There are six drivers of trust: stability, innovation, relationship, practical value, vision, and competence; all these are equally correlated with brand trust states ifm in depth research and strategies. An independent survey conducted for Brand Equity by Nielsen is the benchmark for trust, which every brand wants to achieve. Here is a list of the most trusted brands in India.
One of the early entrants, Nokia has established itself as the market leader in the mobile devices market in India, by building a diverse product portfolio and offering products across various categories. With the launch of its Ovi store, Nokia is renewing itself to be at the forefront, after the customer-driven devices by other companies started eating into Nokia’s market-share. The company is driven by consistent performance, delivering ‘more’ than the promise every day.
The company made a modest start in 1937 and used hand-carts to distribute its Dental creams. Today Colgate-Palmolive has one of the widest distribution networks, a logistical channel spanning around 4.5 million retail outlets across the country. The company has grown with a outstanding record of enhancing value for its strong shareholder base. Colgate was ranked as India’s Most trusted Brand across all categories by Brand Equity’s Most Trusted Brand Survey for four consecutive years from 2003 to 2007.
Lux promises beauty and glamour and has been changing trends, evolving the beauty needs of the customers since 1929. It offers a wide range of soaps and body washes, with unique elements to make customers hooked on to it. The company feels that excitement can be created; but trust must be earned. The challenge before marketers is to deliver excitement in a way which enhances the trust, rather than violating it.
The company was launched 1895, and has ever since been synonymous with health and value. It was re-launched in 2002, 2004, and again in 2006, as having a superior formulation, new fragrance, and contemporary shape. Its vision is to make a billion Indians safe and secure by meeting their health and hygiene needs.
Dettol is the gold standard for its proved ability to kill germs effectively and is recommended by experts. The brand is up to date with the changing lifestyle and has launched products like sanitizers, shower gels to meet the current trends. According to industry experts, even if Dettol is able to achieve a sales target of Rs 1,000 crore, it will be the second company, after Hindustan Unilever Limited to achieve this milestone.
Horlicks enjoys more than half of the health-food market, which makes it the leader in its segment. It went a major revamp in 2003 to increase its relevance, and has added more variants – biscuits, instant noodles and more to its folds, making it a family brand from mothers to kids.
Pepsodent was launched in 1993, as the first toothpaste with unique anti-bacterial agents, which addressed the needs of the consumers to check germs even hours after brushing. In 2002, it launched a pack which contained a ‘germ indicator’, which enabled the consumers to see the efficiency of the toothpaste. It also offered Dental Insurance in the same year, to demonstrate the confidence it has on the superiority of its product. Its most recent campaign aims to educate consumers on the need for germ protection through the night
In 1983, Tata Salt became the pioneer in the branded salt movement in India. It was the first of its kind to use vacuum evaporation technology. It campaigns itself as ‘desh ka namak’ (salt of the nation), which has lent voice to the emotional connect and warmth. It has earned the trust of the people by insisting on usage of salt for taste and adequate amount of iodine for complete wellness. It appeals across regions and has become an integral component of majority of Indian kitchens.
Britannia has always been recognized for its innovative approaches to products and marketing them. It has been India’s biggest and pre-eminent food brand. Its 50-50 Maska-Chaska campaign became one of the country most successful product launches. In 2002, Britannia’s New Business Division formed a joint venture with Fonterra (the world’s second largest diary), which led to the birth of Britannia New Zealand Foods. Its vision and accelerating graph made Forbes magazine to include Britannia’s name in “one amongst the Top 200 small companies in the world”.
Ponds, is one of the most dependable names in the skin-care products for ladies. It offers affordable products, which cater to individual skin-types. Ponds’ range of talc and creams has been among the trusted brands for Hindustan Unilever Limited (HUL), which had six of its brands in the top list.