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