Page 122 - BrandZ Top 50 Most Valuable Indian Brands 2015

Part4 | TheIndiaTop50-BrandZTMAnalysis
BrandZTM Analysis: Future Success Drivers
BrandZTM success drivers increase in importance as India matures
A recent analysis of the BrandZTM Top 100 Most Valuable Global Brands over the past 10 years revealed a series of brand characteristics and behaviors that drove strong brand value appreciation over a difficult decade and are critical for future brand value growth.
TThese success drivers complement the metrics that comprise brand equity – Different, Meaningful and Salient, and the attributes that produce competitive advantage - Premium, Power and Potential.
The most important of these drivers for Indian brands are Brand Purpose, Brand Proposition, Innovation and Love. These drivers will become increasingly relevant as the Indian market matures.
They identify actions brands need to take to remain competitive. Indian brands now lag global brands in most of these future-focused drivers, a finding that correlates with the relatively low Potential score of Indian brands.
BRAND PURPOSE
Brand Purpose measures the extent to which consumers perceive a brand as has having more than a commercial reason for being. Influenced by millennials, today’s consumers prefer brands that are in business not only to
make money, but also to improve the life of the consumer and even make the world a better place.
Brand Purpose becomes especially important as a differentiator in mature markets where brands have achieved rough parity in functional and emotional benefits. For this reason, Brand Purpose will become increasingly important in rapidly maturing India.
Brand Purpose also will become important in India for a particularly Indian reason. The government and citizens of India expect it, as indicated by government-mandated Corporate Social Responsibility (CSR) spending.
The BrandZTM India Top 50 scored 110 in Brand Purpose, which is a strong result and higher than the 100 score of an average brand, but far behind the 129 score of the Global Top 50.
These three brands in India achieved the top Brand Purpose scores: Colgate (135), tire maker MRF (135) and Kingfisher
beer (131). The global leaders scored
dramatically higher: IBM (337), Apple (310) and IKEA (248). Each of those global brands is clearly associated with improving people’s lives or changing the world in positive ways.
BRAND PROPOSITION
Brand Proposition is the clear, resonant idea that encapsulates a brand. When Brand Proposition is expressed with compelling advertising, brand value grows exponentially.
Over the past 10 years, the brands that consumers identified as having a strong Brand Proposition and compelling advertising increased an average of
168 percent in brand value. In contrast, brand value increased only 21 percent on average for brands lacking a strong Brand Proposition and compelling advertising.
The BrandZTM India Top 50 scored a respectable 109 in Brand Proposition, but much lower than the 127 score reached by the Global Top 50. The India Top 50 Brand Proposition leaders are
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