Archimedes may have coined the term in his bath, but for us it really took a lot of midnight oil & number crunching to say ‘Eureka’. Read the minutes...Financial year 2009 was a trying period for most, starting from buyers to sellers, financiers to investors to companies and even brands. But as David F. D’Alessandro, author of Brand Warfare says, “A great brand stays that way in part because it has no tolerance for anything – or anyone – who threatens the reputation of the enterprise.” So what if it’s slowdown or a global meltdown? Brands, like relationships, ought to grow in times of crisis, right? Well, maybe!
Despite market conditions, most valuable brands are still thriving in the hearts and of course, in the minds of the consumers. Their irreverent tag-lines are still making it to the most-happenin’ crowd lingo; their witty storyboards are still compelling millions to either laugh-out-loud or leave them with glistening eyes and a heavy heart; and virtually every home is overstuffed with brands popping out of the walls, the kitchen and the washroom. But then, do you think it’s true for every brand? Well, don’t scratch your heads. The fourth 4Ps Business & Marketing annual ranking of India’s 100 Most Valuable Brands is here again to tell you which brands struck the cosiest chords with consumers during the year.
It was certainly not a cake walk. We teamed up with Indian Council for Market Research (ICMR) to fetch the best from a holistic list of mind-boggling 40,190 brands. However, after a great amount brain storming, colossal data crunching, and intensive primary research work in 3 phases over the past 6 months, we finally caught on to the swinging mood of the Indian consumers. So, here is the lock, stock and barrel of the method behind the madness of arriving at the 4Ps Business & Marketing India’s 100 Most Valuable Brands…
PHASE I started with preparing a holistic list of local, national and international brands (40,190) present in India, which is then scaled down to a master list of 1499 brands based on the growth, reach, demand and availability (in at least 4 metros and Bengaluru) further divided into 32 broad categories with 99 sub categories. Next, ICMR prepared a structured questionnaire on parameters of Brand Awareness and Preference. Based on the questionnaire a primary research was conducted in Delhi, Mumbai, Kolkata, Bangaluru and Chennai with 3000 respondents. Based on the frequency of brands under the parameters, as found in the primary research, ICMR shortlisted top 200 brands across all categories.
PHASE II witnessed another survey carried with 6,300 respondents across 10 cities (Delhi, Jaipur, Chandigarh, Mumbai, Bangalore, Hyderabad, Ahmedabad, Kolkata, Pune and Chennai) in one-on-one interview format. In order to avoid any bias, the order of the brands was changed for each of the cities. Respondents were selected based on socioeconomic classification (education and occupation), gender and monthly income.
This survey intended to account for the Brand Equity of various brands by asking the respondents to rate them on the following parameters: 1. Brand Image & Perception (what brand stands for and promise); 2. Brand Performance (sales, profit, growth as perceived by consumers); 3. Brand Loyalty (inclination towards the brand); 4. Brand Awareness (or recall-a measure of the brand’s marketing communication); and 5. Brand Association (how far has the brand become synonymous with the product category). The respondents rated each of the brands on a scale of 1-5 (5 being the highest). The survey results are then compiled to draw the final list of 4Ps B&M India’s 100 Most Valuable Brands.
PHASE III saw ICMR conducting an opinion poll with 2500 respondents across 5 cities to vote for the brands under the various heads viz most promising brands, premium brands, best serviced brands et al. See pages 64 – 69 for details, but note that the ‘Top 5’ brands in these categories are not restricted to those placed among top 100.
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IIPM Editorial, 2010.
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Economist).
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