Hindustan Times has emerged as the top print media brand, according to a widely referred annual brand survey.
The Brand Trust Report, in its sixth edition, said trust is the main component through which brands form their identities in the consumer’s mind. It should be especially relevant in news media.
Hindustan Times, the flagship publication of HT Media with readership of 4.5 million across the country, is the top English daily in the Delhi-NCR region and the second most read English newspaper in Mumbai.
The Brand Trust Report, 2016, is based on interviews with 2,500 consumer-influencers from 16 cities in the country. “The respondent of this study is the consumer-influencer, 10% of the consumers influence 90% of the decisions,” said the report. All respondents were people drawing high salaries, falling under what the marketing lingo calls socio-economic categories A and B.
Each interview took an average of an hour and a half. The total research spanned 18,000 hours. TRA, the outfit that does the report, said it examined nearly 6 million data points, which threw up 20,000 unique brands. All questionnaires filled by the respondents were back-checked and discrepancies in confirmatory test questions called for cancellation of the entire questionnaire.
Samsung Mobiles was rated number one in the personal gadgets category while Sony was at the top in durables. Google emerged the top internet brand. Actor Amitabh Bachchan is India’s most trusted personality brand, according to this report.
“Brands that feature among the top 20 …have established long and trusted legacies. These legacies have left a lasting impression on the Indian psyche,” the study said.
WhatsApp, Amazon and PayPal grabbed the top positions in their categories.
“The need for a universal approach, which provides options for diverse stages of the brand life cycle, as well as situations ranging from combative markets to crises, and one that works just as well for start-ups and mature organisations is perhaps a greater imperative than any other intellectual input needed by the world of brands today,” N Chandramouli, CEO, TRA said.