Samsung replaces Nokia to clinch title of India’s most trusted brand


India’s most anticipated and most rigorous brand evaluation, The Brand Trust Report India Study has been released for 2014. The survey was conducted by Trust Research Advisory (TRA), in which Samsung emerged as the most trusted brand in India, moving up one spot from last year's study. Sony has also moved up one spot from last year to second place, while Tata has gained two places from last year's report to reach the number three position. In fact, Tata is the only Indian brand to be placed in top 5 brands with the highest trust quotient index. LG is positioned at number four, followed by last year's leader - Nokia.

“Samsung has grown steadily in trust ranks over the last four years – fifth in 2011, fourth in 2012, second in 2013 and has reached India’s 'Most Trusted' rank this year. When a brand focuses on its trust with intensity, apart from trust the brand gains in market share, product premium and acceptance of new products as an automatic by-product,” said N Chandramouli, CEO, TRA.

Brand experiential activities on priority

The 2014 study involved a sample of 2,500 'consumer-influencers' across 16 Indian cities. 1,200 brands have been listed in the report, from 20,000 brands cited. These brands have been classified into 284 categories in the report. The survey involved participants between the ages of 21-50 who were questioned on 61 critical points and a comparative list was drawn.

Mr Chandramouli added, “In this competitive marketplace, experience is everything. It builds the tactile experience of the brand and its intangibles. Brands are finding that whether it is online or otherwise, they are engaging with their stakeholders more deeply than ever before. The traditional BTL activation is now taking a new shape with online media become so prolific. Now, every brand wants to capitalise on time and mindshare that the customer is willing to spare and therefore makes sure that they give the customer a direct, tangible interface at every opportunity.”

Further, Hewlett Packard has moved up a whopping 14 ranks over last year to become India’s sixth most trusted brand, while Hero moved up a huge 79 ranks to be placed at number seven on the list. Hero’s ex-partner Honda found a number eight position, followed by Reliance. Mahindra betters its last year rank by 69 places to get ranked as India’s 10th Most Trusted brand.

Surprises in the list

Only one company from BFSI sector-LIC could make it into the list of most trusted brands, thus raising the big question on the trust factor of financial brands. Some regional brands like Achchi Masala and Tata's Kannan Devan Tea also made it into the list. The list also featured two government bodies Mumbai’s MMRDA and BMC.

Amitabh was listed as the most-trusted living person in India. While Shah Rukh Khan and Sachin Tendulkar maintained their positions in the list, Salman Khan and Aamir Khan slipped further down the list on the trust quotient.

TRA is in the process of releasing the list of top political parties next week, which should be an indicator of the mood of the country ahead of the 2014 General Elections scheduled for May.

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