Among its Composite Brand Trust components, Nokia scored the highest in empathy and second highest in shared Interests, scoring the 8th highest and 6th highest respectively when the top 50 brands were compared. This implies that the brand has a caring and compassionate attitude, understands its audiences, relates to them well and also shares their values. The combination of these two composites shows a very high emotional connect that Nokia enjoys with its customers.
Nokia also has a good balance of Zonal Pulls across the 4 zones without much variance. However, Nokia's highest Brand Trust Index is in the North, followed very closely by the South. The West Zone has the maximum drag on the brand. An analysis of the primary components shows that Nokia would be able to improve its Brand Trust even further if it focuses its communication on the primary component on which it scores highest, that the Brand is Caring. The Brand Trust can be further supported if it actions its lowest scoring primary component, i.e., by making a stronger commitment to visible action in Social Development Activities.
Further revelations show that Mobile Phones are a highly trusted category. Nokia leads all brands across 3 regions other than the East, where it is the third most trusted brand. The South Zone Brand Trust Index for Nokia lags by almost 20% from the leading zone, North. While Nokia's Brand Trust may vary across the regions, it is so far ahead of the other mobile phones in terms of Brand Trust that the closest, Blackberry in the North, is lower by a factor of 15.
Micromax, the Indian brand of mobile phones also features in all zones other than in East, and while the similar sounding, Maxx, makes it to the top 100 most trusted brands in the North zone alone.
Congratulating Nokia, on being voted as the most trusted brand in India, Mr. N. Chandramouli, CEO, Trust Research Advisory (TRA) said, "The parameters under which this comprehensive study was carried out by TRA, is the first of its kind in the country. I believe that this detailed study on Brand Trust, will benefit Nokia in the long run. I wish them all the best in all their future endeavors and hope they retain the same position in the coming years as one of India 'most trusted brands'."
In conclusion, the study also showcased that Nokia emerged as one of the fourteen brands / companies listed in the Gartner / AMR supply chain leaders list, who were also featured in the top 50 Brand Trust list. The other brands were Samsung, Dell, Colgate, HP, Microsoft, Nike, IBM, Pepsi, Hindustan Unilever, Pond's, Dove, Lakme and Intel. As for Country Trust, Finland topped only due to the single representation of Nokia, which leads the Brand Trust list by a very large margin.
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