Google, Amazon and Jio are India's Most Influential Brands: Ipsos

The study ranks influence based on key parameters like trustworthiness, customer engagement and leading edge among others

by Campaign India Team | 31/07/2018

Google is India’s Most Influential Brand while e-tailer Amazon and telecom major Jio follow in the second and third spot respectively.
 
These are the findings of the latest edition of a study by research major, Ipsos, that was shared exclusively with Campaign India.
 
The Ipsos Most Influential Brands (MIB) Study measures and ranks brands that are leading as the most influential brands amongst the affluent audiences in the country – captured through an online study of 1000 nationally representative affluent audiences, in the top metros in the country. Brands chosen for this study were shortlisted from across categories, that had a fair share of advertising spending.
 
Jyoti Malladi, executive director, Ipsos India, said, "Influential brands impact our daily lives by providing meaning or purpose and reflecting our personal values. An evolving consumer landscape, technology enablers and the consumer’s changing preferences tend to place the different brands on varying influence standing for consumers."
 
Most of the brands that have made it to the MIB top list are from the technology and e-tailing space. Google, Amazon, Jio, Facebook, Flipkart and Samsung – are the top 6 brands. At No. 7 is the FMCG brand Patanjali that has made its space amongst the top, riding on the natural or ayurvedic and the nationalistic fervor. However, Patanjali has lost three ranks from its previous year's ranking of 4, probably indicating that its influence is waning at least to some extent. 
 
India's Most Influential Brands - Top 20
Google 1
Amazon 2
Jio 3
Facebook 4
FlipKart 5
Samsung 6
Patanjali 7
Microsoft 8
iPhone 9
Apple 10
Airtel 11
Dettol 12
Sony 13
State Bank of India 14
Amul 15
Colgate 16
MasterCard 17
Myntra 18
Nescafe 19
LG 20
 
 
 
"Brands are a mode of influence. Brands are created and nurtured in a way of affecting behavior of customers by way of purchase. However, Influential brands help customers engage with brands long after they have made the purchase - through habits, rituals or routines surrounding the brand and thereby develop emotional connections with them, thereby earning a meaningful place in their daily lives," says Malladi.
 
 
 

The Five Dimensions Of Influence

  • Trustworthy: Brand trust is among the most invaluable, intangible assets in business. And brands have to constantly work, to build and maintain the same in order to stand the scrutiny of the consumers, day after day. 
  • Engagement: Influential brands also find ways to engage consumers beyond purchase – through basic functionality or utility, opportunity to interact or entertain or as a way of expression. People talk about influential brands,
    love them and want to know more about them.
  • Leading Edge: Influential brands also stand apart and take the lead in shaping the way we live – they constantly innovate and enable with smarter, better solutions, to leading or interacting in our daily lives.
  • Corporate Citizenship: Influential brands work towards being socially responsible, thereby contributing to the planet in addition to being commercially focused on people and profit. With its influence in building better corporate
    reputation, companies/ corporations are incorporating CSR as part of their strategic imperatives.
  • Presence: Most fundamentally, salient brands come to mind more often and easily. Hence Brands have done a host of things through the conventional or the unconventional routes to see that they are ahead of the curve to stay salient and maintain presence in the minds of the consumers.

Also Read: Patanjali is among India's Most Influential Brands: Ipsos study