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TVS, Otto, MRF are City’s First Three in All-India list


Chennai, April , 2018: The most comprehensive study on Brand Trust in the country—TRA’s India’s Most Trusted Brands—has been released for 2018 by TRA Research, part of the Comniscient Group. Though several Chennai-based brands have made to the top 1000, the number of inclusions has nearly halved from last year displaying reducing trust on Chennai based brands. TRA’s Brand Trust Report – 2018 is conducted among nearly 2500 consumer-influencers from 16 cities across India. South Zone is represented by Chennai, Bangalore, Hyderabad, Kochi and Coimbatore. The All-India leaders among the top 1000 Most Trusted Brands in the report are Samsung, Sony and LG – all retaining their top ranks from last year.

TVS, at All-India rank 60 is the first from the city to feature in the Brand Trust Report – 2018, though it falls 26 ranks over 2017. Otto, at All-India rank 96 has shown impressive gains of 278 ranks over last year to be the city’s second brand in the list sequentially. MRF, the grand-daddy of tyres, at All-India rank 130 makes a modest gain of 9 ranks over last year becoming the third from the city in the list. Other impressive category leaders in the All-India list are Aachi, Otto, Ramraj, Pothy’s, Kalimark, Lion Dates, Prestige, Preethi, Butterfly, Saravana Stores and Chennai Silks.

  1. Chandramouli, CEO, TRA Research spoke about the city-based brands in the list and said, “There are some Chennai based brands which have made impressive entries into India’s Most Trusted list, with many leading categories. However, the aberration is that the number of city brands in the All-India list has almost halved, from nearly 30 inclusions last year. The trust in city headquartered brands is not the same it used to be, as the brand-turf is becoming extremely competitive. Many Chennai brands still have a conservative approach to brand communications and if they don’t invest in brand strategy, take more modern approaches to marketing, they cannot impact consumer trust.”

“In the current era we witness that all relationships are becoming more fleeting and the consumer relationship with the brand is almost ephemeral, with consumers ready to discard a brand with ease. Rather than look at a loyal customer, it is the duty of the brand to become loyal to the customer”, Chandramouli averred.

Among India’s 1000 Most Trusted brands in BTR 18, 38 Super-Categories and 335 Categories were listed. The categories with the maximum brands were F&B and FMCG contributing to 25.6% of the total brands in the listings. When compared to last year, 320 new brands made it to the list, 368 brands fell in rank, 307 brands rose in rank, and 5 brands retained their ranks. Some of the important category leaders in Brand Trust are State Bank of India (All-India rank 21) from BFSI, Arrow (All-India rank 43) from Formalwear, Pepsi (All-India rank 44) from F&B, Amazon (All-India rank 53) from Online Retailer – Diversified, American Express (All-India rank 167) from Credit/Debit card, Muthoot Finance (All-India rank 171) from Financial Services, Tanishq (All-India rank 258) from Jewellery, Aviva Life Insurance (All-India rank 459) from Insurance-Private, and Kangaroo Kids (All-India rank 640) leading in Pre-School. Brands that witnessed a falling trend were Bajaj (fallen from rank 6 in 2015 to rank 16 in 2018) and Godrej (fallen from rank 9 in 2015 to rank 17 in 2018).

The Brand Trust Report 2018, the eighth in its series, is the result of a comprehensive primary research conducted on the proprietary 61-Attribute Trust Matrix of TRA. This year’s study involved 15,000 hours of fieldwork, covering 2,488 consumer-influencers across 16 cities in India, and generated 5 million data points and 9,000 unique brands, from which the top 1000 brands have been listed in this year’s report. The 200-page, hardbound report is available for Rs. 14,000/-.

About TRA Research

TRA Research, a part of the Comniscient Group, is a Brand Intelligence and Data Insights Company dedicated to understanding and analyzing stakeholder behavior through two globally acclaimed proprietary matrices of Brand Trust and Brand Attractiveness. TRA Research conducts a primary research with consumers and stakeholders to assist brands with their business decisions based on our insights on Consumer Behavior. TRA Research provides Buying Propensity Reports mined from more than 25 million datapoints on brand intangibles of 20,000 brands and also provides bespoke studies based on the same matrices. TRA Research is also the publisher of The Brand Trust Report and of India’s Most Attractive Brands.

About The Brand Trust Report 2018

The Brand Trust Report 2018 (ISBN 978-81-932924-9-5), the eighth in the series, is the result of a primary research based on the proprietary 61-Attribute Trust Matrix of TRA. This year’s research was conducted among 2,488 consumer-influencers across 16 cities, and generated nearly 5 million data points and 9,000 unique brands, making it the most intensive study on Brand Trust across the globe.

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