Trust Motion

Written by fe Bureau | Updated: Feb 12 2013, 06:46am hrs
For any brand, winning the consumer's trust is perhaps the most important agenda. And it is this somewhat intangible brand marker that research firm Trust Research Advisory seeks to capture for 1100 of India's many brands in its annual Brand Trust Report. This year, telecom brand Nokia walked away with the title of India's most trusted brand, the third time in a row. The second place has been bagged by Samsung while Sony captured the third place. Both Samsung and Sony moved up by two ranks from last year, respectively. Interestingly, automotive brand BMW which grabbed fourth place this year, moved up 20 ranks over last year.

Tata Tea which secured fifth position this year witnessed a drop after having secured second place in the previous two years. Godrej is the sixth most trust brand, followed by Reliance at number seven, Bajaj at number eight, Airtel at number nine and LG at tenth position. Some of the big brands that witnessed a downslide were Pepsi (sliding down from the 16th position it held in 2012 to 69th position), Vodafone moving from 17 to 41, and Maruti Suzuki from sixth position to 37th position.

The 2013 Brand Trust Report also provides a glimpse of the most trusted brands as per different categories. In the apparel section, Raymond leads the fabric category, followed by Belmonte, Vimal, Siyaram's, Bombay Dyeing, S.Kumar's. Reid & Taylor, Mayur Suitings, Mafatlal, Grasim and Oswal. In the casualwear category, Lee is at number one and Levi's at number two, followed by Spykar, Pepe, Killer respectively in the next three positions. In formalwear, Arrow leads the category with Zodiac, Park Avenue, John Player, Peter England, Allen Solly, Van Heusen, Cambridge, Thomas Scott trailing behind.

Moreover, the report divided the automobile category into three sub-categories. The hatchback section witnessed Nano grabbing the accolades for being number one, while Chevrolet Spark bagged the second spot with Maruti Suzuki Swift, Nissan Micra and others following. Interestingly, Nano this year became India's most trusted cCar in all three segments combined hatchback, sedan and SUV/MUV. In the sedan section, Honda City grabbed the first place, with Toyata Etios winning the second place. While Mahindra Logan grabbed the third spot, Ford Ikon won the fifth place. In the luxury section, BMW became India's most trusted brand beating Maruti Suzuki which had held the position two years in a row. The second spot has been grabbed by Audi, with Sokda, Ferrari, Mercedes Benz and Jaguar following the rest.

The report was based on primary interviews with 2505 influencer respondents across 16 cities. The average respondent interview took two hours and total fieldwork time crossed 13,000 hours generating nearly 3 million datapoints and 19,000 unique brands.