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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

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Mahatma Gandhi Most Trusted, Amitabh ranks second:TRA

India. 26th 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 6th Most Trusted personality in 2013. The legendary thespian is followed by the Shahrukh Khan ranked 3rd 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 5th position.  Salman Khan who ranked 3rd in 2013, has fallen to the 6th Most Trusted personality, followed by Mithun Chakraborthy at 7th place. Captain of the Indian cricket team, Mahendra Singh Dhoni, and former captain Sourav Ganguly rank at 8th and 9th 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 11thin 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 13th rank, followed by Virat Kohli who  has for long now been talked about as the successor to Dhoni. 

Indian tennis legend Sania Mirza ranks 15th, being one of the two iconic sports women to be listed. Mother Teresa, Kapil Dev and Swami Vivekananda rank 16th, 17th and 18th respectively. Sridevi ranks 19th 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

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Nokia Most Trusted Brand of North, LG second; Tata down to 6th

North India trusts Pepsi, Hero Honda, Levi’s and Honda much more than rest-of-India.

New Delhi, India, 17th January 2012: The Brand Trust ReportTM is out, and India has chosen. India’s top 3  trusted brands are Nokia, Tata and LG in that order. But North India has a mind of its own, and it has chosen differently. India’s most trusted brand Nokia is also North India’s most trusted. However, India’s 2nd ranked Tata, has been pushed down to 6th rank among trusted brands of North India. The other brands which have been given the thumbs down by North India include, Titan (All India rank 12th;  North India rank 31st), Vodafone (All India rank 17th; North India rank 32nd), Raymond (All India rank 21st;  North India rank 33rd)  and Hewlett Packard (All India rank 22nd;  North India rank 37th). 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 nuances of 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. The study is very subtle and distinctive regional preferences become visible depending on the cultural influences of the specific area. The seeming duality of ‘uniqueness and universality’ of Brand TrustTM can be understood with reference to our unique tastes in music, though general classifications of ‘good’ and ‘bad’ music are universal. Trust also follows the individual-collective principles similar to music.”

Demonstrating this, North India has also shown significantly greater trust on some brands as compared to rest-of-India. Pepsi (North India rank 8th; All India rank 16th), Hero Honda (North India rank 10th; All India rank 25th), and Levis (North India rank 14th; All India rank 47th) are more trusted by the North. This study was from 2718 ‘influencer’ respondents, of which the North India verdict was been taken from 712 respondents from 5 cities, New Delhi, Chandigarh, Lucknow, Jaipur, and Indore. North respondents constituted 26% of the All-India survey which panned 15 Indian cities.

Chandramouli added, “Some surprises the North throws up are, Tata, one of India’s most respected brands, ranking second on trust nationally, is down to sixth rank in Delhi as well as the North zone. Nationally twenty-first ranked Raymond is down to 33rd rank in North and 42nd rank in Delhi.  BTR simplifies the struggle that brands go through to decipher the communications which will work according to geography. Delhi’s trust closely mimics that of North India. The city and its related zone has also shown markedly lesser trust on the brand Reliance as compared to rest-of-India, pushing it 28th rank in Delhi and 19th rank in the North zone”.

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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Nokia and Tata are India’s Most Trusted Brands, LG usurps third Among personalities, Anna Hazare leads Sachin, Salman and Amitabh in Trust

Mumbai, India, 16th 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.

Among 22 personalities listed among in BTR 2012, Anna Hazare has surged gaining the nation’s trust ahead of Sachin Tendulkar, Salman Khan, Amitabh Bachchan and Aamir Khan who feature in that order. 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.

Mr. N. Chandramouli, CEO of Trust Research Advisory, elaborated on Brand Trust™ as the soul of the engagement and said, “In life, without trust, there is nothing. Each time a human engages with anything, the basis for all decisions is trust. Be it brands, other humans, or just ideas, one will react to them on the basis of the trust it generates. Last year was tumultuous for several brands, but those which focused on trust, have gained market-share, revenues and profits. On the other hand, the brands which have focused only on the latter, have invariably lost both. Focus on building trust and all else will follow automatically”.

Anand Mahindra, Vice-Chairman and Managing Director of Mahindra & Mahindra, elaborates on Trust is Everything concept for the Mahindra brand, in the report, “No great secret lies behind the highly-trusted Mahindra brand. Consistent delivery against every promise is the single biggest driver of trust for our brand. Apart from this, factors like high quality products and services, adherence to highest standards of corporate governance, the very high integrity of the leaders who run the company and adherence to a set of values in conducting business have helped the Mahindra brand earn the trust of all its stakeholders.”

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