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=FSMySk7V

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/2020/11/23/outdoor.jpg?itok=YUlc1U2t
Times OOH acquires media branding rights of Chennai’s billboards

NEW DELHI: Times OOH has acquired exclusive media rights over Chennai’s central and southern billboards. Located in the heart of the city at Chetpet and iconic spots at OMR, these mediums cover some of Chennai’s prime and busiest areas from Chetpet bridge to Perungudi and Sholinganallur toll plazas...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/11/23/paytm.jpg?itok=Y5Oj3rF2
Re-imagining online events: Paytm Insider introduces new platform features to enhance the online events experience

Do you remember how magical it was when 10,000 fans sang along with your favourite band live? Or the sweeping excitement of cheering with tens of thousands of fellow cricket fans in the stadium? Or the collective gasp when an unlikely wicket fell? This shared feeling of excitement has not yet been...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/11/23/duka.jpg?itok=UdVP_n5L
Dukaan’s tribute to store owners & merchants clock 3 million views in 12-hours

NEW DELHI: In an attempt to honour the role of store owners and merchants in the covid-2019 lockdown and highlight their plight, Dukaan released a heart-touching video campaign, #EkNayiShuruat!, on Diwali. video narrated the tale of a shopkeeper who sells sweets and snacks, lending a brief insight...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/11/23/petit.jpg?itok=pcdKNO8s
International mindfulness and meditation app Petit BamBou now available in India

Petit BamBou, the leading freemium, non-religious, mindfulness app in Europe that helps people cultivate a healthy habit for their mental well-being, is now available in India. With 6.4 million users worldwide, Petit BamBou is one of the most downloaded apps in the Health and Fitness category, and...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/11/23/shov.jpg?itok=S0gMsCyv
Kiko TV rebrands as 'assisted shopping' app

MUMBAI: Kiko TV has announced its repositioning from a short format video app to an assisted shopping experience platform, making it India’s first AI-powered video and live commerce platform in the assisted shopping segment.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/11/23/9stcaks.jpg?itok=k1z76Mst
9stacks all set to host ‘India’s First ever HEADS UP Poker Championship’ starting 24th Nov 2020

This November, 9stacks, a leading pioneer of online poker, is all set to host the highly anticipated 'Heads Up - Poker Championship'. Heads Up play is considered one of the most strategic forms of play in poker because the game is against the player and not just the cards. In such Heads Up matches...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/11/23/airtel.jpg?itok=WGNdscBS
Vedantu & Airtel DTH take quality education to TV screens

NEW DELHI: The DTH arm of Bharti Airtel (Airtel) and ed-tech brand Vedantu have announced a tie-up to enable students across India to access quality education.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/11/23/meru-intermiles.jpg?itok=mhE7CiHa
Meru partners with loyalty & rewards programme, InterMiles

Mumbai: Meru Mobility has partnered with loyalty and rewards programme, InterMiles. The tie-up will provide access to a host of Meru services including airport transfers, car rentals and point-to-point transfers on the InterMiles platform.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/11/23/yaap.jpg?itok=oKQgg69v
Zepth appoints YAAP as creative and digital agency

NEW DELHI: Specialised content agency YAAP has won the mandate for Zepth and will be tasked with expanding and building the global construction software company’s digital presence and communications. This will include brand and communication development across social media and digital media...

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories

* indicates required