Page 123 - BrandZ Top 50 Most Valuable Indian Brands 2015

TOP 50 MOST VALUABLE INDIAN BRANDS 2015
Brands in India lag global
brands in key success drivers
A 10-year analysis of the BrandZM Top 100 Most Valuable Global Brands revealed key drivers of future brand success, including: Brand Purpose, Brand Proposition, Innovation and Love. Indian brands lag global brands in each instance.
tire maker MRF (136), Colgate (136) and Indian Oil (128). IBM (303), Apple (267) and FedEx (264) lead the global brands.
INNOVATION AND LOVE
Innovation and Love both contribute
to brand equity. Real Innovation, or setting trends, is one of the aspects the Diferent component of brand equity. Love is one of the aspects of Meaningful, another component of brand equity.
Both Innovation and Love tend to be more important to building brands as markets mature and success in crowded categories requires being perceived as Diferent in a Meaningful way from the competition.
The Indian market is heading toward that level of maturity, but for now its brands lag in Innovation and Love. The BrandZM India Top 50 Innovation score of 105 contrasts with a Global Top 50 score of 120. Similarly, the Indian Top 50 scored 113 in Love and the Global Top 50 reached 131.
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Brand Purpose
129
Brand Purpose
Brand Proposition
127
Brand Proposition
Innovation Love
120 131
Innovation Love
BRAND IMPLICATIONS
Brand Purpose in India is already a civic duty. It’s about to become a brand building imperative. Indian consumers expect the brands they favor to actively participate in building a more prosperous and equitable society.
As the Indian market quickly matures, brands will need to sharpen their Brand Proposition to remain competitive. The most successful Indian brands will marry a strong Brand Proposition with compelling advertising.
Closing the Innovation and Love scoring gaps is the next stage for Indian brands and it’s important for several reasons. First, a more competitive market will require greater diferentiation. Second, it will be diicult to grow Brand Power or Brand Premium without being strong in Innovation and Love.
Finally, Innovation and Love form a virtuous circle. Innovation drives Love. And loved brands sustain loyalty even as they swing between periods of intense Innovation and iterative progress.
110
100 is an average score; 105 and above is a good score
109
Source: BrandZM / Millward Brown / Based on the BrandZM India Top 50 and Global Top 50
105 113