Hyderabad: India’s Most Attractive Brands Report 2018 (MAB 2018), in its fifth edition, has listed the country’s Most Attractive 1000 brands by consumer choices, based on TRA’s proprietary model of Brand Attractiveness. The study is an annual syndicated primary research conducted with 2500 consumer-influencers across 16 Indian cities. Consumers of Hyderabad have ranked Adidas as the Most Attractive brand in the city, ranked 33^rd All-India. City’s 2^nd choice is Aditya Birla Group (All-India rank 871^st), and Ashok Leyland at 3^rd (All-India rank 616^th). TRA Research has been scientifically measuring Buying Propensity conducting syndicated research on its’ proprietary matrices of Brand Trust and Brand Attractiveness since 2010. In the All-India Most Attractive Brands list, Samsung mobiles took 1^st place, followed by Tata Motors at 2^nd and Apple iPhone at 3^rd.

Hyderabad has a very unique flavor explained N. Chandramouli, CEO, TRA Research, “Most marketers think of this city as just another Southern city. However, it is very different from any other city in the South as also from rest-of-India. Hyderabad speaks many languages with ease, but with its own distinctiveness. With many having family members abroad, their world exposure is high, but they cannot do without their gongura. Politically aware, internet savvy, ready to explore new things; but when at home, they want their culture and cuisine to be tuned in.”

“Marketers and advertising agencies do a disservice to the brand, the consumer and to the opportunity that resides in the brands by not looking at the city’s consumers with a different lens. The country is an ever-changing landscape of consumer preferences and desires – this has to be understood by brand custodians before spending a brand’s money in communicating to any individual city’s audiences”, Chandramouli added.

Hyderabad consumers show a distinctively higher preference for some brands and the opposite for others. The brands which have gained the highest in this city-of-pearls are Deloitte (ranked 38^th in the city, but 1095^th All-India), Star India Health Insurance (ranked 142^nd in Hyderabad, but 1127^th All-India), Essar Oil (ranked 42^nd in Hyderabad, but 1012^th All-India), Zara (ranked 174^th in Hyderabad, but 1134^thAll-India). 158 brands have risen in ranks in the city by an average of 328+ ranks.

Brands which fall in Hyderabad’s affections are Honda (ranked 226^h in Hyderabad, but 10^th All-India), Sony TV (ranked 221^st in Hyderabad, but 13^th All-India), Airtel (ranked 232^nd in Hyderabad, but 37^th All-

India), Reliance Jio (ranked 197^th in the Hyderabad, but 4^th All-India) and Vodafone-Idea (ranked 218^th in the Hyderabad, but 29^th All-India).

This city wears its difference in its attitude. The other brands among the top ten Most Attractive brands in Hyderabad include, 4^th ranked Allen Solly (ranked 107^th All-India), 5^th ranked Bajaj Allianz (ranked 676^th All-India), 6^th ranked Amaron (ranked 799^th All-India), 7^thranked Amazon (ranked 47^th All-India). These are followed by American Tourister at 8^th, Amul ranked 9^th and Andhra Bank ranked 10^th.

This city also showed no commonness between choices of genders, and distinct divergences are observable. The preference for the various Categories for the two genders are as under:

· Personal Technology – Men’s 27% > Women’s 7%

· Lighting – Men’s 10% > Women’s 5%

· Only Men show preference for: Private Bank at 13%, PSU Life Insurance at 12%, Telugu Print News & Televisions at 10% each, and Consumer Electronics & Branded Fashion at 9% each.

· Only Women preference for: Diversified at 45%, Mobile Phones at 10%, Watches at 6% each and Cosmetics at 5% each.