BAV: The power club of brands

According to BAV, Rediffusion Y&R’s brand measurement toolkit, a brand’s equity is derived from four pillars.

Differentiation and relevance together are indicators of brand strength while esteem and knowledge comprise brand stature. The strongest and most powerful brands are those that combine brand strength with brand stature.

 

The top 20 Power Brands, as per BAV 2017, and as rated by men, women, SEC ABC, 18-65 year olds are as follows:

 

Rank	Power Brands
1	Samsung
2	Airtel
3	State Bank of India
4	Lifebuoy Soap
5	Vodafone
6	Maaza
7	7UP
8	Fair & Lovely
9	All Out
10	Thums Up
11	Parle-G
12	Britannia Good Day
13	Aashirvaad (Atta)
14	Tata Tea
15	Bank of India
16	Amul
17	Tata Salt
18	Sony
19	LG
20	Bata

 

While Samsung leads the pack, what is interesting is that 12 of the top 20 slots belonged to FMCG brands, followed by the technology sector represented by 3 brands, banks (2 brands) and telecom (2 brands). 2 Unilever brands feature in the list – with Lifebouy at 4th place and Fair & Lovely at 8th, while the Tata Group is also represented by 2 brands – Tata Tea at 14th and Tata Salt at 17th place. ITC’s Aashirvaad Atta also makes its way into the top 20 for the first time.

 

The biggest gainers of 2017 over BAV 2013 are Lifebuoy, Tata Tea, Mazaa, Tata Salt, Amul and Bata. LG and Fair and Lovely, while they have maintained their consistency by staying in the top 20 list amongst the 1400 odd brands measured, are unfortunately also the 2 brands that have lost ground when compared to 2013 – LG has gone down 10 places from 9th to 19th, while Fair & Lovely has just slipped by 1 rank from 7th in 2013 to 8th in 2017. And even the demons of demonetization couldn’t stop State Bank of India from jumping 18 places to become the 3rd most powerful brand in India!

 

(Navonil Chatterjee is the chief strategy officer at Rediffusion Y&R India. The Brand Asset Valuator (BAV) India 2017 study was conducted across 16 centres and tracked the opinions of 10,529 respondents in the age group of 18-65 years, spanning across SEC A, B and C.)