By Jagpreet Singh Sandhu, Chandigarh, January 19 : The Brand Trust Report, India Study, 2012 (BTR 2012), lists India’s 1000 Most Trusted Brands was launched in the city today. 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.
The much anticipated results of India’s Most Trusted Brands are out. Nokia and Tata have retained their 1st and 2nd positions from last year as India’s top two Trusted Brands this year. Sony, the Japanese electronics leader, slipped to 5th 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).
However, Chandigarh’s choice of India’s 10 Most Trusted Brands is totally different from rest of India. LG emerges as Chandigarh’s Most Trusted Brand followed in sequence by two rank outsiders, Cadbury’s at 2nd, and Ponds at 3rd position. Cadbury’s on an All-India basis is ranked 28th and Ponds 39th – 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 9th position by the city.
N. Chandramouli, CEO, Trust Research Advisory, elaborated on nuances that Chandigarh showed in the report and said, “The Brand Trust 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. 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 9th position in Chandigarh”.
Speaking on the occasion Mr Sachin Bhosle, Head of research at TRA (Trust research advisory) said, “The depth of this report would help brands understand and improve Trust, the most essential bond in all relationship. Trust as a value, helps the brand deliver powerful and innovative experiences to its consumers, and thus going beyond insights and products alone. I wish all the brands all the best in all their future endeavors and hope they make their way higher in the coming years as one of India ‘most trusted brands’.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 behavioral scientists. This year’s research was conducted among 2718 ‘influencer’ respondents across 15 cities. The study generated nearly 2 million data points 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.