India 2015: TOP 50 ANALYSIS | Salient
India Top 50 match global brands in being Salient
Brands in India are comparable to global brands in being Salient. The India Top 50 achieved an average Salient score of 131 compared with a score of 130 for the Global Top 50. Salient (being well known and top-of-mind) drives sales volume and market share.
The strong Salient score for the India Top 50 reflects strength in the Indian market. The India Top 50 leaders in Salient and their scores are: Fair & Lovely, a personal care brand (246), Colgate (245) and the lubricant Castrol (236).
These scores are comparable to, or exceed, the scores of global leaders in Salient: Coca-Cola (248), McDonald’s (228) and Facebook (195). The India Top 50 Salient scores are based on consumer responses in India. The global scores include consumer responses in all the countries where these brands compete.
Salient: India and Global Top 50 comparable
Brands in India are comparable to global brands in being Salient. Specific India Top 50 brands scored especially well in Salient because they’ve done a good job establishing themselves in the minds of Indian consumers. BrandZTM Indian Top 50 brands scored 120 in Different compared with a score of 122 for the BrandZTM Global Top 50.
The strong Salient scores for brands in India indicate that, whether they’re based in India or part of a multinational, they’ve done a good job establishing themselves in the minds of Indian consumers.
India Top 50 brands planning to expand overseas will need to invest to establish similar Salient strength internationally. Multinational brands planning to enter India need to anticipate that established brands in India often occupy a secure place in the consumer mind and can be difficult to dislodge.