BY RAJESHWARI SHARMA [email protected] NEW DELHI A cooperative, a state-owned insurance firm that was, until a few years ago, a monopoly, and a multinational mobile- phone maker are the top three brands in India, according to a new study released on Friday. Amul, a brand owned by the Gujarat Cooperative Milk Marketing Federation (GCMMF), Life Insurance Corporation of India (LIC), and Nokia are the top Indian brands, according to Asia’s Top 1,000 Brands, a survey by media, advertising and marketing magazine ‘Media’, brand consultancy Asian Integrated Media Ltd and market research company Synovate. However, there are no brands of Indian-origin in the top 100, although several brands that are available in India figure in the list. “It is because most Indian brands are not available across regions within the country and outside,” said Harish Bijoor, a marketing consultant. Amul’s strategy of using “umbrella branding” has paid off, according to R.S. Sodhi, chief general manager, GCMMF. “Our strength comes from consistency, trust and relevance of our products.” Sodhi claimed that Amul’s advertising and marketing spend has never exceeded 1% of its revenues. Most other food companies spend 6-7% of revenues on advertising and marketing, he added. “They (GCMMF) are not big spenders compared to Britannia or Nestle. Despite a limited budget, Amul’s creatives—in the form of billboards or the Taste of India campaign—have always managed to evoke a larger-than-life brand feel, consistency and spirit of Indian culture in a contemporary way,” said Shashi Sinha, executive director, FCB Ulka, GCMMF’s advertising agency. GCMMF, which ended 2006-07 with Rs4,200 crore in revenues, launched more than two-dozen products in the past two years. Nokia has more than a 70% share of the mobile-phone market in India, a country with around 188 million mobile telephony subscribers. “Nokia has revolutionized the way we keep in touch,” said Subhash Kamath, CEO, Bates Group, the company’s agency in India. “Amul and LIC are heritage brands. It’s their benign equity that makes them so enduring,” said Bijoor. “If you look at any list pertaining to brands, the bulk of the toppers are the lowest common denominator brands—the ones that have moved from shelves and touched lives of millions of people,” he added. The nine markets covered by the survey are: China, Hong Kong, Taiwan, the Philippines, Thailand, Malaysia, Singapore, India and Indonesia. Synovate interviewed people in the 15-64 years age group; sample sized varied from 500 in all markets to 750 in India and China. CHINA INDONESIA MALAYSIA PHILIPPINES INDIA TAIWAN THAILAND SINGAPORE 1 2 3 4 5 6 7 8 9 10 Nokia Sony Colgate Coca-Cola Panasonic Honda 7-Eleven Samsung Nestlé Adidas Brand Rank 11 12 13 14 15 16 17 18 19 20 Yahoo! Nike Nescafe Canon Starbucks Sony Ericsson Pampers Google Darlie Pepsi Brand Rank 21 22 23 24 25 26 27 28 29 30 LG Yamaha Toyota Wall’s Lipton Maggi Shell Wrigley’s Arrow DHL Cadbury Brand Rank 31 32 33 34 35 36 37 38 39 40 Rolex Watsons VISA Sunsilk Toshiba Marlboro Pantene Sharp Apple Toys “R” Us Brand Rank 41 42 43 44 45 46 47 48 49 50 Lay’s Panadol BMW Hewlett-Packard Huggies Mercedes-Benz Philips MasterCard American* Motorola Brand Rank 51 52 53 54 55 56 57 58 59 60 Pocari Sweat Uni-President FedEx H&S # Seiko Pepsodent Pedigree MSN Rejoice Nissin Brand Rank 61 62 63 64 65 66 67 68 69 70 Heineken McDonald’s Häagen-Dazs Sprite Acer Close up Singapore Airlines Whirlpool Magnolia Ferrero Rocher Brand Rank 71 72 73 74 75 76 77 78 79 80 100 Plus Mitsubishi Cathay Pacific Suzuki Nikon Sanyo Breeze Gatorade Hitachi Pioneer Brand Rank 81 82 83 84 85 86 87 88 89 90 KFCˆ Tide San Miguel Shangri-La Dell ExxonMobil IBM Nivea California Fitness Surf Brand Rank 91 92 93 94 95 96 97 98 99 100 JVC Kodak Pond’s Caltex HSBC Fanta Knife IndoMie Wyeth MasterKong Brand Rank ASIA’s TOP 100 BRANDS Singapore Rank Brand 1 2 3 Nokia SingTel Singapore Airlines Taiwan Rank Brand 1 2 3 7-Eleven CPC Uni-President Thailand Rank Brand 1 2 3 Nokia Mama Sony Indonesia Rank Brand 1 2 3 Aqua Pepsodent Honda China Rank Brand 1 2 3 MasterKong Nokia Mengniu Hong Kong Rank Brand 1 2 3 7-Eleven Watsons Coca-Cola Malaysia Rank Brand Philippines Rank Brand India Rank Brand 1 2 3 Amul LIC Nokia 1 2 3 Nokia Colgate Sony 1 2 3 Colgate Mercury Drug Sony INDIA’S TOP BRANDS *American International Assurance (AIA)/American International Underwriters (AIU)/American International Group (AIG) Source: Synovate #Head & Shoulders ^Kentucky Fried Chicken HONG KONG Graphics by SANDEEP BHATNAGAR
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BY RAJESHWARI
SHARMA
NEW DELHI
A cooperative, a state-owned insurance firm that was, until a few years ago, a monopoly, and a multinational mobile-phone maker are the top three brands in India, according to a new study released on Friday.
Amul, a brand owned by the Gujarat Cooperative Milk Marketing Federation (GCMMF), Life Insurance Corporation of India (LIC), and Nokia are the top Indian brands, according to Asia’s Top 1,000 Brands, a survey by media, advertising and marketing magazine ‘Media’, brand consultancy Asian Integrated Media Ltd and market research company Synovate.
However, there are no brands of Indian-origin in the top 100, although several brands that are available in India figure in the list. “It is because most Indian brands are not available across regions within the country and outside,” said
Harish Bijoor, a marketing consultant.
Amul’s strategy of using “umbrella branding” has paid off, according to R.S. Sodhi, chief general manager, GCMMF. “Our strength comes from consistency, trust and relevance of our products.” Sodhi claimed that Amul’s advertising and marketing spend has never exceeded 1% of its revenues. Most other food companies spend 6-7% of revenues on advertising and
marketing, he added. “They (GCMMF) are not big
spenders compared to Britannia or Nestle. Despite a limited budget, Amul’s creatives—in
the form of billboards or the Taste of India campaign—have always managed to evoke a larger-than-life brand feel, consistency and spirit of Indian culture in a contemporary way,” said Shashi Sinha, executive director, FCB Ulka, GCMMF’s advertising agency.
GCMMF, which ended 2006-07 with Rs4,200 crore in revenues, launched more than two-dozen products in the past two years.
Nokia has more than a 70% share of the mobile-phone market in India, a country with around 188 million mobile telephony subscribers. “Nokia has revolutionized the way we keep in touch,” said Subhash Kamath, CEO, Bates Group, the company’s agency in India.
“Amul and LIC are heritage
brands. It’s their benign equity that makes them so enduring,” said Bijoor. “If you look at any list pertaining to brands, the bulk of the toppers are the lowest common denominator brands—the ones that have moved from shelves and touched lives of millions of people,” he added.
The nine markets covered by the survey are: China, Hong Kong, Taiwan, the Philippines, Thailand, Malaysia, Singapore, India and Indonesia. Synovate
interviewed people in the 15-64 years age group; sample sized varied from 500 in all markets to 750 in India and China.
CHINA
INDONESIA
MALAYSIA
PHILIPPINES
INDIA
TAIWAN
THAILAND
SINGAPORE
1
2
3
4
5
6
7
8
9
10
Nokia
Sony
Colgate
Coca-Cola
Panasonic
Honda
7-Eleven
Samsung
Nestlé
Adidas
BrandRank
11
12
13
14
15
16
17
18
19
20
Yahoo!
Nike
Nescafe
Canon
Starbucks
Sony Ericsson
Pampers
Darlie
Pepsi
BrandRank
21
22
23
24
25
26
27
28
29
30
LG
Yamaha
Toyota
Wall’s
Lipton
Maggi
Shell
Wrigley’s Arrow
DHL
Cadbury
BrandRank
31
32
33
34
35
36
37
38
39
40
Rolex
Watsons
VISA
Sunsilk
Toshiba
Marlboro
Pantene
Sharp
Apple
Toys “R” Us
BrandRank
41
42
43
44
45
46
47
48
49
50
Lay’s
Panadol
BMW
Hewlett-Packard
Huggies
Mercedes-Benz
Philips
MasterCard
American*
Motorola
BrandRank
51
52
53
54
55
56
57
58
59
60
Pocari Sweat
Uni-President
FedEx
H&S#
Seiko
Pepsodent
Pedigree
MSN
Rejoice
Nissin
BrandRank
61
62
63
64
65
66
67
68
69
70
Heineken
McDonald’s
Häagen-Dazs
Sprite
Acer
Close up
Singapore Airlines
Whirlpool
Magnolia
Ferrero Rocher
BrandRank
71
72
73
74
75
76
77
78
79
80
100 Plus
Mitsubishi
Cathay Pacific
Suzuki
Nikon
Sanyo
Breeze
Gatorade
Hitachi
Pioneer
BrandRank
81
82
83
84
85
86
87
88
89
90
KFCˆ
Tide
San Miguel
Shangri-La
Dell
ExxonMobil
IBM
Nivea
California Fitness
Surf
BrandRank
91
92
93
94
95
96
97
98
99
100
JVC
Kodak
Pond’s
Caltex
HSBC
Fanta
Knife
IndoMie
Wyeth
MasterKong
BrandRank
ASIA’s TOP 100 BRANDS
SingaporeRank Brand
1
2
3
Nokia
SingTel
Singapore Airlines
TaiwanRank Brand
1
2
3
7-Eleven
CPC
Uni-President
ThailandRank Brand
1
2
3
Nokia
Mama
Sony
IndonesiaRank Brand
1
2
3
Aqua
Pepsodent
Honda
ChinaRank Brand
1
2
3
MasterKong
Nokia
Mengniu
Hong KongRank Brand
1
2
3
7-Eleven
Watsons
Coca-Cola
MalaysiaRank Brand
PhilippinesRank Brand
IndiaRank Brand
1
2
3
Amul
LIC
Nokia
1
2
3
Nokia
Colgate
Sony
1
2
3
Colgate
Mercury Drug
Sony
INDIA’S TOP BRANDS
*American International Assurance (AIA)/American International Underwriters (AIU)/American International Group (AIG)Source: Synovate #Head & Shoulders ^Kentucky Fried Chicken
HONG KONG
Graphics by SANDEEP BHATNAGAR
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