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Adidas is Hyderabad’s Most Attractive Brand; Aditya Birla 2nd, Ashok Leyland ranks 3rd


Hyderabad choices spruce-up national brands: 158 brands rise by an average of 328+ ranks, and 74 brands fall by -83 ranks compared to All-India

Summary

  • City choices differs wildly from national preferences. City spruces-up national brands

  • Unlike other cities where there are similarities visible - Men & Women’s preferences in Hyderabad differ starkly


Hyderabad, India, December 26, 2018: India’s Most Attractive Brands Report 2018 (MAB 2018), in its fifth edition, has listed the country’s Most Attractive 1000 brands by consumer choices, based on TRA’s proprietary model of Brand Attractiveness. The study is an annual syndicated primary research conducted with 2500 consumer-influencers across 16 Indian cities. Consumers of Hyderabad have ranked Adidas as the Most Attractive brand in the city, ranked 33rd All-India. City’s 2nd choice is Aditya Birla Group (All-India rank 871st), and Ashok Leyland at 3rd (All-India rank 616th). TRA Research has been scientifically measuring Buying Propensity conducting syndicated research on its’ proprietary matrices of Brand Trust and Brand Attractiveness since 2010. In the All-India Most Attractive Brands list, Samsung mobiles took 1st place, followed by Tata Motors at 2nd and Apple iPhone at 3rd.




Hyderabad has a very unique flavor explained N. Chandramouli, CEO, TRA Research, “Most marketers think of this city as just another Southern city. However, it is very different from any other city in the South as also from rest-of-India. Hyderabad speaks many languages with ease, but with its own distinctiveness. With many having family members abroad, their world exposure is high, but they cannot do without their gongura. Politically aware, internet savvy, ready to explore new things; but when at home, they want their culture and cuisine to be tuned in.”

“Marketers and advertising agencies do a disservice to the brand, the consumer and to the opportunity that resides in the brands by not looking at the city’s consumers with a different lens. The country is an ever-changing landscape of consumer preferences and desires – this has to be understood by brand custodians before spending a brand’s money in communicating to any individual city’s audiences”, Chandramouli added.

Hyderabad consumers show a distinctively higher preference for some brands and the opposite for others. The brands which have gained the highest in this city-of-pearls are Deloitte (ranked 38th in the city, but 1095th All-India), Star India Health Insurance (ranked 142nd in Hyderabad, but 1127th All-India), Essar Oil (ranked 42nd in Hyderabad, but 1012th All-India), Zara (ranked 174th in Hyderabad, but 1134th All-India). 158 brands have risen in ranks in the city by an average of 328+ ranks.

Brands which fall in Hyderabad’s affections are Honda (ranked 226h in Hyderabad, but 10th All-India), Sony TV (ranked 221st in Hyderabad, but 13th All-India), Airtel (ranked 232nd in Hyderabad, but 37th All-India), Reliance Jio (ranked 197th in the Hyderabad, but 4th All-India) and Vodafone-Idea (ranked 218th in the Hyderabad, but 29th All-India).

This city wears its difference in its attitude. The other brands among the top ten Most Attractive brands in Hyderabad include, 4th ranked Allen Solly (ranked 107th All-India), 5th ranked Bajaj Allianz (ranked 676th All-India), 6th ranked Amaron (ranked 799th All-India), 7th ranked Amazon (ranked 47th All-India). These are followed by American Tourister at 8th, Amul ranked 9th and Andhra Bank ranked 10th.

This city also showed no commonness between choices of genders, and distinct divergences are observable. The preference for the various Categories for the two genders are as under:

Personal Technology – Men’s 27% > Women’s 7%

Lighting – Men’s 10% > Women’s 5%

Only Men show preference for: Private Bank at 13%, PSU Life Insurance at 12%, Telugu Print News & Televisions at 10% each, and Consumer Electronics & Branded Fashion at 9% each.

Only Women preference for: Diversified at 45%, Mobile Phones at 10%, Watches at 6% each and Cosmetics at 5% each.

About India’s Most Attractive Brands - 2018

India’s Most Attractive Brands 2018, the fifth in the Report series, is the result of primary research based on the proprietary 36 Attributes of Attractiveness that have been studied and identified by TRA Research. This year’s research was conducted among 2,474 consumer-influencers across 16 cities and generated nearly 5 million data points and 5,000 unique brand mentions, out of which the top 1000 brands have been listed in this year’s Report. The 176-page, hardbound report is available for Rs.14,000/-.

In the 2018 edition, Samsung leads the All-India list, followed by Tata Motors at 2nd, up from 181st rank last year. Apple iPhone is ranked 3rd this year All-India, with a rise from 92nd rank in 2017. Reliance Jio, ranks 4rd among India’s Most Attractive Brands and Maruti Suzuki is ranked the 5th Most Attractive brand in India, up two ranks over last year. The next five ranks among the top ten are Samsung (Consumer Electronics) at 6th, Dell (Laptops) at 7th, SBI (Bank – PSU) at 8th, Nike (Sportswear) at 9th and Honda (Four-Wheeler) at 10th.

The 2018 report lists 286 Categories under 34 Super-Categories. The other Category leaders in this report are Levi’s (Casualwear), Biba (Ethnicwear-Women), Siyaram (Fabrics), Allen Solly (Formalwear), MRF (Tyres), ICICI Bank (Bank-Private), SBI (Bank-PSU), HSBC (Bank-Foreign), Visa (Credit /Debit card), Fastrack (Branded Fashion), Gucci (Luxury Fashion), Kenstar (Consumer Appliances), Samsung (Consumer Electronics), Symphony (Air Coolers), LG (Refrigerators), Samsung (Washing Machines), Philips (Lighting), Odonil (Air Fresheners), Himalaya (Baby Products), Nippo (Batteries), Coca-Cola (Aerated Beverages), Kit Kat (Chocolate Bar), Canon (Cameras), Patanjali (Ayurvedic Products), Moov (Pain Balm), Prestige (Cookware), Roca (Bath Fixtures/Sanitaryware), Taj Hotels (Hotels – Premium), Google (Internet Search), Amazon (Online Retail), Ola (Taxi Aggregation), ACC (Cement), Hero (Cycles), Nike (Sportswear), Titan (Watches), DLF (Real Estate), FBB (Fashion Retail), Nataraj (Writing Accessories), Dell (Laptops), Hewlett Packard (Personal Technology) and Jet Airways (Airline – Private).

About TRA Research

TRA Research, a Comniscient Group company, was conceived in 2008 and is a brand strategy and actionable brand insights company, dedicated to understanding and analyzing stakeholder Buying Propensity. Buying Propensity, made up of Brand Trust and Brand Attractiveness are the proprietary brand matrices of TRA. TRA conducts primary syndicated research with consumers and other stakeholders to assist business decisions and give brands insights improving their ‘keenness-to-buy. TRA provides Brand Intelligence Reports mined from its ’25 million data-points on brand intangibles of 20,000 brands collected over the years, and also undertakes custom-made studies for brands. TRA is the publisher of The Brand Trust Report, India's Most Attractive Brands and India’s Most Consumer Focused Brands.

TOP 50 MOST ATTRACTIVE BRANDS OF HYDERABAD


Hyderabad
All-India
Hyderabad




leads All-




MAB 2018
MAB 2018
Brand names
Category
Super-category

India ranks

rank
ranks




by










1
33
32
ADIDAS
SPORTSWEAR
PERSONAL ACCESSORIES

2
871
869
ADITYA BIRLA
DIVERSIFIED
DIVERSIFIED

3
616
613
ASHOK LEYLAND
COMMERCIAL VEHICLES
AUTOMOBILE

4
107
103
ALLEN SOLLY
FORMALWEAR
APPARELS

5
676
671
BAJAJ ALLIANZ
INSURANCE COMPANY - PRIVATE
BFSI

6
799
793
AMARON
AUTO - BATTERIES
AUTOMOBILE - RELATED

7
47
40
AMAZON
ONLINE RETAILER - DIVERSIFIED
INTERNET

8
576
568
AMERICAN TOURISTER
LUGGAGE/BAGS
PERSONAL ACCESSORIES

9
78
69
AMUL
DAIRY - DIVERSIFIED
FOOD & BEVERAGE

10
594
584
ANDHRA BANK
BANK - PSU
BFSI

11
232
221
APOLLO HOSPITALS
HOSPITALS
HEALTHCARE

12
3
-9
APPLE iPHONE
MOBILE PHONES - SERIES
GADGETRY

13
484
471
ARMANI
LUXURY FASHION
BRANDED FASHION

14
137
123
ASIAN PAINTS
PAINTS
MANUFACTURING

15
351
336
ASUS
PERSONAL TECHNOLOGY
TECHNOLOGY

16
34
18
AUDI
FOUR WHEELER - LUXURY
AUTOMOBILE

17
98
81
AXIS BANK
BANK - PRIVATE
BFSI

18
179
161
BAJAJ FINANCE
FINANCIAL SERVICES
BFSI

19
41
22
BAJAJ AUTO
TWO WHEELER - MANUFACTURER
AUTOMOBILE

20
375
355
BANK OF BARODA
BANK - PSU
BFSI

21
146
125
BANK OF INDIA
BANK - PSU
BFSI

22
17
-5
BAJAJ PULSAR
TWO WHEELER - BRAND
AUTOMOBILE

23
80
57
BIG BAZAAR
HYPERMARKET - INDIAN
RETAIL

24
469
445
BLUE DART
EXPRESS SERVICE - DOMESTIC
SERVICES

25
28
3
BMW
FOUR WHEELER - LUXURY
AUTOMOBILE

26
66
40
BRITANNIA
BISCUITS
FOOD & BEVERAGE

27
692
665
BROOKE BOND TAJ MAHAL TEA
TEA
FOOD & BEVERAGE

28
134
106
BSNL
MOBILE SERVICE PROVIDER
TELECOM

29
106
77
ROYAL ENFIELD
TWO WHEELER - MANUFACTURER
AUTOMOBILE

30
989
959
BUTTERFLY
KITCHEN APPLIANCES
HOME CARE

31
103
72
CADBURY'S
CHOCOLATE - DIVERSIFIED
FOOD & BEVERAGE

32
565
533
CASIO
WATCHES
PERSONAL ACCESSORIES

33
154
121
CIPLA
PHARMACEUTICALS - INDIAN
HEALTHCARE

34
26
-8
COLGATE
ORAL HYGIENE
FMCG

35
209
174
CROMA
CONSUMER ELECTRONICS
RETAIL

36
312
276
DABUR
AYURVEDIC PRODUCTS
HEALTHCARE

37
96
59
DELL
PERSONAL TECHNOLOGY
TECHNOLOGY

38
1095
1057
DELOITTE
PROFESSIONAL SERVICES
SERVICES

39
255
216
DOMINO'S
QSR
RETAIL

40
597
557
DR REDDY'S
PHARMACEUTICALS - INDIAN
HEALTHCARE

41
289
248
EENADU
NEWSPAPER - TELUGU
MEDIA - PRINT

42
1012
970
ESSAR
OIL & GAS - INDIAN
ENERGY

43
62
19
FACEBOOK
SOCIAL NETWORKING
INTERNET

44
127
83
FASTRACK
BRANDED FASHION
BRANDED FASHION

45
533
488
FEDEX
EXPRESS SERVICES - FOREIGN
SERVICES

46
144
98
FLIPKART
ONLINE RETAILER - DIVERSIFIED
INTERNET

47
71
24
FOGG
DEO/PERFUME
FMCG

48
844
796
FOODPANDA
ONLINE FOOD AGGREGATOR
INTERNET

49
60
11
FORD
FOUR WHEELER - MANUFACTURER
AUTOMOBILE

50
681
631
FOSSIL
WATCHES
PERSONAL ACCESSORIES



`


30 BIGGEST RISES IN HYDERABAD'S ATTRACTIVENESS
Hyderabad
All-India
Hyderabad



leads All-



MAB 2018
MAB 2018
Brand names
Category

India ranks

rank
ranks



by








38
1095
1057
DELOITTE
PROFESSIONAL SERVICES

142
1127
985
STAR HEALTH INSURANCE
HEALTH INSURANCE - PRIVATE

42
1012
970
ESSAR
OIL & GAS - INDIAN

174
1134
960
ZARA
FASHION

30
989
959
BUTTERFLY
KITCHEN APPLIANCES

144
1091
947
SUBWAY
QSR

185
1113
928
XYLYS
WATCHES

190
1072
882
HYATT
HOTELS - PREMIUM

141
1018
877
SPENCER'S
HYPERMARKET - INDIAN

214
1090
876
SAKSHI
TELUGU NEWS

2
871
869
ADITYA BIRLA
DIVERSIFIED

130
993
863
RELIANCE COMMUNICATIONS
MOBILE SERVICE PROVIDER

219
1062
843
POLICE
WATCHES

198
1010
812
SAIFEE HOSPITAL
HOSPITALS

48
844
796
FOODPANDA
ONLINE FOOD AGGREGATOR

6
799
793
AMARON
AUTO - BATTERIES

131
909
778
RELIANCE DIGITAL
CONSUMER ELECTRONICS - RETAIL

184
942
758
RELIANCE TRENDS
FASHION - RETAIL

212
952
740
RAINBOW HOSPITALS
HOSPITALS

204
939
735
HOPE HOSPITALS
HOSPITALS

123
828
705
PIZZA HUT
DINER/RESTAURANT

215
912
697
TATA REALTY & INFRASTRUCTURE
REAL ESTATE

205
898
693
HOTEL FIDALGO
HOTELS

115
805
690
PANTALOONS
FASHION - RETAIL

5
676
671
BAJAJ ALLIANZ
INSURANCE COMPANY - PRIVATE

27
692
665
BROOKE BOND TAJ MAHAL TEA
TEA

136
785
649
SHRIRAM FINANCE
FINANCIAL SERVICES

56
700
644
HERITAGE FOODS
DAIRY - DIVERSIFIED

50
681
631
FOSSIL
WATCHES

96
727
631
NEXA
PREMIER CAR RETAIL








20 BIGGEST FALLS IN HYDERABAD'S ATTRACTIVENESS
Hyderabad
All-India
Hyderabad



leads All-



MAB 2018
MAB 2018
Brand names
Category

India ranks

rank
ranks



by








226
10
-216
HONDA
FOUR WHEELER - MANUFACTURER

221
13
-208
SONY
TELEVISIONS

232
37
-195
AIRTEL
MOBILE SERVICE PROVIDER

197
4
-193
RELIANCE JIO
MOBILE SERVICE PROVIDER

218
29
-189
VODAFONE-IDEA
MOBILE SERVICE PROVIDER

211
31
-180
PONDS
COSMETICS

186
7
-179
DELL
LAPTOPS

189
27
-162
SAMSUNG
TELEVISIONS

167
15
-152
VIVO
MOBILE PHONES

151
2
-149
TATA MOTORS
FOUR WHEELER - MANUFACTURER

160
11
-149
TITAN
WATCHES

161
19
-142
TOYOTA
FOUR WHEELER - MANUFACTURER

176
35
-141
NOKIA
MOBILE PHONES

143
8
-135
STATE BANK OF INDIA
BANK - PSU

134
1
-133
SAMSUNG
MOBILE PHONES

179
46
-133
APPLE
PERSONAL TECHNOLOGY - DIVERSIFIED

222
89
-133
WIPRO
SOFTWARE SERVICES

135
6
-129
SAMSUNG
CONSUMER ELECTRONICS -DIVERSIFIED

201
79
-122
SAMSUNG
REFRIGERATORS

203
84
-119
BAJAJ ELECTRICALS
CONSUMER ELECTRONICS -DIVERSIFIED

149
38
-111
TATA
DIVERSIFIED



`

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