Page 38 - BrandZ Top 50 Most Valuable Indian Brands 2015

Part1 | Introduction-KeyThemes
Key Themes: Ownership
Brand Power drives value growth across brand ownership models
Indian and Chinese Brand Power varies by ownership
Robust economic growth, increased consumer confidence, and strong Brand Power lifted brand values across all types of brand ownership models, in the BrandZTM Top 50 Most Valuable Indian Brands 2015.
fffffffffff..TEach brand ownership model – private, multinational (MNC) and State Owned Enterprise (SOE) – scored relatively high in Brand Power, a BrandZTM brand equity metric that measures a brand’s ability to grow sales volume and market share.
The nine SOEs in the ranking, mostly banks, led in brand value growth, rising 36 percent. Private Indian brands, which totaled 26, including both brands owned by individuals and those owned by Indian conglomerates, rose 33 percent in brand value. And brand value of the 15 MNC brands rose 26 percent.
These results indicate: (1) all types of brands in India, regardless of ownership model, drive brand value growth; and (2) there is a clear correlation between brand value growth and high Brand Power.
Brand Power scores are not only high across ownership models in India, SOEs in the BrandZTM India Top 50 increased 18 percent in Brand Power and MNCs grew 8 percent, while private brands remained flat. Some of the variations in growth rates may be category related. But they’re also an important window that reveals how brands are evolving in India, and the levers to pull for brand building success.
LEVERS OF BRAND SUCCESS
Brand Power scores are derived from these three components that indicate how effectively consumers say brands are connecting with them: Meaningful (meeting consumer needs and being loved), Different (being unique and setting trends) and Salient (top-of-mind awareness). The increase in SOE Brand Power can be attributed to two of these factors. SOEs increased 10 percent in Salient and 2 percent in Meaningful.
The strong growth in Salient signifies that these SOE brands, mostly in financial services, are well known to consumers. It follows efforts by Indian banks to become more inclusive and
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