Microsoft, BMW top Indian brand charts

30 May 2012

NEW DELHI: Microsoft, BMW and Google are considered to be among the most "desirable" brands by Indian consumers, new figures show.

Clear, the agency, surveyed 22,000 adults around the world, and broke out the results for India, where Microsoft, the IT group, and BMW, the automaker, topped the charts when it came to overall attraction.

Google, the online giant, Apple, the electronics pioneer, Adidas, the sportswear manufacturer, and Mercedes, the premium auto marque, came next in the rankings.

Completing the top ten were Audi, a major rival to Mercedes, alongside Disney, the entertainment conglomerate, Sony, another electronics firm, and IBM, the business services provider.

The study noted many of these players are new to India compared with Cadbury, the confectionery expert, Johnson & Johnson, in the healthcare sector, and Dettol, the homecare range. All of these offerings scored well but were outside the top ten.

Among the values considered the most attractive by Indian consumers were that brands be "hard working" and "practical".

Equally, though, the rise of an increasingly large middle class has led to a heightened desire for items denoting "confidence", "modernity", "ambition" and "success" - or simply proving "you have made it".

Clear's research also found that Mercedes, Apple, BMW, Audi and Microsoft achieved a similarly high standing in China, suggesting certain commonalities exist between these key emerging markets.

However, these assets were joined in the Chinese top ten by Lancôme and Tiffany & Co, the luxury specialists, as well as HTC and Nokia, the telcos, and Yunnan Baiyao, a traditional medicine.

"While India and China have much in common in seeking out branded goods and services, the secrets of brand success seem to lie in a deeper understanding of the differences," said Charlotte Wilkinson, managing director of Clear Singapore.

In demonstration of this, Chinese shoppers stated a preference for brands which are "fun", "carefree" and "allow them to display their own style".

Data sourced from Times of India/Economic Times; additional content by Warc staff