Amazon, Asian Paints, Tata T rank top in Kantar’s objective brand rankings

According to the latest BrandZ India report by Insights and consulting firm Kantar, Amazon and Tata Tea have emerged as the most objective leaders in India in technology, non-FMCG and FMCG categories respectively. In the technology category, Amazon is followed by YouTube, and Google and Swiggy are jointly ranked fourth, followed by Flipkart.

The non-FMCG ranking was dominated by telecom brands, with Samsung and Jio jointly second, followed by MRF, Tata Housing and Airtel.

Tata Tea tops the rankings in the FMCG category, followed by Surf Excel, Taj Mahal, Parachute and Maggi (both ranked fourth) and Britannia.

Kantar BrandZ database for FY 2020-21 is based on analysis of 418 brand cases. It looked at brand perception and brand equity metrics for brands across 30 categories from a total of over 12,000 respondents.

Deepender Rana, Executive Managing Director – South Asia, Insights Division, Kantar said, “The brand objective provides an anchor, both as a North Star for the brands, but as an assurance to the consumers, amidst the constant uncertainty. As a contributor to brand equity, the objective is 10 times more important in India than globally.”

This shows that a larger social objective is even more important for the success of brands in India. Of course, vague slogans and one-sided ‘corporate charity’ programs don’t work, and it’s also not about jumping on the bandwagon of the latest fashionable cause, he said.

Sharing the key findings, Kantar said that FMCG brands are focusing on reducing their carbon footprint and adopting a social approach.

Non-FMCG brands are now adopting marketing strategies that promote the brand in a way that looks beyond the function of the product or service.

It added, “…the key is to do more than meet the immediate needs of consumers, adding new and potentially differentiating associations.”

According to the report, Indian consumers are on par with many of their Asian counterparts, and are actively engaging with sustainability.

“77 percent are willing to invest time and money in companies trying to do well,” it said.


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