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Patanjali is India’s most influential brand

MUMBAI: Homegrown brands Patanjali and Jio have winged their way into the top 10 in Ipsos’ new list of brand influencers.

While Patanjali ranked fourth, Jio settled in the ninth place as both these brands wielded enormous amount of influence in a short span of time. As is known, Patanjali has seen stupendous growth and challenged top FMCG brands like HUL. Jio, on the other hand, has disrupted the telecom market with its disruptive pricing and roped in over 100 million customers in short time. Both these brands did not figure in the previous edition of the Ipsos study.

Leading bank State Bank of India (SBI), which has been on a consolidation mode, move up four ranks to take the fifth place and is the only financial brand in the top 10.

Unveiling the findings of the Top 20 Most Influential Brands in India for 2016, Ipsos said Google occupies the number one position followed by Microsoft and Facebook at number two and three respectively.

Flipkart dropped three spots to take the tenth place while Amazon climbed a couple of steps to take the sixth place.

The Ipsos Most Influential Brand Study evaluates 100+ brands across 21 countries and involved 36,600 interviews. In India the research covered more than 1,000 Indians online to assess 100+ brands.

Ipsos Public Affairs & Loyalty executive director Parijat Chakraborty said, “The Most Influential Brands are larger than life. They are aspirational. They enhance our lives – make it better. We trust these brands. We connect with them emotionally and cannot imagine our lives without them – they are influential”.

This is the second year Ipsos has assessed India’s Most Influential Brands. Consumers rate them high on quality, experience and value, marketers earmark big marketing spends and consciously work towards increasing their brand equity.

The goal of the study was to define and measure influence to rank brands according to their influence within each country. The research rank brands according to their influence globally and identify what factors explain or drive the current level of influence for each of the brands at the country level and at the global level.

All brands that have featured in the Most Influential Brands List are those that consumer engages with on daily-basis, a constant companion, an extension of consumer
Chakraborty said, “It’s impossible for consumers to imagine their lives without these brands. The formula for success of Influence rides on those 5 pillars of trustworthy, engagement, leading edge, corporate citizenship and presence.”

The Ipsos Most Influential Brands study shows that there are five key factors that are the building blocks of influence.

Trustworthy: Influential brands are trustworthy – consumers trust their message, proposition – that faith leads to consumption, patronage & relationship.

Engagement: Influential brands engage with consumers across different consumer touchpoints. Consumers love them and want to stay connected. Brands stay relevant and constantly innovate to keep the relationship going.

Leading Edge: They are model brands – iconic – they don’t toe the line, they are leaders – they stand out and define new paradigms – they grow the category – others emulate them and derive inspiration from them.

Corporate Citizenship: Influential brands give back to society. Consumers patronize them as they are socially more responsible. It’s built in their ethos. Driven from the top.
Presence: Influential brands play it big. They have astronomical marketing spends – are visible across consumer touch points with inspiring communications, visuals, adverts that are highly impactful, generating a strong consumer pull. It all hinges on placement, promotion and people.