Nokia, TATA tops, Anna Hazare pips Sachin, Salman and Amitabh in Trust
New Delhi, India: India has chosen–Trust Research Advisory the authority on the measurement of Trust among brands is out with the Brand Trust Report 2012, the much anticipated results of India’s Most Trusted Brands.The Brand Trust Report, India Study, 2012 (BTR 2012), lists India’s 1000 Most Trusted Brands. 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 the brands to make it to the top of the list 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).
Among 22 personalities listed among in BTR 2012, Anna Hazarehas 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 engagementand 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.”
The report, priced at Rs. 10000 (Rupees Ten Thousand Only) is available exclusively at 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 includeResearch, 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. 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.
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