Here’s a LOOK into how the top five brands of various categories have fared in 4Ps B&M’s 100 Most Valuable Brands LISTING (FIGURES REPRESENTS OVERALL RANK)

Here are the five parameters that decided the ranks within the list of 4Ps B&M India’s 100 Most Valuable Brands. Given additionally are the weights within these parameters earned by the brands.

Brand Awareness
When they revamped their identity brand pundits frowned on the idea, but despite all the criticism surrounding their new logo brand Airtel proudly made it to the top
Considering that new entrants, both in terms of domestic and global brands, continue to overcrowd the Indian market across sectors including telecom, financial services, consumer goods et al, it becomes challenging for brands to create strong awareness across the board. However, owing to their clutter-breaking marketing campaigns and product offerings, a few brands like Airtel, TATA, Maruti, Microsoft, et al, have made inroads into the consumer psyche and have further built on the same to create a greater value for the brand and reinforce recall and perception.

Brand Image & Perception
Brand TATA rules the roost, irrespective of setbacks like the JLR and Corus acquisitions
The brand image and perception ratings prove our findings that consumers favour legacy brands over non-legacy brands. Take TATA and Airtel for instance. While TATA has been around for centuries altogether, Airtel was one of the first private sector telecom service provider which spearheaded the Indian telecom revolution. Airtel’s top of the mind brand image & perception might be attributed to the year long ‘Har ek friend zaroori hota hai’ campaign which clicked with the Indian youth.
Brand Loyalty
The Nano magic perhaps...
The unprecedented proliferation of brands has resulted in a cluttered market place and consumers spoilt for choice. As such, keeping consumers loyal to a brand seems just next to impossible, more so for the options available to them. However, brands like TATA, Airtel, SBI and LG are a few names which still enjoy a very high level of loyalty amongst consumers – some reasons could be legacy (TATA), value proposition (Airtel), trust (SBI), years of usage (TOI).

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Source : IIPM Editorial, 2013

An Initiative of IIPMMalay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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