Trust they’re connecting people

I just realised that I totally missed this one – The Brand Equity Most Trusted Brands Survey, at least writing about it. Unforgivable, but let me try to redeem myself by attempting a post now. Bottomline, Colgate has been dislodged from the numero uno position by Nokia, no mean task, that, and it is a testament to the inevitability of this medium (not the brand)ย  reaching the top of the media chain in a future that’s closer than it appears now.

Since I have been lax on the topic and enough has been debated on it, I did some epaper reading and have focused on a few things I thought would make an interesting read. For those who missed the entire top 100 list, here it is

I think Nokia’s climb to the top has been mainly because unlike the poor toothpaste, its not a single product or even single service/utility (oh come on, it easily transcendsย  a pure play communication device, its also a camera, a music player and so on). This not only heps it give different USPs to different kinds of people, but also helps them in communication (to appeal to different kinds of audiences across SEC categories).

Speaking of SECs, here are the results based on income, SEC and respondent type, and by metros

Other than trivia like the fact that Fevicol doesnt have a mazboot jod with SEC A and the ones mentioned in the image itself, the lists in the SEC split seem to be just a reworking of the top 100 order. As far as the income split goes, quite understandingly the income class below Rs.2500 are in a lot of pain. What else explains Crocin’s jump from #81 in the top 100 list to #10 (okay, bad one ๐Ÿ™‚ ) You know, these lists would make one think that this is one of the most hygienic and healthy countries in the world, look at the number of personal care and cleaning products and health+ food brands out there. Sigh, now if only trust would lead to usage ๐Ÿ˜‰ In the ‘respondent type’ list, its amusing to see ‘Fair and Lovely’ at #17 in the young adult male list. ๐Ÿ™‚

Its interesting to see education occupying two spots in the Delhi list, the top three brands in Kolkata having something to do with the skin, Mumbai having a cleanliness fetish, and Chennai not having it (must be the water problems). Yes, I am glossing over, but a detailed look will take time ๐Ÿ™‚

Meanwhile, Brand Equity has also given the methodology in selecting brands. A couple of thoughts on this. Considering that we’re hunting for the most trusted brands, shouldn’t we also have a media category (all media, or is it a problem because of possible bias allegations?) When do things like retail chains (CCD, Big Bazaar, FoodWorld), familiar brands like say, Levis and gang, India Post, Indian Railways, IRCTC etc make an entry? And i know this won’t happen any time now, but will computer (hardware manufacturers as well as things like Windows/Linux and entities like rediff) make it into the top 100 list in at least 5 years?

Meanwhile, I really don’t see anyone being able to challenge Nokia, unless simultaneously, a telecom brand (service) really becomes a pan india player (is already there) with excellent service and other mobile manufacturers give Nokia some really tough competition. The other possibility is when public utilities like power, water supply etc start having private players (not in an infrastructure capacity, but as a branded utility). Whatcha think?

until next time, in brands we trust

All images are courtesy Brand Equity, the Economic Times dated 11th June 08

Update: Guess who makes it to the top in the US.

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