Statistics and figures, sometimes, do not reveal everything about a particular subject, irrespective of the field it is related to. The Indian car market, for instance, is all about facts and figures, which includes sales, market share, profit and prices. However, brand value is something that cannot be quantified directly, thereby preventing complete transparency while analysing things. Tata Motors, one of India's largest companies in India, has been going through phase in the country as far sales and market share are concerned. However, a recent report released by Trust Research Advisory (TRA) has declared Tata Nano as the Most Trusted Brand. This analysis, called the The Brand Trust Report, is a part of the India Study - 2013. Tata Nano joins the list of 1100 'Most Trusted Brands', which are selected from around 19000 brands, which span across 211 categories.
This study analyses brands in the country based on certain parameters, which are selected from various structures. It ranks among the most extensive brand studies that take place throughout the globe, involving a high number of people. According to sources, parameters and variables in this study are quite high, thereby covering all aspects that make a brand. There is a point system devised in this report, which eventually decides how companies fare. Ironically, this report comes at a time when there has been a lot of talk about changing strategies to increase sales of this model. In fact, Ratan Tata, an esteemed member of the Tata Group, gave an interview to a news channel, wherein he discussed how there had been several loopholes while marketing Nano. Also, Tata Motors released sales figures for the month of November, depicting a steep fall in sales.
However, many experts and analysts believe that sales alone cannot brand value in the country. Tata Nano, much before its launch, has been a highly hyped product, which has captured the imagination of many people across the country. Labelled as the 'cheapest production car in the world', Nano connected with customers in India who wanted to upgrade from a two-wheeler to a four-wheeler. Not only this, the image of the Tata Group has played a huge role in this popularity. Tata is one of the oldest and most trusted companies in the country. As a result of this trust, people in India have loved the Nano brand. Although sales figures do not show the same, it's presence in the country cannot be denied.
Delna Avari, Head, Marketing Communications, Passenger Vehicles at Tata Motors, spoke about this honour and how happy the firm was to get it. “We are honoured to be recognized as India’s most attractive and most trusted Brand by Trust Research Advisory. These awards demonstrate how customers recognize the tremendous quality and value, reflecting the incredible competitive strength of the brand Nano. We had introduced additional features in the Nano, keeping our customers central in the product development phases. Repositioning the brand Nano, backed by a strong go-to-market strategy and great communication campaign has further helped us build the consumer connect. This eventually led to building ‘Trust’ which is significant for us. This recognition makes us believe that we are on the right track of providing value to our consumers,” she was quoted as saying.
