Dell retains Ist position in trusted brand study

The dramatic rises and falls among the top 50 underscore a clear message: in our digital age, trust can shift almost instantaneously. Brands that remain attentive to the shifting sands of consumer trust, adapting with integrity and foresight, are those that will not only survive but flourish. These leaders in trust show us that in a world of constant change, trust remains the enduring currency of brand success - N Chandramouli, CEO, TRA Research

Mumbai: A repot has unveiled that Dell Laptops have retained at first place, maintaining its status as India’s most trusted brand for the fifth consecutive year.

This year’s study, conducted by TRA's Brand Trust Report (BTR) 2024 which lists India’s 1000 Most Trusted Brands every year gathering insights from 2,500+ consumer-influencers across 16 cities, highlights Honda Two Wheelers made an unprecedented leap to second rank from rank 30, the most significant positive change among the top ten brands. There were 33 Super Categories and 323 Categories listed in the report. TRA measures the Consumer Buying Intention through its proprietary matrices of Brand Trust and Brand Desire and has conducted 90,000+ respondent interviews over the last 13 years.

Amazon, the omnipresent Online Retailer ranked third in BTR 2024, up 3 places, continuing to solidify its dominance in online retail. Titan Watches at ranked fourth, with a slight drop of one place, yet with robust trust quotient among consumers. Sony (Televisions), had a remarkable rise of 16 ranks, at fifth position, indicating a significant boost in consumer confidence. Xiaomi is sixth ranked and leading in the Mobile Phones category though has slipped 4 places from last year. Bata (Footwear - Retail), placed seventh, down 2 places, and Nike (Footwear - Sports), climbing 14 places to eighth rank, showcasing the dynamic shifts within the personal accessories sector.

LIC (Life Insurance - PSU), ranked at ninth, and Samsung (Televisions), at the tenth position, have seen drops of 2 and raise by 7 places respectively, yet their presence in the top ten underscores a broad spectrum of trust across various categories, from BFSI to consumer electronics.

Talking to Bizz Buzz, N Chandramouli, CEO, TRA Research says, “In our VUCA world, trust is more important than ever. The rapidly changing environment challenges organizations to remain reliable and credible in the eyes of their stakeholders. Trust is the anchor that allows businesses to navigate through the tumultuous seas of change, maintaining a steady relationship with customers, employees, and partners. It is the foundation upon which successful and resilient brands are built, enabling them to withstand the pressures of volatility, adapt to uncertainty, manage complexity, and clarify ambiguity. In essence, trust equips organizations with the agility and responsiveness necessary to thrive in today's dynamic global landscape.”

Reflecting on the changing nature of trust in the top 50 brands from our latest rankings, it's evident that in the fluctuating dynamics of today's market, the essence of trust is continually evolving. Brands like Dell, Honda, Amazon, and Titan have demonstrated that maintaining a high level of trust requires not just meeting, but exceeding consumer expectations in innovation, transparency, and social responsibility, he said.

According to Chandramouli, “The dramatic rises and falls among the top 50 underscore a clear message: in our digital age, trust can shift almost instantaneously. Brands that remain attentive to the shifting sands of consumer trust, adapting with integrity and foresight, are those that will not only survive but flourish. These leaders in trust show us that in a world of constant change, trust remains the enduring currency of brand success."

In 2024, 316 brands improved their Brand Trust rankings, while 358 brands saw their rankings decline compared to the previous report. The FMCG Super-Category led with 167 brands, followed by Food & Beverage with 151, Consumer Electronics with 81, and Automobile with 76 brands each. The brands that have risen in the rankings have done so by embracing transparent, authentic communication strategies to enhance consumer engagement and trust. They've understood that trust is not static but dynamically influenced by every interaction and touchpoint a consumer has with the brand.

There are 323 Categories from 33 Super-Categories listed in the report. Some other Category leaders include Aachi (Spices), AO Smith (Water Heaters), Allen Solly (Formalwear), ACC Cement (Cement), Amex (Credit Cards), AMD (Semiconductors), Aviva (Life Insurance – Private), Blue Dart (Express Services – Domestic), boAt (Smart Wearables), Canon (Cameras), CEAT (Tyres), Chai Point (QSR – Tea), Citibank (Bank – Foreign), Dr. Agarwals (Eye Hospitals), Ducati (Two Wheeler – Luxury), Giny & Jony (Kidswear), Gowardhan (Paneer), HDFC (Home Finance), Jeep (SUV - Manufacturer), LG (Microwaves & Refrigerators), Mahindra Scorpio (SUV – Brand), Medimix (Soaps – Ayurvedic), Muthoot Finance (Financial Services), Nataraj (Pencils), Nivea (Skincare), Patanjali Dant Kanti (Toothpaste - Ayurvedic), PhonePe (Digital Payments), Raymond Made to Measure (Tailored Menswear), Singer (Sewing Machines), StayFree (Personal Hygiene Products), Trek (Bicycles - Sports), TTK Prestige (Pressure Cookers), Vestige (Direct Selling), Voltas (Air Conditioners), and Wagh Bakri (Tea).