Warc, 30 January 2013
NEW DELHI: Nokia, Samsung and Sony topped the charts of the
ten "most trusted" brands in India, a group split evenly between
domestic and foreign players.
Trust Research Advisory, the insights provider, asked 2,505
consumers in 16 cities to rate 11,000 brands in areas such as their sincerity,
perceived competence, responsibility and outward appearance.
Nokia, the telecoms specialist, led the rankings for the
third year in a row. Electronics manufacturers Samsung and Sony followed in
second and third respectively, both up two places from 2012.
BMW, the luxury auto marque, came next, improving by 20
spots on an annual basis. As a consequence, the top four trusted brands were
all overseas operators.
Tata, the Indian conglomerate with interests from retail to
automotive, was fifth, but fell three notches versus the previous year. Godrej,
also a diversified holding group, gained five positions, taking sixth.
Reliance, another firm with sprawling interests, occupied
seventh, in front of Bajaj, the automaker, Airtel, the telecoms giant, and LG,
the electronics company.
"Trust is the basis of all commerce," said N
Chandramouli, the chief executive of Trust Research Advisory.
Breaking out the results by category, the analysis also
revealed that Coca-Cola was the country's most trusted carbonated drink, albeit
only with a 2% advantage over Pepsi.
Parle-G claimed the honours for biscuits, as did Cadbury's
dairy milk for chocolate bars and Tide detergent. The Nano, a car made by Tata
Motors, assumed this role in the automotive segment.
Looking online, Google, the search engine, came in ahead of
Facebook, the social network, albeit with a score just 3% higher than Facebook.
Data sourced from Trust Research Advisory; additional
content by Warc staff
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