MAM

Brand Trust Report 2019 unveiled; springs surprises

A change in methodology has sprung a number of surprises in BTR 2019

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/06/06/tra.jpg?itok=w_vF0Cld

BENGALURU: TRA’s Most Trusted Brands Report, India Study, 2019 (BTR 2019) was unveiled in Bengaluru Today. The ninth edition of the report came up with a few upsets in brand rankings as compared to the previous years’ reports. A change in methodology has sprung a number of surprises in BTR 2019. The foremost among the changes is that respondents were additionally asked to name the category while naming 183 brands each. This helped remove even the slightest human interpretation subjectivity that could have crept in during analysis says TRA. The improved methodology helped create 65 new categories with new category leaders informs TRA.

Computer brand Dell jumped up to first place as the most trusted brand in India from a survey of sample size 2,315 ‘consumer influencers’ across the country. Another major eyebrow raiser, that begs to question the validity of the report is brand ‘Jeep’ at second place, followed by Indian Insurance giant LIC at third rank. Amazon came in at rank four followed by Apple iPhone at fifth place.

Among the top 10 brands in the 2019 report are three Indian brands, whilst among the top 20, were seven Indian brands. Besides LIC, the other Indian brands among the top 20 most trusted brands were Maruti Suzuki (overall rank #9), State bank of India (overall rank #10), Airtel (overall rank #11), Tanishq (overall rank #14),  Amul (overall rank #16) and Reliance Jio (overall rank #17).

In the category of media brands, - Newspaper – English (Media-Print) Times of India (overall rank #142), Hindustan Times, (overall rank #292) The Hindu (overall rank #474), DNA  (overall rank #796) and Hitavada  (overall rank #840) were the most trusted brands, with TOI the leader in the category.

In the Hindi GEC (Media-TV) Star Plus was the most trusted brand (overall rank #375) followed by Zee TV (overall rank #677) followed by Colors (overall rank #809).

In the Hindi News (Media-TV) category, Aaj Tak was ranked first (overall rank #183), followed by ABP News (overall rank #199), India TV (overall rank #271), NDTV India (overall rank #296) and Zee News (overall rank #402) in that order.  

The DTH category was led by Tata Sky (overall rank #236) followed by Dish TV (overall rank #537), Videocon d2h (overall rank #933) and Airtel DTH (overall rank #953) in that order.

Besides a section that ranks 1,000 brands, there is a section in the report that shows the ranking of brands category-wise under 37 super categories, which have been further divided into categories and sub-categories. Since a number of brands have many other brands within their umbrella, BTR 2019 has a new section – ‘Group Brand portfolios’. A case in point is brand Tata which has 23 brands under it that include Tanishq Jewellery, Tata Motors and its sub brand Tata Indica. However, conspicuous by their absence in the Group Brand portfolios were HUL and its associated companies brands and the diverse brands under ITC.

“We were also surprised at the results that the survey threw up, we cross checked the listings, including Jeep,” said TRA’s Research Director Sachin Bhosle.

TRA avers in its media release that the Brand Trust Report 2019 is the result of a comprehensive primary research conducted on the proprietary 61-Attribute Brand Trust Matrix of TRA. This year’s study involved 15,000 hours of fieldwork, and generated 5 million data points and 9,000 unique brands, from which the top 1000 brands have been listed in this year’s report. The study covered 2,315 consumer-influencers across 16 cities in India. Indian Statistical Institute is TRA’s statistical partner for the research methodology.

TRA Research provides Buying Propensity Reports mined from more than 30 million data points on brand intangibles of 9,000 brands and also provides bespoke studies based on the same matrices. TRA Research is also the publisher of TRA’s Brand Trust Report and of India's Most Attractive Brands.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/08/netflix_5.jpg?itok=1LFY5Hkq
Brands go creative for 2020 mood calendar meme trend

NEW DELHI: If people could borrow something from Harry Potter this year, it would probably be the time turner. Who wouldn’t want to go back and undo the year 2020 or stop COVID2019 from crippling the world? But since Muggles can’t do that, they must make do with the memes. Social media never backs...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/07/kfc.jpg?itok=EJF0QYTl
KFC’s super 7 days are here!

NEW DELHI: KFC India presents The Super 7 Days - a week of jaw-dropping discounts and irresistible combos of your KFC favourites! Yes, you heard that right. With savings of up to 42%, and unmatched value and variety, these Super 7 Days are everything that a KFC-lover wished for. From August 10th to...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/07/sam.jpg?itok=0QA7NqLZ
Advertising veteran Sam Balsara demands stimulus package from government

NEW DELHI:  Lamenting the lack of support from Indian government, and Madison Communications founder and CMD Sam Balsara demanded a stimulus package for the advertising industry. He was speaking to Governance Now MD Kailashnath Adhikari on ‘Impact of Covid-19 on media and entertainment industry and...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/07/csk.jpg?itok=O7D_OVhe
Equitas Small Finance Bank Limited is now the official retail banking partner of Chennai Super Kings

Equitas Small Finance Bank Limited (the “Bank”), the largest small finance bank ("SFB") in India in terms of number of banking outlets as of March 31, 2019 (Source: CRISIL report), becomes the official retail banking partner for Chennai Super Kings. The Bank becomes the official retail banking...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/07/war.jpg?itok=PeFJihCI
WATConsult, Pigeon India launch #StandByNursingMoms campaign breastfeeding week

NEW DELHI: Aiming to simply extend the brand's support towards nursing mothers, who go through emotional upheaval and uncertainty during this phase of their lives, the campaign was executed as an online social experiment. The central video piece for the campaign was taken live across the social...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/07/oram.jpg?itok=KlV7OYBw
Ormax Media launches India’s first Approval Rating Poll of Prime Minister & Chief Ministers

NEW DELHI: Media consulting firm Ormax Media has announced the launch of The Ormax Prime Minister & Chief Minister Approval Rating. Based on continuous nationwide tracking across 22 states and one Union Territory, the polling tool covers 275+ cities and towns in India, with a monthly sample...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/07/bayc.jpg?itok=JcnjfLLs
BARC week 30: Rummy Circle returns to the list

NEW DELHI: The Broadcast Audience Research Council (BARC) of India has released its data for top advertisers and brands for the period between 25 July to 31 July 2020. The data reflects the top 10 advertisers and brands across genres on India television, 2+ Individuals, NCCS All demonstrating ads...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/07/budwiser.jpg?itok=aixsETSQ
Budweiser 0.0 launches #RuleTheNew initiative in association with Zoya Akhtar and Jay Oza

NEW DELHI: In a bid to inspire and empower consumers to safely adapt to the new normal, Budweiser 0.0 has unified creator communities and individuals across the country in its latest initiative called ‘Rule the New’. As we press play on our lives, individuals across the country are eager to step...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/07/boss.jpg?itok=8FTu7Chb
Jubilant FoodWorks forays into FMCG category with 'ChefBoss'

Jubilant FoodWorks Ltd (JFL), one of the largest foodservice companies in India and master franchisee of Domino's Pizza and Dunkin' Donuts, today announced its entry into the Rs 500 crore ready-to-cook segment with the launch of a new brand, 'ChefBoss'.

MAM Marketing Brands

Sign up for our Newsletter

subscribe for latest stories

* indicates required