Jan. 31, 2013
The results of the most anticipated brand study, The Brand Trust Report, India Study - 2013 are out and India has chosen its Most Trusted Brands. Nokia and Samsung, India's two most trusted brands, retain the positions South India as well. South Zone's 3rd Most Trusted brand is BMW, which has bettered it's All India 4th rank moving up one slot. Godrej moves up two positions to be the 4th Most Trusted Brand in South and Sony loses two ranks from the national list to be the 5th Most Trusted Brand in South India. Airtel garners extra trust in the South and is the 6th Most Trusted brand in South India gaining three ranks from its All India position. Reliance loses two ranks in South and takes up 9th rank, while Ponds makes a surprising entry at 10th position gaining 13 slots from its All India rank.
Studying India's 500 Most Trusted Brands' movement in the South Zone shows that South India has extremely different preferences as compared to rest-of-India. Out of India's Most Trusted 500, 147 do not make it to the South list. The brands which have over-performed the most in the South as compared to their All India ranks throw up some surprises, and are Zee (up 105 ranks), Maxx (up 63 ranks), TVS (up 59 ranks) and IBM (up 58 ranks). On the other hand, the brands that take the worst trust beating in the South as compared to All India ranks are Dabur Real (down 746 ranks), VIP Bags (down 671 ranks), Chevrolet (down 497 ranks) and AOL (down 486 ranks). TCS rides its' All India 91st rank on its Southern prowess, where speeds past to 29th rank (TCS ranked 561st in West and 300th in North).
N. Chandramouli, CEO, Trust Research Advisory, launched the report and said, "Trust is the basis of all commerce, and Brand Trust is the only precise and scientific measure of this extremely important brand marker. Brand Trust is a 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. We all know India to be a mosaic of languages as well as cultures and the results of BTR 2013 ratifies this by showing that South India's choices and thinking are quite different from the National average."
In the All India ranks, the category leaders are as follows. After being ranked second two years in a row, Coca-Cola
makes it as India's Most Trusted Aerated Soft Drinks brand, albeit with only a 2% lead over the 2nd ranked Pepsi. Nano
rides in as India's Most Trusted four-wheeler car brand and among Consumer Products, Tide
beats Surf Excel while Nirma
surges ahead of Hindustan Unilever as the latter slips significantly. HCC
is India's Most Trusted Infrastructure brand, DLF
leads in Real Estate and, in education, IIT
is more trusted than Oxford University and IIM. In F&B, Parle-G
leads in biscuits and Cadbury's DairyMilk
is the Most Trusted Chocolate Bar among seven brands listed. World Health Organization
leads in trust among Global Bodies followed by YMCA, UNICEF and Red Cross. Dabur
, the Ayurveda leader, also leads the Healthcare Super Category of 36 brands. The mosquito repellent, AllOut
, has been a leader three consecutive years and has noticeable lead of 120% over the next ranked, GoodKnight. The category of Internet has 25 brands this year and though Google
leads Facebook this year also, it is only by a miniscule 3% margin. Anna Hazare
is the Most Trusted Personality in India, at 87th rank this year. Being Human
, Salman Khan's Foundation, however, maintains its rank as the Most Trusted NGO in India. Most brands in the Technology Category have gained trust ranks this year with Apple
being listed as the Most Trusted Technology brand. Indigo Airlines is this year's Most Trusted Airline as Air India slips to second position.
Surprisingly, though there are significant variations in South Zone ranks as compared to All India, though many of Category leaders remain unchanged. The upsets in South among Category leaders are - in Spykar is the Most Trusted Apparel Brand followed by Raymond (Lee and Levi's are All India's Most Trusted duo), Godrej is also South's preference in the Diversified Category (compared to Tata which leads this category in All India), Ponds leads in Personalcare for South (beating Lux which is the All India Most Trusted), Woodlands is preferred in South as compared to Nike in Personal Accessories and Ratan Tata is the Most Trusted Personality in South India as against Anna Hazare who leads the All India list.