Will Kohli Brand Trust overtake Dhoni’s? BTR 2014 reveals some surprising facts

Mumbai. March 06,2014:With a new breed of contenders on the rise in the gentlemen’s sport, cricketer ViratKohli’s trust has seen a dramatic rise vis-à-vis Mahendra Singh Dhoni. A series of losses overseas for team India saw skipper M.S.Dhoni’s popularity taking a dip on the internet while ViratKohli’s fan following amplified. Considered by many as a successor to Dhoni, the trust factor Virat Kohli commands today is phenomenal and this has been aptly reflected with supporting facts and figures in the Brand Trust Report 2014. TRA, a Comniscient Group Company, publisher of BTR 2014 places Kohli in the 5th position in the most trusted personalities list. For someone who debuted last year in BTR, it’s been commendable for Kohli to be ranked amongst the top 5 along with legends like Sachin Tendulkar, M.S.Dhoni and Sourav Ganguly.

The Brand Trust Report, India Study, 2014, the fourth in the series, is the result of a primary research based on the proprietary 61-component Trust Matrix. This year’s research was conducted among 2500 consumer-influencers across 16 cities, and generated nearly 5 million datapoints and 20000 brands, making it the most intensive study on Brand Trust across the globe.

N. Chandramouli, CEO, Trust Research Advisory, publishers of The Brand Trust, said, “Trust is extremely dynamic and reflects the sum total of the impression that one’s actions and communications create. An interesting find in the BTR 2014 is that Mahendra Singh Dhoni who has been listed in this report for the last three years, and is placed in the 2nd position this year is likely to face tough competition from Kohli who is steadily inching towards the top due to performance consistency and recently displayed leadership! However, Dhoni’s performance over the years had accrued substantial residual trust for him which will give him time for a comeback.”

Despite a fall in the overall trust rank, Kohli rises from the 6th position in BTR 2013 where he was a new entrant, to the 5th position in BTR 2014.A study by search engine Google also showed that Dhoni’s last minute withdrawal from Asian Cup and Kohli’s century as a captain has impacted the ranking of these cricketers on Google search Trends. While Kohli ended 2013 with more endorsement than Dhoni, a search trend analysis over the past 30 days revealed how online search of Kohli is on the rise leaving Dhoni on the second spot.

 About TRA (formerly 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. Apart from The Brand Trust Report, TRA also publishes India’s Most Attractive Brands, a study based on TRA’s proprietary Attractiveness Quotient Matrix. Committed to create metrics for better resource allocation for brands, TRA owns the global copyrights to Brand Trust and Attractiveness Quotient Matrices.

 To view the most trusted brands

All India click on the link | http://www.trustadvisory.info/allindia_2014.html

Category-wise click on the link | http://www.trustadvisory.info/mab-14/Personality.htm

Mahatma Gandhi Most Trusted, Amitabh ranks second:TRA

India. 26^th February 2014. In light of the importance given to the trust in today’s environment, The Brand Trust Report, India Study, 2014 (BTR 2014), Mahatma Gandhi, the Father of the nation, emerged as the Most Trusted personality in India. In a list of twenty, a fairly large number belong to the film fraternity and sports, Amitabh Bachchan ranks second in the overall list, moving up from the 6^th Most Trusted personality in 2013. The legendary thespian is followed by the Shahrukh Khan ranked 3^rd and Sachin Tendulkar, the recently retired master-blaster, who comes a close fourth.  In addition to this the report lists several other Individuals and ranging from business, sports, cinema, and spirituality. TRA, a Comniscient Group Company, is the publisher of BTR 2014 which lists 1200 brands from 284 categories this year. This year lists 14 male personalities and 6 female personalities in the category.

Among the personalities, new entrant in the list Petra Ecclestone, British-Croatian heiress, model, fashion designer and socialite, makes a surprise entry at 5^th position.  Salman Khan who ranked 3^rd in 2013, has fallen to the 6^th Most Trusted personality, followed by Mithun Chakraborthy at 7^th place. Captain of the Indian cricket team, Mahendra Singh Dhoni, and former captain Sourav Ganguly rank at 8^th and 9^th position. Another eminent sports personality PT Usha draws the top 10 Most Trusted Personalities to a close.

N. Chandramouli, CEO, TRA, said, “The dynamic nature of trust is visible from the changes in the trust that people display on personalities. Trust is the most important and basic platform on which all exchanges are dependent, and we are most amenable to demonstrate trust on other humans. However, this year there were only twenty personality brands listed as against thirty-five last year, showing a diminished ‘Capacity to Trust’ among Indians.”

Aamir Khan, whose trust was previously third in 2013 , came 11^thin BTR 2014, followed by Ratan Tata, the first and only personality listed under the business category in both years. Katrina Kaif is the first female cinema personality to be listed at 13^th rank, followed by Virat Kohli who  has for long now been talked about as the successor to Dhoni. 

Indian tennis legend Sania Mirza ranks 15^th, being one of the two iconic sports women to be listed. Mother Teresa, Kapil Dev and Swami Vivekananda rank 16^th, 17^th and 18^th respectively. Sridevi ranks 19^th in the list and the only music personality to be listed AR Rehman, closes the list at rank 20.

The Brand Trust Report, India Study, 2014 (ISBN:978-81-920823-6-3), the fourth in the series, is the result of a primary research based on the proprietary 61-component Trust Matrix. This year’s research was conducted among 2500 consumer-influencers across 16 cities, and generated nearly 5 million datapoints and 20000 brands, making it the most intensive study on Brand Trust across the globe.

About TRA (formerly 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. Apart from The Brand Trust Report, TRA also publishes India’s Most Attractive Brands, a study based on TRA’s proprietary Attractiveness Quotient Matrix. Committed to create metrics for better resource allocation for brands, TRA owns the global copyrights to Brand Trust and Attractiveness Quotient Matrices.

To view the most trusted brands

 All India click on the link | http://www.trustadvisory.info/allindia_2014.html

Category-wise click on the link | http://www.trustadvisory.info/mab-14/Personality.htm

Kiran Bedi is India’s Most Trusted Woman Personality 2nd year in a row. Indians seek trust reinforcements by placing greater trust on personalities

Trust Research Advisory, global copyrights owner of the 61-attribute Brand Trust Matrix, recently conducted a primary research to research the trust held in brands and personalities across 16 India cities. The results of this study are published in The Brand Trust Report, India Study – 2013, the third report in its series. Humans have been using trust as a strategic survival strategy for millennia and gaining the trust of fellow humans is the basis of social engagement, cooperation, coordination, companionship and leadership. A deeper analysis of the trust held in human personalities, specifically women, is considerably enlightening . However, this study only covers the sub-categories of Business, Entertainment, Social/Spiritual and Sports among Personalities and it does not consider any personality involved in active politics.

Some findings from a scrutiny of the Personalities category are as follows. The overall number of personalities has increased from 22 last year to 35 this year, and there were 4 women listed last year and 10 ranked this year. This year women have been represented in each sub-category of Business, Entertainment, Social/Spiritual and Sports. Kiran Bedi has been ranked the Most Trusted Woman Personality in both years and Mother Teresa is the 2nd Most Trusted Woman Personality in the country this year. Three of the four women listed last year gained a significant of 337 ranks each in this years’ ranking.

An examination of the above is indicative of two important aspects. Firstly that in the crowded and noisy brand environment Indian’s are seeking reassurances from human relationships and turning to humans for their trust reinforcements. Secondly and more obviously, the importance of women in the Indian context is becoming more evident with three women represented in sub-categories of Entertainment, Social/Spiritual and Sports and one represented in Business.

Launching the report, N. Chandramouli, CEO, Trust Research Advisory observed, “Women are being looked up to in every aspect of social and business life and this is a sign of a maturing audience. The fact that Tina Ambani is the only businesswoman in the list comes as a surprise, especially since India has so many woman entrepreneurs who have contributed enormously to Indian businesses. For women-in-business to seep into the trust-consciousness of Indians, it is necessary for them to communicate with their personal Vision, Values and Culture in mind, keeping the imagery of brand they represent independent of their own personality.”

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. Committed to create metrics for efficient resource allocation for brands spends, TRA owns the global copyrights for the Brand Trust matrix. TRA launches The Brand Trust Report in the beginning of every year and the current issue is the third in the series. 

 

About The Brand Trust Report, India Study – 2013:

The Brand Trust Report, India Study, 2013 (ISBN: 978-81-920823-4-9), is the result of a primary research based on the proprietary 61-component Trust Matrix, created after several hundred hours of research with sociologists, communication experts and behavioural scientists. This year’s research was conducted among 2505 influencer-respondents across 16 cities, and generated nearly 3 million datapoints and 19000 brands, making it the most intensive study on Brand Trust across the globe.

 

Some of this year’s category ranks are as follows. After being ranked 2nd in the Areated Soft Drinks Category for two years in a row, Coca-Cola takes the position of India’s Most Trusted Aerated Soft Drinks brand, albeit with only a 2% lead over the 2nd ranked Pepsi. Nano rides in as India’s Most Trusted four-wheeler car brand and among Consumer Products, Tide beats Surf Excel while Nirma surges ahead of Hindustan Unilever as the latter slips significantly.  HCC is India’s Most Trusted Infrastructure brand, DLF leads in Real Estate and, in education, IIT is more trusted than Oxford University and IIM. Dabur, the Ayurveda leader, also leads the Healthcare Super Category of 36 brands. The mosquito repellent, AllOut, has been a leader three consecutive years and has noticeable lead of 120% over the next ranked, GoodKnight. The category of Internet has 25 brands this year and though Google leads Facebook this year also, it is only by a miniscule 3% margin.

 

Anna Hazare is the Most Trusted Personality in India, and has risen in trust ranks from 106th last year 87th this year leading a list of 35 personalities from Cinema, Spiritual, Sports, Social and Business. In the same list, Aamir Khan ranks 2nd (up from his fifth rank last year) and Salman Khan slips to 3rd, within a small 2% gap of each other. Being Human, Salman Khan’s Foundation, however, maintains its rank as the Most Trusted NGO in India. Most brands in the Technology Category have gained trust ranks this year with Apple being listed as the Most Trusted Technology brand.  Indigo Airlines is this year’s Most Trusted Airline as Air India slips to second position.

 

For more information, please contact:

Sachin Bhosle/ Pritam Shah

9820464688 / 9870560866

sachin@trustadvisory.info/ pritam@trustadvisory.info