The Brand Trust Report lives by the trust principles it espouses and has resultantly gained significant strides to become India's most significant trust marker for brands. Its methodology rigour, scientific approach and uncompromising standards have has benefitted brands in many major initiatives. The current year's report is a result of more than 13,000 hours of fieldwork conducted across 16 Indian cities between July and November 2012, resulting in nearly 19,000 unique brands. Naturally, many Brand Trust ranks have changed this year, some significantly too, but this can only be expected considering that trust is an extremely dynamic bond with even small actions, perceptions, communications impacting it.
India must learn to be patient and brands must learn to be patient. Leaders must re-focus on the three enduring Brand Trust tenets, namely, Vision, Values and Culture. Trust is central to all decisions without exception, be it for government, brands or stakeholders. Only by building it can we ensure that instead of jostling, pushing and pulling, we are progressing as a integrated community of people and ideas.