in office   Dell banglore

In addition to that to boost their communication in brochures and print ads brands Kent, Big FM, IDBI, Dainik Bhaskar among several others use the licensing symbol in their communication


Picture1 Picture2

When people’s car got the people’s trust, they went on to showcase this achievement across several online social platforms. Cheers to Tata Nano!

tata nano post

Tata Nano Most Trusted 3 year in a row

While brands chose to celebrate their awesomeness on social media, NDTV – the Most Trusted Media brand in India went on to display their trusted image through people who are representatives of the brand.ndtv sonia tweet

In the quest of trust, certain brands are dependent on the trusted relationships that consumers share among themselves. For such brands, trust is imperative since they thrive in the market only if a desired result of a transaction is achieved with complete satisfaction and not just through high quality communication.

Bharat Matrimony tweet

Top brands in India have always enjoyed people’s trust. Their legacy in the Indian market helps the brand inherit the trust of the parent brand. In case of Tata Nano, the parent went on to uplift their brand image through the people’s trust that was held by the child. This was a reverse case of inherited trust. What a moment of Joy!!!tata group tweet

The expression of Trust is critical if you know that brand resides in the subconscious of your customer. As certain commodities in the market are dependent on trusted transactions, something like a credit card needs to tell its holders that their money is safe and in trusted hands.

American Express post

Ranked as Most Trusted Credit card in India

It doesn’t get better when the news is that the 2nd Most Trusted Brand in the industry is not a direct competitor but a worldwide giant and you hear it resonate with your Indian loyalists.


So some competition is always healthy and a review from a third party industry critic amounts to loads of trust coming your way. This is your opportunity to resemble or rather position yourself as a brand as good as an internal giant who will someday be your direct competition.



Interestingly Brand India Infoline has chosen to showcase the licensing symbol on their webpage in an innovative banner.

iifl copy

Dr. Reddy’s Laboratories has spread the word through their extensive network on LinkedIn


Top 1000 Most Trusted Brands – All India Listings: http://www.trustadvisory.info/allindia_2015.htm

Top 1000 Most Trusted Brands – Category-wise Listings: http://www.trustadvisory.info/Category%20wise%20listing-2015.html

Leave a comment

Filed under Automobile, Bank, BFSI Sector, Brand Trust, Entertainment, Healthcare Sector, Licensing, mobile phone, Technology, Trust

Tata is Bangalore’s Most Trusted, followed by Sony and Infosys

Bangalore votes city-bred brands among most trusted

Bangalore, India, 18th January 2012: The Brand Trust ReportTM is out, India’s 3 most trusted brands are Nokia, Tata and LG in that order. But Bangalore has its own ideas and it turns the All India list completely topsy-turvy. The city has ranked Tata as the Most Trusted Brand, Sony is 2nd, and Infosys, the city’s pride, is ranked the 3rd Most Trusted Brand by the tech-hub of the world. Bangalore has a significant number of city bred brands in ranked at top  – Titan is ranked 6th and Hewlett Packard 12th, Puma is 24th, Toyota is at 25th rank and Dell is rated the 27th Most Trusted Brand. 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 the reasons why Bangalore had shown such a marked difference and said, “The Brand Trust ReportTM ranks brands Trust which can be a proxy for all brands’ experiences. The distinctive regional preferences become starkly visible because we measure Trust on a detailed matrix of 61 components, which allows us to closely measure the tactile, vicarious and the perceived aspects of every brand. This intricate model has allowed us to see all the subtle differences in brands by region, city, gender, and other demographics.” This study was from 2718 ‘influencer’ respondents, of which the Bangalore verdict was been taken from 439 respondents constituting 16% of the All-India survey which panned 15 Indian cities. The South Zone of the study was conducted in Bangalore, Chennai, Hyderabad, Kochi, and Coimbatore which had 782 (or 29%) of the total respondents. S. D. Shibulal, CEO & MD, Infosys is quoted in the report, “Infosys has always led from the front and we have many firsts to our credit. Over our three decades of existence, we’ve evolved into a brand that is synonymous with the highest levels of fairness, integrity and ethical behaviour. These have reinforced the fact that we uphold the interests of all our stakeholders, and this in turn has enabled us to gain their trust”. 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.   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.

Leave a comment

Filed under Uncategorized

Technology India ‘Trusts’

India has come to mean two things, technology and growth. The two are also inextricably intertwined and probably feed each other.

The Y2K acted as an inflection point for India, after which it never looked back and has become the center of the world for processing technologies, both onshore and offshore. Apart from software processing and programming,India’s young millions are taking to computing and the internet, and can be attributed with a high growth.

Technology has always been accorded high Category Trust, a dream fueled by the high growth of many companies that benefited millions by way of shareholding and employment over the last decade. With 8 brands in the top 50 list, this category gets a relatively larger share of Brand Trust than others.

Among internet companies, the ubiquitous Google ranks way above the others, followed by Yahoo!. The next ranked most trusted Internet brand is Orkut, the Google owned social networking site which uniquely has the second highest number of visitors from India. Facebook, with its 500 million followers (and growing) only just makes intoIndia’s 300 most trusted brands.

Among the seven software companies that feature in Brand Trust Report study, the top four in order of their rank are Microsoft, IBM, Wipro and Infosys. In hardware brands, the most trusted is HP, followed by Dell, HCL, Apple and Intel.


Leave a comment

Filed under Brand Trust, Technology, Trust