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Tata
Tea gains a firmer ground in the ET's Brand Equity Survey
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 Tata
Tea has been ranked in the 20th position among 275 brands (195
consumer products and 80 service brands) in the Most Trusted
Brands Survey conducted by The Economic Times this year, which
makes it the only tea brand to figure in the top 50 list. For
Tata Tea it is a twenty step up ahead of the previous year's
ranking in which it was placed only in the 40th rank as reported
by The Economic Times' Brand Equity dated December 15, 2004.
 The
Most Trusted Brand Survey, the brainchild of the Brand Equity
(the ET supplement) and the ET Intelligence Group, is conducted
every year by the research agency AC Nielsen ORG-MARG. It is
reported to be the largest of its kind in India with a sample
size of over 7000 consumers distributed across socio-economic
class, age, sex, income and geography. The Survey  aims
to identify the brands that bond the best with consumers. "They
are not just the brands that are most familiar, they are the
brands that consumers believe provide quality and reassurance."
The brand attributes considered by the survey for evaluation
are consistent high level of quality, value for money, definite
brand consideration during a product purchase, popularity even
among posterity, uniqueness, ability to evoke a feeling of confidence
and pride among users and the very specialty of the brand that
has some unique feelings associated with it !
 The
ET reports, "Tata Tea again proves it's hard to keep a
good brand down even in a commoditised market like tea - perhaps
the recent acquisition of Tetley boosts the perception of the
brand among consumers. It rounds out the Top 20, and is in fact
the only tea brand in the Top 50 with the nearest competition,
Brooke Bond, languishing at No. 77…"
 A
microscopic view of the Survey reveals that Tata Tea stands
at the 18th position among 20 other brands as preferred by the
housewives. In a ranking across geographic regions, it is ranked
4th by the North and 13th by the East region. The most strikingranking
that brings cheers to the Tateans is that Tata Tea ranks 2nd
among 27 beverage brands, relegating the rivals Brooke Bonds
to 14th position and Lipton to 18th rank! That's a heady mix
indeed. |
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