Samsung Mobile India’s most attractive brand: Report

Samsung Mobile has emerged the most attractive brand in the country.

According to a research report by Trust Research Advisory (TRA), based on primary research conducted with 2,505 'consumer-influencers' from across 16 cities based on TRA's proprietary matrix of 36 brands, Samsung has emerged as the most attractive brand followed by Sony and Nokia, and the three brands were very close together with just 2 per cent gap between each other. 

"India's top 10 attractive brands include two mobile phone brands, two consumer electronics brands, three from the diversified category, one each from FMCG, automobile and technology categories," TRA chief executive N Chandramouli told reporters here.

LG, the South Korean consumer electronics leader is placed fourth with 8 per cent attractiveness score lag from the previous, with India's fifth ranked, India's home-grown conglomerate, Tata, trailing its predecessor by 11 per cent.

The report added, at the all-India level, bath / beauty brand Lux from the HUL stable ranked sixth nearly 48 per cent behind Tata in attractiveness quotient.

"The next four brands are within single-digit gaps of each other with Maruti Suzuki ranked seventh, Godrej ranked eighth, Bajaj ranked ninth, and Dell the technology leader, ranked tenth most attractive brand," Chandramouli said.

Chandramouli, CEO, TRA, observed, "The force of attractiveness is a primal force that affects all of us with the same intensity - whether it be attraction with other humans, objects, places or brands.

As a brand insights company, TRA spent years understanding the basics of attractiveness by delving into several subjects ranging from philosophy to physiology, religion and communication, and have developed a robust proprietary matrix for deciphering the complex subject of Brand Attractiveness."

Elaborating on the usefulness matrix of TRA, Chandramouli said, "Brands spend billions in advertisements trying to be attractive to consumers, but at best such approaches range between ad-hoc and haphazard.

TRA's Brand Attractiveness matrix will give brands a scientific tool and methodologies to improve their Attractiveness Quotient with their consumers, helping brands deploy their resources more efficiently and target their messages more accurately."

In Western India, the Attractiveness Quotients differed significantly national scores with Sony being ranked as West Zone's Most Attractive brand.

LG followed at second place, Tata at third, and Samsung Mobiles as western India's fourth Most Attractive brand.

Mumbai ranked Sony, LG and Tata respectively as the top three attractive brands.