Thursday, 18 June 2009

Brand Equity most trusted brand survey 2009

What is a brand? Is it a symbol or name or what is it? Simply, “ A Brand is a Promise”. A name, signs and symbols are part of what a brand is. Trust is as fragile as it is precious and a brand is always fight to retain the trust of customer. A Brand need to earn trust everyday.  Economic Times Bureau – Brand Equity unveils the most comprehensive article of faith in the Indian brand world and the most unique listing of its kind, Brand Equity Most Trusted Brands 2009, in a glittering event held in Mumbai.

This independent nationwide survey conducted for Brand Equity by

 Nielsen is the benchmark for Trust, an ageless virtue and the ultimate pinnacle that every marketer and every brand wants to achieve. And this, the single-biggest study of its kind, has now become the gold standard for the entire marketing and advertising fraternity.

Nokia top list of India most trusted brand. Hindustan Lever is another big winner, with three brands in the top twenty.

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.

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. 

Rank 1: Nokia

  • Advertising Agency: JWT/W+K
  • About the brand: Nokia has established itself as the market and brand leader in the mobile devices market in India. The company has built a diverse product portfolio to meet the needs of different consumer segments and therefore offers devices across five categories ie. Entry, Live, Connect, Explore and Achieve.  (

Rank 2: Colgate

  • Advertising Agency: Ridiffusion YR
  • About the brand: From a modest start in 1937, when hand-carts were used to distribute Colgate Dental Cream, Colgate-Palmolive (India) today has one of the widest distribution networks in India, a logistical marvel that spans around 4.5 million retail outlets across the country, of which the Company services 1.5 million outlets directly. The company dominates the Rs 2400 crore Indian toothpaste market by commanding close to 50% of the market share. Colgate was ranked as India’s Most Trusted Brand across all categories by Brand Equity’s Most Trusted Brand Survey for four consecutive years from 2003 to 2007. (

Rank 3: Lux

  • Advertising Agency: JWT
  • Company: Hindustan Unilever Ltd
  • About the brand: Lux stands for the promise of beauty and glamour as one of India's most trusted personal care brands. Since 1929, Lux in step with the changing trends and evolving beauty needs of the consumers, offers an exciting range of soaps and Body Washes with unique elements to make bathing time more pleasurable. (

Rank 4: Lifebuoy

  • Advertising Agency: Lowe
  • Company: Hindustan Unilever Ltd
  • About the brand: Launched in 1895, Lifebuoy, for over 100 years, has been synonymous with health and value. The relaunch of the soap in 2002, 2004 & again in 2006 have been turning points in its history. It is now in a superior formulation offering a new health fragrance and a contemporary shape. It’s vision is, “Making a billion Indians feel safe and secure by meeting all their health and hygiene needs”. (

Rank 5: Dettol

  • Advertising Agency: Euro RSCG
  • About the brand: Dettol is the gold standard of effective germ kill recommended by medical experts and healthcare professionals for its proven ability to protect families from germs. The brand remains up to date through the launch of new products relevant to changing lifestyles such as hand sanitizer, liquid hand wash, shower gel, all purpose cleaners, and antibacterial wipes. (Content: ET Bureau &

Rank 6: Horlicks

  • Advertising Agency: JWT
  • Company: GlaxoSmithKline
  • About the brand: Horlicks is the leading health food drink in India and enjoys more than half of the health food drink market. Although it has been a popular brand in Indian market since 1930s, Horlicks underwent a revamp in 2003 to further increase its relevance.  It is a favourite with both mothers for its nourishment and kids for its great taste and variety. (

Rank 7: Tata Salt

  • Advertising Agency: Leo Burnett
  • Company: Tata Group
  • About the brand: Tata Salt pioneered the branded salt movement in India in 1983. It was the first salt in India to be manufactured using vacuum evaporation technology. The desh ka namak (salt of the nation) advertising campaign lent voice to the emotional connect and warmth that people associate with salt. It earned for itself the epithet of desh ka namak and the trust of consumers across the country. Today the brand is seen as reliable and trustworthy and promoting the health of customers. Its appeal cuts across regions and it has become an integral component of a majority of Indian kitchens. (

Rank 8: Pepsodent

  • Advertising Agency: Lowe
  • About the brand: Pepsodent, launched in 1993, was the first toothpaste with a unique anti-bacterial agent to address the consumer need of checking germs even hours after brushing. Pepsodent packs included a Germ Indicator in February-May 2002, which allowed consumers to see the efficacy in fighting germs for themselves. As a follow-up, in October 2002, Pepsodent offered Dental Insurance to all its consumers to demonstrate the confidence the company has in the technical superiority of the product.The relaunch campaign in October 2003 widened the context to "sweet and sticky" food and leveraged the truth that children do not rinse their mouths every time they eat, demonstrating that this makes their teeth vulnerable to germ attack. Pepsodent's most recent campaign aims at educating consumers on the need for germ protection through the night. (

Rank 9: Britannia

  • Advertising Agency: Lowe/McCann Erickson
  • About the brand: Britannia strode into the 21st century as one of India's biggest brands and the pre-eminent food brand of the country. It was equally recognised for its innovative approach to products and marketing: the Lagaan Match was voted India's most successful promotional activity of the year 2001 while the delicious Britannia 50-50 Maska-Chaska became India's most successful product launch. In 2002, Britannia's New Business Division formed a joint venture with Fonterra, the world's second largest Dairy Company, and Britannia New Zealand Foods Pvt Ltd was born. In recognition of its vision and accelerating graph, Forbes Global rated Britannia 'One amongst the Top 200 Small Companies of the World', and The Economic Times pegged Britannia India's 2nd Most Trusted Brand. (Content:

Rank 10: Reliance Mobile

  • Advertising Agency: Cartwheel Creative
  • Company: Reliance Communications
  • About the brand: Reliance Mobile (formerly Reliance India Mobile), launched on 28 December 2002, coinciding with the joyous occasion of the late Dhirubhai Ambani’s 70th birthday, was among the initial initiatives of Reliance Communications.  Reliance Communications is the flagship company of the Anil Dhirubhai Ambani Group (ADAG) of companies. Listed on the National Stock Exchange and the Bombay Stock Exchange, it is India’s leading integrated telecommunication company with over 80 million customers. (

11) Close-Up 12) Airtel

13) State Bank of India 14) Glucon D

15) Clinic Plus 16) Pond's

17) LIC 18) Fair & Lovely

19) BSNL 20)LG


The Brand Equity MTB survey is the largest, most diverse and most prestigious survey of its kind, with over 8,160 respondents nation-wide and is conducted by The Nielsen Company on behalf of Brand Equity. 300 brands are evaluated and the samples consist of chief wages earners, housewivies, young adult male and females

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