Havas Media’s Meaningful Brands study 2013: Indians most trusting of brands

Havas Media Group has revealed findings from the 2013 edition of its Meaningful Brands study, which measures the benefits brands bring to people’s lives. According to the findings, consumers in India trust brands more than their counterparts elsewhere, and expect more from brands.

The sixth edition of the study measured 13 dimensions and covered 700 brands and over 1,34,000 consumers in 23 countries.

Key figures:

The results also state that ‘Meaningful Brands’ outperform the stock market by 120 per cent.

Anita Nayyar, CEO, Havas Media Group, India and South Asia, said, “The India findings highlight deep customer involvement with brands, making ‘meaningful’ the sweet spot of brand strategy in India. Meaningful - today is real business, delivering what matters when, in the truest economic and social sense. It drives brands to establish relationship connections with their customers directed towards sustained personal, societal and financial success.”

“More meaningful global brands are likely to come from emerging than western markets where brands need to reinvent themselves to reconnect with people, to avoid getting commoditised. This presents huge opportunities for existing and new brands to establish meaningful connections with their customers in India. Here consumers are still warming up to brands and core categories like F&B brands are seen as meaningful. The study is scalable and throws up rich inferences for a strategic outlook. LIC is an outlier being in the insurance category yet completely in sync with Indian touch points, thus its India’s 2013 top meaningful brand”, added Mohit Joshi, MD, Havas Media India.

Top 12 Meaningful Brands 2013

India:

Life Insurance Corporation (LIC), Britannia, Cadbury, Sony, Samsung, Parle-G, Unilever, Tata Motors, Airtel, Hyundai, LGE, Maruti

Global:

Google, Samsung, Microsoft, Nestle, Sony, IKEA, Dove, Nike, Wal-Mart, Danone, Philips, P&G

Indian Brands having greatest Attachment (highest percent of people who would care if they disappeared): LIC, Cadbury, Unilever