Global Economics

Nokia Tops List of India's Most Trusted Brands


Hindustan Lever is another big winner, with three brands in the top twenty

Nokia's tagline of 'connecting people' certainly seems to have struck a chord with the Indian consumer. For a second year running, the handset maker has topped the prestigious, 'Brand Equity Most Trusted Brands (MTB) Survey'. In second and third places are the two venerable consumer brands, Colgate, a four-time winner, and Lux, respectively.

The survey was unveiled last night at a glittering ceremony, which saw the who's who of India's brandsphere making their way to Mumbai from all parts of the country to be in attendance. The marque names included HUL MD Nitin Paranjpe, Nokia MD D Shivakumar, P&G MD Shantanu Khosla, Britannia MD Vinita Bali, BCG India MD Janmejaya Sinha, JWT CEO Colvyn Harris, Madison chairman Sam Balsara, Ogilvy India executive chairman & NCD Piyush Pandey and McCann Erickson India executive chairman Prasoon Joshi.

A clear indication that today the Brand Equity MTB Survey is the one study that marketers put their faith in. In this, the sixth year of the MTB survey, there are two new entrants into the top 10. Coming in at No. 6 is one of the oldest brands in India, Horlicks.

The brand, which has perennially been in the top 20, has finally managed to leapfrog into the coveted top 10. However, it is Reliance Mobile which is the star of this year's edition, considering that it had failed to crack the top 20 in 2008. Telecom, as a category, is clearly on the ascendant. Airtel, BSNL and Vodafone have all surged up the charts to finish in the top 30, ranking 12, 19 and 30, respectively.

Hindustan Unilever, as has always been the case, continues to dominate the overall rankings with three brands (Lifebuoy, Lux and Pepsodent) in the top 10 and seven in the top 20. However, Pond's, a brand from the HUL stable, also happens to be the biggest loser in the top 10, falling from No. 5 last year to No. 16 this year.

In the listing of the top 50 service brands, three out of the five brands are public sector brands namely SBI (13), LIC (17) and BSNL (19), perhaps an indication that public sector brands are perfectly capable of holding their own against their private counterparts.

The Brand Equity MTB survey is the largest, most diverse and most prestigious survey of its kind, with over 8,000 respondents nation-wide and is conducted by The Nielsen Company on behalf of Brand Equity. The detailed survey findings are available in today's 12-page special edition of Brand Equity.

Also, watch out for all the action from the launch party and interviews with winners and India's premier marketers on ET NOW, the soon-to-be launched cutting-edge channel for business news.


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