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  • Brand Equity 100 Most Trusted Brands

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    Karan Grover
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    This document discusses brand equity and the most trusted brands according to a survey. It defines brand equity as the value and reputation of a brand in the market. It then lists attributes of trusted brands such as high quality and popularity. The document outlines the top trusted brands for different age groups and categories like oral care, apparel, and airlines. It describes the process used to select the top 300 brands, which involved surveys across cities in India of different target groups to rate brand familiarity and attributes.

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    This document discusses brand equity and the most trusted brands according to a survey. It defines brand equity as the value and reputation of a brand in the market. It then lists attributes of trusted brands such as high quality and popularity. The document outlines the top trusted brands for different age groups and categories like oral care, apparel, and airlines. It describes the process used to select the top 300 brands, which involved surveys across cities in India of different target groups to rate brand familiarity and attributes.

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    Attribution Non-Commercial (BY-NC)
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    20 views21 pages

    Brand Equity 100 Most Trusted Brands

    Uploaded by

    Karan Grover
    This document discusses brand equity and the most trusted brands according to a survey. It defines brand equity as the value and reputation of a brand in the market. It then lists attributes of trusted brands such as high quality and popularity. The document outlines the top trusted brands for different age groups and categories like oral care, apparel, and airlines. It describes the process used to select the top 300 brands, which involved surveys across cities in India of different target groups to rate brand familiarity and attributes.

    Copyright:

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    of 21

    BRAND EQUITY

    100 MOST TRUSTED BRANDS

    BY
    KARAN GROVER
    DEFINITION
     Brand equity means the value and reputation of a
    particular brand in the market .
    BRAND ATTRIBUTES
     Always maintain a high level of quality.
     Is worth the price its commands.
     Is a brand i would surely consider if i have to buy
    a product.
     Has been a popular brand from many years.
     Has something that no other brands has.
     Evokes a feeling of confidence and pride among
    its users.
     Is very special brand with unique feelings
    associated to it .
    TOP TRUSTED BRANDS ACROSS AGE GROUPS 15-25

     Nokia Mobile Phones

     Colgate
     Lux
     Britannia
     Clinic Plus
     Dettol
     Ponds
     Pepsodent
     Maggi
     Lifebuoy
    AGE BAR – 26-45
     Nokia mobile phones
     Colgate
     Lifebuoy
     Lux
     Dettol
     Fair & Lovely
     Ponds
     Britannia
     Pepsodent
     Clinic plus
    CATEGORY RANKS
    PEAK PERFORMERS PLAYLIST

     Aviation
     Air India
     Kingfisher Airlines
     JetAirways
     Indigo
     Spice Jet
    CONSUMERS DURABLES
     LG
     Godrej
     Samsung
     Philips
     Titan
     Sony
     Asian Paints
     Videocon
    RETAILERS
     Big Bazaar
     Reliance Fresh
     Spencers Retail
     Pantaloons
     Shoppers Stop
     Lifestyle
     Westside
    ORAL CARE
     Colgate
     Pepsodent
     Close Up
     Vicco
     Babool
    APPAREL
     Raymond
     Peter England
     Reid & Taylor
     Levi’s
     Koutons
    MUTUAL FUNDS
     LIC Mutual Fund
     HDFC Mutual Fund
     SBI Mutual Fund
     Reliance Mutual fund
     ICICI Prudential Mutual fund
    PROCESS OF SELECTING TOP BRANDS
     The companies name were taken instead of
    indivisual ones so that the final list of brands
    were kept to 300.
     All the possible consumers who used the brands –
    the chief wage earners, housewives , young
    adults ,etc were used as samples.
     The survey had been restricted to SEC A,B,C in
    urban India , with a view to focus on the prime
    target audience.
     Where as rural consumer were not considered
    since there rating was mainly based on mass
    market appeal.
     The survey was conducted across 13 cities in the
    west east north and south zones a total of 8160
    interviews were conducted split amongst the
    identified target groups-2040 CWEs, 2040 house
    wife's,2040 young adult male and 2040 young
    adult female respondent across 8 levels of
    monthly house holds incomes
     The entire samples were sere divided into 12
    panels, each panel similar in terms of
    demographic variables of SEC , age and gender .
    Each panel evaluated a list of 25 brands .
     Respondents were shown the brand list and were
    asked to rate on a 1 to 4 familarity scale , 1- not
    heard of the brand , 4- know the brand very well .
    The evaluation is done at an overall level about
    each brand by indicating her or his rating to a
     Scale where one end is “extremely poor” and the other
    “perfect in every way”.
     The final brand rating is arrived at in four steps. First, a
    familiarity weight is attached to each brand for each
    respondent. Then the brand score is calculated based on the
    familiarity scale, the overall level of the brand and the rating
    of the brand on all the seven attributes. After this, brand
    score is multiplied by the familiarity weight and then
    averaged across all respondents to get the final overall brand
    score. This yields the “Most Trusted Brands”.
    THANK YOU

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