Book Review: India?s Most Attractive Brands 2015

By Tarachand Wanvari

BENGALURU: In an attempt to bring the world of brand communications in India to a measurable matrix, Blue Lotus Communications released its Most Attractive Brands 2015 Report (MAB 2015) in Bengaluru  recently.  MAB 2015, the second in its series, is the result of comprehensive primary research conducted on the proprietary 36-traits of Attractiveness   Quotient of TRA (formerly known as Trust Research Advisory) says TRA CEO N Chandramouli.  MAB 2015 was preceded this year by TRAs? ?Brand Trust Report 2015? (the fifth in its series) in March 2015. Dr Subhash Chandra?s Zee has ranked no 1 in the media TV category in Blue Lotus Communications? Most Attractive Brands 2015 Report (MAB 2015), which was released recently. 
  
?This year?s study involved 15,000 hours of fieldwork covering 2312 consumer-influencers across 16 cities in India and generated 5 million data-points and 17,000 unique brands from which the top 1000 brands have been listed in this year?s report. The result is a 180 page, hardbound report is available for Rs 14,000,? adds Chandramouli.
 
Of the 180 pages, the first 69 pages have four chapters ? India?s most attractive brands; Brand attractions across categories; Unveiling the chemistry; and Laws of attraction; The last two sections Category-wise India?s most attractive brands; and All India Rank ? India?s most attractive brands listing of the top 1000 brands cover the rest of the pages. MAB 2015 is interspaced with ?Attractalk? pages in which industry experts speak about what makes their brands attractive, as well as quotes from players in the advertising ecosystem.
 
Overall, Samsung Mobiles from the personal gadgets category heads the 1000 MAB club, followed by fellow Korean brand LG and then the Japanese brand Sony. The Tata brand is the fourth and the first Indian brand in the list with a MAB 2015 rank of 4. The next Indian brand with a MAB 2015 rank of 9 is Bajaj followed by Godrej, which has a MAB 2015 rank of 10.

The F&B category has 161 brands among the top 1000 brands in MAB 2015. Old competitors: Parle G (rank 2 in MAB?s F&B category) with a MAB 2015 rank of is ahead of Britannia (rank 5 in MAB?s F&B category) with and MAB 2015 rank of 55. Pepsi with a MAB 2015 rank of 13 is ranked first in MAB?s F&B category, while old foe Coca Cola (MAB 2015 rank 48) is placed third within the category. Even more interesting is the FMCG industry with 144 plus players from it finding a place among the top 1000 brands. How the brands of top players such as HUL, P&G, Colgate are placed by TRA are truly eye openers.
 
The report makes it possible to understand where brands stand from the TRA perspective. Overall the business intelligence that MAB 2015 provides, makes an interesting read and a must have tool, especially for the media and entertainment companies or, for that matter, anyone related to the marketing ecosystem.