Campaign India Team
Jan 30, 2013

Nokia 'Most Trusted Brand' again: Brand Trust Report 2013

Samsung, Sony, BMW and Tata complete the top five

N Chandramouli (L) and Sachin Bhosle (R)
N Chandramouli (L) and Sachin Bhosle (R)

Nokia continues to be the most trusted brand in India according to 'Brand Trust Report 2013’, the third edition of the annual research-based report by Trust Research Advisory.

The report is based on primary research amongst 2,505 ‘influencers’ from 16 Indian cities across 61 attributes part of the Brand Trust Matrix, and lists 1,100 brands in 211 categories this year.

Samsung has moved up two ranks to come up to second place in according to the report. Sony has also gained two places, and completes the top three. BMW is the biggest gainer in the top 10, as the German car manufacturer has gained 20 ranks to come the fourth most trusted brand in India and the most trusted automobile brand. Maruti Suzuki previously held that position.

Tata, which came in second in 2012, is now fifth in the list. Godrej has gained five ranks from 2012 and is now sixth. Reliance moves from tenth position to seventh. Bajaj lost one place from 2012 and is now in eighth place. Other than Nokia, Airtel is the only brand in the top 10 that has not moved, retaining its ninth spot. LG has lost seven places and is ranked 10th for 2013.

Coca-Cola replaces Pepsi, Tata Nano tops

Coca-Cola has replaced Pepsi as the most trusted aerated soft drink. Pepsi held that position for the first two years of the Brand Trust Report. Tata's Nano is as India's most trusted four-wheeler car brand, while Honda City is the most trusted sedan. Tide leads the list of consumer products. Surf Excel comes in second place. HCC tops the list of infrastructure brands, DLF leads in real estate and IIT leads in the education sector. In F&B, Parle G is the most trusted biscuit brand and Cadbury's Dairy Milk ranks highest among chocolate bars.

The category of Internet is ruled by Google. Facebook comes second out of the 25 brands this year. Anna Hazare is the most trusted personality in India, and its rank has risen in trust from 106 last year to 87 this year. In the same list, Aamir Khan ranks second (up from his fifth last year) and Salman Khan slips to third. Indigo Airlines is this year's most trusted airline as Air India slips to second position. The IPL was the most trusted sports brand in India. Liverpool moved down to second position for this category. 

Commenting on the research, N Chandramouli, CEO, Trust Research Advisory, said, "Trust is the basis of all commerce, and Brand Trust is the only precise and scientific measure of this extremely important brand marker. As vital as it is, Brand Trust is also commensurately complex, making its measurement an intellectually difficult and physically tedious task. Brand Trust has become an universal and vital proxy for all the different experiences that a brand generates, making it possible for brands to accurately allocate resources and measure results."

The research was conducted between July and November 2012.

Source:
Campaign India

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