Dell: India’s most trusted laptop brand

Laptop-maker Dell, a technology services and products provider, has been ranked as India’s most trusted brand in TRA’s Brand Trust Report, 2019. Dell climbed five ranks over the previous year to grab the top spot and also introduced the laptop category in the report. With 31% Brand Trust Index (BTI) difference from Dell, auto brand Jeep makes a dramatic entry in the second spot with a massive jump of 551 ranks over the last year. Speaking on this achievement, P. Krishnakumar, Sr. Vice President, Consumer & Small Business, APJ, Dell, said, “Purposeful innovation for customers is at the core of what we do at Dell. Customers are our ultimate brand evangelists and we constantly engage with them for their feedback and incorporate it into our strategy.”

Dell has been an acclaimed household brand in the country for a long time now. The company is especially known for its personal computers. It caters to the requirements of consumers, digital immigrants and digital natives. From offering premium gaming devices, delivering Dell Cinema for an immersive video and audio experience to boosting PC for education through “Dell Aarambh”, Dell has been on the forefront in India. The American tech giant has been growing exponentially in the Indian market. It has Dell Exclusive Stores in more than 680 Indian cities, a number of large format stores, channels and e-commerce platforms.

TRA’s Brand Trust Report 2019 had been prepared after comprehensive primary research conducted on the 61-Attribute Brand Trust Matrix of TRA. The study involved 15,000 hours of fieldwork, covering 2,315 consumer-influencers across 16 cities in India, and generated 5 million data points and 9,000 unique brands, from which the top 1000 brands have been listed in this year’s report. “Without trust, the entire engagement of a brand becomes ineffectual. The trust a brand generates is the basis of all transactions that consumers have with the brand. The act of trust involves a voluntary transfer of resources – emotional, physical, financial or material – with no immediately visible, tangible or quantifiable commitment back to the trust or consumer. Therefore, the onus of building the trust-bond rests completely with the brand,” said N. Chandramouli, chief executive, TRA Research, in a statement.

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