DNA scores high in Brand Trust report

15 May,2012

By A Correspondent


The Brand Trust report 2012 has mapped trust scores on the basis of 61 primary components & has ranked brands accordingly. The 2,718 respondents to this survey were influencers of society, all SEC AB, proficient in English and salaried. Besides trust scores, these influencers ranked the media that influenced them.


On the basis of these factors, DNA has been ranked India’s second most informative newspaper, India’s second most read newspaper and third most trusted newspaper brand.


Gautam Dalal, VP, Marketing, DNA said: “A lot has happened in the last year, leading to these trust scores. The Mumbai edition has ramped up to 6 lakh copies a day, ensuirng reader-centricity by quality journalism, path breaking engagement initiatives. The survey has ranked us well and placed us on a national pedestal.”


“At the core of every brand lies trust. A seasoned marketer would agree that increased trust in a media brand leads to growing readership/viewership and eventually high response. Advertisers in DNA over the last year have experienced this already,” he added.


According to the report, DNA was present in just 6 of the 15 cities surveyed, yet it managed to overtake some of oldest regional and national players. In an overall ranking of 17,000 brands, DNA was India’s 3rd most trusted newspaper brand.


“Principles always came first to DNA. Under the platform of ‘Principles First’, DNA has recently published its journalistic code of ethics, followed shortly by its business principles. The trust scores are really an echo of the brand’s principles,” said Mr Dalal.


The Brand Trust report survey is conducted by the Trust Research Advisory. The data was analysed by the Indian Statistical Institute, a government body founded in 1931.


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