ICICI and HDFC Bank knock trust of reigning giant SBI

Mumbai: 9^th March, 2016: The Indian economy has struggled to gain the trust of customers lost by the words of policymakers that have not translated into action of borrowers. Despite this there is a sense of optimism that stems from the 23 out of 27 banks that have risen in trust ranks according to The Brand Trust Report 2016 launched by TRA (formerly Trust Research Advisory). The Indian multinational banking and financial services company ICICI Bank (All-India Rank 10) tops the list for the first time as India’s Most Trusted Bank. ICICI Bank leaps 38 ranks from its previous years’ ranking to beat the government-owned corporation – State Bank of India (All-India Rank 23) who reigned this sector for the past five years. Another astonishing fact is the giant leap of 329 ranks taken by HDFC Bank (All-India Rank 12), making it the 2^nd Most Trusted bank and listing it in the All-India Top 20 Most Trusted Brands. A bank to watch out for is IDBI Bank with its consistently rising trust ranking every year from All-India Rank 208 in 2011 to All-India Rank 63 in 2016.

Commenting on this, N. Chandramouli, CEO, TRA stated, “This rising trust in banks is a lead indicator for business momentum. The banking sector has been trying to connect with the interests of their customers in order to garner trust. In this the private banks have gained great momentum over the State – owned SBI. On the contrary, SBI’s comparatively lower ranking this year calls for the bank to strengthen their communication strategy and get its brand act together. The ripple effects of this could help the PSU giant revitalize its trust.”

The other banks that feature among the top 10 banks are Kotak Mahindra Bank (All-India Rank 66), Yes Bank (All-India Rank 99), HSBC (All-India Rank 106), Axis Bank (All-India Rank 113), Punjab National Bank (All-India Rank 122) and Bank of India (All-India Rank 172). Whereas Axis Bank (All-India Rank 113), UCO Bank (All-India Rank 554), Union Bank of India (All-India Rank 643) and Standard Chartered (All-India Rank 946) have fallen in their All-India Rank.

These revelations are the result of The Brand Trust Report 2016, the sixth in its series. It is the result of comprehensive primary research conducted on the proprietary 61-Attribute Trust Matrix of TRA (formerly known as Trust Research Advisory). This year’s study involved 18,000 hours of fieldwork covering 2500 consumer-influencers across 16 cities in India and generated 6 million data-points and 20,000 unique brands from which the top 1000 brands have been listed in this year’s report. The 200 page, hardbound report is available for Rs. 14000/-.

About TRA (formerly Trust Research Advisory):

TRA, a Comniscient Group company, is an actionable insights and brand intelligence company dedicated to understanding and analyzing stakeholder behaviour through two globally acclaimed, proprietary matrices of Brand Trust and Brand Attractiveness. TRA was conceived in 2008 to decipher, analyze and measure Brand Trust, to make it universally understood and easily applied. TRA conducts primary research with consumers and other stakeholders to assist business decisions and give brands insights on solutions to consumer behaviour. TRA provides Competitive Intelligence Reports mined from its 15 million data-points on brand intangibles of 20,000 brands, and also undertakes custom-made studies for brands. TRA is the publisher of The Brand Trust Report, India’s Most Attractive Brands & India’s Most Trusted Educational Institutes.

About The Brand Trust Report 2016:

The Brand Trust Report 2016 (ISBN: 978-81-920823-9-4), the sixth in the series, is the result of a primary research based on the proprietary 61-Attribute Trust Matrix of TRA. This year’s research was conducted among 2500 consumer-influencers across 16 cities, and generated nearly 6 million data points and 20,000 unique brands, making it the most intensive study on Brand Trust across the globe.

 

Bank Ranks	BTR 2016	BTR 2015	Rank Diff	Brand Name	Sub-Category
1	10	48	38	ICICI BANK	Bank – Private
2	12	341	329	HDFC BANK	Bank – Private
3	23	41	18	STATE BANK OF INDIA	Bank – PSU
4	63	64	1	IDBI BANK	Bank – PSU
5	66	137	71	KOTAK MAHINDRA BANK	Bank – Private
6	99	375	276	YES BANK	Bank – Private
7	106	120	14	HSBC	Bank – Foreign
8	113	78	-35	AXIS BANK	Bank – Private
9	122	439	317	PUNJAB NATIONAL BANK	Bank – PSU
10	172	211	39	BANK OF INDIA	Bank – PSU
11	194	195	1	BANK OF BARODA	Bank – PSU
12	208	574	366	CITIBANK	Bank – Foreign
13	213	–	–	INDIAN OVERSEAS BANK	Bank – PSU
14	313	492	179	CANARA BANK	Bank – PSU
15	331	–	–	INDIAN BANK	Bank – PSU
16	350	–	–	KARUR VYSYA BANK	Bank – Private
17	554	474	-80	UCO BANK	Bank – PSU
18	643	620	-23	UNION BANK OF INDIA	Bank – PSU
19	663	–	–	VIJAYA BANK	Bank – PSU
20	678	–	–	UNITED BANK OF INDIA	Bank – PSU
21	698	–	–	COSMOS BANK	Bank – Cooperative
22	801	862	61	DENA BANK	Bank – Private
23	801	862	61	DENA BANK	Bank – PSU
24	823	–	–	ALLAHABAD BANK	Bank – PSU
25	877	–	–	ORIENTAL BANK	Bank – PSU
26	920	–	–	PUNJAB AND SIND BANK	Bank – PSU
27	946	879	-67	STANDARD CHARTERED	Bank – Foreign

 

Eight Gujarat Brands Most Trusted in India

Ahmedabad, India, 9^th March, 2016: A recently released study by Mumbai-based TRA (formerly Trust Research Advisory) The Brand Trust Report, India Study has been released for 2016. The report features eight category leaders from Gujarat. AMUL (All India 41^st Rank), the pride of Gujarat, has been listed as India’s Most Trusted Dairy-Diversified (F&B) brand. It also holds its pride by being the only reigning brand in the Butter Sub-Category, bringing home ‘The taste of India’. Fogg (All India 67^th Rank) leads in the Deo/Perfume Category followed by Axe and Wildstone. Sintex (All-India 214^th Rank) leads as India’s Most Trusted Brand in the Manufacturing-Diversified Category. While Astral Pipes (All India 870^th Rank) is the Most Trusted Brand in Pipes Category. Ajanta (All India 282^th Rank) is a forerunner in the Home Care Category and correspondingly is the leader in the Clocks Sub-Category. Yet another brand from the region, Symphony (All-India 579^th Rank) has been ranked as the Most Trusted Brand in the Coolers Sub–Category of the Durable list.

Gujarat’s love for food is reflected in the number of brands in the F&B Category. This has subsequently boosted the ratings of the Category and has made it the largest in Gujarat. Balaji (All India 124^th Rank) is the Most Trusted brand in Packaged Snacks Category followed by Haldirams and Lays. Vadilal (All-India 277^th Rank) ice cream is India’s Most Trusted ice cream brand and is followed by Havmor, Creambell among others.

“Gujarat brands often surprise giving national leaders. Its giant brand Amul though still a category leader, has slid down 29 ranks in the All India rank. Also Fogg as a brand is seen to rise steadily for the past four years. The pro-active and walk-the-talk approach of the region truly represents the future of India and epitomizes development in its complete strength.” said N. Chandramouli, CEO, TRA.

These revelations were a result of The Brand Trust Report, India Study – 2016, published by TRA (formerly Trust Research Advisory) a leading research organization dedicated to understanding and simplifying concepts related to Trust.

About TRA (formerly Trust Research Advisory):

TRA, a Comniscient Group company, is an actionable insights and brand intelligence company dedicated to understanding and analyzing stakeholder behaviour through two globally acclaimed, proprietary matrices of Brand Trust and Brand Attractiveness. TRA was conceived in 2008 to decipher, analyze and measure Brand Trust, to make it universally understood and easily applied. TRA conducts primary research with consumers and other stakeholders to assist business decisions and give brands insights on solutions to consumer behaviour. TRA provides Competitive Intelligence Reports mined from its 15 million data-points on brand intangibles of 20,000 brands, and also undertakes custom-made studies for brands. TRA is the publisher of The Brand Trust Report, India’s Most Attractive Brands & India’s Most Trusted Educational Institutes.

About The Brand Trust Report 2016:

The Brand Trust Report 2016 (ISBN: 978-81-920823-9-4), the sixth in the series, is the result of a primary research based on the proprietary 61-Attribute Trust Matrix of TRA. This year’s research was conducted among 2500 consumer-influencers across 16 cities, and generated nearly 6 million data points and 20,000 unique brands, making it the most intensive study on Brand Trust across the globe.

 

HUL has India’s Most Trusted Brand Portfolio 36 of 45 HUL brands in India’s Most Trust list – Brand Trust Report 2013

11th June, 2013. Mumbai. The portfolio of India’s largest consumer goods, beverages and personal care products company, Hindustan Unilever, has the largest number of trusted entries from a single group in The Brand Trust Report, 2013 (BTR 2013). 37 of HUL’s 45 brands were listed among India’s Most Trusted Brands in the report. The BTR 2013 is the third in its series, and has listed India’s 1100 Most Trusted Brands arising out of a primary research conducted across 16 cities on its proprietary 61-attribute Brand Trust Matrix by Trust Research Advisory (TRA).

N. Chandramouli, CEO, Trust Research Advisory observed on this new finding, “The strength of Hindustan Unilever comes from its brands and it is evident in the strength of trust held in them. Its’ brands dominate by presence they are present in. However, HUL lacks category leaders in many cases and brands like Tide from P&G in fabric-care, Colgate from Colgate-Palmolive in Oral Hygiene, Vadilal in Ice-creams and Kent in Water Purifiers are category leaders.”

Lux leads the HUL portfolio ranked India’s 15th Most Trusted Brand, followed by Dove (India’s 19th Most Trusted) and Ponds (India’s 23rd Most Trusted) is third most trusted among the HUL brands.  HUL weighs heaviest in the Bath/Beauty category HUL with 18 brands among the 68. In the Tea Category among F&B brands, HUL has four brands among the six listed in the report. These are Red Label (262nd), Lipton (343rd), Taj Mahal Tea (442nd) and Taaza (782nd). In the Homecare category, two HUL brands, Domex (All India 187th Most Trusted) and Vim (All India 250th Most Trusted) hold the first two positions.

In the Fabriccare category, Tide (All India rank 60th) from the Proctor & Gamble stable is the leader, followed by three HUL brands, Surf Excel (63rd), Rin (110th) and Wheel (271st). The Hindustan Unilever brand, independently listed in the report was ranked India’s 324th Most Trusted Brand. The umbrella brand has fallen substantially this year and had been ranked the 60th Most Trusted brand in India in last year’s report.

TRA is launching another report titled India’s Most Attractive Brands in August 2013, the primary research for which is currently under way.

About Trust Research Advisory (www.trustadvisory.info):

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 Introspection, 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.  TRA is also soon launching a new report, India’s Most Attractive Brands based on a proprietary Attraction Matrix made of 36 attributes.

 

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.

 

For further media information, please contact

Sachin Bhosle/ Pritam Shah

9820464688 / 9870560866

sachin@trustadvisory.info/ pritam@trustadvisory.info

The Brand Trust Report, India Study – 2013

Limited period offer!!

Hewlett Packard is India’s Most Trusted Technology brand for second year in a row

Hewlett Packard (HP) has been ranked as India’s Most Trusted Technology brand a primary research conducted among 2718 influencer-respondents in 15 cities.

India, 16th April 2012: Hewlett Packard (HP) has been ranked as India’s Most Trusted Technology brand for the second year in a row, in a primary research conducted among 2718 influencer-respondents in 15 cities across India through which 17,000 unique brands were ranked on Trust. The research findings were conducted by Trust Research Advisory (TRA), and published in The Brand Trust Report, India Study, 2012 which lists India’s 1000 Most Trusted Brands. The study is conducted on TRA’s proprietary Trust Matrix and studies 61 ingredients of Trust.
With 43 brand entries among India’s 1,000 Most Trusted Brands, Technology ranks as the fifth Most Trusted Category inIndia. HP is followed in second place by Dell and Apple follows as India’s third Most Trusted Technology Brand. Overall, this year Hewlett Packard was ranked as the 22nd Most Trusted Brand in India, up one rank from last year.
N. Chandramouli, CEO, Trust Research Advisory, said, “Trust is Business, and when businesses are so dependent on technology, it is important for it to be fully trusted before it gets accepted. For Hewlett Packard, being ranked as India’s Most Trusted Technology Brand for two consecutive years shows the deep relationship that the brand has with its audiences.”
The Brand Trust ReportTM is priced at Rs. 10,000/- and is available in major stores and at the offices of Trust Research Advisory.

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.

Have you booked your copy yet?

Brand Trust in impacted telecom brands to be severe: Trust Research Advisory

India, 3^rd February 2012: Telecom is important in India, and it keeps in the news one way or the other. Supreme Court’s recent order cancelling 122 licenses has indeed raised deep trust-related issues about the stakeholders involved in the troubled telecom brands. An interesting viewpoint is seen from the influencer-consumer point that is reflected in a study on Brand Trust conducted by Trust Research Advisory (TRA) from 15 cities and 2718 respondents. The research study titled “The Brand Trust Report (BTR), India Study, 2012”, compares Brand Trust on a proprietary 61-component matrix of TRA.

N. Chandramouli, CEO, Trust Research Advisory, publishers of the BTR 2012 commented on the development and said, “The Indian telecom growth is nothing short of a revolution and this growth has invisibly but tangibly impacted the growth of business and social connections in India. In fact, telecom has left no life untouched. The recent Supreme Court judgment will definitely impact the consumers, but the bigger and deeper damage has been done to the trust that these brands evoke. The Brand Trust of the impacted brands is bound be severely affected.”  Unaffected by the recent troubles of the sector, the trust leaders in the mobile telephony have retained their last year’s leading ranks. Airtel (ranked 1st) continues to top the list, Vodafone ranks 2nd and Idea ranks 3rd in the list of 18 telephony brands that emerged in the search for India’s 1000 Most Trusted Brands.

The brands which feature among India’s 1000 Most Trusted Brands have had their licenses cancelled. The telecom category has a high Category Trust and the brands which feature include Uninor (BTR ranked 113^th), Videocon (not ranked among telecom), S Tel (not ranked), Loop Telecom (BTR ranked 129^th), Etisalat (not ranked), Sistema (not ranked), Idea (BTR ranked 18^th) and Tata (Tata Docomo ranked 64^th and Tata Indicom ranked 395^th).

The Brand Trust Report^TM is priced at Rs. 10,000/- and is available in major stores and at the offices of Trust Research Advisory.

 

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.

Nokia & Tata lead India’s Most Trusted second year in a row

Chandigarh tilts all tables. LG ranked most trusted in city, Cadbury’s 2^nd, Ponds 3^rd

Chandigarh, India, 19^th 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 3^rd position and Samsung at 4^th position. Maruti Suzuki improves its position of last year by one notch and is India’s 6^th Most Trusted Brand this year. Bajaj ranked 7^th is a new entrant in this year’s top ten (last year it was ranked 12^th); LIC and Airtel positions are unchanged from last year at 8^th and 9^th rank respectively. Reliance slips to 10^th 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.

However, Chandigarh’s choice of India’s 10 Most Trusted Brands totally different from rest-of-India. LG emerges as Chandigarh’s Most Trusted Brand followed in sequence by two rank outsiders, Cadbury’s at 2^nd, and Ponds at 3^rd position. Cadbury’s on an All-India basis is ranked 28^th and Ponds 39^th – showing some high regional preferences in the  city. The most surprising find of all is the inclusion of Shell at all India rank 118, ranked at 9^th position by the city.

N. Chandramouli, CEO, Trust Research Advisory, elaborated on nuances that Pune showed in the report and said, “The Brand Trust Report^TM maps the brand topography of India on the universal metric of Trust –a proxy for all the different experiences that any brand generates. Though sometimes being headquartered in the base city comes as a great advantage, in other cases, the proximity does reveal too much. There are six brands which are in the top ten of Chandigarh, which are not in the All India top 10 list, showing a very different trend in this city. Shell throws up a surprise jumping up from an All-India rank of 118 to 9^th position in Chandigarh”.

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.

The Brand Trust Report, India Study 2012

‎2 million datapoints
17000 brands
12000 hours of fieldwork
61 parameters of Brand trust
15 cities

India’s most comprehensive report on the Brand Trust is all set for the launch – ‘The Brand Trust Report, India Study 2012.’

Have you booked your copy yet?

Beyond Trust

Building trust makes good business sense. One does not need to have a reason to create and maintain Trust. Everything positive is almost magnetically attracted to anything that is trusted. Brands which are highly trusted gain fiercely loyal ‘owners’ (the customers and the influencers), those who will protect the brand at any cost, sometimes even at the cost of the brand custodians.

It is difficult to perceive trust, but its absence is easily visible. The trick, although is to maintain and grow the trust quotient without ever having to undergo the excruciating pain of trust deficit.

Building trust makes good business sense. One does not need to have a reason to create and maintain Trust. Everything positive is almost magnetically attracted to anything that is trusted. But having gone through this report, the reader will know that it is more than just a ‘magnetic’ attraction. Brands which are highly trusted gain fiercely loyal ‘owners’ (the customers and the influencers), those who will protect the brand at any cost, sometimes even at the cost of the brand custodians.

It is difficult to perceive trust, but its absence is easily visible. The trick, although is to maintain and grow the trust quotient without ever having to undergo the excruciating pain of trust deficit.

What beyond Brand Trust? Actually everything. Brand Trust is only one perspective of trust, and is only the beginning. The theory of Brand Trust is equally valid for any other context of trust, whatever or whoever be the object (or Trustee).

The trust measurement tool (explained in the Brand Trust Report) also becomes a very handy ‘template’ for building relevant and effective strategies that give results that are simple, measurable, relevant and trackable over time. Since trust is dynamic, a regular tracking of trust, not only allows a measurement of trust, but also allows a measure to gauge the impact of Communication & Action strategies suggested after their implementation. This allows the Trust Matrix solutions to be custom-fitted to each organization it is being used for.  After all, every behavioural science tool needs some fine-tuning.