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Tag: N. Chandramouli

  • BTR 2013: Finally a yardstick to measure trust in brands

    BENGALURU: “The Brand Trust Report…. India Study 2013″(BTR 2013), the name says it all. The author – Trust Research Advisory (TRA) CEO N Chandramouli and the compilers – TRA have tried to give a form of tangibility to what has generally been considered intangible to measure – Trust. TRA has tried to use the ‘scientific method‘ to peg down the numbers to 1100 brands in India.

    TRA says that Brand Trust is based on three foundations, all of which are dependent upon the actions of the trustee. They are – building the capacity to trust; perception of positive intent and demonstrating relevant competence. These three foundations of brand trust comprise of 10 brand behaviours, which are explained in the report.

    According to TRA the current year‘s report is a result of more than 13,000 hours of fieldwork conducted across 16 Indian cities between July and November 2012, resulting in nearly 19,000 unique brands and three million data points. The 187 A4 sized pages report is divided into 4 parts.

    Part I analyses the report and compares it to the position of the brands in the 2012 report. It has two chapters – India‘s most trusted brands and India‘s most trusted brands by category.

    Part II speaks about the author‘s concept of “Understanding Trust and Brand Trust” over two chapters – Life‘s script: Trust and Understanding the Brand Matrix

    Part III declares the quantum of work that has gone in preparing this year‘s report again over two chapters – BTR 2013 Study Methodology and Studying the Influencers Mindset.

    The last and longest part of the book contains the BTR 2013 Listings – Most Trusted Brands. Part IV contains Zonewise Listings (Top 500 brands), Categorywise Listing of India‘s 1100 Most Trusted Brands and All India Listing of India‘s 1100 Most Trusted Brands.

    The book is easy reading, with a well-composed layout and easy to understand charts. It has leaders from various verticals explaining their concept of trust. It also contains snippets of ‘Trust Gyan‘ (Gyan means knowledge) that tell stories about some of the prominent brands such as Maruti, Amul, Discovery India Channel, and Jaipan.

    That the BTR is the probably the only report of its kind makes it a mandatory possession for all libraries of major brands, advertising agencies, media companies and the entire value chain involved in branding. A report of this nature can only be as accurate as the methodology, the statistical analysis and interpretation, which have been explained in part III, chapter 5.. As time progresses, future versions of the BTR are likely to be even more refined than the 61 point matrix that the TRA has adopted for BTR 2013. A rough unit of measure is definitely much better than no yardstick at all.

  • Piyush Jain to head media intelligence unit of Comniscient Group

    MUMBAI: Comniscient Group, a non-advertising communications company, has appointed Piyush Jain to the position of Chief Executive Officer of Bluebytes News, a media intelligence and insight unit that helps brands improve communication performance and build reputation.

    Piyush Jain has been associated with Bluebytes in the capacity of Business Head since 2007 and has helped the media research and analysis firm to grow.

    Speaking on the appointment, Comniscient Group CEO N.Chandramouli said, “The Comniscient Group is built on entrepreneurial values and Piyush has a good combination of a healthy risk appetite with professional balance. Under his leadership, Bluebytes will be bringing out innovative products and services that will make life for the communication industry simpler.”

    Speaking on his appointment, Piyush Jain said, “The media research, monitoring and analysis industry in India has seen growth in double digits since the past five years and Blue Bytes News has been consistently outperforming the industry growth. Bluebytes is an innovation leader and in my new role as CEO, I intend to sharpen our ability to listen to the market and thus keep providing solutions that make life easy of our users.

    “To sustain the growth momentum in our existing market of public relation and communication, we are getting more aggressive through well differentiated products. We are also introducing newer products to cater to the unrepresented markets of communication industry. Bluebytes will continuously focus on opportunities where we can tangibilize the intangible aspects of communication and thus help our users to measure, analyze and gain insights. ”

    Piyush Jain is a B.E (Chemical) and has a Masters in Marketing Management from NMIMS. He has a unique mix of experience from manufacturing as well as service sector and has spent majority time in leadership roles managing sales, marketing and new product development.

  • Nokia remains the most trusted for third consecutive year

    MUMBAI: Nokia, Samsung and Sony have emerged as India‘s three most trusted brands, according to The Brand Trust Report, India Study 2013.

    Nokia leads for the third consecutive year, while Samsung and Sony have both moved up two ranks from last year to occupy the second and third slots.

    BMW has climb twenty ranks to become India‘s fourth most trusted brand, as per the Brand Trust Report while Tata slips three positions as India‘s fifth most trusted brand after being in second slot in the previous two years.

    Godrej is India‘s sixth most trusted brand and has moved up five ranks from last year and Reliance ranks seventh having gained three positions over 2012.

    Meanwhile, Bajaj slips to eighth rank moving one down from the previous year, Airtel maintains its position at ninth and LG is India‘s tenth Most Trusted brand, losing seven ranks from last year.

    The Brand Trust Report, India Study 2013 is the third in its series and this year the report lists India‘s 1100 Most Trusted Brands from 211 categories.

    The report is a result of a primary research based on 61 attributes called the Brand Trust Matrix. The research conducted among 2505 influencer-respondents from 16 cities, generated more than 3 million data points from 13000 hours of research, the company said in a statement.

    Trust Research Advisory CEO N. Chandramouli said, “Brand Trust has become an universal and vital proxy for all the different experiences that a brand generates, making it possible for brands to accurately allocate resources and measure results.”

    After being ranked second in the aerated Soft Drinks Category for two years in a row, Coca-Cola has taken the first position, albeit with only a 2 per cent lead over the second ranked Pepsi.

    Nano is the most trusted car brand and among consumer products category. Meanwhile, Tide has overtaken Surf Excel as the most trusted detergent brand while Nirma surges ahead of Hindustan Unilever as the latter slips significantly.

    HCC is India‘s Most Trusted Infrastructure brand, DLF leads in Real Estate and, in education, IIT is more trusted than Oxford University and IIM. In F&B, Parle-G is the Most Trusted biscuit brand and Cadbury‘s Dairy Milk ranks highest among Chocolate Bars in which seven brands are listed.

    World Health Organisation (WHO) leads in trust among Global Bodies followed by YMCA, UNICEF and Red Cross. Dabur, the Ayurveda leader, also leads the Healthcare Super Category of 36 brands. The mosquito repellent, All Out, has been a leader three consecutive years and has lead of 120 per cent over the next ranked, Good Knight.

    The category of Internet has 25 brands this year and though Google leads Facebook this year also, it is only by a miniscule 3 per cent margin.

    Anna Hazare is the Most Trusted Personality in India. In the same list, Aamir Khan ranks second (up from his fifth rank last year) and Salman Khan slips to third, within a small 2 per cent gap of each other.

    Salman Khan‘s NGO Being Human maintains its rank as the Most Trusted NGO in India.

    Most brands in the Technology Category have gained trust ranks this year with Apple being listed as the Most Trusted Technology brand.

    Indigo Airlines is this year‘s Most Trusted Airline as Air India slips to second position.