Thursday, January 19, 2012: 02:53:39 PM

Retail Trend

Study reveals India’s most trusted brands

Nokia and Tata retain top two positions in Trust Research Advisory’s report; movement seen in consumer durable category

Building a brand is no mean feat in this highly competitive Indian market. Winning the award for the most trusted brand therefore is an achievement that only a handful of companies in the Indian market can dream of. Such accolades indicate years of quality service, a spotless reputation and excellent public relations. For multinationals establishing their brand name comes with its share of challenges of the Indian market, while domestic players have a tough job handling competition at home and from abroad.

The results of the ‘India’s Most Trusted Brand’ study showed that mobile handset giant Nokia and Indian all-encompassing brand Tata have retained their positions at the top. Voted the numero uno brand in the country, Nokia has over the years proved its mettle in the Indian mobile handset market and enjoyed a chunk of the market share while Tata is a name that evokes trust among every Indian for its illustrious heritage. Therefore, the fact that movement is less in the upper part of the top 10 list is not much of a surprise.
Other brands that have shown significant movement in the survey results are Sony, LG and Samsung. While Sony seems to have lost out on its dominant position in the consumer electronics segment, Samsung and LG have gained a few positions, thanks to their aggressive market strategies. The handset retail markets of these brands have also contributed to their dynamic growth as brands.
The India’s Most Trusted Brand report is a result of the 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.
Expert speak
Explaining the trust and good ratings that brands enjoy in their base cities, N Chandramouli, CEO of Trust Research Advisory, said, “The report 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. The big surprise is that Videocon in Pune is at 8th rank, whereas in All India rank it is at 50th rank, showing its high trust index in the city.”
Sachin Bhosle, research head at Trust Research Advisory, further explains the trend in Pune and how the brands fare in the city, “The choice of Pune for India’s 10 Most Trusted Brands is shuffled and also throws up some surprises. Tata is the Most Trusted Brand in Pune followed by LG. Nokia slips to 3rd position in Pune’s trusted list followed by Samsung, Sony and Reliance.”
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.
Tias Chakraborty

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