The Brand Trust Report - AbsoluteAstronomy.com

The Brand Trust Report, India Study, 2011 (ISBN 978-81-920823-0-1) is published by Trust Research Advisory (TRA). The book is a result of a syndicated primary research

Primary research

Primary research consists in research to collect original primary data. It is often undertaken after the researcher has gained some insight into the issue by collecting secondary data...

on Brand Trust that generated 10,00,000 data points and 16,000 unique brands from over 10,000 hours of fieldwork conducted in 9 cities TRA’s study partners in this research were Indian Statistical Institute (ISI) and eNxt Financials http://www.e-nxt.com/. The research report

Report

A report is a textual work made with the specific intention of relaying information or recounting certain events in a widely presentable form....

is available in hardcase.

The basis of the study is the proprietary 61-components of Brand Trust, conducted across 2310 corporate respondents targeted in this study who have an influencers’ profile. The report has a detailed analysis of the Most Trusted Brands in India and has listings of the All-India 300. The report will be useful to Communicators, CEOs, Advertisers and professionals of Public relations in India

Public relations in India

Public relations, despite being over a century old across the world, began in India in the early 1990s. Though there were several individuals and small companies which started even before that, they offered PR with the limited scope of media relations only...

BTR - A study of the Indian Influencers' Mindset

Salaried Individuals (Businessman/women to be excluded)
Male / Female
Age Group – 18 to 50 years (Must have completed 18 years and not exceeded 50 years)
SEC – A / B
Must not be less than a monthly personal income of INR 15,000/- (US$ 333) (i.e. more than Rs. 1,80,000/-[US$4000] per annum)
Must be employed in an organization having more than 200 employees across branches (Pan India)
Must be employed in an organization having more than INR 50 crores (US$ 11mn) turnover
Must not be employed with any Local Courier Company, Public Relation, Market Research, Advertising, BPO or KPO
Not more than 15 interviews to be conducted in an Organization

Understanding Brand Trust Through Composites

Trust, in its most basic form, is the quality of anything being considered trustworthy or believable. This environment of trust is the essential foundation for any progressive transaction to take place, and it is the primary bond on which every other positive response is built.

There have been various theories of Brand Trust, but none which is comprehensive. In our research, we approached Brand Trust from the viewpoints of the Trustor (the one trusts), Trustee (the one who is being trusted) and the Environment. All three are quintessential to build a strong edifice of Brand Trust.

Brand Trust is built on three levels of foundation. The first level of foundation is to create the ‘Capacity to Trust’ in the Trustor, by making the environment conducive for assuming a degree of vulnerability in the relationship. The second foundation is to build a ‘Perception of Positive Intention’, in which the intent of the Trustee must be perceived as beneficial to the relationship. The third and final foundation of building trust is to showcase that the Trustee has ‘Relevant Competence’ for the trust assigned.

These three foundations of Brand Trust are made up of 10 Composites grouped from 61 primary attributes of Brand Trust. Here, we discuss these three stepping stones to Brand Trust in their sequential order.

The BTR A-List - Ten Most Trusted Brands in India

Nokia stands out as India’s most trusted brand. Significant, however, is the fact that a comparison of the Brand Trust Indices of Nokia with the second most trusted brand, Tata, is higher by more than 26%, leaving a large gap between the indices of the two. Sony, which takes the third place in the Brand Trust study is 18% behind Tata. With the same trend flowing down, average Brand Trust Index differences in the first 10 brands is just a little than 17% showing that wide gaps exist in the BTR A-List. Just to show how distanced the Brand Trust indices in this list are, the BT index of the first, Nokia, leads fifth on the list, Samsung, a whopping 229%.

The Brand Trust of the jointly-owned brand Reliance makes a valid case for both groups contributing significantly to its sixth position. The Tata Group is the only one to have two brands in the top 10, with Titan making entry at the tenth position. The significance of trust placed on brands like Maruti and LIC lend to the immense potential that public sector units (current and erstwhile) have/had, both of which have been able to ably monetize the trust placed in them. Airtel is the only mobile operator in the privileged top 10 BTR list.

Further, the high skewing of Brand Trust in favor of the top 5 brands is evident since the Brand Trust index total of the first 5 brands is five times the total BT index of the next 45 brands.

Analysis of Brand Trust by Categories

The category that gets the highest trust score is the white-goods segment titled Durables in this graph. This is followed very closely by Personal Gadgets (which includes mobile phones, cameras) and a high involvement category like Finance is third highest on Category Trust.

Despite their highly tangible nature and the perception of size, Large Industries and Manufacturing sectors are bottom-scrapers; their intense focus on the tangibles itself may be their undoing (implying that they may be lacking focus on the intangible and behavioral attributes, leading to an erosion of trust). Healthcare is also among the lowest Brand Trust categories despite the thought that what this sector would need the most is trust. What maybe most reflective of our times is perhaps the Category Trust of Media (specifically news media) which dots the very bottom, and has the lowest trust among categories.

Food & Beverage, a category among the top 300, features the largest number of brands, garnering more than 11% of the brands. Personal Accessories and Consumer Products are close behind (with approximately 9% of the numbers each). There are 22 brands from Internet & Technology (which includes hardware, software & internet). Healthcare, Media and Manufacturing, apart from having the lowest Category Trust, also feature the least number of brands.

Analysis of Brand Trust by Zones

India is a land of paradoxes and understanding its contradictions can be really difficult. With 28 states, 7 union territories, 22 official languages, and 13 dialects for the national language Hindi alone, India is a mosaic with intricacy at its best. Even within the four zones of India, the differences between States are stark, and sometimes even confusing. An inter-culture diffusion is setting in, largely on account of job related migrations. Despite this, the unique regional distinctions are still sharp as ever, and understanding the cultural, social and behavioral aspects of the local regions is imperative for understanding India as a whole.

In this chapter we try to understand how the various zones exhibit their trust on brands, and by this exercise we may perhaps create one more way to understand the four zones, and thereby India, better.
In this study, the 2217 valid respondents (reduced from 2310, after eliminating 93 respondents who showed bias in their answers) were divided city-wise, and the zone numbers were kept close to the population estimation figures of these zones for 2010.

List of Fifty Most Trusted Brands in India for 2011

The 50 Most Trusted Brands in India, listed from a total of 16,000 brands studied in the report

1. NOKIA

Nokia

Nokia Corporation is a Finnish multinational communications corporation that is headquartered in Keilaniemi, Espoo, a city neighbouring Finland's capital Helsinki...

2. TATA

Tata

- Companies :* Tata Group, India's largest business group and multinational company** List of entities associated with Tata Group- People :* Tata family, an influential family of India owning the Tata Group** Jamsetji Tata, known as the father of Indian industry...

3. SONY

Sony

, commonly referred to as Sony, is a Japanese multinational conglomerate corporation headquartered in Minato, Tokyo, Japan and the world's fifth largest media conglomerate measured by revenues....

4. LG Electronics

LG Electronics

LG Electronics is a global electronics and telecommunications company headquartered in Yeouido, Seoul, South Korea. The company operates its business through five divisions: mobile communications, home entertainment, home appliance, air conditioning and business solution...

5. Samsung

Samsung

The Samsung Group is a South Korean multinational conglomerate corporation headquartered in Samsung Town, Seoul, South Korea...

6. Reliance Industries

Reliance Industries

Reliance Industries Limited is an Indian conglomerate company headquartered at Mumbai, India. The company operates through three business segments: petrochemicals, refining, and oil and gas, other segment of the company includes textile, retail business, special economic zone development and...

7. Maruti Suzuki

8. LIC

Life Insurance Corporation of India

The Life Insurance Corporation of India is the largest state-owned life insurance company in India, and also the country's largest investor. It is fully owned by the Government of India. It also funds close to 24.6% of the Indian Government's expenses. It has assets estimated of...

9. Airtel

10. Titan

Titan Industries

Titan Industries is the world's fifth largest wrist watch manufacturer and India's leading producer of watches under the Titan, Fastrack, Sonata, Nebula, RAGA, Regalia, Octane & Xylys brand names. It is a joint venture between the Tata Group, and the Tamil Nadu Industrial Development Corporation...

11. State Bank of India

State Bank of India

The State Bank of India is the largest Indian banking and financial services company with its headquarters in Mumbai, India. It is state-owned. The bank traces its ancestry to British India, through the Imperial Bank of India, to the founding in 1806 of the Bank of Calcutta, making it the oldest...

12. Bajaj Group

Bajaj Group

Bajaj Group is an Indian conglomerate founded by Jamnalal Bajaj in 1926, Mumbai. Bajaj Group is one of the oldest & largest conglomerates based in Mumbai, Maharashtra. The group comprises 34 companies & its flagship company Bajaj Auto is ranked as the world's fourth largest two & three wheeler...

13. Hero Honda

Hero Honda

Hero MotoCorp formerly Hero Honda is a motorcycle and scooter manufacturer based in India. Hero Honda started in 1984 as a joint venture between Hero Cycles of India and Honda of Japan. The company is the largest two wheeler manufacturer in India...

14. Reebok

Reebok

Reebok International Limited, a subsidiary of the German sportswear company Adidas since 2005, is a producer of Athletic shoes, apparel, and accessories. The name comes from the Afrikaans spelling of rhebok, a type of African antelope or gazelle...

15. Infosys

Infosys

Infosys Limited, formerly Infosys Technologies Limited is a global technology services company headquartered in Bangalore, India. It is the second largest IT exporter in India with 133,560 employees as of March 2011. It has offices in 33 countries and development centers in India, China,...

16. Vodafone

Vodafone

Vodafone Group Plc is a global telecommunications company headquartered in London, United Kingdom. It is the world's largest mobile telecommunications company measured by revenues and the world's second-largest measured by subscribers , with around 341 million proportionate subscribers as of...

17. Colgate (toothpaste)

Colgate (toothpaste)

Colgate is an oral hygiene product line of toothpastes, toothbrushes, mouthwashes and dental floss.-Duraphat:Duraphat is a professional strength paste intended for the treatment and prevention of dental caries....

18. Bata

Bata Shoes

Bata Shoes is a large, family owned shoe company based in Bermuda but currently headquartered in Lausanne, Switzerland, operating 3 business units worldwide – Bata Metro Markets, Bata Emerging Markets and Bata Branded Business. It has a retail presence in over 50 countries and production...

19. Haier

Haier

Haier Group is a multinational consumer electronics and home appliances company headquartered in Qingdao, Shandong, People's Republic of China. Its products include air conditioners, mobile phones, computers, microwave ovens, washing machines, refrigerators, and televisions...

20. Raymond Group

Raymond Group

Incorporated in 1925, Raymond Group is one of India's largest branded fabric and fashion retailers. It is one of the leading, integrated producers of worsted suiting fabric in the world, with a capacity of producing 31 million meters of wool & wool-blended fabrics.The Group owns apparel brands...

21. Adidas

Adidas

Adidas AG is a German sports apparel manufacturer and parent company of the Adidas Group, which consists of the Reebok sportswear company, TaylorMade-Adidas golf company , and Rockport...

22. Godrej Group

Godrej Group

The Godrej Group is an Indian conglomerate headquartered in Mumbai, India. It was founded by Ardeshir Godrej and Pirojsha Godrej in 1897, Lalbaug, Mumbai...

23. HP

24. Lux (soap)

Lux (soap)

Lux is a global brand developed by Unilever. The range of products includes beauty soaps, shower gels, bath additives, hair shampoos and conditioners. Lux started as “Sunlight Flakes” laundry soap in 1899....

25. Philips

Philips

Koninklijke Philips Electronics N.V. , more commonly known as Philips, is a multinational Dutch electronics company....

26. Levi's

27. Dell

Dell

Dell, Inc. is an American multinational information technology corporation based in 1 Dell Way, Round Rock, Texas, United States, that develops, sells and supports computers and related products and services. Bearing the name of its founder, Michael Dell, the company is one of the largest...

28. HDFC

29. HCL

HCL

HCL or HCl can stand for:* Hairy cell leukemia, an uncommon and slowly progressing B cell leukemia* Hardware compatibility list...

30. Microsoft

Microsoft

Microsoft Corporation is an American public multinational corporation headquartered in Redmond, Washington, USA that develops, manufactures, licenses, and supports a wide range of products and services predominantly related to computing through its various product divisions...

31. Nike

Nike, Inc.

Nike, Inc. is a major publicly traded sportswear and equipment supplier based in the United States. The company is headquartered near Beaverton, Oregon, which is part of the Portland metropolitan area...

32. IBM

IBM

International Business Machines Corporation or IBM is an American multinational technology and consulting corporation headquartered in Armonk, New York, United States. IBM manufactures and sells computer hardware and software, and it offers infrastructure, hosting and consulting services in areas...

33. BMW

BMW

Bayerische Motoren Werke AG is a German automobile, motorcycle and engine manufacturing company founded in 1916. It also owns and produces the Mini marque, and is the parent company of Rolls-Royce Motor Cars. BMW produces motorcycles under BMW Motorrad and Husqvarna brands...

34. Onida Electronics

Onida Electronics

Onida is an electronics brand, based in India. It was established as "MIRC Electronics" in 1981.-History:Onida was started by G.L. Mirchandani and Vijay Mansukhani in 1981 in Mumbai. In 1982, Onida started assembling television sets at their factory in Andheri, Mumbai. Since then, Onida has...

35. ICICI

Ičići

Icici is a small place located in the north-east part of Istria, Croatia . It is located under a mountain Učka, on the north part of the Adriatic Sea....

36. Pepsi

Pepsi

Pepsi is a carbonated soft drink that is produced and manufactured by PepsiCo...

37. Wipro

Wipro

Wipro Limited formally Western India Products Limited is a global IT services and consulting company headquartered in Bangalore, India. As of 2011, Wipro is the second largest IT services company by turnover in India and employs more than 120,000 people worldwide as of March 2011...

38. Idea Cellular

Idea cellular

Idea Cellular, usually referred to as Idea, is an Indian wireless telecom company based in Mumbai, India. Idea is the 3rd largest mobile services operator in India, in revenue terms, and recorded of over 98.4 million customers as of August 2011....

39. Hindustan Unilever

40. Pond's

41. Dove

Dove

Pigeons and doves constitute the bird family Columbidae within the order Columbiformes, which include some 300 species of near passerines. In general terms "dove" and "pigeon" are used somewhat interchangeably...

42. Videocon

Videocon

Videocon is an industrial conglomerate with interests all over the world, and is a Indian multinational company. The group has 17 manufacturing sites in India and plants in China, Poland, Italy and Mexico. It is also the third largest picture tube manufacturer in the world...

43. Hyundai

Hyundai

Hyundai ) is a global conglomerate company, part of the Korean chaebol, that was founded in South Korea by one of the most famous businessmen in Korean history: Chung Ju-yung...

44. Lee

Lee

- Names :* Lee , a unisex given name* Lee , in English-speaking countries, a common family name with several diverse origins* Li , also transliterated as Lee, a Chinese family name...

45. Dabur

Dabur

Dabur derived from Daktar Burman) is India's largest Ayurvedic medicine manufacturer. Dabur's Ayurvedic Specialities Division has over 260 medicines for treating a range of ailments and body conditions-from common cold to chronic paralysis.-Sustainable Development Society:Sustainable Development...

46. Dettol

Dettol

Dettol is the trade name for a line of liquid and solid antiseptic cleansing products manufactured by Reckitt Benckiser.It is ranked as the 48th most trust brand in India by The Brand Trust Report 2011...

47. Lakme

Lakmé

Lakmé is an opera in three acts by Léo Delibes to a French libretto by Edmond Gondinet and Philippe Gille. Delibes wrote the score during 1881–82 with its first performance on 14 April 1883 at the Opéra Comique in Paris. Set in British India in the mid 19th century, Lakmé is based on the 1880 novel...

48. Birla

Birla

Birla may refer to:* Birla family* Members of the Birla family:** Aditya Birla** Basant Kumar Birla** Ghanshyam Das Birla** Krishna Kumar Birla** Kumar Mangalam Birla...

49. Apple Inc.

50. McDonald's

McDonald's

McDonald's Corporation is the world's largest chain of hamburger fast food restaurants, serving around 64 million customers daily in 119 countries. Headquartered in the United States, the company began in 1940 as a barbecue restaurant operated by the eponymous Richard and Maurice McDonald; in 1948...

The other brands listed among the top 300 published in the report include Amul

Amul

Amul , formed in 1946, is a dairy cooperative in India. It is a brand name managed by an apex cooperative organisation, Gujarat Co-operative Milk Marketing Federation Ltd...

at 57th rank and Sachin Tendulkar

Sachin Tendulkar

Sachin Ramesh Tendulkar is an Indian cricketer widely regarded as one of the greatest batsmen in the history of cricket. He is the leading run-scorer and century maker in Test and one-day international cricket. He is the only male player to score a double century in the history of ODI cricket...

at 59th rank among the 16,000 brands studied.

External links

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