Samsung features again at third rank in the consumer electronics category. Sony TV, the GEC channel is a debut entry and rises by an impressive 594 ranks to occupy the fourth position this year followed by Maruti Suzuki at fifth. The Austin-based laptop maker Dell secures sixth rank; Samsung in Televisions at seventh, Amul Milk at eighth, Honda Activa at ninth and Hyundai at tenth follow sequentially. The MDB 2020 list has 394 new brand entries which did not feature in the last edition.

N Chandramouli, CEO, TRA Research, said at the launch of the report, “Desire is a longing for a brand irrespective of its need, and the success of a brand is highly dependent on the desire quotient it emanates. The brands which feature in this list have been able to exude a deep magnetic pull that impacts the consumer at a subliminal level. TRA’s syndicated research is based on our proprietary Brand Desire Matrix which measures consumers’ expressions of desire on 36 intangible attributes of a brand.”

MDB 2020 lists 1,000 brands across 326 categories and 39 super-categories.

The F&B category has 159 brands in the report and FMCG features 129, totalling 28.8% of the listing. Automobile features 75 brands, consumer electronics lists 59 and BFSI and personal accessories have 56 brands each. The fashion-to-financial services conglomerate, Tata Group, leads with 29 brands featured, of which ten are category leaders.

Godrej Group has 11 brands listed with three category leaders and Amul gets nice brands included in the report of which eight top respective categories.

Indian brands dominate the top 100 of India’s Most Desired list featuring 42 brands, followed by 15 American, 12 Japanese and 11 South Korean brands. Six German brands also feature of which three luxury car brands dominate the list. Four UK brands make it to top 100, and the three Chinese brands, which are included in the list, are from the mobile phone category.

India’s Most Desired Brands 2020, the fifth in the report series, is the result of primary research based on the proprietary 36 attributes of ‘desiredness’ that have been studied and identified by TRA Research. This year’s research was conducted among 1,454 consumer-influencers across 14 cities and generated nearly three million data points and 5,000 unique brand mentions, out of which the top 1,000 brands have been listed in this year’s report. The 192-page, hardbound report is available for Rs 14,000.

TRA Research, a Comniscient Group company, is a brand strategy and actionable brand insights company, dedicated to understanding and analysing consumer buying propensity.