THE ECONOMIC TIMES NOVEMBER 25-DECEMBER 01, 2015 Most Trusted Brands 2015 Chronicling a long, strange year when brands gained and lost trust at an unprecedented rate eeping track of a Lux is scripting a dramatic comeback brand’s relation- [6] Surf Excel to the top or a painfully slow crawl Tata Dove Horlicks [7] ship with its cus- 1 [30] [25] up the trust ladder. (Read Maa & 375 Samsung 9 Salt tomers is tough. (Consumer Maggi – Status: It’s Complicated for Colgate [16] Dettol Lifebuoy Durables) 2014 Rank: [1] [3] Maaza One day it’s all 2 4 [15] 6 [17] 8 [4] 10 some indication.) roses, rainbows But it’s not all about calamitous K Samsung Pantene Glucon-D and happy endings; Britannia Pond’s [20] falls. If its good news you are look- [11] [22] Mobile Phones [57] the next it’s a tragic, vodka-fuelled 11 13 15 [17] 17 19 ing for, Colgate has retained its Cadbury Russian novel. Just consider what Vim Fair & [29] Bournvita position as India’s Most Trusted Airtel [48] Dairy Milk happened to Maggi, arg uably one of [12] 12 14 [18] 16 Lovely 18 [50] 20 Brand for four years running. Tata the year’s biggest corporate stories. Salt has risen to No.2 from 16 last Ariel Head & The controversy over harmful lev- Pepsi [38] Sunsilk [34] year, and the reasons for its climb [33] Vodafone els of lead and MSG in Maggi taste- Shoulders are chron- 21 Closeup23 [28] 25 27 [32] 29 makers got its 2-minutes of fame Coca-Cola [21] THE MUCH icled in the Good knight Big Bazaar Pepsodent [24] when it consumed our nation. Just [26] 22 24 [42] 26 [52] 28 30 TALKED issue. (Read last year, Maggi was celebrating its AND WRIT- Salt Of The standing in the hearts and minds of Parle [14] Earth.) If Rin [13] Tide [23] TEN ABOUT Indian consumers. 31 33 35 37 39LIC you are The beloved brand that brings up [69] E-COMMERCE looking for Thums Up SBI [39] Clinic All Out all types of childhood, hostel and [37] 32 Frooti Bata [9] BRANDS ARE bigger leaps 36[8] [47] [10] 34 Plus 38 40 travel memo- CONSPICU- consider ries, broke into IF ONE’S Amul personal Complan [31] Sprite Sony Titan [60] OUS BY THEIR LOOKING [44] (Consumer the Top 5 Most 41 43 45 [36] 47 care brand Durables) 49 ABSENCE IN Trusted Brands FOR AN Dove and BSNL [66] for the first time Idea [174] Slice [40] THE TOP 100. telco Idea. INDIAN Rasna [49] 42 44 Limca [46] 46 [71] 48 50 in 2014, albeit BRAND’S SURPRISED? Dove’s strat- [35] placed at the [55] Moov Godrej No 1 egy to keep RELA- Mirinda [77] Kurkure Pears [78] lower end. In the TIONSHIP 51 53 55 57 [19] 59 it real has worked and consumers’ 2015 edition of Johnson & faith in the brand has propelled it Brand Equity’s STATUS, Fanta Vaseline LG (Consumer from No.30 last year to No.4. Idea, [62] 52 Johnson [75] 54 [70] 56 7UP [54] 58 Durables) [53] 60 Most Trusted LOOK NO on the other hand, has travelled a Brands survey, massive 131 spots to inch closer to FURTHER Eno [113] Tata Tea [51] Zandu however, Maggi Cinthol its rivals Vodafone and Airtel, the THAN 61 63 65 Balm 67 69 [68] has plummeted Godrej [58] latter sitting pretty at 11. to 95. This poll MOST Vicks Sunfeast [59] Santoor [81] Lay’s[56] Depending on your point of view, [41] 64 Hair Dye 66 Fevicol68[45] 62 [122] 70 finding proves TRUSTED it’s either surprising (or hardly that if one’s BRANDS [73] so) that the much talked and writ- Garnier Aashirvaad [43] Iodex [87] [79] Taj Mahal Parachute looking for an 71 73 75 77 Tea 79 ten about ecommerce brands are Indian brand’s relationship status, Philips [108] conspicuously absent in the Top 100 forget Facebook, look no further Hero (two Dabur Usha [116] (Consumer Harpic [76] Most Trusted Brands list. A find- [103] 76 wheelers) 72 [85] 74 Durables) 78 80 than BE’s Most Trusted Brands. [124]Hair Oil ing that reinforces what we had Of course, turns out meri Maggi Tata long suspected; consumer loy- is safe. And now its Swiss mother, Boroplus Hamam alty and trust, takes more [102] Docomo 81 Whirlpool [83] 87 [143] 89 Nestle is going out of its way to win 83 85 [100] than big sales and bigger Cadbury (Consumer Godrej [115] Vicco back consumers’ trust, especially Ujala [99] Durables) [93] ad budgets. Choclairs [NA] Appliances Turmeric88 Perk [92] 90 82 84 [112] 86 that of Indian mothers, who put Maruti Stay tuned for our next is- their faith in Maggi every time sue for more stories analys- Videocon Dabur [NA] [107] Nestle Milk Bingo they served up a bowl at snack (Consumer Vivel Nescafe [95] [111] (Toothpaste) ing why India’s Most Trusted 91Durables) 95 Chocolate [72]97[146] time. Only time, or the next 93 99 Brands got to where they are [110] edition of Most Trusted Maggi LG Mobile Himalaya and how they intend to stay Wheel [67] Phones [106] 92 94 [5] 96 98 Brands, will tell if Maggi 100 the course. IMAGING: SHUBHRA Inside Most Trusted Brands Pg2 Pg4 Pg5 Pg6-7 Salt of the Maggi’s back Trust in a Time Where Do Earth But will its core of Mistrust They Stand audience return? Tata Salt Scores Big By Ogilvy’s Madhukar Sabnavis Trust By Category Methodology 2015 Trust by Trust by Gainers & Size of the Gender Zone Losers Wallet ost Trusted Brands iden- Housewife (HW) – Any married know it quite well tifies brands that have female and unemployed, age 15-60 Stage 2: The respondent evaluated Mthat most special ingre- years all brands that have been rated by dient: the consumer’s Youth –15-25 years and not CWE/ him/her, 3 or 4 on the familiarity trust. HW scale stated above. Those who rated Conducted by Nielsen, Most Older - 26-60 years and not CWE/ a brand 1 or 2 on familiarity scale Trusted Brands remains among HW. were not asked to evaluate the brand the largest researches of its kind The survey was restricted to NCCS (their individual brand trust score is in India, with a design sample of (New Consumer Classification considered to be 0) 7,200 - distributed across socio- System) AB with a view to focusing Overall rating : The evaluation economic classifications, age, on the prime target audience for was done at an overall level for each income and geography. most branded products and services. brand by indicating his/her rating This year, at the first stage, sales on a 10 point scale where 1 stands and media visibility data was anal- BRANDS & ATTRIBUTES for “Extremely poor” and the 10 for ysed to arrive at a list of brands for All brands were divided into 12 “Perfect in every way” further discussion and shortlisting different panels; each panel was Respondents were then asked to re- for the MTB 2015 consumer survey. exposed to a matched set of respon- spond to a battery of four statements After considerable brainstorming dents in terms of demographic vari- that define brand trust on a ‘1’ to ‘10’ between Brand Equity and the re- ables of NCCS, age group, gender scale where ‘1’ would mean that the search team at Nielsen, a few brands and respondent category. Each re- statement ‘doesn’t apply to the brand from the list were dropped and new spondent evaluated 31 or 32 brands at all’ and ‘10’ would mean that the ones were added. 56 new brands - each brand was evaluated by 600 statement is ‘completely applicable were added to the list this year - re- respondents. to the brand’. placing brands scoring very low in The list of statements used to evalu- Stage 3: The final brand rating is ar- previous year’s ranking. Categories ate the most trusted brands and the rived at through the following steps:- such as mineral water made way attributes they represented. Step 1: C a l c u l a t e a for more contemporary ones like brand trust score for each re- e-commerce and services. In total, Statements Attributes rep- spondent = [(0.5*Overall)+ 373 brands were considered for the (0.5*(Attr1+Attr2…+Attr4)/4)] resented by the consumer survey this year. Step 2: Multiply the brand statements score by the familiarity score / ATTR1: Always maintains a RESPONDENT PROFILE weight. This were either 3 or 4 high level of qual- Chief Wage Earner (CWE) – The as those rating the brand 1 or 2 ity Quality person who makes the highest on familiarity are directly con- ATTR2: It is worth the price contribution towards household sidered to have a brand trust it commands Value upkeep. score of 0 for Money Step 3: The total of all the ATTR3: I would always brand scores (across re- recommend this spondents) is calculat- COVERAGE brand to my fam- The study was carried out in the ily and friends ed and then divided by following 12 cities across India. Recommendation the total number of re- ATTR4: This brand meets spondents (including Zone Pop starta City my needs. those who give brand classification Understanding scores of 0) i.e. the aver- North Top 4 Metro Delhi consumer need age is taken on the overall 10L-40L Lucknow base of respondents who 5L-10L Chandigarh were asked about that brand, i.e.