MUMBAI:Omnicom Group’s
Interbrand India has released
the second edition of its Best
Indian Brands 2014 league table, the definitive guide to the top 40
brands in India.
While unveiling the table, Interbrand global
chief marketing officer Graham Hales said that
with an impressive growth rate of 14 per cent
across the brands within table, it can be seen
that investing in brands is a good opportunity
for Indian business. “Indian business may have
been slow to start the process of creating
really strong brands, but the opportunity is
now evident and in its own right that should
feed the impetus to create stronger brands,”
he said.
Interbrand India managing director Ashish
Mishra believes that not just Indian, but very
few Asian companies have managed to build
valuable international brands. “In my mind, it
has to do with a prevalent business belief that
brand is a cost, rather than a strategic and
long-term investment. Here businesses clearly
lead the brand and are not led by it, with the
brand mostly relegated to being an expression
tool.”
As a brand consultant in the region, he sees
the need to continue to educate senior
managers, about brands being an asset that
requires long-term management and planning.
If Indian companies begin to change their
brand mindset, the opportunities are limitless.
“Indeed opportunities are a positive way of
looking at the challenges. And there can’t be a
stronger motivation for us than to act as a
bridge of sorts in the Indian corporate world -
between the two league tables we bring to the
market – best Indian brands and best global
brands,” adds Mishra.
Beyond resulting in a numeric value, the brand
value perspective brings in an appreciation of
where and how brand and business value could
be created. These are the discussions
Interbrand wants to create in the Indian
market to create a rightful leverage for Indian
Brands on the domestic as well as the global
scale. http://www.indiantelevision.com/mam/marketing/brands/tata-tops-the-best-indian-brands-2014-list-140806