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What Makes Dell, Amazon The Most Trusted Brands In India

Amazon, Dell emerged as the most trusted brand in India in 2019, according to a report released by brand analytics firm TRA Research..

consumer trust

‘What’s the cost of trust?’ That’s the question brands are asking themselves as they work to build trust with both existing and new customers. In the new digital era, consumers are looking to brands not only as a matter of preference, but also to preserve the authenticity of the information surrounding them. Smart brands are realizing that trust matters more now than ever before.

According to a research by Trust Research Advisory (TRA), a research firm that releases Brand Trust Report annually, technology services and products provider Dell has emerged as India’s most trusted brand in 2019.

Dell rises to the top

Dell, which was at the 6th position last year, has risen to the top, while Samsung, which was 2018’s most trusted brand now ranks 6th.

Speaking on this achievement, P. Krishnakumar, Sr. Vice President, Consumer & Small Business, APJ, Dell, said, “Purposeful innovation for customers is at the core of what we do at Dell. Customers are our ultimate brand evangelists and we constantly engage with them for their feedback and incorporate it into our strategy.”

“This engagement further fuels our goal of delivering the best in class technology and experiences that help build lasting relationship and trust. I believe that this is a sentiment that has resonated well with our customers across the country,” he added.

Dell has been growing rapidly in the Indian market, with a widespread network of Dell Exclusive Stores in over 680+ cities, as well as prominent presence at multi-brand and large format stores, channels and e-commerce platforms.

Amazon creates strong brand trust

E-commerce major Amazon is the most trusted among the Internet brands in India, followed by Google and Facebook, according to a recent report by TRA Research.

Amazon has been able to gain tremendous strength on customer trust to become India’s 4th most trusted brand and the only one in the internet vertical among the top 20 brands. The company has earned customer trust in terms of convenience, price, product selection and overall experience, the report mentioned.

Among the 32 Internet brands surveyed, Indian messaging app Hike ranked fourth, beating Facebook-owned Whatsapp, which ranked 10th, said brand intelligence and data insights company’s “Brand Trust Report 2019”.

Indian accommodation service provider and online hotel room aggregator Oyo Rooms was at the fifth position. The Indian online taxi aggregator Ola ranked sixth, way ahead of US-based Uber, which ranked 14th.

Online payment service provider Paytm ranked 19th, one place above its global peer PayPal.

Commenting on the report, N. Chandramouli, CEO, TRA, said: “Many Indian Internet start-ups are leaders in their categories, which is no mean feat. The brands that focus on creating trust along with profits and growth are the ones that will survive in this business.”

The other players in the top 10 were Flipkart, LinkedIn and Snapdeal, in the seventh, eighth and ninth ranks, respectively.

Among smartphone brands, iPhone ranked at 5th, followed by Samsung and LG.

While Samsung is the second highest selling smartphone brand in India, its Brand Trust Index was 14% less than iPhones this year.

Other interesting findings

Some of the other interesting observations in the report were that Aviva Life Insurance leapfrogged 451 positions this year to bag 8th most trusted brand in 2018. State Bank of India, with its 200-year legacy is this year’s most trusted bank and the 10th most trusted brand.

Interestingly ICICI Bank, which has been the most trusted bank for the past eight years, lost its leadership position and overall ranked at 27th.

Among automobile brands, Jeep was followed by India’s first four-wheeler manufacturing company, Maruti Suzuki.

Interestingly, among telecom brands, Airtel, at 11th position is the most trusted telecom brand, while Reliance Jio came 17th and Vodafone-Idea ranked 32nd.

Consumer brand Dove, a first-time entrant into the top 20, is up by fifty-three ranks from 2018 to be featured at the 13th position this year, making it the most trusted FMCG personal hygiene brand.

One of the biggest climbers and a new entrant in the top 20 rankings, Kangaroo Kids rises 625 ranks to grasp 15th position this year, illustrating consumer’s mindset shift towards young children’s education needs.

This year, seven brands of Indian origin, five from US, two from South Korea and Japan, and one each from UK and Canada made it to the top 20 list. Last year, the Top 20 had five brands each from India and US, Japan and German were represented by three brands, and the list also featured two Korean and Chinese brands.

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