The Brand Trust Report, India Study, 2011

For copyrights and licensing, please visit www.trustadvisory.info

India’s Most Intensive Study on Brand TrustTM

Researched & Published by


Introduction to Brand Trust ReportTM

We live in a trust deficit era. Unfortunately, as we evolve socially, technologically and psychologically, our trust

deficit only grows. Ally countries don’t trust each other, as much as honest,

patriotic citizens don’t trust their governments. Companies dread to place complete trust in their

employees, and investors don’t trust the companies they place their money with.

The Brand Trust Report will help you understand why brands are trusted. And, what brands have done to

maintain and improve this critical bond of trust.


What is a Brand?

• Any transactable idea has potential of a brand• Imagine an idea to have a soul. In its most

elemental state this is the brand• Like the soul, the brand just exists• But with proper communication and correct

action, the soul can reach greater heights


What is Trust?

• Trust is the primary bond in any engagement• Like primary colors, all relationships are based

on the primary bond of trust• Therefore the most important ingredient in

any exchange• Social order, reciprocity, pride, love, influence,

leadership etc. are all based on trust


What is Brand Trust?TM

• Brand TrustTM is the ‘Soul of the primary bond of engagement’

• Much more than pedigree, size, there are many subtler forces which influence Brand TrustTM

• Trust Research Advisory has researched Trust to be comprised of 61-different components

• The 61-components have been grouped into 10 Composites


TRA’s Proprietary Composites of Trust MatrixTM

TRUST


The Brand Trust Report, India Study, 2011

• 9 cities• 61-components of Brand TrustTM

• 2310 ‘influencer’ respondents• 10,000 hours of fieldwork• 16,000 brands• 10,00,000 data-points

INDIA’S MOST COMPREHENSIVE & INTENSIVE STUDY ON BRAND TRUST.TM


Study partners

India’s leading institute devoted to the research, teaching and application of statistics, natural sciences and social sciences

Role: Statistical analysis, Brand Trust Index, Statistical consistency

An organization focused on authentic and accurate fieldwork.

Role: 9 city fieldwork and data collation


• Pages: 116• Language: English• Media type: Print (Hardcase)• Published by: Trust Research Advisory• Publication date: January 18, 2011• ISBN: 978-81-920823-0-1• Price: INR 4350/- (US$ 97)


Industry Leaders Contribution to BTR(A few excerpts)

“Trust is a vast emotional territory for a brand with different nuances. Trust as a value evolved to being more about empathy which helps the brand delivery powerful and innovative experiences to its customers.”Adi Godrej, Chairman, Godrej

“Mahindra considers its employees as most important in building trust for its brand…products become comoditized, whereas a unique culture… is very

difficult to emulate or beat.”Anand Mahindra, Vice-Chairman& MD, M&M


Industry Leaders Contribution to BTR(A few excerpts)

“The trust on the Infosys brand stems from our belief in conducting ourselves in a manner that will earn the respect of all our stakeholders.”S. Gopalakrishnan, CEO, Infosys

“Our employees, customers and our network are critical factors in our brand’s success. The aspiration quotient

of Mercedes-Benz is judged by the passion of our customers for our brand.”

Dr. Wilfreid Albur – MD & CEO, Mercedes-Benz, India


Press reports


India’s top 300 Most Trusted Brands, 2011All

India Rank

BrandAll

India Rank

Brand

1 Nokia 13 Hero Honda

2 Tata 14 Reebok

3 Sony 15 ICICI

4 LG 16 Vodafone

5 Samsung 17 Colgate

6 Reliance 18 Bata

7 Maruti 19 Haier

8 LIC 20 Raymond

9 Airtel 21 Adidas

10 Titan 22 Godrej

11 State Bank of India 23 HP

12 Bajaj 24 Lux

All India Rank

Brand

25 Philips

26 Levi’s

27 Dell

28 HDFC

29 HCL

30 Microsoft

31 Nike

32 IBM

33 BMW

34 Onida

35 Infosys

36 Pepsi



India Rank

BrandAll

India Rank

Brand

37 Wipro 49 Apple

38 Idea 50 McDonald’s

39 Hindustan Unilever 51 Intel

40 Pond’s 52 Peter England

41 Dove 53 Woodland

42 Videocon 54 TVS

43 Hyundai 55 BPL

44 Lee 56 Fastrack

45 Dabur 57 Amul

46 Dettol 58 Parle

47 Lakme 59 Sachin Tendulkar

48 Birla 60 Coca-Cola

All India Rank

Brand

61 Garnier

62 Loop

63 ITC

64 Whirlpool

65 BSNL

66 Toyota

67 Britannia

68 Mahindra

69 Puma

70 Google

71 Axe

72 Johnson & Johnson



India Rank

BrandAll

India Rank

Brand

73 Panasonic 85 Big Bazaar

74 Ford 86 Lenovo

75 Yamaha 87 Rado

76 TCS 88 HSBC

77 MRF 89 Axis Bank78 Kotak Mahindra 90 Cadbury

79 L & T 91 KFC

80 Micromax 92 Sony Ericsson

81 Mercedes-Benz 93 Sunsilk

82 Sahara 94 Arrow

83 Provogue 95 Ray-Ban

84 Blackberry 96 Motorola

All India Rank

Brand

97 Kingfisher

98 Sonata

99 Pepsodent

100 Pantene

101 Zodiac

102 Fair & Lovely

103 Van Heusen

104 Audi

105 Maggi

106 Aircel

107 Yahoo!

108 Timex



India Rank

BrandAll

India Rank

Brand

109 Lay’s 121 Nestle

110 Acer 122 Park Avenue

111 Pears 123 Limca

112 Horlicks 124 Voltas

113 Louis Philippe 125 Pantaloons114 Parachute 126 Skoda

115 Reynolds 127 VIP

116 Parker 128 Pizza Hut

117 Lifebuoy 129 Gillette

118 Suzuki 130 Vimal

119 Tanishq 131 DLF

120 Bisleri 132 Canon

All India Rank

Brand

133 Cipla

134 ZOD!

135 L’Oreal

136 Amway

137 MDH

138 Complan

139 Rolex

140 Rin

141 Head & Shoulders

142 Sansui

143 Himalaya

144 Uninor



India Rank

BrandAll

India Rank

Brand

145 John Players 157 Siyaram

146 Nirma 158 Usha Fans

147 Polo 159 Tata Motors

148 Zatak 160 Santoor

149 Citizen 161 RBI150 Docomo 162 Ferrari

151 The Times of India 163 Jockey

152 Gucci 164 Olay

153 Jaipan 165 Tommy Hilfiger

154 Taj Hotels 166 Hitachi

155 Lifestyle 167 Hamam

156 Boost 168 Maxx

All India Rank

Brand

169 Bru

170 Natraj

171 Vaseline

172 Tata Steel

173 Spykar

174 Cinthol

175 Armani

176 Indian Oil

177 PVR

178 MTNL

179 Pepe

180 Vatika



India Rank

BrandAll

India Rank

Brand

181 Reid & Taylor 193 Wills

182 Compaq 194 Ranbaxy

183 Citibank 195 HMT

184 Nakshatra 196 Fanta

185 Prestige Cookers 197 Toshiba186 MTS 198 Oriflame

187 NIIT 199 Clinic All Clear

188 Surf Excel 200 Lee Cooper

189 Indiabulls 201 Haldirams

190 Aaj Tak 202 B.E.S.T.

191 Cello 203 Bournvita

192 Nikon 204 Nescafe

All India Rank

Brand

205 Air India

206 Honda City

207 Volvo

208 IDBI

209 ACC

210 O2

211 Miranda

212 Close Up

213 Pureit

214 Denim

215 Rexona

216 Good Day



India Rank

BrandAll

India Rank

Brand

217 Paragon 229 Thums-Up

218 Dairy Milk 230 Orra

219 Castrol 231 Exide

220 Red Label 232 Mahatma Gandhi

221 Tide 233 Vicks222 Vicco 234 NDTV

223 Anchor 235 Diesel

224 Dish TV 236 Medimix

225 Shell 237 Khadim’s

226 Koutons 238 Knorr

227 Allen Solly 239 Fa

228 Asian Paints 240 Kelvinator

All India Rank

Brand

241 All Out

242 Aamir Khan

243 UTI

244 Aashirvaad

245 Boroline

246 Volkswagen

247 DNA

248 Café Coffee Day

249 Kent

250 Canara Bank

251 Nova

252 Tata Sky



India Rank

BrandAll

India Rank

Brand

253 Bank of India 265 Vivel

254 Orkut 266 ICICI Prudential

255 Pulsar 267 India Today

256 Shoppers Stop 268 Indian Railways

257 Apollo 269 Domino’s 258 Kinley 270 Sprite

259 Ambuja Cement 271 Colors

260 D & G 272 Dolphin

261 MTR 273 HTC

262 Nivea 274 Killer

263 Glaxo 275 Versace

264 Food Bazaar 276 Accenture

All India Rank

Brand

277 Hero

278 Gold Flake

279 Action

280 Star

281 Oracle

282 Sparx

283 TBZ

284 Taj Mahal Tea

285 Himani

286 Neutrogena

287 Croma

288 Swift



India Rank

Brand

289 Westside

290 Intex

291 Paaneri

292 Emami

293 Cognizant

294 Slice

295 Facebook

296 i-10

297 Cisco

298 Anandabazar Patrika

299 Aditya Birla Money

300 Esprit


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The Brand Trust Report, India Study, 2011

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