Page 116 - BrandZ Top 50 Most Valuable Indian Brands 2015

Part4 | TheIndiaTop50-BrandZTMAnalysis
BrandZTM Analysis: Meaningful
India Top 50 brands
outscore global
leaders in being
seen as Meaningful
TMeaningful (meeting needs and inspiring love) is an important component of
both Premium (willingness to pay more) and Brand Power (disposition to choose a brand, which drives sales volume and market share).
The BrandZTM India Top 50 scored marginally higher in Meaningful than the Global Top 50 (121 compared with 119). And the top three Indian leaders in Meaningful scored substantially higher than the global leaders.
Indian personal care brand Fair & Lovely scored highest in Meaningful (206), followed by Kingfisher beer (203) and the lubricant brand Castrol (201). In contrast, the top three global leaders in being seen as Meaningful are Facebook (166), FedEx (164) and Colgate (160).
These results demonstrate the success brands in India have achieved in being perceived as Meaningful in the Indian market. For the global brands, achieving high Meaningful scores across multiple country markets presents a challenge.
Meaningful: Brands in India score higher than global
The BrandZTM India Top 50 scored marginally higher in Meaningful than the BrandZTM Global Top 50 (121 compared with 119). And the top three brands from India outscored the global leaders by a wide margin.
fff116
Average Meaningful
119
121
166
206
Top 3 Brands
164
203
160
201
fTfT100 is an average score; 105 and above is a good score
Source: BrandZTM / Millward Brown / Based on the BrandZTM India Top 50 and Global Top 50
BRAND IMPLICATIONS
Good Meaningful scores should help brands in India command a Premium, especially if they can improve their Different scores so that consumers
see the brands as Different from the competition in Meaningful ways. The diversity of the Indian brands with high Meaningful scores suggests that brands across categories can achieve this advantage.
TT