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Dabur is the 45th trustworthy brand in India
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Monday, 31 January, 2011, 08 : 00 AM [IST]
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Dabur ranked 45th among the 16,000 brands studied and published in "The Brand Trust Report, India Study, 2011."
The Brand Trust Report was launched in Mumbai by Dr A P J Abdul Kalam, the former President of India.
P D Narang, Dabur India Ltd group director, said, "Brand Dabur touches millions of Indians every day. Our continual focus on offering our consumers superior and quality products at affordable price points have helped us achieve this. This award further emboldens our never-ending effort and commitment towards winning hearts and minds of our most valued consumers."
N Chandramouli, the CEO of the Trust Research Advisory, the publisher of the report, said, "The era that we live in is characterised by an enormous trust deficit. The term and its associated feeling have become more common in the last few years than in the several decades that preceded it. In earlier times, the reasons for trust deficit were visible and common enough to be easily understood. In current times, however, trust has become far more complex and difficult to decipher, and trust deficit exists for several reasons, known and unknown. For The Brand Trust ReportTM, we chose 'influencers' to be our respondents and the criteria for them to qualify as an 'influencer' had to be chosen very carefully to ensure that the respondents primarily understand the nuances of brands and also have the ability to influence others with their impressions."
Commenting on the launch of the Report, Dr A P J Abdul Kalam said, "I congratulate Trust Research Advisory on publishing a report of such importance. The depth of this report would help brands understand and improve trust, the most essential bond in all relationships. The Brand Trust Report has brought up a very important aspect - that Corporate Social Responsibility is not an option for brand trust, but it is essential. I urge India's top corporate houses to recognise corporate altruism as an intrinsic component in the brand building process and treat this as a societal entrepreneurship venture rather than as a social responsibility."
The Report is the result of years of detailed research to understand trust which included several hundred hours of discussions with communication experts and behavioural scientists. On this basis the TRA created a proprietary Trust Matrix comprising 61 different components. Based on this proprietary matrix, the TRA launched a syndicated primary research on brand trust across 9 cities in India covering 2,310 respondents who were classified into the 'influencer' category. The most intensive study on brand trust undertaken in the country, the study generated nearly 1,000,000 data points and 16,000 brands. Indian Statistical Institute helped create a statistically robust brand trust index which had been used to hierarchically rank India's most trusted brands.
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