(Reuters file)
(Reuters file)

Dell emerges as India’s most trusted brand: Report

  • Dell climbed five ranks over the previous year to grab the top spot and also introduced the laptop category in the report
  • Auto brand Jeep ranked second, followed by LIC, Amazon and iPhone: TRA Research

New Delhi: Dell has emerged as the most trusted brand in India in 2019, according to a report released by brand analytics firm TRA Research.

Dell climbed five ranks over the previous year to grab the top spot and also introduced the laptop category in the report.

With 31% Brand Trust Index (BTI) difference from Dell, auto brand Jeep makes a dramatic entry in the second spot with a massive jump of 551 ranks over last year. LIC and Amazon are ranked on the third and fourth spots and Apple iPhone emerged as India’s fifth most trusted brand, rising 116 ranks from 2018.

Samsung is at sixth spot and is the leader among mobile phones. Occupying seventh rank, LG’s televisions are also the leader in the consumer electronics super-category. The eighth most trusted brand rank is held by Aviva Life Insurance, Maruti Suzuki is at ninth position and is followed by the State Bank of India at tenth place.

The Tata Group has 23 brands among the most trusted list. Godrej has 15 brands, Amul has 11 and Samsung is represented in eight categories. LG, Honda, Cadbury’s, Nestle, Parle and Dabur are represented by seven brands each. Dabur's brands are leaders in each of the categories they were included in.

The report, ninth in the series, uses a proprietary 61-attribute trust matrix to rank the brands. The study has been conducted across 16 Indian cities on 2,315 consumers aged between 21 and 50 years belonging to SEC A and B with a minimum annual income of 2.4 lakh. Indian Statistical Institute is TRA’s statistical partner for the research methodology.

The categories with the maximum brands are food & beverages and fast moving consumer goods, contributing to 26.8% of the total brands in the listings.

“Without trust, the entire engagement of a brand becomes ineffectual. The trust a brand generates is the basis of all transactions that consumers have with the brand. The act of trust involves a voluntary transfer of resources – emotional, physical, financial or material – with no immediately visible, tangible or quantifiable commitment back to the trust or consumer. Therefore the onus of building the trust-bond rests completely with the brand," said N. Chandramouli, chief executive, TRA Research, in a statement.

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