Page 35 - BrandZ Top 50 Most Valuable Indian Brands 2015

TOP 50 MOST VALUABLE INDIAN BRANDS 2015
BRAND VALUE GROWS ACROSS CATEGORIES
Brand value also grew signiicantly across categories. When aggregated into six sectors that broadly represent key consumer-facing industries in India, every sector but one grew in brand value by more than 20 percent, led by the 49 percent increase of inancial services. These sectors, in the order of the brand value growth they achieved, include: home and personal care (32 percent), auto aftermarket (28 percent), auto (27 percent), telecom providers (21 percent), and food and drinks (10 percent).
Along with the 41 percent inancial services contribution to BrandZM India Top 50 total brand value, the other sectors each contributed 12-to-15 percent, except for auto aftermarket, which contributed less. The relatively large brand value contribution of inancial services is consistent across the BRIC markets and characterizes the BrandZM Global Top 100 as well. The high brand value contribution of auto and FMCG brands, and the absence of technology, are particular to India.
The steady expansion of India’s middle class, and the strong boost in consumer conidence following the elections in May 2014, created the conditions for brand value growth to touch most categories. The fortunes of individual brands, however, depended on their brand building expertise. Although the auto category increased 27 percent in brand value, for example, the six brands in the category experienced varying results. And auto brands dropped an average of 8 places in the ranking.
Two auto brands outperformed the 33 percent brand value rise of the India
Top 50. The four-wheeler leader Maruti Suzuki increased a whopping 54 percent in brand value. Hero, a leader in the two- wheeler segment, improved 34 percent in brand value. These brands reinvented themselves by identifying and illing product gaps in the evolving India market. With well-considered segmentation the brands served the needs of irst-time buyers, shoppers trading up to premium models as well as those in the vast middle.
INNOVATION AND COMMUNICATION GET RESULTS
The brands that excelled in brand
building pursued product innovation and connected with consumers in new ways, often through social media. In many categories brands communicated more efectively with women, appealing to their growing sense of empowerment and their inancial independence. One popular detergent campaign questioned whether men should share the laundry chore.
Personal care brands responded to rising consumer expectations about brand beneits and a willingness to pay for those beneits. Positioned as an indulgence, Lakmé, the cosmetic and skin care brand, beneited from this premiumization
trend, while it also added salons to reach more recently empowered women. As premiumization touched other categories, the jewelry brand Tanishq also up scaled some of its ofering. Leveraging the
Financial services
leads the India Top 50
in number brands.
With 13 banks and insurance brands in the BrandZM India Top 50, the inancial services category exceeds all categories in number of brands represented.
. And in brand
value contribution.
The 13 inancial services brands in the BrandZM India Top 50 produce the greatest brand value contribution by far, 41 percent.
. And in brand value
percent increase
The inancial services brands rose 49 percent in brand value, exceeding the strong 33 percent increase of the BrandZM India Top 50 overall.
Source: BrandZM / Millward Brown
trend toward greater social responsibility, Lifebuoy, an afordable soap brand, promoted positive hygiene habits, particularly for children.
Regulatory issues may have slowed brand value appreciation of the telecom provider category, which still grew a healthy 21 percent. Expanded Internet use and the availability of low-price mobile handsets should drive future telecom provider brand value growth. Only one category declined in brand value. Motor fuels lost 4 percent in value and brands in the category dropped an average of nine spots in the ranking.
The value of the BrandZM India Top 50 may not increase one-third in value every year, but with an expanding economy and sophisticated brand building expertise, the value of the India Top 50 should appreciate at a steady pace for the foreseeable future, across an expanding number of product categories and all brand ownership models.
3 13 12
5
6 11
Financial Services
Food and Drinks
Auto
Auto Aftermarket
Home and Personal Care
Telecom Providers
Financial Services
Food and Drinks
Auto
Auto Aftermarket
Home and Personal Care
Telecom Providers
Financial Services
Food and Drinks
Auto
Auto Aftermarket
Home and Personal Care
Telecom Providers
15% 15%
5% 12%
10%
32% 21%
41%
12%
49%
27% 28%
35