TRA’s Most Desired Brands: Understanding Methodology
By N. Chandramouli TRA's Most Desired Brands 2023 list is the result of a meticulous research and analysis process carried out using our proprietary Brand Desire Matrix. The methodology delves into the intangible elements of brand desirability, understanding that the allure and magnetism of a brand extend beyond superficial attributes. The study engaged with over 2500 consumer-influencers from 16 different cities, ensuring a broad and comprehensive representation of consumer preferences. The Brand Desire Matrix, developed over a three-year period, comprises 36 intangible attributes organized into 12 behavioral categories and 4 foundational...