What makes Brands Last? A Question that Needed Answers

TRA facilitates discussions on Brand Trust to build lasting brands
TRA Research, a part of the Comniscient Group, and the publishers of the Brand Trust Report brought together 10 business leaders addressing 130 CXOs on the subject of ‘Building Brands to Last’- the core problem boggling brands in this world of fleeting loyalties. Business leaders such as ManojAdlakha (CEO, American Express, India), Ritu Gupta (Director, Marketing Consumer & Small Business, Dell India), VipulSabharwal (Managing Director, Luminous),NeelimaBurra (?CMO, Cargill Foods India)andSaurav Bhattacharya, (Group President, Gitanjali Gems Ltd)graced the occasion by enlightening the attendeesat the event. Another important part of the discussion was on ‘The new rules of competition’ in the changing environment of old and new brands. TRA Research is a brand insights company that measures and consults on Brand Buying Propensity, or the keenness to buy, made of their two proprietary matrices of Brand Trust and Brand Attractiveness.

“TRA has been discussing with brands the need to revitalize and create curiosity on the complex topic of Brand Trust. The triumph of the discussion on this subject is in enabling brand custodians to channelize their behavioural and attitudinal aspects of the brand. The all-encompassing insights of business leaders in a matter as delicate and crucial as Brand Trust took this initiative to new heights of success. Brands often suffer from Paradigm Blindness, wherein the company is unable to see the aspects that would bring about a massive brand transformation. Our hosted discussions helped brands to look at themselves from a 360 degree perspective.”said N. Chandramouli, CEO, TRA Research (a Comniscient Group company).

TRA Research, a Comniscient Group company, is an actionable insights and brand intelligence company dedicated to understanding and analyzing stakeholder behaviour through two globally acclaimed, proprietary matrices of Brand Trust and Brand Attractiveness. TRA Research was conceived in 2008 to decipher, analyze and measure Brand Trust, to make it universally understood and easily applied. TRA Research conducts primary research with consumers and other stakeholders to assist business decisions and give brands insights on solutions to consumer behaviour. TRA Research provides Competitive Intelligence Reports mined from its 15 million data-points on brand intangibles of 20,000 brands, and also undertakes custom-made studies for brands. TRA Research is the publisher of The Brand Trust Report, India's Most Attractive Brands & India’s Most Trusted Educational Institutes.