MAM

BTR 2013: Finally a yardstick to measure trust in brands

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2017/03/02/HCL.jpg?itok=0dM1T__x

BENGALURU: "The Brand Trust Report…. India Study 2013"(BTR 2013), the name says it all. The author - Trust Research Advisory (TRA) CEO N Chandramouli and the compilers - TRA have tried to give a form of tangibility to what has generally been considered intangible to measure - Trust. TRA has tried to use the ‘scientific method‘ to peg down the numbers to 1100 brands in India.

TRA says that Brand Trust is based on three foundations, all of which are dependent upon the actions of the trustee. They are - building the capacity to trust; perception of positive intent and demonstrating relevant competence. These three foundations of brand trust comprise of 10 brand behaviours, which are explained in the report.

According to TRA the current year‘s report is a result of more than 13,000 hours of fieldwork conducted across 16 Indian cities between July and November 2012, resulting in nearly 19,000 unique brands and three million data points. The 187 A4 sized pages report is divided into 4 parts.

Part I analyses the report and compares it to the position of the brands in the 2012 report. It has two chapters - India‘s most trusted brands and India‘s most trusted brands by category.

Part II speaks about the author‘s concept of "Understanding Trust and Brand Trust" over two chapters - Life‘s script: Trust and Understanding the Brand Matrix

Part III declares the quantum of work that has gone in preparing this year‘s report again over two chapters - BTR 2013 Study Methodology and Studying the Influencers Mindset.

The last and longest part of the book contains the BTR 2013 Listings - Most Trusted Brands. Part IV contains Zonewise Listings (Top 500 brands), Categorywise Listing of India‘s 1100 Most Trusted Brands and All India Listing of India‘s 1100 Most Trusted Brands.

The book is easy reading, with a well-composed layout and easy to understand charts. It has leaders from various verticals explaining their concept of trust. It also contains snippets of ‘Trust Gyan‘ (Gyan means knowledge) that tell stories about some of the prominent brands such as Maruti, Amul, Discovery India Channel, and Jaipan.

That the BTR is the probably the only report of its kind makes it a mandatory possession for all libraries of major brands, advertising agencies, media companies and the entire value chain involved in branding. A report of this nature can only be as accurate as the methodology, the statistical analysis and interpretation, which have been explained in part III, chapter 5.. As time progresses, future versions of the BTR are likely to be even more refined than the 61 point matrix that the TRA has adopted for BTR 2013. A rough unit of measure is definitely much better than no yardstick at all.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/04/28/abhimanyu.jpg?itok=TxJTOv8f
MAN Trucks has a digital & creative Ottoedge in India

Ottoedge, a full service automotive marketing agency based in India has been assigned as the official Creative, Digital and Media agency by MAN Trucks India which is a 100% subsidiary of MAN Truck & Bus AG, Germany, the world’s leading manufacturer of trucks and buses. Ottoedge is the only...

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/04/28/IAF.jpg?itok=nS39h1Ay
IAF campaign aims to break gender stereotypes

MUMBAI: The Indian Air Force is known to overcome barriers with courage, strength and valour. Which is why, when the whole country was debating the role of women in society, and brands were trying to create a conversation around it, the Indian Air Force took a historic step and showed the way...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/04/28/coka.jpg?itok=Y680j-GW
New Coke leadership in India, S West Asia

The Coca-Cola Company and its Bottling Investments Group (BIG) announced today new leadership appointments for its India & South West Asia Business Unit and Hindustan Coca-Cola Bottling operations.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/04/28/Zee%20Yuva.jpg?itok=lGM85XIB
Social Samosa 'Gold' for Zee Yuva

MUMBAI: Zee Yuva creates huge buzz in the industry by winning ‘Gold’ award in Media and Entertainment category by one of India’s top media publishing Site-Social Samosa. Zee Yuva not only surpassed regional channels but also defeated the industry honchos to win the coveted gold. This was only...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/04/28/Baahubali-2_0.jpg?itok=M6MpHcfd
Baahubali-2 teams up with Hike Messenger & Camlin

MUMBAI: In a bid to magnify the overall output for the sequel of one of the greatest Indian Motion Picture and SS Rajamouli’s dream Project - Baahubali 2 -- The Conclusion, team Brand Street India and Why? Stay! Calm! have brought aboard two internationally viable brands Hike Messenger and Kuyuko...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/04/27/amar.jpg?itok=LasMkKo6
Interactive Avenues wins Great Indian Workplaces Award

Interactive Avenues, the full service Digital Agency of media agency conglomerate IPG Mediabrands India has won the inaugural edition of the Great Indian Workplaces Awards (GIWA) 2017.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/04/27/rajiv.jpg?itok=xRJ-aqAk
Bajaj Allianz maintains #AwkwardSilence on WATConsult idea

Bajaj Allianz General Insurance has launched a digital campaign titled “Awkward Silence”, to create awareness about the importance of having insurance amongst consumers.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/04/27/Bruce%20Zuo.jpg?itok=xLR6xdXv
UCWeb to select We-Media contributors with monthly payout

MUMBAI: UCWeb, a part of Alibaba Mobile Business Group, has outlined detailed guidelines for writers and content creators to join the ‘Super 1000’ Program launched in March 2017.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/04/27/Kalyan%20Jewellers.jpg?itok=7SLRgj_d
Candere buy to help Kalyan Jewellers add 5-7% to its topline

MUMBAI: Kalyan Jewellers, one of India’s trusted and leading jewellery brands, announced the acquisition of online jewellery firm Candere. The acquisition will augment Kalyan Jewellers presence in the growing online jewellery segment in India. Kalyan will acquire the equity held by Singularity...

MAM Marketing Brands

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories