Page 37 - BrandZ Top 50 Most Valuable Indian Brands 2015

TOP 50 MOST VALUABLE INDIAN BRANDS 2015
Flipkart outscores Alibaba in Brand Power metrics
Indian e-commerce leader Flipkart scores higher in Meaningful, Diferent and Salient in India than China’s Alibaba scores in China and globally, in these three metrics that comprise Brand Power.
175
Meaningful
248 165
129
Meaningful
150
Diferent
China
143
Salient
137
Meaningful
141 142
Diferent Salient
Global
Source: BrandZM / Millward Brown
Diferent
India
Salient
100 is an average score; 105 and above is a good score
Competing with Amazon no doubt sharpened Flipkart, Snapdeal and the other Indian e-commerce players. Flipkart scores higher in Meaningful, Diferent and Salient in India than China’s Alibaba scores in China and globally. Flipkart scores 248 in Salient (unaided awareness) in India, for example, while Alibaba scores 143 in Salient in China and 142 globally. A score of 100 is average. These three metrics comprise Brand Power, the BrandZM measurement of a brand’s ability to grow sales volume and market share.
Competition among Indian brands
and Amazon – and now Alibaba –
will be ierce, and the surest winner
of this face-of will be the mobile phone sector. Over 40 percent of e-commerce purchases in India are made with mobile devices, according to some estimates, compared with less than 35 percent in China, 20 percent in Brazil and below 15 percent in Russia.
Some of the leading Indian smartphone brands – Intex, Karbonn, Lava and Micromax – rapidly moved up a
brand development curve. Launched in 1991, Micromax produced low- priced products until Chinese value brands entered the Indian market and undersold Indian brands. Micromax then quickly repositioned as a
brand ofering quality smart phone performance without the Samsung or Apple premium.
To build that reputation internationally, the brand engaged actor Hugh Jackman as its spokesperson. Micromax has generated signiicant foreign investment. Over the past ive years, Micromax has grown 389 percent in Brand Power. Competition intensiied recently when the Chinese brand Xiaomi, which sells its mobile handsets in India, started also assembling them India.
Micromax, and the other mobile handset brands, don’t yet appear in
the ranking, either because they’re not publicly traded or they fall somewhat short of the threshold brand value. The e-commerce brands are not publicly traded. These circumstances could change imminently.
The entrance of a powerful brand can dramatically impact a BrandZM ranking, as illustrated by Alibaba’s inclusion in the 2015 Global Top 100, following
the brand’s IPO. Alibaba immediately rose to the number one rank in the retail category, surpassing Amazon and Walmart in brand value.
The inclusion of the leading e-commerce and mobile headset brands in the BrandZM India Top 50, will broaden the number of categories represented, relecting the growing diversity of the Indian economy as new upstart brands increase in value and balance the historical brand value contribution of the inancial services sector.
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