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

Research major Ipsos has unveiled the top 20 Most Influential Brands in India for 2016.

 

Google occupies the number one position followed by Microsoft and Facebook at number two and three respectively. Home grown brands, Patanjali and Jio make an impressive entry into the top 10 ranked at fourth and ninth place respectively showing the enormous amount of influence that these brands wield in a short span of time. Both brands did not figure in the previous edition of the study.

 

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.

 

The goal of the study was to define and measure influence; to rank brands according to their influence within each country; 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.

 

It is important to note that the Ipsos study has measured the biggest, most well-known and/ or highest spending brands only. As a result, the Ipsos Most Influential Brand Study did not look at the entire market.

 

A factor analysis was conducted using the 57 statements in the questionnaire and a total of six factors were revealed from this analysis. One of these factors contained 11 statements and was clearly the “Influence” factor. The average score across the 11 statements in the Influence factor was defined as the Influence Score for any given brand. The score was then converted to an index by dividing by the average Influence Score across all brands, multiplied by 100.

 

The five remaining factors were used as attributes to help explain what makes each brand influential (as it varies from brand to brand). These five factors are: Leading Edge, Corporate Citizenship, Trustworthiness, Presence, and Engagement (see companion piece: How to unlock influence).

 

Among the top ten brands Flipkart dropped three spots to take the tenth place while Amazon climbed a couple of steps to take the sixth place. Leading bank 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.