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Samsung, India's most attractive brand; Tata, at 4th place

By Viveat Susan Pinto
September 09, 2015 09:31 IST
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Samsung phones

Image: Samsung handsets. Photograph: Kind courtesy, Samsung

The Mumbai-based diversified conglomerate has moved up a notch over its previous ranking in the top 10 most attractive brands’ list; Maruti Suzuki and Lux drop off

The Tata brand name has traditionally invoked trust among Indian consumers. But the $93-billion diversified conglomerate is now among the top 10 most attractive brands in India.

A just-released study by Mumbai-based TRA (formerly Trust Research Advisory) has said that Tata is fourth on its list of attractive brands, moving up a notch over its previous ranking two years ago.

LG Bello

Image: LG Bello. Photograph: Kind courtesy, LG

In fact, Tata is the first Indian brand at fourth place after Samsung, LG and Sony. N Chandramouli, CEO, TRA, says that consumers find the Tatas aspirational.

‘There are four factors that help us derive an attractiveness index on the basis of which we derive the ranking. This includes a brand’s communication, emotional, rational and aspirational appeal.

Sony

Image: A Sony showroom. Photograph: Kind courtesy, Sony

'Tata scored high on the aspirational quotient, implying that even traditional old economy businesses can be attractive to modern consumers.’

The study, the second edition of which was released today, took almost six to eight months to be completed.

TRA interviewed 2,300 people, mostly professionals and members of the salaried class, in the age-group of 21-45.

The sample included both males and females.

Bombay House

Image: Bombay House. Photograph: Courtesy, Tata Group

The current top ten rankings while largely consistent with the first edition released two years ago, does throw up a few surprises.

Like Maruti Suzuki, which debuted in 2013 at number seven, has been displaced from the top ten this year.

Instead, the auto brand on this year’s list is Honda, which comes at number six.

Honda Jazz

Image: Honda Mobilio. Photograph: Kind courtesy, IndianAutosBlog

Hindustan Unilever’s Lux has also been displaced from the current list, with no FMCG replacement this year.

Two years ago, Lux was positioned at number six on the list.

Chandramouli puts the domination of technology, consumer electronics, auto and conglomerates in the top 10 to increased usage and the ability of these brands to stay in the news.

Nokia phones

Image: Nokia phones. Photograph: Kind courtesy, Nokia

‘Let’s face it you can’t stay without a mobile phone, TV or laptop. Brands such as Samsung, LG, Sony and Dell figure when you have these gadgets around you.

Honda is an aspirational brand, while Godrej, Bajaj and Tatas are popular Indian groups.’

Samsung Mobiles according Chandramouli stays attractive to its stakeholders because of its pricing, branding and position in the Indian market.

Rajiv Bajaj, MD & CEO, Bajaj Auto.

Image: Rajiv Bajaj, MD & CEO, Bajaj Auto. Photograph: Tanushree Punwani/Reuters

He said that Samsung had managed to develop the brand’s personality based on the brand owners, its consumers and that is what made the brand intrinsically attractive.

Apart from Tata, there are two other diversified business groups in the list, Bajaj at ninth and Godrej at tenth place. Both, however, have dropped one place down vis-a-vis 2013.

GodrejGodrej had held the eighth spot while Bajaj was at ninth position two years ago.

Among the other brands on the list Dell is the most attractive among technology players.

Dell makes its debut on the list this year at fourth place, standing a head above another debutante, Honda at fifth place.

Dell

Image: Dell founder and CEO Michael Dell. Photographs: Robert Galbraith/Reuters

Nokia comes in at seventh position; four rankings lower than its last appearance in the list in 2013.

HP

Image: H-P Lab, Bengaluru.

Hewlett-Packard is in eighth position.

TRA, a company of the Comniscient Group, a diversified communications group, measures attractiveness as a percentage difference between rank holders.

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Viveat Susan Pinto in Mumbai
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