The most comprehensive study on Brand Trust in the country—TRA’s India’s Most Trusted Brands—has been released for 2018 by TRA Research, part of the Comniscient Group. Though several Chennai-based brands have made to the top 1000, the number of inclusions has nearly halved from last year displaying reducing trust on Chennai-based brands. TRA’s Brand Trust Report – 2018 is conducted among nearly 2500 consumer-influencers from 16 cities across India. South Zone is represented by Chennai, Bangalore, Hyderabad, Kochi and Coimbatore. The All-India leaders among the top 1000 Most Trusted Brands in the report are Samsung, Sony and LG – all retaining their top ranks from last year.

Sachin Bhosle Research Director TRA and N Chandramouli CEO, TRA Research  launching TRA Report 2018

Sachin Bhosle Research Director TRA and N Chandramouli CEO, TRA Research launching TRA Report 2018

TVS, at all-India rank 60 is the first from the city to feature in the Brand Trust Report – 2018, though it falls 26 ranks over 2017. Otto, at all-India rank 96 has shown impressive gains of 278 ranks over last year to be the city’s second brand in the list sequentially. MRF, the grand-daddy of tyres, at all-India rank 130 makes a modest gain of 9 ranks over last year becoming the third from the city in the list. Other impressive category leaders in the all-India list are Aachi, Otto, Ramraj, Pothys, Kalimark, Lion Dates, Prestige, Preethi, Butterfly, Saravana Stores and Chennai Silks.

N Chandramouli, CEO, TRA Research spoke about the city-based brands in the list and said, “There are some Chennai-based brands which have made impressive entries into India’s Most Trusted list, with many leading categories. However, the aberration is that the number of city brands in the All-India list has almost halved, from nearly 30 inclusions last year. The trust in city headquartered brands is not the same it used to be, as the brand-turf is becoming extremely competitive. Many Chennai brands still have a conservative approach to brand communications and if they don’t invest in brand strategy, take more modern approaches to marketing, they cannot impact consumer trust.”

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