by September 6, 2005 0 comments



TCS, which was at number three position has not managed to maintain its position, and has slipped down to number five. Our presumption that TCS managed the third spot last year due to the buzz around its IPO, seems to be justified. Now that the IPO is over and buzz has died down, we’re finding TCS rank getting affected this year. 

The interesting thing is that there’s major reshuffling of ranks amongst Indian brands this year. Tally and Reliance have made a few hops shooting up to the fourth and fifth ranks. Tally’s popularity could possibly be explained by its large marketing initiative after the govt introduced VAT this year. It was a fairly aggressive market push, and one could find Tally being sold all
over the place. Let’s see whether it holds its ground next year, or does it again go down in a similar fashion as TCS. 

Infosys, the darling of the stock market seems to have lost its charm dropping from its fourth position last year to sit at number eight this time. Zenith seems to be moving up at a very fast pace. It has shot up from number nine last year to number 6 this time. Zenith has been fairly active over the past year, aggressively pushing its notebooks and PCs, as well as its enterprise network management solution Saaz. Possibly it’s this diversification into multiple areas that has helped it move up. 

TVSE has been a rather surprising one. The brand was a little less heard of, as per the first question, but then it rapidly moved up the ranks in the rest of the questions, and finished at third position-quite an impressive stride, as it was only at number eight position last year. 

Brand Rank
Wipro 1
HCL 2
Zenith 3
TCS 3
Infosys 3
TVSE 4
Tally
solutions
5
NIIT 5
Reliance 6
Satyam 7
Tata
Infotech
8
CMC 9
PCS 10
Microtek 11
CMS 11
CDAC 12
Brand Familiar
HCL 1
Wipro 2
TVSE 3
TCS 4
Tally
solutions
5
Infosys 6
Reliance 7
Zenith 8
Satyam 9
NIIT 10
PCS 11
Microtek 12
Tata
Infotech
13
CMS 14
CMC 15
CDAC 16
Brand Relevant
HCL 1
Wipro 2
TVSE 3
Tally
solutions
4
Reliance 5
Zenith 6
TCS 7
Satyam 8
Infosys 9
NIIT 10
Microtek 11
PCS 12
Tata
Infotech
13
CMS 14
CMC 15
CDAC 16
Brand Rank
Wipro 1
HCL 2
Zenith 3
TCS 3
Infosys 3
TVSE 4
Tally
solutions
5
NIIT 5
Reliance 6
Satyam 7
Tata
Infotech
8
CMC 9
PCS 10
Microtek 11
CMS 11
CDAC 12
Brand Familiar
HCL 1
Wipro 2
TVSE 3
TCS 4
Tally
solutions
5
Infosys 6
Reliance 7
Zenith 8
Satyam 9
NIIT 10
PCS 11
Microtek 12
Tata
Infotech
13
CMS 14
CMC 15
CDAC 16
Brand Relevant
HCL 1
Wipro 2
TVSE 3
Tally
solutions
4
Reliance 5
Zenith 6
TCS 7
Satyam 8
Infosys 9
NIIT 10
Microtek 11
PCS 12
Tata
Infotech
13
CMS 14
CMC 15
CDAC 16

Interestingly, CMS and CDAC have stayed at the bottom of the rankings across all five questions. Microtek started at the eleventh rank, dipped down in the familiarity round, but sprung back up again to finish at the same rank it started off with. PCS got higher marks for familiarity than anything else. It started off with a pretty decent score, but then dipped sharply to finish at the twelfth rank. The other once popular brands, Satyam and NIIT fared average across all thereby finishing at the ninth and tenth positions respectively. 

How we decided the winners
The methodology we followed for doing this survey remains the same as last year. A five-step questionnaire is administered using a compounding methodology. In this, we ask five questions for all brands in the same sequence. A brand has to get an affirmative vote in any given stage to qualify for the next. Only the brands that got an affirmative in all five stages were considered for the final ranking. Brands that got negative answers at any stage were dropped from the ranking. 

After results were tabulated, they were split into Indian and MNC brands. Indian brands are those having their origin in India. The questions we asked started from asking whether the respondent had heard of a particular brand. If the answer was yes, then the second question asked whether they were familiar with each brand. Once again, if the answer was yes, then the question that followed asked, which brands were of relevance to the respondent. Once these were tagged, the questionnaire towards the fourth question about whether the respondents trusted the brand that were relevant to them. Once again, if the answer was yes, then the last question asked whether the respondents would recommend the trusted brands to others. You can see how each brand fared in each question, as we’ve given the tables for each one. It’s interesting to see how each brand moves across each question.

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