Despite increased competition, Nokia remains India's most trusted brand

For the third year running, Nokia tops India's Brand Equity Most Trusted Brands survey.

Although competition from more innovative market entrants is shrinking Nokia's market share, the Indian consumer still has tremendous faith in the brand. Just like last year and the year before that, Nokia is India's most trusted brand.

The competition appears to be gaining trust, rather than Nokia losing it, an important distinction when building long term brand equity. It will be interesting to see whether the likes of Lava, Spice and Karbonn, who have successfully created brand awareness can deliver on service, quality and value for money. "If" they can, expect to see more hand set brands cracking the Top 100 next year.

Nokia's broad appeal

Nokia's appeal stretches across age groups and metro cities. The brand leads with consumers under 25 years old and with older consumers, aged 26-45 years old. It is the number one brand in Mumbai and Delhi, fifth favorite in Chennai and Banaglore and ninth in Kolkata.

Trust matters to the Indian consumer

While price is crucial in India, brands shouldn't get too obsessed with their value proposition. Brand perception also matters. A Brand Equity survey found that 71% of respondents take in to account company reputation when selecting a brand. Over half want transparency - 54% say it is important to know which company owns which brand.

Top 10 most trusted

The top three brands remain the same as 2009, with Colgate and Lux on Nokia's heels:

• 1) Nokia (2009 position = 1)
• 2) Colgate (2)
• 3) Lux (3)
• 4) Dettol (5)
• 5) Britannia (9)
• 6) Lifebuoy (6)
• 7) Clinic Plus (15)
• 8) Pond's (16)
• 9) Fair & Lovely (18)
• 10) Pepsodent (8)

While Clinic Plus, Pond's and Fair & Lovely have made the most impressive gains, Tata Salt (now in 14th place) and Horlick's (22nd) have slipped out of the top ten. Strangely, despite a strong showing from mobile handsets and the telecom sector, Reliance Mobile has disappeared from the Top 100 all together.

To view the 100 most trusted brands click here.

To view the top ten brands by demographics click here.

To view the top fifty digital brands click here.

To view the leading brands by category click here.

September 1, 2010 Add a comment

Just 7 Indian brands make the Global top 500 in 2010

The Brand Finance Global 500 report features just seven Indian brands. Despite India Inc's growth domestic brands are failing to make an impact on the global stage.

The top 500 most valuable brands in the world have grown in value by 26% to US$ 2,873 billion. The US continues to dominate the table, with 7 of the top ten, by comparison India provides just 7 of the 500, three of whom are new entrants.

India's strongest brands

Tata and Reliance are India's most valuable brands. Tata is valued at US$ 11.2 billion, up on US$ 9.9 billion in 2009. Reliance is worth US$ 7.2 billion (US$ 6.6 billion in 2009). While value has increased, each brand slips in the rankings, Tata fell to 64 from 51, Reliance fell to 107 from 93.

Airtel's value was up slightly to US$ 3.1 billion, yet similarly, its ranking plunged to 288, from 215 last year.

Indian winner

State Bank of India is India's big winner jumping to 186 (from 344), it's brand value reaching US$ 4.5 billion. In addition, Bharat Petroleum, Infosys and ICICI Bank make the list for the first time.

Emerging market comparison

India trails its BRIC contemporaries. China has 18 brands represented, including 7 new entrants, Brazil 9 (4 new entrants) and Russia 8 (3 new entrants).

Brand building versus acquisition

India Inc's recent acquisitions - Tetley Tea, Jaguar, Land Rover, Corus, Whyte & Mackay - prove that the value of brand (at least at the right price) is understood. But considering India's buoyant corporate environment and headline making economy, the countries brands are struggling to make their presence felt outside of India.

Domestic market focus, for now

India's brands are inward looking. Considering the potential of the domestic market it is understandable as Indian companies attempt to exploit domestic market opportunities. The danger is that India's brands become captive within their own cost-conscious market and uncompetitive on the global stage.

Once the domestic market matures and becomes more competitive, India's brand owners will be lured on to the international stage in greater numbers. At this point understanding the value of intangible assets will become paramount.

February 20, 2010 Add a comment