How Amitabh Bachchan tops the brand trust charts (Business Standard)
Amitabh Bachchan has emerged as the most ‘trustworthy’ brand, winning across geographies, demographics and income classifications in a study on human brands conducted in end-2015 that covered about 2,500 respondents across five cities. No mean achievement for a septuagenarian who less than 20 years ago was almost consigned to the dung-heap as a spent-force.
‘Trustworthy’ in our research that mapped each celebrity over 64 parameters, is a combination of ‘I-trust-him’ and ‘others-trust-him’. Plus it is an amalgam of ‘trusted’, ‘honest’, ‘reliable’ and ‘dependable’. Bachchan scored high and his combined score leaves all the Khans, all cricketers and all Bollywood trailing.
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