Page 117 - BrandZ Top 50 Most Valuable Indian Brands 2015
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TOP 50 MOST VALUABLE INDIAN BRANDS 2015
BrandZM Analysis: Salient
India Top 50 match
global brands in
being Salient
Brands in India are comparable to global brands in being Salient. The India Top 50 achieved an average Salient score of 131 compared with a score of 130 for the Global Top 50. Salient (being well known and top-of-mind) drives sales volume and market share.
The strong Salient score for the India Top 50 relects strength in the Indian market. The India Top 50 leaders in Salient and their scores are: Fair & Lovely, a personal care brand (246), Colgate (245) and the lubricant Castrol (236).
These scores are comparable to, or exceed, the scores of global leaders in
Salient: Coca-Cola (248), McDonald’s (228) and Facebook (195). The India Top 50 Salient scores are based on consumer responses in India. The global scores include consumer responses in all the countries where these brands compete.
BRAND IMPLICATIONS
The strong Salient scores for brands in India indicate that, whether they’re based in India or part of a multinational, they’ve done a good job establishing themselves in the minds of Indian consumers.
India Top 50 brands planning
to expand overseas will need
to invest to establish similar Salient strength internationally. Multinational brands planning to enter India need to anticipate that established brands in India often occupy a secure place in the consumer mind and can be diicult to dislodge.
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Salient: India and Global Top 50 comparable
Brands in India are comparable to global brands in being Salient. Speciic India Top 50 brands scored especially well in Salient because they’ve done a good job establishing themselves in the minds of Indian consumers. BrandZM Indian Top 50 brands scored 120 in Diferent compared with a score of 122 for the BrandZM Global Top 50.
Average Salient Top 3 Brands
130 131
248 228 195
246 245 236
100 is an average score; 105 and above is a good score
Source: BrandZM / Millward Brown / Based on the BrandZM India Top 50 and Global Top 50
