Samsung Mobile the most attractive brand in India

In a first-of-its-kind report, the Trust Research Advisory (TRA) has listed brands on the basis of their 'attraction quotient' and declared Samsung Mobile the most attractive brand in the country.

Sony emerges as the second most attractive brand, followed by Nokia. Only one auto brand figures among the top 20 in the list: Maruti Suzuki. It is ranked at No. 7 and is preceded by Lux.

The study was conducted among 2,505 respondents across 16 cities, all of them above the age of 20, in socio-economic classifications SEC A and SEC B.

It has sought to capture 'attractiveness' by first instituting an 'attraction quotient' made up of 36 traits under four large appeal sets - the rational, the emotional, the aspirational and communication.

"We are surprised to notice that mobiles and durable brands feature high, but there is a visible absence - barring Maruti Suzuki - of automobile brands in the top 20 list," said N. Chandramouli, CEO, TRA.

The top-20 runs as follows: Samsung Mobile, Sony, Nokia, LG, Tata, Lux, Maruti Suzuki, Godrej, Bajaj, Dell, Bata, Reebok, Titan, Adidas, Puma, Colgate, Dove, Amul, Apple and Pepsi.

Interestingly, Pepsi is the only cola brand in the top-20 list across regions.

TRA is also behind the Brand Trust Report which tries to map the trust quotient of brands since 2011. "This report throws up important cues for marketers and brand custodians. They might have the most prestigious brands, but clearly if their brand message is not reaching out, or being understood, it needs to be addressed," Chandramouli added, while releasing the results of the study.

For instance, brands such as LG, Tata, Godrej, Bata and Titan stand out across regions: "They have multiple touch points through their products and also their considerable retail presence across categories," he said.

The hierarchy of attractiveness is different in different regions.

For instance, in the north the top 10 most attractive brands are: Samsung Mobile, Nokia, Sony, Reebok, LG, Adidas, Tata, Bajaj, Woodland and Lux.

In the West, Sony heads the list followed by LG, Tata, Samsung Mobiles, Nokia, Amul, Godrej, Videocon, Apple and Maruti Suzuki.

For the East, the list has Samsung mobiles followed by Sony, Nokia, LG, Tata, Lakme, Lux, Hero Moto Corp, Bata and Titan.

The South has Samsung Mobiles, Sony, LG, Usha Fans, Nokia, Puma, Bata, Axe, Jockey and Nike.