Trust Research Advisory released the Top Most trusted Brands by Indians for 2013, and the pecking order has changed quite a bit, except for the Top position which remains with Nokia. Even though, Nokia’s fortunes have been dwindling, especially in India, the brand recall and trust is still high for it to top the table.
Samsung, no doubt has had a stellar run over past 18 to 24 months and Indians have selected it to be the 2nd most trusted brand after Nokia. Samsung was ranked 4th in 2012.
Sony, still remains one of the most recalled and trusted brand in minds of Indian with 3rd position, rising 2 places compared to previous years. I am actually a bit surprised to see Sony doing so well. Yes, Sony has always been amongst India’s favourite brands, especially when it came to consumer electronics like Televisions and Music Systems. However, in recent times, they have neither launched any stellar product or have not come up anything to improve upon their popularity amongst Indians, and hence I am a little perplexed with the rise in Sony’s Trust Rankings.
Brands with most improved Trust Rankings
Among the Top 10 most trusted brands, BMW, the German Luxury car maker has risen 22 places to notch the 4th place in the rankings. Luxury automobiles have seen a surge in India in recent times, and BMW has been in the forefront of Indian minds. Infact, BMW now has started creating a brand aura about itself, like Mercedes had in previous decades.
Audi, another Luxury car maker has also increased its Trust ranking rising 42 places from 56th rank in the previous year to 14th this year!
Mercedes Benz on the other hand has fallen off tremendously over past few years. IN 2013 rankings it has fallen whooping 127 places to be ranked a lowly 249th most trusted brand in India.
5 Brands that have risen the most among Top 100 Most Trusted brands
- Cello Pens (+271 gain, ranked 96th)
- Being Human (+252 gain, ranked 75th)
- Tide (+224 gain, ranked 60th)
- Ferrati (+193 gain, ranked 53th)
- Tata Sky (+156 gain, ranked 51st)
Brands with most Decreased Trust Rankings
Many BFSI segments saw major fall in the Trust Rankings in 2013. Among the Notable ones are ICICI Prudential Life (-623), Cadbury Gems (-507), Spencers (-470), DHFL (-469), Hindu Newspaper (-466), Olympus (-466), General Motors (-423) and Rediff (-403).
5 Brands that have fallen the most among Top 100 Most Trusted brands in 2013
- Pepsi (-53 fall, ranked 69th)
- HCL (-37 fall, ranked 78th)
- Raymonds (-36 fall, ranked 57th)
- HDFC (-36 fall, ranked 76th)
- Blackberry (-53 fall, ranked 66th)
Top 100 Most Trusted Brands in 2013
| BTR 2013 | BTR 2012 | GAIN(+) FALL(-) | Brand Name | Super Category |
| 1 | 1 | – | NOKIA | Personal Gadgets |
| 2 | 4 | 2 | SAMSUNG | Durables |
| 3 | 5 | 2 | SONY | Durables |
| 4 | 24 | 20 | BMW | Automobile |
| 5 | 2 | -3 | TATA | Diversified |
| 6 | 11 | 5 | GODREJ | Diversified |
| 7 | 10 | 3 | RELIANCE | Diversified |
| 8 | 7 | -1 | BAJAJ | Diversified |
| 9 | 9 | 0 | AIRTEL | Telecom |
| 10 | 3 | -7 | LG | Durables |
| 11 | 35 | 24 | HONDA | Automobile |
| 12 | 34 | 22 | APPLE | Technology |
| 13 | 27 | 14 | DELL | Technology |
| 14 | 56 | 42 | AUDI | Automobile |
| 15 | 26 | 11 | LUX | Personal care |
| 16 | 36 | 20 | NIKE | Personal Accessories |
| 17 | 8 | -9 | LIC | BFSI |
| 18 | 93 | 75 | OLAY | Personal care |
| 19 | 43 | 24 | DOVE | Personal care |
| 20 | 22 | 2 | HEWLETT PACKARD | Technology |
| 21 | 12 | -9 | TITAN | Personal Accessories |
| 22 | 78 | 56 | AMUL | Food & Beverage |
| 23 | 39 | 16 | PONDS | Personal care |
| 24 | 62 | 38 | COLGATE | Consumer Products |
| 25 | 51 | 26 | VIDEOCON | Durables |
| 26 | 20 | -6 | ADIDAS | Personal Accessories |
| 27 | 38 | 11 | ONIDA | Durables |
| 28 | 134 | 106 | NIKON | Personal Gadgets |
| 29 | 63 | 34 | SKODA | Automobile |
| 30 | 23 | -7 | PUMA | Personal Accessories |
| 31 | 15 | -16 | REEBOK | Personal Accessories |
| 32 | 57 | 25 | WOODLAND | Personal Accessories |
| 33 | 18 | -15 | IDEA | Telecom |
| 34 | 76 | 42 | AMWAY | Consumer Products |
| 35 | 14 | -21 | PHILIPS | Durables |
| 36 | 58 | 22 | INTEL | Technology |
| 37 | 6 | -31 | MARUTI SUZUKI | Automobile |
| 38 | 44 | 6 | DETTOL | Personal care |
| 39 | 69 | 30 | ACER | Technology |
| 40 | 13 | -27 | BATA | Personal Accessories |
| 41 | 17 | -24 | VODAFONE | Telecom |
| 42 | 99 | 57 | NESTLE MAGGI | Food & Beverage |
| 43 | 105 | 62 | L’OREAL | Personal care |
| 44 | 31 | -13 | Internet | |
| 45 | 33 | -12 | LEE | Apparel |
| 46 | 48 | 2 | LEVI’S | Apparel |
| 47 | 73 | 26 | GARNIER | Personal care |
| 48 | 65 | 17 | Internet | |
| 49 | 46 | -3 | PARLE | Food & Beverage |
| 50 | 19 | -31 | SBI | BFSI |
| 51 | 207 | 156 | TATA SKY | DTH |
| 52 | 81 | 29 | TOSHIBA | Durables |
| 53 | 246 | 193 | FERRARI | Automobile |
| 54 | 86 | 32 | BRITANNIA | Food & Beverage |
| 55 | 121 | 66 | RAYBAN | Personal Accessories |
| 56 | 154 | 98 | HTC | Personal Gadgets |
| 57 | 21 | -36 | RAYMONDS | Apparel |
| 58 | 97 | 39 | CANON | Personal Gadgets |
| 59 | 37 | -22 | BIRLA | Diversified |
| 60 | 284 | 224 | TIDE | Consumer Products |
| 61 | 87 | 26 | LENOVO | Technology |
| 62 | 102 | 40 | PANASONIC | Durables |
| 63 | 210 | 147 | SURF EXCEL | Consumer Products |
| 64 | 71 | 7 | YAMAHA | Automobile |
| 65 | 45 | -20 | DABUR | Healthcare |
| 66 | 32 | -34 | BLACKBERRY | Personal Gadgets |
| 67 | 49 | -18 | COCA-COLA | Food & Beverage |
| 68 | – | – | CADBURY’S | Food & Beverage |
| 69 | 16 | -53 | PEPSI | Food & Beverage |
| 70 | 61 | -9 | AXE | Personal care |
| 71 | 104 | 33 | LAKME | Personal care |
| 72 | – | – | LAYS | Food & Beverage |
| 73 | 59 | -14 | FASTRACK | Branded Fashion |
| 74 | 91 | 17 | ASIAN PAINTS | Manufacturing |
| 75 | 327 | 252 | BEING HUMAN | Social Organization |
| 76 | 40 | -36 | HDFC | BFSI |
| 77 | 85 | 8 | PANTENE | Personal care |
| 78 | 41 | -37 | HCL | Technology |
| 79 | 66 | -13 | M & M | Diversified |
| 80 | 50 | -30 | FORD | Automobile |
| 81 | 144 | 63 | NIIT | Education |
| 82 | 111 | 29 | SONATA | Personal Accessories |
| 83 | 75 | -8 | KENTUCKY FRIED CHICKEN | Retail |
| 84 | 129 | 45 | LOOP | Telecom |
| 85 | 143 | 58 | AXIS BANK | BFSI |
| 86 | 70 | -16 | HERO | Automobile |
| 87 | 106 | 19 | ANNA HAZARE | Personality |
| 88 | 68 | -20 | BSNL | Telecom |
| 89 | 166 | 77 | NIVEA | Personal care |
| 90 | 124 | 34 | HSBC | BFSI |
| 91 | 94 | 3 | TCS | Technology |
| 92 | 89 | -3 | SPYKAR | Apparel |
| 93 | – | – | ICICI | BFSI |
| 94 | 137 | 43 | PEARS | Personal care |
| 95 | 83 | -12 | HYUNDAI | Automobile |
| 96 | 367 | 271 | CELLO PENS | Stationary |
| 97 | 160 | 63 | ARMANI | Branded Fashion |
| 98 | 77 | -21 | BIG BAZAAR | Retail |
| 99 | 107 | 8 | VOLTAS | Durables |
| 100 | 88 | -12 | TIMES OF INDIA | Media – Print |
See the complete Top 1000 rankings of Most Trusted Brands by Trust Research Advisory.
“Brands that have fallen the most among Top 100 Most Trusted brands in 2013” – We are only 1 MONTH into 2013. It seems rather early to be making such statements… 6 months into 2013 or even 4 months into 2013 is still understandable!