Page 48 - BrandZ Top 50 Most Valuable Indian Brands 2015

Part1 | Introduction-TakeAways
Take Aways
Get the media right
Use traditional media when appropriate. But go beyond traditional media. Mobile is important, particularly in rural India where consumers
use mobile extensively for entertainment and financial transactions. Banks are linking their financial apps with social media. Over 40 percent of e-commerce in India happens on mobile, according to some reports.
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Protect trust
Indian consumers tend to be more trustful of brands than consumers elsewhere. That means brands can immediately build on trust, while in some other markets brands first need to repair trust. Brands can get right to the fun part – trying to delight consumers – as long as they continue to merit and respect the consumers’ trust.
fffGet the message right
A film star or another celebrity may resonate with some older consumers, but not with their children. Young Indians, compared with young people elsewhere, are more likely to respect traditions. But young Indians reject hypocrisy. They enjoy the comedy networks that specialize in social criticism and they respond to communication that’s smart and to the point.
Keep moving
The BrandZTM India Top 50 grew 33 percent
in brand value, more than the annual growth
of the Global Top 100 for every year since the BrandZTM rankings began a decade ago. Seven brands dropped in ranking this year even though they increased over 20 percent in brand value. A key challenge for brands in India is growing fast enough in such a fast growing market.