Page 181 - BrandZ Top 50 Most Valuable Indian Brands 2015

TOP 50 MOST VALUABLE INDIAN BRANDS 2015
Eligibility criteria and deinitions
ELIGIBILITY
The brands included in the BrandZM Top 50 Most Valuable Indian Brands 2015 report meet two eligibility criteria:
• •
Brands are owned by an enterprise listed on a stock exchange in India.
Bank brands derived at least 25 percent of earnings from retail business.
DEFINITIONS
BRAND CONTRIBUTION
Brand Contribution is a BrandZM measurement of a brand’s uniqueness in the mind of the consumer and the impact of brand alone, without any other factors, on future earnings. Brand Contribution is expressed on a scale of one to ive, with ive being the highest.
BRAND POWER
Brand Power is a BrandZM measurement of a brand’s competitive position in its category. It roughly correlates with volume share. Brand Power is a BrandZM component of brand equity, which is the consumer predisposition to choose one brand over another.
MEANINGFUL, DIFFERENT, SALIENT
These are the three BrandZM components of brand equity: Meaningful, Diferent and Salient. Success on these components predisposes consumers to choose a brand and pay a premium for it.
Meaningful
Consumers feel an ainity for the brand or think it meets their needs.
Diferent
The brand feels diferent to other brands in the category, or sets trends for the category.
Salient
The brand comes to mind quickly and readily when activated by ideas related to category purchase.
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