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In The Brand Trust Ranking Game...

Monday, February 03, 2014
By Mayura Shanbaug

Audi, BMW Shock, Micromax, Hero Motocorp Surprise

Brand matrix's are changing. And surprisingly, yesterday's big boys have dropped on the charts. So says a just released study. And the shocker is that 'Audi' the pride of most car owners has moved down from the 14th rank in 2013 to 323th  in 2014. Similarly, the  German  BMW has lost its 4th ranking of last year to end up at 150th position this year. This was revealed by the Brand Trust Report, India Study ,2014, last week. The study is a comparison of the trust held in brands across all the sectors in India.

Samsung has emerged as India’s most trusted brand this year. Sony ranks as India’s 2nd most trusted brand followed by Tata which has ranked 3rd this year. In 2013, the three brands had ranked second, third and fifth respectively.  LG, ranks 4th in this year’s list, followed by the three year leader, Nokia, at 5th place.

There are some surprise gainers as well . Micromax, the Indian mobile manufacturer which has signed Hollywood star Hugh Jackman as their brand ambassador has moved up to 45th position this year from the 119th place last year. The Indian brand is gaining popularity for its smart phones at affordable prices. Other gainers include Mahindra & Mahindra which has ranked 10th most trusted brand this year   compared to its 79th position last year.

Hero Motocorp is another success story as far as customer trust is concerned. In 2011 when it parted ways with Honda it ranked  86th, but within two years it managed to reemerge as a brand with astrong presence  and trust and ranked 7th  this year redefining the success story. Hewlett Packard move up fourteen ranks over last year to become India’s 6th most trusted brand.

The clear trend that emerged this year tells the story of the nation plagued with high inflation and higher cost of living. “The brands in the luxury segment like cars, electronics and lifestyle products have taken a direct hit losing majorly in the ranking, whereas brands that fall in functional or  utility segments have been net gainers,” said N. Chandramouli, CEO, Trust Research Advisory (TRA), a company dedicated to understanding and simplifying concepts related to Trust.

“The clear focus is on the value for money this year ,”added Chandramouli.  “Among the top 100 Most Trusted brands, 75 were net gainers while 25 took a fall. The gainers garnered an average of 86.23 ranks, while those that fell took a dip of 27.16 ranks on average, showing that the average gain among the top hundred beats the average loss in ranks by 317%,” he said.

An analysis of the 100 most trusted brands in 2014 revealed that most brands were represented from Diversified with 11, Consumer Electronics with 10, Bath/Beauty with 9, Mobiles with 8, 4-Wheelers, Telephony, and 2-Wheelers with 4 each, and Personal Technology, Sportswear and Aerated Drinks with 3 brands each.  

The Brand Trust Report, the fourth in its series, is conducted on the proprietary 61-Attribute Trust Matrix of TRA . This year’s study involved 15000 hours of fieldwork covering 2500 consumer-influencers across 16 cities in India and generated 5 million data points and 20,000 unique brands from which the top 1200 brands have been listed in this year’s report.

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