India's rankings of brand trust and brand desire.
TRA Research measures the two things that decide which brands people choose: Brand Trust and Brand Desire. Every year TRA publishes the Brand Trust Report and Most Desired Brands, the rankings that come from this work. The rankings rest on TRA's own fieldwork among brand-aware consumers in 16 Indian cities, with the Indian Statistical Institute as method partner. Brand Trust is read on the Brand Trust Matrix, which scores a brand on 61 attributes grouped under 10 behaviours. Brand Desire is read on TRA's Desire matrix, built the same way. Together the two give Buying Intent, a measure of how keen people are to buy a brand. The research is syndicated. TRA funds it, runs it every year and takes no brief from any brand, so the rankings stay independent. TRA, part of the Comniscient Group, also studies single brands on the same matrices through the Buying Propensity report and Introspective Intervention. Brands that feature in the reports can license the Power of Trust and Power of Desire symbols. Ask TRA answers questions on any brand, any category and any year of the rankings, and Brand Dialogues brings conversations with the people who run these brands.
Latest Reports
TRA measures Brand Trust, Brand Desire and Buying Intent in 16 Indian cities every year. The Brand Trust Report and Most Desired Brands listings come from that fieldwork, with the Indian Statistical Institute as method partner.
All Reports
BrandSpeak
Brand leaders on what Trust and Desire mean in their work. Select a card to read more.
Mayuri SaikiaDirector, MktgDell Tech. India“We have been able to retain their trust by maintaining a constant feedback loop combined with our technological…”more
Anuj SharmaCMOXiaomi India“Trust has been a foundation pillar of our successful 8-year journey in India…”more
Mukesh BajpaiHead, MktgAMD India“Consumer trust is dynamic, earned and follows a cyclical pattern…”more
Arush GuptaDirector & CEOOkaya Power Group“Being transparent through our all modes of communication (internal or external) & walking the talk…”more
Damodar MallPresident & CEOReliance Retail“This edifice of trust is built layer by layer, over many years…”more
Chandrika JainDirector MktgLenovo India“Another important aspect that fosters brand trust is exceptional post-purchase service…”more
Geetika MehtaMDNIVEA India“Trust is earned through consistency, care, and authenticity…”more
Anil GurnaniCSMOTTK Prestige“It is important to note that innovation is the bedrock of trust, particularly for today's generation of buyers…”more
Vineeth NairCEOAJIO“In a short period of time, AJIO has quickly succeeded in earning a place in the hearts and carts of every Indian…”more
Manoj AdlakhaSVP & CEOAmex Banking Corp.“They don't just think about our product, they feel something about the brand…”more
A. D. Padmasingh IsaacChairman & MDAACHI Group“This paramount trust is one of the reasons why consumers keep coming back to Aachi…”more
Gireesan GopiHead, Home Ent.LG Electronics India“The desires and needs of the consumers are ever changing and LG as a brand desires to serve the changing…”more
Mahesh GuptaChairman & MDKENT RO Systems“Desire is when a brand becomes a non-negotiable choice, driven by confidence, belief, and relevance in everyday…”more
Joita SenDirector, Mktg & DesignSenco Gold“Transparency is one of the important pillars of our brand…”more
Youngmin HwangDirector, Home Appl.LG Electronics India“Transparency, for us at LG, is not a communication strategy, it is a business philosophy…”more
Hak Hyun KimVP, Home Ent.LG Electronics India“To change this and retain our consumer's trust, LG Electronics emphasized incorporating confidence…”more
Younghwan JungDirector, Media Ent.LG Electronics India“For us, trust is not built overnight, it is earned consistently through product excellence, meaningful…”more
Kunal SharmaHead, MktgKRBL“Consumers today expect brands to be more transparent, ethical, customer-centric, and socially responsible…”more
Sanjay KhannaCEO & Country MgrAmex Banking Corp.“We earn that trust by ensuring everything we do is reliable, consistent, and with the highest level of integrity…”more
Ashwin KhasgiwalaCOOReliance Retail“In less than 2 years since launch, the brand has won the trust and patronage of millions of customers…”more
Hyoung Sub JiDirector, Home Appl.LG Electronics India“Brand trust and transparency are some of the most important values for every consumer brand…”more
Ashok MehraCMOPrince Pipes“At Prince Pipes, we believe brand desirability drives consumer behavior and loyalty, leading to increased…”more
Akhilesh PrasadCEO, Fashion & LifestyleReliance Retail“Trends is democratizing fashion by offering quality, fashionable clothing at affordable prices…”more
Brand Dialogues
Conversations with brand leaders on TRA's Brand Dialogues channel. Play a video here or open the channel on YouTube.
Whitepapers
TRA's research papers on consumers, brands and markets. Read online or download the PDF.
TRA's Coronavirus Mental Wellbeing Impact -II October 2021
TRA's Diwali 2020 Buying Propensity Report
TRA's Coronavirus Mental Wellbeing Impact 2020
TRA's Coronavirus Consumer Insights 2020 - 2
TRA's Coronavirus Corporate Insights 2020
TRA's Coronavirus Consumer Insights 2020
Navigating Your Brand Through Turbulence
Lockdown Effect-Boosting the mental wellbeing of your employeesCustom reports
Buying Propensity report
The Buying Propensity report compares your brand with any other brand on the Trust and Desire matrices. It shows the traits that people attach to each brand and where the two differ. Brand owners, investors and partners use it to decide where money, people, cities and time go. The report comes as a presentation. A report for one industry or sector is ready within 30 days of your request.
Sample report Enquire
Introspective Intervention
Introspective Intervention is a study among your own stakeholders on the 61 attributes of Brand Trust, read against your closest competitors. It shows how people respond to what the brand does and says, so the brand can act on specific points. It also works as a benchmark against the best practice inside and outside the industry.
Sample report EnquireLicence
Market share, brand value and growth miss the intangible side of a brand. The Brand Trust Report and Most Desired Brands measure that side and give each brand one figure for it. A brand that features in a report can license the symbol and show it in its advertising, in its offices and in reports to shareholders.
Power of Trust
Licensed brands show the Power of Trust symbol in their advertising, in internal communication and in reports to shareholders. Plaques for outlets and offices are available under the same licence.
Power of Desire
Brands that feature in Most Desired Brands can license the Power of Desire symbol and show it in their advertising, in internal communication and in reports to shareholders. Plaques and the trophy are available under the same licence.
About TRA
TRA, part of the Comniscient Group, is a brand intelligence company. We measure Brand Trust and Brand Desire with two proprietary matrices and publish the Brand Trust Report and Most Desired Brands every year. We also run custom studies on the same matrices for brands and their stakeholders.
Contact
Phone 9920262303 / 9867080278
Email [email protected]