MAM

Brand-building for longevity and future growth becomes major focus for top brands in Brand Top 75 Most Valuable Indian Brands ranking

Rise of 'middle India' widens market for online and offline brands

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/09/25/brandz.jpg?itok=71EHa8RC

MUMBAI:–India’s most valuable brands, many of which have built their businessesthrough disruption, are now looking to capitalise on their achievements and invest in strategies for long-termgrowthand stability.This is a key finding of the sixth BrandZ™ Top 75 Most Valuable Indian Brands ranking, released today by WPP and Kantar. This year’s results revealed a 6 per cent rise in overall brand value to $228.2 billion, a moderate pace compared to previous years, given India’s recent macroeconomic challenges. Despite that, such growth is still in line with that of the BrandZ Top 100 Most Valuable Global brands, as India steadily rises in global economic rankings. 

HDFC Bank, now ranked No. 1 for a sixth consecutive year,has demonstrated the rewards of maintaining a forward-thinking and innovative outlook,withits consistent focus on exceeding the changing needs of its customers. With new financial products, an ongoing drivetowards digital banking and new branches set-up throughout the country, the bankgrew 5 per cent in brand value to $22.7 billion. This is a positive contrast to the 8 per cent decline in value of the top 20 global banks .

The BrandZ study, which is the only brand valuation ranking to combine companies’ financial data with consumer insight and opinion, shows that trust is key to develop the stabilityrequired for long-term success; highly trusted brands in the Top 75 are worth 129 per cent more than less trusted ones. 

Trusted brands include many of the consumer-facing technology platforms and service providers. Despite owing their success to disruptive beginnings, these brands now also focus on activities to build trust such as ongoing and effective communications with consumers that generate comfort and familiarity with using the brand. With a 30 per cent increase in value, this sector was the fastest growing group of brands in the ranking.

Notable brands include ecommerce site Flipkart (No. 12), which increased its brand value 14per cent to $4.7 billion, while unicorn brands hotel booking site Oyo($2.0 billion), online food ordering service Swiggy ($1.6 billion) and online restaurant marketplace Zomato ($1.0 billion) are newcomers to the ranking at No.30, No. 39 and No. 61 respectively.

The fastest riser in the 2019 ranking is telecom provider, Jio, which climbed one place to No. 9 with a 34per cent increase in brand value to $5.5 billion.Itsdisruptive business model has made internet access available to many Indianswho were previously unable to afford it, thereby opening up access to digital platforms and services.Vodafone ($2.5 billion) meanwhile was the top-ranked newcomer at No. 24.

Both digital and offlinebrandssuch as D-Mart (No. 25, $2.4 billion) have found success as a result of the rise of ‘middle India’; the growing number of people in the country’s second, third and fourth-tier cities and towns that are changing India’s traditional urban-rural divide.  These previously poorly-served segments increasingly have access to a variety of online services, with Swiggy and Zomatobuilding much of their growth on this shift.

With an expanding choice of offerings to buy, Indian consumers increasingly care more about the quality of service than whether a brand originates in India, as long asit demonstrates that it understands what it means to be Indian. That insight is reflected in the decision by Amazon to launch itself a year ago as India’s ‘neighbourhood shop’.

David Roth, CEO of The Store WPP EMEA and Asia and Chairman of BrandZ, says:“As India flexes its muscles on the world stage, it faces increased macroeconomic headwinds which have combined with a rise in global trade tensions to create a challenging environment.Successful Indian brands are adapting to these challenges andrecognising that longevity requires them to do more than just disrupt the status quo; long-term brand building requires new strategies that major on stability.”

BrandZ Top 10 Most Valuable Indian Brands 2019

Preeti Reddy, CEO South Asia, Insights Division, Kantar says “Consumer trust is a common thread among successful brands. However, it is concerning that only a few have succeeded in growing trust over the last five years. Those who done so, have done it through open and honest conversations with their customers. Brands would do well to consciously work at building consumer trust – it is the shield that gives a brand the resilience to face headwinds in uncertain times.”

Vishikh Talwar, chief client officer, Kantar Insights Division, says: “The rise of ‘middle India’ combined with rapid growth of the mobile internet is providing unprecedented opportunities for brands.  But, with an almost overwhelming choice of products and servicesto buy, consumers are increasingly discerning; the Indian psyche requires that brands cater for local needs with offerings that genuinely improve daily life.  Today that’s as much about providing comfort and reliability as it is about generating new experiences.”

In general, India’s top brands are taking a long-term approach to value creation. Over the past five years, a stock portfolio containing the BrandZ™ India Top 75 Most Valuable Indian Brands would have increased 33.8per cent in value. This compares to a rise of just 12.4per cent for India’s SENSEX, an index of 30 stocks on the Bombay Stock Exchange, demonstrating that valuable brands generate superior shareholder value. 

Key trends highlighted in the BrandZ Indian Top 75 study include:

Mobile internet access: Smartphone user numbers in India increased by 18per cent in 2018 (the fastest rate of growth in the world), mainly due to a combination of Jio’s own low tariffs and the renewed competition causing other telecom providers to reduce their rates.

Buying power:Retail is the second fastest growing category, with online and offline both growing strongly. New entrantReliance Retail (No. 55, $1.1 billion)opened nearly 500 new stores and usedJio’s service to connect retail shops with grocery deliveries, while D-Mart ($2.4 billion) focused predominantly on offline, rising two places to No. 25.

The Amazon effect:Amazon and Flipkart compete with many Indian brands across several sectors, with Amazon also opening its largest campus yet in India.  This has increased competition and driven brands to step up their operations to ensure they are meeting customers’ needs.

A confident country: The success of unicorn brands such as Swiggy, Zomato and Oyo is fostering a new-found confidence in India.  This is augmented with the increasingly global outlook of these new brands as they actively seek to expand their operations outside India.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/02/22/mam%27.jpg?itok=sBvAP52H
Marketing modules set to gain importance in 2020

MUMBAI: Over the last decade we’ve witnessed the field of marketing transform in previously unimaginable ways. Much of this transformation has been driven by the breakneck advance of technology, leaving marketers struggling to catch up. But before the profession starts pinning all its woes on these...

MAM Media and Advertising Digital Agencies
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/02/22/dettol.jpg?itok=qo6Q2CXH
Dettol Toilet Soaps secures top spot in BARC week 6 ratings

MUMBAI: The Broadcast Audience Research Council (BARC) of India has released its data for top advertisers and brands for the period between 8 February and 14 February 2020, respectively.  The data reflects the top 10 advertisers and brands across genres on Indian television, including OOH screen, (...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/02/22/trumph.jpg?itok=7PBWiwx3
Namaste Trump: Bobble launches a series of GIFs, and Stickers expressing and celebrating ‘Modi-Trump’ and US – India relations

MUMBAI: India is all geared up to give United States President Donald Trump and his wife Melania a grand welcome. The historic trip is viewed as a step to further strengthen the US-India strategic partnership and highlight the strong and enduring bonds between the American and Indian people. 

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/02/22/next.jpg?itok=X-FYnWOb
NexBrand’s Brand Vision Summit honours brands

NexBrand’s Brand Vision Summit 2020, powered by Kamdhenu, was held on February 20 in Mumbai. The fifth edition of the event saw top names from India’s corporate and entertainment sectors being felicitated for their work through the year. This year, Brand Vision Summit had Anurag Thakur, MOS –...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/02/22/sachin.jpg?itok=tGnb3c7x
Luminous Power Technologies launches new social media campaign #BeExamReady

Luminous Power Technologies, a powerful and trustworthy brand with a wide range of innovative products in the power backup, home electrical and residential solar space, announces special #Be Exam Ready social media campaign with brand ambassador, Sachin Tendulkar.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/02/22/number.jpg?itok=oFRRPUEA
MX Player's integrated campaign #IsLoveComplicated reaches over 52 million Indians

On the occasion of Valentine’s Day, while most brands sought to highlight love stories that end with happily ever after, leading entertainment streaming platform - MX Player decided to bring to light the ‘reality’ of love in a modern day relationship.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/02/22/mm.jpg?itok=1Gbpl9W7
Reliance Entertainment appoints Prabhat Choudhary to head WWO

Reliance Entertainment has roped in noted marketing communications strategist, Prabhat Choudhary, to head World Wide Open (WWO), its in-house digital movie marketing & media buying arm.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/02/21/OK.jpg?itok=7U1u1l29
OK Tested all set for its first live event

NEW DELHI: OK Tested, ScoopWhoop Media's newest lifestyle video channel, is all set for its first live event, The Fam Fest 2020. As the name suggests it's not just a fan meet, it's a meeting of people that have supported ScoopWhoop Media on this journey to something so much more tangible than likes...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/02/21/bipin.jpg?itok=WYg21EUU
Bipin R Pandit’s 15th edition of Khumaar enthralls Mumbai audience

MUMBAI: Bipin R Pandit’s  musical extravaganza Khumaar that happened on Friday 14 February 2020 was a packed house show attended by 800 plus audience at the St Andrew’s Auditorium, Bandra, Mumbai. The valentine special show was dedicated to romantic songs.

MAM Media and Advertising People

Sign up for our Newsletter

subscribe for latest stories

* indicates required