Customer Loyalty: The Ultimate Brand Clash Weapon
As usual, this Wednesday the 'Economic Times' was delivered at my doorstep
and as a habit, I was ready to throw it up on my bed to read it at the later half of the
day as I was getting late for my class. But what caught my eyes was the much
awaited, recently published MOST TRUSTED BRANDS list of Brand Equity (BE). This
list deciphers the TOP 100 most trusted brands in India. Colgate once again
became the unassailable brand leader for straight fourth year. The research was
conducted by Nielsen along with BE with a design sample distributed across
socio-economic classifications, age, income and geography.
The study was carried out at the following 12 cities:
Delhi, Lucknow, Chandigarh, Kolkata, Patna, Bhubaneswar, Mumbai, Ahmedabad, Indore, Chennai, Bengaluru, Vijayawada.
1. Chief Wage Earner(CWE)-The person who
makes the highest contribution towards
Household
upkeep.
2. HouseWife (HW)-Any married female and
unemployed
3. Youth-15-25 years old and not CWE/HW
4. OLDER- 26-60 years old and not CWE/HW


It is not all
about calamitous falls. Tata salt has risen to no.2 from 16 last year. The most
popular ‘Desh ka namak’ focused on the nuts and bolts like merchandising norms,
standardized POPs display windows at key outlets, etc. all of which
has helped it to remain at the top.
Reckitt Benckiser’s, Dettol was
voted as the 4th most trusted brand. Dove strategy to keep it real
has also rewarded it as it bagged the 4th place compared tono.30
last year.
The most expected yet most
dramatic setback is of the e-commerce brands, even a single one of them failed
to gain a position. It was apparently proven that to gain customer loyalty and
trust, it takes a hell lot than ‘BIG’ sales and bigger as budgets.
Some notified entries are that of
the ‘mineral water’ brands and the grand entry of Idea Telco who has travelled
a massive 131 spots up the ladder to no.43 to inch closer to its rivals Vodafone
and Airtel.
Some other notable position holders are:
- Vim topped the list in ’househlod care’.
- Big Bazaar is the winner of the ‘Retailers’ category.
- Pizza Hut topped the ‘Food Services‘ list.
- Aquaguard bagged the trust in the ‘water purifier’section.
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