Samsung Mobiles with aggressive marketing and advertising campaigns has emerged as India's most attractive brand in 2013, according to Trust Research Advisory, India's leading brand insights company.

The TRA’s report titled India's Most Attractive Brands 2013 (MAB 2013) says that Samsung is followed by Sony and Nokia.  India's top three Most Attractive brands are very close together with just 2% gap between each other.

Following at fourth place is LG, the South Korean Consumer Electronics leader with 8% attractiveness score lag from the previous. Placed at India's fifth Most Attractive brand is India's home-grown conglomerate, Tata, trailing its predecessor by 11%. The results are based on a primary survey conducted with 2505 consumer-influencers across 16 cities based on TRA's proprietary matrix of 36 Brand Attractiveness Traits.

N. Chandramouli, CEO, TRA (a Comniscient Group company) observed, "The force of attractiveness is a primal force that affects all of us with the same intensity - whether it be attraction with other humans, objects, places or brands. As a brand insights company, TRA spent years understanding the basics of attractiveness by delving into several subjects ranging from philosophy to physiology, religion and communication, and have developed a robust proprietary matrix for deciphering the complex subject of Brand Attractiveness."

At the All India level, Lux, the Bath/Beauty brand from the HUL stable is India's sixth Most Attractive brand nearly 48% behind Tata in Attractiveness Quotient. The next four brands are within single-digit gaps of each other with Maruti Suzuki ranked seventh, Godrej ranked eighth, Bajaj ranked ninth, and Dell the Technology leader, ranked India's tenth Most Attractive brand. India's top 10 attractive brands include two Mobile Phone brands, two Consumer Electronics brands, three from the Diversified category, one each from FMCG, Automobile and Technology categories.

Elaborating on the usefulness of TRA's matrix, Chandramouli added, "Brands spend billions in advertisements trying to be attractive to consumers, but at best such approaches range between ad-hoc and haphazard. TRA's Brand Attractiveness matrix will give brands a scientific tool and methodologies to improve their Attractiveness Quotient with their consumers, helping brands deploy their resources more efficiently and target their messages more accurately."

In Western India, the Attractiveness Quotients are quite different from national scores with Sony being ranked as West Zone's Most Attractive brand. This is followed by LG at second place, Tata at third, and Samsung Mobiles as Western India's fourth Most Attractive brand. Mumbai's choices for the top three attractive brands are Sony, LG and Tata respectively.