MAM

BTR 2013: Finally a yardstick to measure trust in brands

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/2016/12/09/in-mobie.jpg?itok=4UWv0gI7
InMobi looks to monetise Tapjoy's inventory in India

MUMBAI: InMobi, a global mobile advertising and discovery platform,has recently partnered with Tapjoy, a platform for mobile advertising and app monetisation, to monetise Tapjoy’s inventory in India.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/09/alto.jpg?itok=uHS9cRhT
Alto Delhi Comic Con 2016 begins, on till 11 December

NEW DELHI – Alto Delhi Comic Con 2016 organized by Comic Con India began today and has a lot in store for comics enthusiasts and audiences inclined towards popular culture. The 3 day fest which started today at NSIC Grounds, Okhla will be on till December 11’ 2016. This is the biggest pop culture...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/09/RS-Kalsi.jpg?itok=TlmMLA85
Maruti Suzuki, Ola tie up to train drivers

MUMBAI: Maruti Suzuki India has signed a memorandum of understanding (MoU) with Ola to train aspiring drivers-partners. Under the 'Maruti Ola Training Program,' the company aims at benefiting 40,000 Ola partner-drivers in safe driving, over a period of three years.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/09/sansui-star.jpg?itok=k272kPMd
Sansui unveils #WalkTheRedCarpet contest ahead of Stardust Awards

MUMBAI: Sansui has announced a contest for all the movie buffs ahead of this year’s Sansui Colors Stardust Awards. Called #WalkTheRedCarpet, the winners will get an opportunity to walk the red carpet at the awards night with their favorite celebrity. The contest which would run on Facebook and...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/09/GioneeS6_0.jpg?itok=g8U0rRa6
Mobile+Services replace FMCG as top advertisers in BARC week 48

BENGALURU: As per BARC week 48 data on top 10 brands Across Genre: All India (U+R) : 4+ Individuals, Mobile hand sets and Services replaced FMCG as the top advertisers in the list with 43.88 percent of the insertion in BARC’s top 10 list for week 48 (Saturday 26 November 2016 to Friday 2 December...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/08/naresh.jpg?itok=sgeWsbwM
Span Communications wins IBA Cyber Security mandate

MUMBAI: Span Communications has won the media and creative mandate of Indian Bank’ Association’s campaign on Cyber Security Awareness in a multi-agency pitch. The media campaign ran during the International Cyber Security week, starting 30 November, 2016.

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/08/Happydent.jpg?itok=A8c497IH
Happydent: Smile Please, kids

MUMBAI: Leveraging the fact that 'smiles are contagious', Happydent has teamed up with Smile Foundation, an NGO that works with underprivileged children, for a new campaign called 'Happydent Smile Please.'

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/08/Rohan-Bhansali--Co-founder-%26-Director%2CGozoop.jpg?itok=bYyZYHEN
Gozoop wins media duties of Regal Shoes

MUMBAI: Gozoop has bagged the media duties including digital and creative for Regal Shoes. The agency will be managing the rebranding of the shoe brand across all media platforms.

MAM Media and Advertising AD Agencies
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/08/Shan-Jain.jpg?itok=1EcE8RyE
GroupM's Shan Jain joins Publicis Media India

MUMBAI: Former GroupM executive Shan Jain has joined Publicis MediaIndia as the head of business transformation practice. Jain’s last stint was with GroupM, as Principal Partner, Client Leadership at Mindshare.

MAM Media and Advertising People

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories