Dell Laptops leads TRA’s Most Desired Brands 2022 list for second year, BMW leads Automobile Super Category

Dell Laptops has emerged as the most desired brand in India for the second consecutive year in TRA’s Most Desired Brands 2022 report, the eighth in its series. MI retains the 2nd spot for the second year, leading the gadgetry super category and mobile category. Samsung Mobile Phones jumps five ranks to be ranked as the 3rd most desired brand in India. BMW has revved up fourteen ranks to become the 4th most desired brand in India, displacing Maruti Suzuki, the longstanding leader of the automobile super category. Titan takes a giant leap of eighteen ranks to become the 5th most desired brand on TRA’s annual list. The report lists India’s 1000 most desired brands every year, an outcome of face-to-face research conducted among 2509 consumer-influencers in 16 Indian cities.

127-year-old BATA has improved its performance over the previous year stepping up 23 ranks to stand at 6th rank. LG Televisions blips four ranks, positioned at 7th place, yet leading the consumer electronics super category and televisions category. An impressive jump is seen in Hewlett Packard Laptops this year, climbing eleven positions to take all-India 8th rank. Sony Televisions is 9th on the list. LIC, which recently went IPO, is the 10th most desired brand in the country with an impressive twenty-place rise.

N. Chandramouli, CEO, TRA Research, said on the launch of the report, “The two Covid years have created many upsets and the consumer’s preferences and perceptions have substantially changed. Consumer desire is the most important measure of the keenness of a consumer on a brand because it measures the deep-rooted psycho-socio-cultural pulls in a consumer’s mind. Desire is so deep-rooted that it is usually difficult to alter, but many brands have used the Covid years very well by creating new bonds with consumers.”

Samsung Televisions is 11th on the list, and Lenovo is in 12th place, becoming the third-most desired laptop brand with a climb of twenty-eight places. Apple iPhone is ranked 13th falling eight places from the previous report. Amazon, the ubiquitous e-retailer, is at 13th position, taking a hit of three places over last year. Facebook has a very impressive jump from the previous year gaining fifty-five ranks, to position itself at 15th. FOGG is 16th, followed by OPPO Mobile Phones at 17th and LG Refrigerators is at 18th place in TRA’s Most Desired Report 2022. Toyota comes at 19th rank and Lakme gains two places to come 20th place.

Other category leaders are Jeep in SUV – manufacturer, Nivea in skincare, Tanishq in jewellery, CEAT in tyres, Lenkart in opticals – Retail, ACC in cement, PhonePe in digital payments, NIC Honestly Natural Ice Cream in ice cream/frozen dessert, Kent in water purifiers, Okaya in inverter batteries, Gini & Jony in kidswear, Madame in western womenswear, Mac in premium cosmetics, IKEA in home furnishings, Blinkit in online quick delivery and BoAT in smart wearables.

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