MAM

Nokia is India's most trusted brand: Study

MUMBAI: Nokia is India‘s most trusted brand, according to a study published by Trust Research Advisory.
As part of the study, the philanthropic Tata was ranked second, followed by the Japanese electronics giant Sony at the third spot.


On the basis of a detailed research to understand trust, which included several 100 hours of discussions with communication experts and behavioural scientists, TRA created a proprietary Trust Matrix comprising 61 different components. 
 
Based on this proprietary Trust Matrix, TRA launched a syndicated primary research on Brand Trust across nine cities in India covering 2310 respondents who were classified into the ‘influencer‘ category.


The study generated nearly 10,00,000 datapoints and 16,000 brands. Indian Statistical Institute helped create a statistically robust Brand Trust Index which has been used to hierarchically rank India‘s Most Trusted Brands. 
 
The study is compiled into a 116-page report titled "The Brand Trust Report, India Study, 2011", which was launched yesterday.


Trust Research Advisory CEO of N. Chandramouli said, ‘Brand Trust can be defined as the ‘soul of the primary bond of engagement‘. Over time, the more evident connotations of trust like pedigree, size, performance have changed, and the subtler forces are beginning to exert their influence on Brand Trust."


The study places Korean duo of LG and Samsung at the fourth and the fifth positions respectively, while Reliance brand stands sixth. Maruti drove in at the seventh position, followed by the state insurance agency, LIC. Airtel, dialed in at the ninth position, with Titan rounded up as the Top 10 of India‘s Most Trusted Brands at the tenth position.
 
"Early on, we realized that Brand Trust, along with other intangibles like happiness, cannot be achieved directly and instead must be derived from its myriad components, which are often elusive. Once such concepts of the study evolved, they were applied empirically in businesses, helping us create a structured format for the analysis of Brand Trust," Chandramouli added.


According to TRA, Pepsi has once again come out fizzier at the 36 slot as compared to its rival, Coca Cola, which makes its presence felt down below at the 60 slot. Sachin Tendulkar occupied the 59th position while Mahatma Gandhi was at the 232nd slot.


Commenting on the launch of the report, Former President of India Dr. A.P.J. Abdul Kalam said: "I congratulate Trust Research Advisory on publishing a report on such importance. The depth of this report would help brands understand and improve Trust, the most essential bond in all relationships. The Brand Trust Report has brought up a very important aspect - that Corporate Social Responsibility is not an option for Brand Trust, but it is essential."


Godrej Industries chairman Adi Godrej whose company ranked 22 said: "Trust as a value evolved to being more about empathy which helps the brand deliver powerful and innovative experiences to its consumers, and thus going beyond insights and products alone. Beyond legal rights, Godrej believes that the copyright of its brand is actually held by the millions of consumers, partners and employees in its ecosystem and is activated every time someone somewhere chooses Godrej."

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/19/ajay.jpg?itok=ps3iFQgu
Ajay Gahlaut resigns from Ogilvy India

Ajay Gahlaut, the deputy CCO of Ogilvy India and CCO of Ogilvy North has resigned from the company. 

MAM Media and Advertising People
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/19/biu.jpg?itok=n08pEhkj
Concept BIU Acquires the Business of Bluebytes

Concept Business Intelligence Unit (Concept BIU), one of India’s leading media monitoring agencies, has acquired the business of Comniscient Group’s Bluebytes News.

MAM Media and Advertising AD Agencies
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/19/aksha.jpg?itok=M_uxGcim
Pump it up this holiday season with Athleisure Lifestyle

Family bonding is a complex equation given how different people belonging to the same family can turn out to be- their preferences, their tastes and their opinions.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/19/quess.jpg?itok=AkeYTmvA
Quess Corp launches its first outdoor campaign, ‘’I AM QUESS’’ to expand brand awareness

Quess Corp, India’s leading business services provider, has launched its first outdoor campaign, ‘’I AM QUESS’’ to expand awareness and communicate with its customers directly.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/19/WPP.jpg?itok=CACce0wW
Brands, agencies to rewire approaches using data: CVL Srinivas, WPP

Data. A four letter word that has even the senior most executives sweating and scratching their heads. While it is a small little word, understanding how to use it, is actually very complicated. That’s why  all we’ve been hearing about in the last year is how can brands and agencies leverage the...

MAM Media and Advertising People
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/19/kisses.jpg?itok=oNlGyE6B
Hershey Kisses will now be Made in India

We’ve all been there where we ask our relatives and friends to bring us imported chocolates and candies from their trip abroad. Hershey’s Kisses have always been one such popular chocolate. The chocolates are distinct because of their unique shape and each one is delicately wrapped to make them...

MAM Marketing Brands
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/19/Indiabulls%20Group.jpg?itok=CD8VIoc0
Social Kinnect awarded digital mandate of entire Indiabulls Group

Social Kinnect, an Indian independent digital marketing agency, has been awarded the social media mandate of Indiabulls Group. The agency will be responsible for managing the social media platforms of the entire Indiabulls Group umbrella namely - Indiabulls Housing Finance Limited (IBHFL),...

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/19/Realme_800.jpg?itok=GYvPRVrw
Grapes Digital to handle digital mandate for Realme smartphones

Realme, an emerging smartphone brand that specialises in providing high quality smartphones has extended its association with Grapes Digital. In addition to the strategic communications mandate, it has also handed over the digital media mandate to the agency. Grapes will now be responsible for...

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/19/Metoo_Dentsu.jpg?itok=F-WK2f58
Dentsu Aegis Network removes Kartik Iyer & 3 seniors following sexual harassment allegations

Amidst the ongoing #MeToo movement, where several allegations regarding sexual harassment and sexual assault have come to light, the media and entertainment industry isn’t left behind.

MAM Media and Advertising People

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories