BAV: Who do you bank on?

Rediffusion Y&R’s brand asset valuator (BAV) measured brands across 48 imagery attributes. According to the agency, this helps in knowing not just how strong a particular brand is at an overall level, but also how it is perceived across these imagery attributes.

 

 

 

State Bank of India leads the way when it comes to trustworthiness, improving on its second spot from 2013. It is followed by HDFC Bank in second place, which has gained four places from its sixth ranking in 2013. 

 

The huge number of public sector banks in the top 20 list reflects the mindset of the Indian customer who still thinks of the government banks to be more safe and reliable. The biggest gainer has been Bank of Baroda, which has jumped 10 places from 14th in 2013 to number four, while the biggest loser on trust has been Punjab National Bank, which has dropped eight places from fourth to 12th. ICICI Bank has gained significantly on trustworthiness, jumping to seventh position from 15th in 2013. HSBC has maintained its position as 20th, while Standard Chartered Bank which was ranked 17th in 2013, has crashed out of the top 20 list.

 

(Navonil Chatterjee is the chief strategy officer at Rediffusion Y&R India. The Brand Asset Valuator (BAV) India 2017 study was conducted across 16 centres and tracked the opinions of 10,529 respondents in the age group of 18-65 years, spanning across SEC A, B and C.)

 

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