Page 34 - BrandZ Top 50 Most Valuable Indian Brands 2015

Part1 | Introduction-KeyThemes
Key Themes: Growth
Growth, the new imperative, challenges brands to keep up
Strong economy and Brand Power drive record value increase
Growth is the new imperative. As the Indian market became more competitive, seven brands that grew over 20 percent in brand value actually dropped to a lower rank in the BrandZTM Top 50 Most Valuable Indian Brands. And 8 percent of the brands from the 2014 India Top 50 dropped out of the 2015 ranking completely.
fffTfTfffffffff..Tf....fT..fTTfTFaster rising brands produced a 33 percent year-on-year increase in the 2015 BrandZTM India Top 50 brand value, and raised the ranking cutoff to $403 million from $208 million, in just one year. The 33 percent increase exceeds the growth rate of the Global Top 100 for every year since the launch of the Global BrandZTM rankings a decade ago.
The following recent results add perspective: The 2015 BrandZTM China Top 100 increased 22 percent in brand value; the BrandZTM Global 100 improved a healthy 14 percent in 2015; and the BrandZTM Latam Top 50 declined 4.5 percent in the most recent report. India’s robust economic growth combined with strengthening Brand Power, a BrandZTM measurement of brand equity, made the difference.
Strong brands grew stronger. All but one of the Top 10 brands outperformed the 33 percent rise of the India Top 50 and the Top 10 overall rose 34 percent. At the
same time, the Top 10 grew substantially in all three components of Brand Power, which measures a brand’s ability to grow sales volume and market share.
And in the components of Brand Power – Different (unique or trend setting), Meaningful (meeting needs and inspiring love) and Salient (being top of mind) – the high scores of the BrandZTM India Top
10 improved further. Meaningful grew 9 percent to 134 from 123; Different grew 8 percent to 138 from 128; and Salient grew 24 percent to 143 from 115. An average brand score is 100. In addition:
• Financialservicesledgrowth.The total brand value of the 13 bank and insurance brands in the BrandZTM India Top 50 rose 49 percent and produced 41 percent of the India Top 50 value.
• Categoryleadersexcelled.These brands exceeded the 33 percent Top 50 growth by 10 percent or more: Automaker Maruti Suzuki, Colgate, Lifebuoy, HDFC Life, and Berger paints.
• Legacy brands spiked. The three Top Risers and their increases were: Union Bank of India (72 percent), personal care brand Lakmé (69 percent) and Punjab National Bank (61 percent).
At the same time, brand value grew across all ownership models. The nine State Owned Enterprises (SOEs) in
the BrandZTM India Top 50 increased 36 percent in brand value, but 26 private brands, both autonomous brands and brands owned by Indian conglomerates, were close behind with a 33 percent brand value increase.
The 15 multinationals (MNCs) trailed with a brand value rise of 26 percent, a strong result but less than the increase of the India Top 50 overall. Three of the four newcomers that entered the India Top 50 this year were private brands and one was an SOE.
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