<ul><li>Tech brands have fared badly in 2023 due to global headwinds, recession threats and more.</li><li>Banking and financial services companies including fintechs saw their value swell during the year.</li><li>PhonePe and Cred were the new entrants into Kantar’s list of Top 75 Indian brands.</li><li>Auto companies made a comeback from Covid-lows with TVS and Mahindra being among the fastest risers. </li></ul>It is not just the share prices of technology services companies that are falling, even their brand value has taken a beating. India’s top brands have borne the brunt of the global economic downturn in 2023. The combined value of Kantar BrandZ’s top-75 Indian brands shed 4% of their value to $379 billion in 2023. Yet, they have fared better than their global counterparts, as its global list has shed 20% of its value. Most of this loss in brand value was seen in Indian tech brands whose value shrunk by 14%. The brands have a major presence in international markets, and have been impacted by global pressures, recession threats and geopolitical instability, says Kantar. “If you exclude tech, the combined brand value is quite stable,” said Soumya Mohanty, managing director and chief client officer, South Asia, Insights Division of Kantar. TCS on the top, as usual The spot of India’s most valuable brand, however, is retained by tech giant TCS. It has shed 6% of its value but has fared better than tech as a sector. “TCS has a strong corporate reputation which makes it more likely to retain clients and business. It can also help enable customer retention which is also a factor that adds to brand value,” Deepender Rana, executive managing director of South Asia Insights Division at Kantar told Business Insider India. Infosys’ brand value dropped by 17%, while HCL Tech’s brand value rose by 3%. Both these brands made it to the top 10. Wipro’s brand value dropped by a sharp 42%. The rest of the list is dominated by banks, telecom companies with only one consumer company, Asian Paints in the top 10. Kantar BrandZ Top 10 Most Valuable Indian Brands 2023 <table style="border-width: initial; border-style: none;"><colgroup></colgroup><col /><col /><col /><col /><tbody><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Rank 2023 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Brand </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;"> Category </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Brand Value 2023 </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">1 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Tata Consultancy Services </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Business Technology and Services Platforms </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">$42.9 bn </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">2 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">HDFC Bank </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Financial Services </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">$33.6 bn </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">3 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Infosys </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Business Technology and Services Platforms </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">$24.1 bn </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">4 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Airtel </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Telecom Providers </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">$22.5 bn </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">5 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">State Bank of India </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Financial Services </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">$14.4 bn </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">6 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">ICICI Bank </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Financial Services </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">$12.9 bn </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">7 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Asian Paints </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Paints </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">$12.8 bn </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">8 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Jio </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Telecom Providers </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">$11.7 bn </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">9 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Kotak Mahindra Bank </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Financial Services </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">$10.3 bn </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">10 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">HCL Tech </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Business Technology and Services Platforms </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">$9.3 bn </td></tr></tbody></table> Source: Kantar Autos zoom ahead Auto brands have been buzzing in 2023 and the sector has provided two of the fastest risers of the year. TVS, valued at $1.9 billion, occupies the 51st rank. The company has gained 59% in value and leapt 24 places thanks to a number of successful product launches and a 10-year partnership with BMW that gives it leverage in markets such as Europe, the US and Canada. Mahindra is valued at $2.01 billion and occupies the 47th rank. Mahindra, which grew its value by 48%, made itself incredibly meaningful in consumers’ eyes, and also significantly boosted its salience. The sector saw the second highest category growth of 19%, after tobacco. Royal Enfield’s value also swelled, thanks to Indians’ preference for premium products. A lot of Indian auto brands, like Tata Motors, also entered EV markets and are able to meet consumer needs better, observes Rana. “Auto companies’ value declined during Covid and made a comeback after they dealt with supply chain issues and dealt with bottlenecks,” said Mohanty. India’s largest auto company Maruti Suzuki, however, shed 5% of its brand value, while Bajaj Auto’s brand value went up by 9%. The value in finance Financial services brands have grown their brand value by 6% with 16 brands and contributing to the biggest chunk of the total brand value. Their growth is attributed to growth in digital banking and Axis Bank whose value swelled 28% and now ranks at 17. ICICI Bank which ranks at no 6 also has seen its brand value swell by 18%. Two of this year’s new entrants also belong to the fintech sector — PhonePe and Cred. This is in spite of the fact that tech as a sector saw its value go down during the year. PhonePe has made its debut on the list at No.21 with a value of $4.4 billion. It has quickly become India’s leading digital payment app by investing heavily in the strength of its infrastructure, building connections with partner banks, and developing a huge network of merchant acceptance points, said Kantar. Meanwhile, Cred has entered at no 48 with a brand value of $2 billion. “Growth of credit and other digital trends are adding to the value of fintechs. There is a need for these services and brands are doing a good job of providing them,” Mohanty tells Business Insider India. PayTM, Zomato, Swiggy, Flipkart, Naukri, Oyo and Nykaa have shed value; while Byju’s hasn’t been included in the list this year. FMCG as a sector has seen its brand value remain stable during the year.

TCS retains No 1 spot as India’s top brand but tech sector takes a hit

Kantar’s Managing Directors tell us why ‘Purpose’ is an important contributor to brand equity in India

<ul><li>Kantar, an evidence-based insights and consulting company, has launched a new marketplace. </li><li><keyword id="9832625" type="COMPANY" weightage="20" keywordseo="kantar-marketplace">Kantar Marketplace</keyword> helps brands find innovation and product development solutions. </li></ul> In a bid to help brands accelerate their innovation cycles and speed to market, Kantar today begins the rollout of a new suite of Innovation and Product Development solutions on Kantar Marketplace, the automated research platform for marketers who want to test, learn and move faster. First to launch are automated concept and pack testing solutions, Concept eValuate and Pack eValuate, followed soon by an automated idea screening solution, <keyword id="9832620" type="PERSON" weightage="20" keywordseo="idea-evaluate">Idea eValuate</keyword>. The eValuate suite puts consumer knowledge at the heart of the innovation journey and includes: <ul><li>Idea eValuate: Shortlist ideas with the most potential. Idea eValuate shows how to improve the best ideas and get them ready for concept development by measuring implicit and explicit responses to get closer to the reality of purchase behaviour.</li><li>Concept eValuate: Identify concepts with most potential and show how to optimise them to maximise growth. With an extensive benchmarking database of over 100,000 concepts and predictive measures, Concept eValuate is proven to improve innovation success rates by 50%, and offers results in as few as 24 hours.</li><li>Pack eValuate: Packaging is increasingly important with today’s ever-increasing array of products and formats in store and online. Pack eValuate helps identify winning designs and optimise packaging quickly.</li><li>Product eValuate: Test products quickly in a real home environment to maximise the product and launch potential. Product eValuate utilises Home Tester Club’s 2.4 million testers to test products in a real-life context at the moment of usage. Get quality feedback from engaged consumers, supported by video experiences and user ratings. </li></ul>The brands that innovate at speed and with more frequency will recover from the COVID-19 pandemic and economic crisis fastest. Kantar’s Europanel research from the 2008-2011 recession shows winning brands launched 60% more innovations than brands who lost share ‘at the shelf’ over this period*. Additionally, <keyword id="9832624" type="COMPANY" weightage="20" keywordseo="kantar-brandz">Kantar BrandZ</keyword> data shows the stock price of the top 20 most innovative brands grew at almost twice the rate of the S&amp;P 500 after the 2008 economic crisis. Soumya Mohanty, Chief Client Officer, South Asia, Insights Division, Kantar said, “As we look to the post-pandemic recovery, the need for innovation has never been more relevant. Kantar’s Covid19 Barometer shows people’s behaviours, attitudes and beliefs are evolving as the new rhythms of life transform the way people engage with and use products and services. People have started to like their lockdown habits. More than half (52%) believe they will maintain lockdown behaviours post-pandemic. Increased hygiene, healthier eating, spending time with the family and personal development are most likely to be maintained. New innovations need to anticipate and meet these evolving needs and changing lifestyles”. She added, “Companies in India continue to innovate at speed as the pandemic needs us to react fast. Many times, they tend to skip the customer testing part which is so critical especially when the context has changed so dramatically. We need to today remain closer to consumers than ever before in the innovation journey. Kantar Marketplace allows us to do that at speed so that we can take advantage of customer feedback as we refine our ideas, concepts, products and packs. I am very excited that Kantar is bringing this to India and at a time when its relevance has never been higher.” Discussing the launch of the Innovation suite on Kantar Marketplace, Will Galgey, CEO Kantar Marketplace said “As we look to recover from the Covid-19 pandemic, it has never been more important to identify the ideas that will transform your business and develop them quickly. As manufacturers race to discover the impact of new behaviours on their portfolio, they need to understand the underlying consumer motivations and aspirations and create relevant and appealing solutions. And this needs to happen at pace! Speed to market with the right value proposition, that is meaningfully different, will determine success in challenging times. Great innovation now will accelerate recovery from the post-pandemic economic crisis, and equally importantly, strengthen the brand to grow faster over the long term. Seventy of the Fortune 100 already use Kantar’s innovation expertise; this new suite of tools on Kantar Marketplace is a great new capability for those companies and other innovators.”

Kantar India launches a marketplace to provide Innovation and Product Development solutions

<ul><li>As per WPP and Kantar’s latest <keyword id="3755038" type="PERSON" weightage="20" keywordseo="BrandZ-Report">BrandZ report</keyword>, economic impact of COVID-19 led to a 6% drop in total value of ranking. </li><li>In challenging economic and social conditions created by the global pandemic and a pre-COVID-19 slowdown in the Indian economy, brands had to adapt quickly, with innovation and agility helping to fuel growth.</li><li>We caught up with brands like TCS, <keyword id="106317" type="CITY" weightage="20" keywordseo="Asian-Paints">Asian Paints</keyword> and Bharti <keyword id="15491" type="COMPANY" weightage="20" keywordseo="Airtel">Airtel</keyword> to understand how they won their consumers’ trust even during gloomy times. </li></ul>Last week, WPP &amp; Kantar’s launched its BrandZ report featuring Top 75 Most Valuable Indian Brands 2020 report. This year’s ranking was worth $216 billion in brand value, a decline of 6% over last year, driven largely by a slowdown in the brand value of companies in the banking and automotive sectors. Despite the overall decline in brand value of the Top 75, 26 brands increased in value and five were new entrants. India’s top brands also performed well against other countries where declines in total brand value were much greater. For millions of Indians who stayed at home during the crisis, telecom providers have supplied a much-needed lifeline and fulfilled a growing demand for data-driven services like online gaming and media streaming. This helped Airtel (no.4, +36%, $13.9 billion) become the top telecom brand, while Jio saw its value increase 26%. Trusted brands have weathered the crisis better than brands with a low trust index. In a category where it is difficult to gain <keyword id="787639" type="PERSON" weightage="20" keywordseo="consumer-trust">consumer trust</keyword>, Airtel bet on its brand strategy of being open and transparent. It is now one of India’s <keyword id="418681" type="ORGANIZATION" weightage="20" keywordseo="Most-Trusted-Brands">most trusted brands</keyword> and grew by 36% in its brand value over last year. On what has helped Airtel float in an unstable market, Shashwat Sharma, CMO, Bharti Airtel, said, “As a brand we believe differentiation is critical, especially when it comes to delivering a brilliant customer experience and bringing unique services and solutions to customers. Through these uncertain times, we have been grateful for the opportunity to be able to deliver this differentiation and be the backbone that helped people to stay connected. From children having to take their classes online, to increased digital payments, to businesses finding new ways to keep their employees working, to enabling customers to have a few moments of entertainment in an otherwise dreary time, we have played a critical role in all their lives. Sharma added, “We see a silver lining to this disruption and we took a lead to help our customers in reducing disruptions in this unprecedented situation. We introduced several innovations within a matter of days so our customers can stay connected at all times – from online acquisition to simplifying payments journeys to the launch of Work from Home solutions to educating customers to recharge online, to having others do it for them enabling customers to easily access a varied range of services digitally.” Despite the paints industry struggling in India, top 5 brand Asian Paints (no. 5, $8.0 billion), grew its brand value by 14%, by focusing on meaningful difference, communications and innovation. The market leader, it has successfully brought out new products, while building a strong distribution network and raising its profile among key influencers like architects and professional painters. Addressing your consumers’ concerns tactfully plays an important role in improving brand value. Amit Syngle, MD and CEO, Asian Paints, said, “Asian Paints has always had a deep emotional connection with homes and as a legacy, owns ‘beautiful homes’ in a strong way. We have been able to nestle in the hearts of the consumers by being part of their journey, helping them design their dream home for years. In 2020, at the onset of the pandemic, our driving principle was to support the Government and the country and we pivoted our initiatives and communication towards the happiness and well-being of our consumers and partners. We have always invested in taking care of all our stakeholders and providing support during trying times. At Asian Paints, our core dictates us to care for our customers, the only way we know to earn their trust.” <keyword id="6357585" type="COMPANY" weightage="20" keywordseo="tata-consultancy-services">Tata Consultancy Services</keyword> was valued at 14,582M USD and placed at number 3. Rajashree R, CMO, TCS, said, “We are honoured to be amongst the top 3 brands in India. This is a recognition of the defining role TCS has played in transforming and globalizing India and its people. As part of the Digital India movement, we have played a key role in transforming industries, institutions and public services, thus becoming part of every Indian. With our thought leadership framework like Business.4.0 powered by the technology and innovation prowess, we have been crafting and enabling growth and transformation journeys for leading businesses all over the world as well as India. We would like to thank Kantar for recognizing the power of the TCS Brand and the achievements of the 450,000 employees behind it.”

Here is how Airtel, TCS and Asian Paints continue to win consumer trust despite challenging times

<ul><li><keyword id="168456" type="CITY" weightage="20" keywordseo="WPP">WPP</keyword> and <keyword id="1199021" type="ORGANIZATION" weightage="20" keywordseo="Kantar">Kantar</keyword> released the <keyword id="9955763" type="UNKNOWN" weightage="20" keywordseo="2020-brandz">2020 BrandZ</keyword> <keyword id="6889719" type="UNKNOWN" weightage="20" keywordseo="Top-75-Most-Valuable-Indian-Brands">Top 75 Most Valuable Indian Brands</keyword> ranking today.</li><li><keyword id="3636384" type="PERSON" weightage="20" keywordseo="Preeti-Reddy">Preeti Reddy</keyword>, CEO - South Asia, Insights Division, Kantar talks to us about some of the major highlights from the reports while telling us what brands need to do to future-proof themselves.</li><li>She also told us what will help brands become a more important part of their consumer's lives and some factors that have helped the top few brands grow in an otherwise difficult year.</li></ul>The 2020 BrandZ Top 75 Most Valuable Indian Brands ranking, released today by WPP and Kantar revealed that brands that were quick to adapt, were not scared to innovate and were agile were able to grow, despite adverse market conditions. <div type="image" title="Top 10 BrandZ" msid="78170413" hostid="261"></div> To understand some of the larger trends that ruled the markets, we spoke to Preeti Reddy, CEO - South Asia, Insights Division, Kantar. The report revealed that this year’s ranking was worth $216 billion in brand value which was a 6% dip over last year and was caused due to a slowdown in the brand value of companies in the banking and automotive sectors. However, despite this overall decline in brand value of the Top 75, 26 brands increased in value and five were new entrants. Speaking about the factors that could have possibly led to this increase in brand value, Reddy said, “The 26 brands that have gained value are largely in the food , retail, telecom and digital services and the pandemic actually helped these brands. Food was an obvious one but even in food retail saw good growth. These are brands that have adapted very well to the new reality. They have gone digital, created safe shopping environments but most importantly they have connected with consumers and satisfied the new consumer needs very well. For instance brands like Zomato, Airtel, Jio are among the top 10 brand. It’s a whole ecosystem that has come together to help consumers when they were at their most vulnerable. They have been creative, agile and innovative in how they catered to consumer needs.” It is also interesting to note that India’s top brands performed well against other countries where declines in total brand value were much greater. Explaining the reason for this, Reddy said, “The Indian brands that have gained have done that by improving on all pillars of equity. They have remained meaningful, have differentiated themselves, and have been salient. Global brands have acted more upon salience which means they’ve been around and visible but the efforts on meaningful differentiation have been lower in them than Indian brands.Also in India, all brands have headroom for growth because of factors like penetration levels. So the multiplier on anything that you do in India is always higher and if you do it right, you’re rewarded more.” Rural v/s urban Over the years, brands have realized the importance of the rural market which is slowly having more money in hand. This presents a huge opportunity for most brands, and most of them have realized that for them to succeed in India, they cannot be a metro-only brand. Elaborating on this, Reddy added, “For most brands, rural has been a growth driver. Last few years, rural growth had slowed down but its picking up again now, thanks to good monsoons and also because there is more money going into rural. Marketers have realized you can no longer remain metro-only. India’s rural and small town are a hub for workers because now with the migrant movement, people have gone back home. Data has shown us that by the end of this decade, the residence in thousands of small towns will actually mirror profiles and aspirations of their big city counterparts. So, rural can no longer be one more thing they’re doing. Marketers have realized that and are already acting upon it.” The role of communication Communication also took on a much larger role in the last few months and purpose, trust and sustainability became very important. Brands that were able to communicate with their consumers, telling them about their brand purpose, and taking a strong moral stand, stood out for consumers. “Consumers today want to know that a brand cares not only for its shareholders but other stakeholders like its consumers, the community and the environment. Brands that demonstrate that will find favor with today’s and tomorrow’s consumers. Consumers will prefer a brand that they feel has those attributes. They are also looking for brands that clearly say that they are a <keyword id="9955762" type="UNKNOWN" weightage="20" keywordseo="responsible-corporate-entity">responsible corporate entity</keyword>. Brands like <keyword id="6447142" type="COMPANY" weightage="20" keywordseo="Castrol">Castrol</keyword> which talks about environmental responsibility and Tata Salt and Tata Tea are all prime examples of brands that have taken a moral stand on various issues and have benefited from it,” shared Reddy. Meanwhile, brands that have shown a strong sense of responsibility towards its employees, like Maruti and the Tata’s have also been viewed very favorably by today’ consumers, added Reddy. When asked what are a few things that brands should definitely not do during adverse times, Reddy said that brands needed to ensure they did not stop communicating with their consumers. “We saw a lot of brands become completely silent during the lockdown. There could have been various reasons for that, there were supply chain disruptions, and certain brands perhaps did not fall under the essential category. However, it was the brands’ responsibility to tell consumers why they were silent. Bad communication is bad, but being completely silent isn’t good either. These brands will now find that it will take them some time to actually reconnect with consumers because they forget,” explained Reddy. The importance of investing on brand-building Over the years, we have come across many examples where we have seen brands that have actively invested on brand-building succeed. Reddy said that BrandZ has been able to demonstrate just this over the years. “What BrandZ year after year has demonstrated is that companies that invest in brand-building and see it as an investment rather than a cost actually reap the rewards and benefits because consumers reward them for it. They stay close to their consumers, continue to be meaningful and continue to be visible. They build equity with consumers which holds them in good stead when times are bad. Brand building is a continuous, constant effort, not something you should simplyswitch on and off,” she added. Lessons on future-proofing businesses The lockdown experience has been a good teacher and the lessons learnt during these past few months can help brands be better prepared for what lies in the future. So what are a few things that brands can do to future-proof their organizations? “During these past few months, we have seen marketing and the consumer playbook undergo a complete change. We’re unlearning and re-learning the principles of marketing because something like this had never hit us before and we still don’t know what else the future will bring. In such a scenario, the most important thing is agility. It’s the ability to do things fast and to seek opportunities that new environments and scenarios are throwing up and respond to those new consumer needs that will help a brand succeed,” said Reddy. On a brand that did this well during the pandemic, Reddy spoke about <keyword id="1824587" type="COMPANY" weightage="20" keywordseo="Wildcraft">Wildcraft</keyword>, which is a brand that was primarily known for its outdoor clothing, footwear and bags. However, looking at the opportunity that the lockdown brought with it, Wildcraft started manufacturing masks and has been increasing its production for the offering, and doing well. “Their core offering was backpacks and outdoor clothing. But since people weren’t going out, the brand would have been hit hard. However, they seized the opportunity. That’s the kind of agility you need. They also showed a lot of creativity and innovation in the way in which they responded to the crisis. Another brand that did well was Center Fresh. They came up with a campaign that asked people to stay fresh behind the mask. In today’s scenario it’s a real need and they’ve used the situation to their advantage and done it creatively, while keeping their messaging completely aligned to the brand. That’s the kind of agility that will be needed in the future.” Reddy also noted that the brands that were constantly in touch with their consumers and responded to their needs fast were the ones that gained.

Brands that demonstrate they care for consumers, communities and the environment will find favor with today’s and tomorrow’s consumers: Preeti Reddy, Kantar

<ul><li>Investment in marketing and brand-building critical for business recovery post-COVID-19.</li><li>Innovation and creativity key drivers of growth as <keyword id="1063314" type="PERSON" weightage="20" keywordseo="BrandZ">BrandZ</keyword> Top 100’s total worth hits $5 trillion and delivers US$277bn in additional brand value growth.</li><li>Amazon maintains no. 1 spot and accounts for a third of the Top 100 total growth.</li><li><keyword id="6762469" type="UNKNOWN" weightage="20" keywordseo="TikTok">TikTok</keyword> enters the ranking for the first time at no. 79.</li></ul> The world’s most valuable brands have seen their total brand value increase by 5.9% despite the economic, social and personal impacts of COVID-19, according to the 2020 BrandZTM Top 100 Most Valuable Global Brands ranking released today by <keyword id="168456" type="CITY" weightage="20" keywordseo="WPP">WPP</keyword> and <keyword id="1199021" type="ORGANIZATION" weightage="20" keywordseo="Kantar">Kantar</keyword>. The total brand value of the Top 100 global brands reached US$5 trillion, equivalent to the annual GDP of Japan. It has increased by 245% since 2006, when the total brand value first reached US$1 trillion. The Top 100 most valuable brands have shown they are more resilient and less volatile in the current crisis than they were during the global economic crisis of 2008-9, adding an additional US $277bn of brand value growth over the past year. The BrandZ strong brands portfolios continued to outperform the market, including the S&amp;P 500 and MSCI World Index, and even in the current crisis dipped less than the global average. The ranking uses valuations data incorporating stock price performance from April 2020 to reflect the impact of COVID-19. Against a backdrop of uncertainty, those companies that have consistently invested in longer-term marketing and in building strong brands have managed to stave off the worst of the crisis. Prior to the global pandemic, total brand value of the Top 100 brands was set to increase by 9%. Amazon maintained its position as the world’s most valuable brand, growing 32% to US$415.9bn. Having first entered the BrandZ Global Top 100 Most Valuable Brands ranking in 2006, Amazon’s value grew by almost $100bn this year and accounts for a third of the Top 100’s total growth. Technology brands continued to dominate the top of the ranking, representing over a third (37%) of brand value in the Top 100 and growing overall by 10%. Apple maintained its position as the second most valuable global brand (+14%, $352.2bn) while Microsoft regained the no. 3 position (+30%, $326.5bn) ahead of Google (+5%, $323.6bn) at no. 4, due to the growth of its cloud-enabled workplace ecosystem that incorporates Office365 and Microsoft Teams, allowing people to maintain ‘business as usual’ during the lockdown. Asian brands represented a quarter of the Top 100 brands, including 17 Chinese brands. Alibaba (+16%, no. 6, $152.5bn) was the most valuable Chinese brand with Internet services giant, Tencent (+15%, no. 7, $151bn) one place behind. This year’s BrandZ Top 100 showed that innovation and creativity are key drivers of growth as people spend more time online. One of the most exciting new brands, short video-sharing social network TikTok (no. 79, $16.9bn) was the highest new entry this year, offering light-hearted, entertaining user-generated content. <keyword id="317398" type="PERSON" weightage="20" keywordseo="David-Roth">David Roth</keyword>, CEO of The Store WPP EMEA and Asia and Chairman of BrandZ, says: “The continued growth in value of the BrandZ Top 100 shows that strong brands are in a much better place than they were in the global economic crisis of 2008-9. We see a significant improvement in brand equity now compared to 10 years ago because businesses understand the importance of investing in brand-building and are stronger and more resilient as a result. While the impact of COVID-19 has impacted every business regardless of size or geography, consistent investment in marketing can and will help carry you through a crisis.” The retail sector showed strong performance, growing the fastest (21%) in brand value driven by the major e-commerce players. Over half of brands in the media and entertainment category appeared in the top 20 risers, including Netflix (+34%, $45.9bn), up eight places to no. 26, Instagram (+47%, $41.5bn) up 15 places to no. 29, LinkedIn (+31%, $29.9bn, no.43), and Xbox (+18%, $19.6bn), up 22 places to no. 65. Retail e-commerce brands Amazon, Alibaba and JD (+24%, no. 52, $25.5bn) demonstrated innovation and agility during difficult times, along with more traditional retailers like Walmart (+24%, no. 27, $45.8bn), which has invested in its e-commerce capabilities. Brands have also found new and creative ways to engage with consumers, build trust and create a level of intimacy, particularly in health and wellness. Athleisure brand Lululemon (+40%, $9.7bn) was one of the fastest risers, having shifted its focus from yoga-inspired wear to work-appropriate clothing, as well as offering online classes for people at home. <keyword id="2701300" type="PERSON" weightage="20" keywordseo="Doreen-Wang">Doreen Wang</keyword>, Global Head of BrandZ at Kantar, comments: “Innovation has proven to be a key driver for growth in this year’s Top 100, and a way to prevent decline. Creativity is also an important trait for the world’s most valuable brands. Companies like Amazon, Apple and Google – the tech giants that keep on innovating – successfully combine both to continue being relevant to consumers’ lives and making it easier for them to choose a brand.” Key trends highlighted in this year’s BrandZ Global Top 100 study include: <ul><li>MasterCard entered the Top 10 for the first time this year, due to strong financial performance, supported by growing brand equity especially in engaging consumers: successfully fitting into the ‘ecosystem’ of their everyday lives and gaining a close emotional connection through its purposeful positioning.</li><li>Five new entrants appear in the Top 100, led by Chinese entertainment brand TikTok, followed by UnitedHealthcare (no. 86, $15.8bn), Bank of China (no. 97, $13.7bn), Lancôme (no. 98, $13.6bn) and Pepsi (no. 99, $13.3bn).</li><li>Building ecology has become a trend in the global business community. Haier (no. 68, $18.7bn) is the leading IoT ecosystem brand for the second year running.</li><li>US brands represented more than half of the Top 100 brands. Asian brands represented a quarter of the Top 100 brands, with 17 from China (including Alibaba and Tencent in the Top 10) and two from Japan (Toyota and NTT).</li><li>Sustainability is the new luxury – younger consumers expect the qualities associated with luxury, but with sustainable materials and less packaging. Four luxury brands made the Top 100 this year, led by Louis Vuitton (+10%, no. 19, $51.8bn).</li></ul>The BrandZ Top 100 Most Valuable Global Brands report and rankings are available to download <a href="https://www.kantar.com/campaigns/brandz">here</a> and via Brandz.com. The Global report, rankings, charts, articles and more can also be found via the BrandZ app. The app also contains the same features and functionality for all BrandZ regional reports and is free to download for Apple IOS and all Android devices from www.brandz.com/mobile or search for BrandZ in the respective iTunes or Google Play app stores.

As the world’s most valuable brands see their total brand value increase by 5.9% despite COVID-19 impacts, Amazon takes the top spot: BrandZ Top 100 Most Valuable Global Ranking

<ul><li>Tata Consultancy Services is India’s most valuable brand worth $45.5 billion. </li><li><keyword id="6358815" type="General" weightage="80" keywordseo="tech" source="Orion">Tech</keyword>nology majors and consumer tech brands lead <keyword id="1199021" type="General" weightage="80" keywordseo="kantar" source="Orion">Kantar</keyword> BrandZ India Top 75 list, contributing to over a third of total brand value. </li><li>Flipkart, BYJU’S, <keyword id="6358977" type="General" weightage="50" keywordseo="swiggy" source="Orion">Swiggy</keyword> and <keyword id="6376684" type="General" weightage="50" keywordseo="nykaa" source="Orion">Nykaa</keyword> are India’s top consumer brands. </li><li>India’s top 75 brands are worth a combined $393 billion, equivalent to 11% of India’s national GDP.</li></ul> Tata Consultancy Services is India’s most valuable brand with a valuation of $45.5 billion, according to Kantar BrandZ 75 brands. <keyword id="6357150" type="General" weightage="50" keywordseo="tcs" source="Orion">TCS</keyword> claimed the top spot from HDFC Bank, which is now ranked number 2 with a valuation of $32.7 billion. <keyword id="6354512" type="General" weightage="50" keywordseo="infosys" source="Orion">Infosys</keyword> ($29.2 billion) and <keyword id="6653" type="General" weightage="50" keywordseo="icici-bank" source="Orion">ICICI Bank</keyword> ($11 billion) made it to the top 10 for the very first time. Tech and banking brands accounted for over half of the total value. Six B2B tech brands and 11 consumer tech brands contributed 35% to the total value. Salience– the ability of brands to spring quickly to mind when a consumer has a need was a common feature in India’s Top 10 brands. Tech brands and banks account for half the brand value The list of 75 brands across 23 categories bounced back from the pandemic lows to increase their brand value by a massive 35% CAGR since 2020. India’s top 75 brands are worth a combined $393 billion, equivalent to 11% of India’s GDP. “India’s leading brands have grown at an exceptional rate, despite global economic headwinds, putting the disruption from Covid-19 behind them. Brand owners will need to work harder to identify and build on what makes them worth paying for and ensure ROI on their marketing expenditure to avoid a margin squeeze, ” <keyword id="10859748" type="General" weightage="50" keywordseo="deepender-rana" source="Orion">Deepender Rana</keyword>, executive MD - South Asia, Insights Division, Kantar said. Between August 2014 and June 2022, the equity index Sensex gained 63.8%, while the brand value of these companies rose 81.8%, claimed Kantar. As many as 11 consumer tech brands made it to the list and also contributed to 11% of the total brand value. The four most valuable brands in the consumer category were Flipkart (No. 12; $8.9 billion), Byju’s (No. 19; $5.5 billion), Swiggy (No. 20; $4.8 billion) and Nykaa (No. 25; $3.7billion). Airtel edges out Jio to lead in telecom Among telecom providers, Airtel stood at number 4 and Jio was placed at number 10. Key newcomers included Vi, ranked number 15 post the merger between Vodafone and Idea. Byju’s stood at number 19, becoming India’s most valuable education brand. As compared to the rest of the world, Indians are more willing to choose environment conscious brands due to ongoing climate change. Overall, 65% of Indians feel anxious about climate change, and 64% believe businesses must play their part, reported Kantar. The highest-ranking brands in the Top 75 are clear on purpose and have a relevant sustainability agenda. Platforms like <keyword id="830092" type="General" weightage="50" keywordseo="zomato" source="Orion">Zomato</keyword>, ranked 30th, uses climate conscious deliveries by reducing and offsetting carbon emissions. Swiggy and Flipkart also help smaller local brands to connect with consumers via its platform. “Purposeful and sustainable brands are being rewarded. Indian consumers look further than the brand attributes that affect them personally – they want brands to improve people’s lives and have a positive impact on wider society,” Soumya Mohanty, managing director -insights division, Kantar said. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/news/medicines-and-biryani-from-the-sky-made-in-india-drones-witness-growth-post-import-ban/articleshow/94203544.cms">Medicines and Biryani from the sky: Made-In-India drones witness growth post import ban</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/startups/news/video-ai-startup-awiros-raises-7-million-in-series-a-funding/articleshow/94199580.cms">Video AI startup Awiros raises $7 million in Series A funding</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/news/patreon-lays-off-17-of-its-staff/articleshow/94198385.cms">Patreon lays off 17% of its staff</a>

TCS is India's most valuable brand worth $45.5 billion: Kantar

<ul class="summary-list"><li><a target="_blank" class="" href="https://www.businessinsider.com/paris-summer-olympics-2024">The Paris Olympics</a> are attracting luxury brands like Louis Vuitton, Dior, and Armani.</li><li>They are looking to leverage Paris' cultural relevance and the return of large audiences.</li></ul>Paris is bringing an air of luxury to the <a target="_blank" class="" href="https://www.businessinsider.com/paris-olympics-costs-tickets-stadiums-2024-7">Olympic Games</a>.From the custom Louis Vuitton cases presenting the Olympic medals and torch, to Armani attire donning Team Italy, luxury and beauty brands will be all over the <a target="_blank" class="" href="https://www.businessinsider.com/talent-agents-sign-athletes-deals-ahead-of-los-angeles-olympics-2024-7">Paris Games</a>. The country's glamorous backdrop has attracted sponsors that include beauty and high-end fashion companies, in what will be the largest proliferation of luxury at any Olympic games.LVMH is one of the biggest brand partners of the Paris Games, with the conglomerate spending about $160 million, <a target="_blank" class="" href="https://www.bloomberg.com/features/2024-lvmh-bernard-arnault/?sref=PKlsHl88">Bloomberg</a> reported. Brands like Dior, Louis Vuitton, Armani, and Prada are shelling out to <a target="_blank" class="" href="https://www.businessinsider.com/olympics-athlete-influencers-content-careers-brand-deals-paris-2024-7">sponsor athletes or teams,</a> as are more accessible high-end names like Skims, Glossier, and Lululemon. They are looking to capitalize on the brand equity of the Games, the growing interest in women's sports, and the host city of Paris to appeal to the audience that the weekslong event brings in."Paris as a city is just so culturally relevant," Harry Poole, VP of marketing solutions for Excel Sports Management, told Business Insider. "There's no question the market made a lot of sense for that."The Paris Games also represent a return to form, with the <a target="_blank" href="https://www.businessinsider.com/olympics-paris-games-dominated-influencers-social-media-study-2024-7">crowds back for the first time since the pandemic.</a> This is helping attract advertisers from all over the world who hope to reach a broad audience. SponsorUnited found that 64% of the sponsors for the Paris Olympics are non-local, compared to 14% for the Tokyo Games."We're going to see much more of an audience compared to the last few games that we've had, so it's a great opportunity for any brand to get that global exposure and to get seen on a global stage," Ellie Thorpe, the director of Kantar BrandZ, told BI.In a fractured media landscape, where more people are getting personalized ads on social media than from commercials on the nightly news, the <a target="_blank" class="" href="https://www.businessinsider.com/guides/streaming/how-to-watch-olympics-live-stream-paris-2024">Olympics provide a rare opportunity to appeal to a large</a>, diverse, guaranteed audience at once."A large amount of the global population will be watching" the Olympics, Fflur Roberts, the global head of luxury at Euromonitor International, told BI. Her group estimates that at least 1 billion people will tune in. "The <a target="_blank" class="" href="https://www.businessinsider.com/meet-billionaire-kids-competing-paris-olympics-navarro-pegula-nassar-2024-7">focus is on the athletes</a>, and by default, people will be looking at what they're wearing."<h2 id="d83a2c3c-2800-4075-8cd9-feba10e9e648">All eyes on women's sports</h2>The lack of opportunities to find a mass audience is converging with growing interest in women's sports — a natural opportunity for fashion and beauty brands.For the first time ever, there will be an equal number of male and female athletes competing at the Olympics, and <a target="_blank" class="" href="https://www.deloitte.com/uk/en/about/press-room/womens-elite-sports-to-generate-more-than-one-billion-in-revenue-in-2024.html">Deloitte</a> predicts that annual global revenue for elite women's sports will surpass $1 billion this year, a record."Attendance, viewership, and fan engagement are on the rise, and sponsoring <a target="_blank" class="" href="https://www.businessinsider.com/meet-sunny-choi-olympics-break-dancing-2024-7">women athletes</a> and teams is seen as the easy way in for brands," Marguerite Le Rolland, the head of apparel and footwear at Euromonitor International, wrote in a recent report.Among beauty brands, P&amp;G's Olay is partnering with the event for the first time, sponsoring Team USA and tapping several female athletes to promote a new product that's the team's "official facial cleanser.""That's a testament to women's sports on a global stage," Poole at Octagon said of the new beauty brands sponsoring the Games.Glossier also became the first beauty brand to sponsor the 2024 USA Basketball Women's National Team, a partnership that speaks to the evolution of women's sports on the global stage and how women athletes are represented. Meanwhile, Dior assembled a slate of 15 international female athletes, forming its own "dream team.""Within women's sports, there's been a shift to show the full human," Nancy Atufunwa, SVP of marketing and client services for sports agency Octagon, told BI. "They may be into beauty. They may be into fashion … It's a big part of how they express themselves."International fashion lines are also getting involved in the Games. Haitian-Italian designer Stella Jean is outfitting Team Haiti this year, and Actively Black, a small Black-owned fashion line, is dressing Team Nigeria, for example."From a general fashion and beauty perspective, I think we will continue to see those brands invest in the space," Atufunwa said. "The luxury component is definitely the moment for Paris, for France."<h2 id="f380b98e-dd57-46fe-8a2b-16850f02bc43">Fighting against the tide of luxury</h2>The games come at a turbulent time for luxury, which is being squeezed by inflation and a slowdown in sales growth following the pandemic. <a target="_blank" class="" href="https://www.businessinsider.com/critics-roasted-lvmh-spending-big-tiffany-bet-is-paying-off-2024-7">LVMH, the bellwether of the sector</a>, saw its stock fall after its second-quarter earnings failed to meet expectations amid a sales slump."But what we've seen in our analysis is that people are willing to spend the money on the brands they consider to be worth it," Thorpe said. "Connecting with consumers and building those strong consumer relationships — it's those brands that are going to come out on top when it comes to consumer choices."The Olympics are also a high-stakes chance to prove luxury is "worth it" following a recent backlash against sky-high prices.Earlier this month, <a target="_blank" href="https://www.businessinsider.com/dior-italy-labor-investigation-contractors-lvmh-armani-luxury-bags-2024-7">Dior, owned by LVMH, faced backlash</a> when it was discovered the company paid $57 to produce bags that retailed for $2,780. Armani and Dior were both implicated in accusations of using contractors who employed unfair labor practices.In a <a target="_blank" href="https://www.bloomberg.com/features/2024-lvmh-bernard-arnault/">profile</a> of LVMH boss Bernard Arnault published last month, Bloomberg reported that cultivating positive public sentiment — and avoiding the luxury fallout — is one of the reasons the company is sponsoring this year's games."The Olympic values you think about — there's the pursuit of excellence and discipline and expertise, and all of those really positive aspirational traits are something that many align with many brands," Thorpe said.

The Olympics are getting a luxury makeover this year

<ul><li><keyword id="6357150" type="General" weightage="20" keywordseo="tcs" source="Orion">TCS</keyword>, <keyword id="45123" type="General" weightage="20" keywordseo="hdfc" source="Orion">HDFC</keyword> Bank, <keyword id="6354512" type="General" weightage="20" keywordseo="infosys" source="Orion">Infosys</keyword> and <keyword id="6367143" type="General" weightage="20" keywordseo="lic" source="Orion">LIC</keyword> were featured in the list of top 100 valuable global brands.</li><li>TCS was the most valuable brand coming out of India, which sat on the 46th spot of the list.</li><li>HDFC Bank was the fourth biggest bank in the world in terms of brand value.</li></ul>Four Indian companies — namely TCS, HDFC Bank, Infosys and LIC — were featured among the top 100 global <keyword id="37525" type="General" weightage="20" keywordseo="biggest-brands" source="Orion">biggest brands</keyword>, along with companies like Apple, Google, Amazon and Microsoft. TCS was the most valuable brand coming out of India, which sat on the 46th spot of the list. The company’s brand value is estimated to be $50 billion by Kantar Brands 2022, the author of the ‘Most Valuable Global Brands’ report. Its counterpart Infosys, a latest entrant in the list, was ranked at 64th position as its brand value lingered at $33 billion. Wipro —which is one of the top IT firms in India along with TCS and Infosys — was missing from the top 100 list. Meanwhile, HDFC Bank stood at the 61st rank as the second biggest brand from India. LIC — which recently held India’s biggest public issue of ₹21,000 crore — was at the 92nd spot, with a brand value of $23 billion. <table style="border-width: initial; border-style: none; table-layout: fixed; width: 468pt;"><colgroup></colgroup><col /><col /><col /><tbody><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Rank </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Indian Company </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Brand Value </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">#46 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Tata Consultancy Service (TCS) </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">$50 billion </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">#61 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">HDFC Bank </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">$35 billion </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">#64 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Infosys </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">$33 billion </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">#92 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Life Insurance Corporation (LIC) </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">$23 billion </td></tr></tbody></table> TCS was the second biggest brand in the Asia Pacific Region, second only to Samsung that has a brand value of $54 billion. HDFC Bank and Infosys stood at the third and fourth position on the list, while LIC was on the eighth spot. HDFC Bank was the fourth biggest bank in the world in terms of brand value, while TCS and Infosys were among top 20 business solution and technology providers in the world. Apple was the most valuable brand in the world, with a brand value of $947 billion. It was followed by other tech giants Google, Amazon and Microsoft, in the same order. Facebook, which recently changed its name to Meta, stood at the eight position as its brand value was nearly a fifth of Apple’s. <table style="border-width: initial; border-style: none; table-layout: fixed; width: 468pt;"><colgroup></colgroup><col /><col /><col /><tbody><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Rank </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Brands </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Value </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">#1 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Apple </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">$947 billion </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">#2 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Google </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">$819 billion </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">#3 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Amazon </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">$705 billion </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">#4 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Microsoft </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">$611 billion </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">#5 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Tencent </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">$214 billion </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">#6 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">McDonalds </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">$196 billion </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">#7 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Visa </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">$191 billion </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">#8 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Facebook </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">$186 billion </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">#9 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Alibaba </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">$169 billion </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">#10 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Louis Vuitton </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">$124 billion </td></tr></tbody></table> The ‘Most Valuable Global Brands’ by Kantar Brandz 2022 also included IBM, Coca-Cola, Adobe, Oracle, StarBucks, Instagram, TikTok, SnapChat, Adidas and Ikea in the top 100 list. SEE ALSO <a class="tout-title-link" href="https://www.businessinsider.in/business/startups/news/tough-times-will-make-startups-go-for-hero-teams-slash-ad-budgets-and-focus-on-profits/articleshow/92270583.cms">Tough times will make startups go for ‘hero teams’, slash ad budgets and focus on profits</a> <a href="https://www.businessinsider.in/india/news/spicejet-hiked-its-ticket-prices-indigo-and-others-might-follow-suit/articleshow/92251751.cms">SpiceJet hiked its ticket prices; Indigo and others might follow suit</a> <a href="https://www.businessinsider.in/business/news/ready-to-take-off-rakesh-jhunjhunwalas-akasa-air-receives-its-first-boeing-aircraft/articleshow/92247189.cms">Ready to take off – Rakesh Jhunjhunwala's Akasa Air receives its first Boeing aircraft</a>

Four Indian companies join Apple, Google & Amazon as world’s top 100 brands

<div class="KonaFilter image-container display-table"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/5cffb46a6fc92012bd66cfe6-2400/2019-06-05t173719z1lynxnpef541mbrtroptp4amazon-com-automation-merch.jpg" border="0" alt="FILE PHOTO: The logo of Amazon is seen at the company logistics centre in Boves, France, May 13, 2019. REUTERS/Pascal Rossignol" data-mce-source="Reuters" data-mce-caption="FILE PHOTO: The logo of Amazon is seen at the company logistics centre in Boves" />ReutersAmazon is the most valuable brand in the world, according to BrandZ.</div></div></div><ul class="summary-list"><li><a href="https://www.businessinsider.com/category/amazon">Amazon</a> edged out <a href="https://www.businessinsider.com/category/apple">Apple</a> and <a href="https://www.businessinsider.com/category/google">Google</a> as the most valued brand in the world in 2019, according to the latest BrandZ rankings by WPP and Kantar. </li><li>Technology, finance, and <keyword id="6354851" type="UNKNOWN" weightage="100" keywordseo="retail">retail</keyword> brands dominated the list. Collectively they contributed more than two-thirds of the combined $4.7 trillion value held among the top 100 performing companies. </li><li><a href="https://www.businessinsider.com/?hprecirc-bullet">Visit Business Insider's homepage for more stories.</a></li></ul>Amazon surpassed both Apple and Google to clinch the title of world's most valuable brand. The e-commerce giant <a href="https://www.businessinsider.com/amazon-overtakes-google-apple-worlds-most-valuable-brand-2019-6">took the top spot</a> in the BrandZ top 100 most valuable global brands list, with an estimated value of $315.5 billion, up 52% from the year before. The report, which was compiled by WPP and conducted by the research agency Kantar, utilizes a methodology that considers financial value, consumer perception, and brand equity. The report was released Tuesday."Amazon's phenomenal brand value growth of almost $108 billion in the last year demonstrates how brands are now less anchored to individual categories and regions," Doreen Wang, Kantar's global head of BrandZ, said in a statement. "The boundaries are blurring as technology fluency allow brands, such as Amazon, Google and Alibaba, to offer a range of services across multiple consumer touchpoints."Technology, finance, and retail companies accounted for more than two-thirds of total brand value across the list. The study also found that luxury is one of the fastest growing sectors, "fueled by the shifting preferences to digital channels from Gen Y and Gen Z consumers." Here's a closer look at the top 10 most valuable global brands: <a href="https://www.businessinsider.com/intelligence/5-biggest-questions-around-amazons-new-grocery-chain?IR=T&amp;itm_source=businessinsider&amp;itm_medium=ctgr_bii&amp;itm_term=ctgr_leadgen&amp;itm_content=ecommerce&amp;itm_campaign=5-biggest-questions-around-amazons-new-grocery-chain"><img src="https://static.businessinsider.com/image/5cb6282197953a0882285b95" alt="Exclusive FREE Report: The 5 Biggest Questions Around Amazon's Grocery Chain by Business Insider Intelligence" border="0" style="width: 100% !important" /></a>

These are the top 10 most valuable brands in the world

<div class="KonaFilter image-container display-table"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/5ab45970e082e52e008b457b-2000/gettyimages-813883120.jpg" border="0" alt="Jeff Bezos" data-mce-source="Drew Angerer/Getty Images" data-mce-caption="Jeff Bezos." />Drew Angerer/Getty ImagesJeff Bezos.</div></div></div><ul class="summary-list"><li><a href="https://www.businessinsider.com/category/amazon">Amazon</a> is now the world's most valuable brand, according to a ranking of global companies. </li><li>The company is worth $315.5 billion, according to BrandZ's Top 100 Most Valuable Global Brand ranking for 2019. Last year, it was ranked in third place after Apple and Google.</li><li>Amazon has invested in new areas of business beyond its core e-commerce business, which famously makes little money.</li><li><a href="https://www.businessinsider.com/?hprecirc-bullet">Visit Business Insider's homepage for more stories.</a></li></ul>So long Google and Apple, Amazon is now the world's most valuable brand, according to a ranking of global companies. The <keyword id="6354851" type="UNKNOWN" weightage="60" keywordseo="retail">retail</keyword> juggernaut is constantly adding strings to its bow, and according to the BrandZ's top 100 ranking of the world's most valuable brands in 2019, it's now worth $315.5 billion, a 52% increase from 2018. The ranking was compiled by WPP research agency Kantar and released on Tuesday. "It's doubtful that any of us predicted that this company would sell so much more online, transforming retail-and other categories-in just a couple of decades," David Roth, CEO of The Store WPP said in the introduction to the ranking. "I'm sure that none of us imagined that the founder would create other businesses, including one to launch tourists into space...Amazon is a serial disruptor," he added. Amazon has invested in new areas of business beyond its core e-commerce business, which famously makes little money.It is now leading the market in Cloud computing and home hardware (Amazon Alexa) and in the past year, has <a href="https://www.crunchbase.com/organization/amazon/investments/investments_list#section-investments">invested into several different businesses</a> including UK food delivery company Deliveroo, electric truck startup and Tesla rival Rivian, and self-driving car company Rivian."Enabled by developing technologies, and not being afraid to try and fail at times, Amazon has diversified into a range of offers from cloud computing to smart devices, from payment systems to the best in entertainment. As the boundaries between traditional businesses blur, Amazon has been ideally positioned to seize emerging opportunities," Graham Staplehurst, global BrandZ strategy director, said in a statement emailed to Business Insider. <a href="https://www.businessinsider.com/intelligence/5-biggest-questions-around-amazons-new-grocery-chain?IR=T&amp;itm_source=businessinsider&amp;itm_medium=ctgr_bii&amp;itm_term=ctgr_leadgen&amp;itm_content=ecommerce&amp;itm_campaign=5-biggest-questions-around-amazons-new-grocery-chain"><img src="https://static.businessinsider.com/image/5cb6282197953a0882285b95" alt="Exclusive FREE Report: The 5 Biggest Questions Around Amazon's Grocery Chain by Business Insider Intelligence" border="0" style="width: 100% !important" /></a> <div class="margin-top"> <h3>NOW WATCH: <a href="https://www.businessinsider.com/facebook-privacy-hacking-scandal-mark-zuckerberg-cambridge-analytica-2019-5">Facebook's scandals weren't enough for people to stop using it. Here's how the company has held up through data hacks, lawsuits, and massive security threats.</a></h3> <div> <iframe class="bijwplayerclass" data-player="jwplayer" src="https://content.jwplatform.com/players/IvEgOjQK-CEZHWCBG.html" width="100%" height="100%" frameborder="0" scrolling="auto" style="margin:0px;" allowfullscreen=""></iframe><script>function receiveMessage(event){ console.log(event.data.fullscreen); Android.fullscreen(event.data.fullscreen); }window.addEventListener("message", receiveMessage, false);</script> </div> </div>

Amazon overtakes Google and Apple to become the world's most valuable brand

<div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/58794775ee14b6aa5c8b7bd7-2400/undefined" alt="China space race thumbnails 06" data-mce-source="Gene Kim" />Gene Kim</div></div></div>Chinese brands are becoming increasingly popular overseas, with western consumers increasingly looking to the country's companies for the newest product innovations.While many huge Chinese brands are unknown outside of China, several are now competitive on the world's stage. On Tuesday, the first "BrandZ Top 30 Chinese Global Brand Builders" report was released by <keyword id="35666" type="COMPANY" weightage="100" keywordseo="advertising">advertising</keyword> holding company WPP, its research firm Kantar Millward Brown, and Google, ranking the most powerful Chinese export brands. The ranking was based on each company's "BrandZ" measure of consumers' predisposition to choose a particular brand - taking into account how meaningful, different, and salient each brand is - plus research conducted in September 2016 using Google Surveys. The median Brand Power score of the 167 brands analyzed was 85.Scroll down to see the 10 Chinese brands that have most successfully established themselves overseas.

The 10 most powerful Chinese export brands

<ul><li>After the global pandemic, <keyword id="49089" type="General" weightage="20" keywordseo="sustainability" source="Orion">sustainability</keyword> and health seem to have become important factors for consumers.</li><li>According to Capgemini’s recent report, consumers engage more readily with brands and retailers that they perceive to be sustainable and genuinely committed to green practices.</li><li>The report found that 48% of consumers share an emotional connection with products or organizations that demonstrate eco-friendly qualities.</li><li>As we move forward this year and health concerns and sustainability continue influencing consumer decisions, we speak to brands, research and design agencies about how brands can integrate sustainability into their core values and move beyond mere lip-service.</li></ul>It might be a new year but the world continues to grapple with familiar challenges and threats: we are on the verge of entering the third wave of COVID-19, the country’s capital, New Delhi is currently facing alarmingly high levels of indoor air pollution and Uttarakhand's forest fires emitted nearly 0.2 megatonnes of carbon in the past one month, a record since 2003 (CAMS report). So 2022 will clearly be a busy year for brands as consumers get more serious about climate change and expect brands to increase their focus on living sustainably in harmony with nature. While businesses exist to make money, Manish Chowdhary, Co-CEO, Body Cupid Pvt Limited says that there are two ways to do that. He explained, “One is sustainable, by keeping other living and non-living things in mind. The other one is inspired by greed. So no matter how small a brand’s effort may be, it has to be aligned with sustainability if the brand wants to continue in the long run. Brands exist for consumers and it is important that we listen to what they want.” From driving workforce diversity to taking a stand on climate change, there’s a definite change that has taken place in consumer expectations. In the last few years, sustainability has become one of the biggest decision-making factors for consumers, and more so after the pandemic. They have realised that mother earth has suffered enough. In this digital world, consumers are demanding more transparency and are quick to call out greenwashing. They are expecting to see concrete actions. And as Chowdhary said, it has become imperative for brands to listen to what consumers want because they exist to serve consumers. Today’s consumers are not only pivoting towards more sustainable products but are also willing to pay a premium for them. Gen Z and Millennials lead all other age groups in this respect. When shopping for groceries, 72% of Gen Z and 66% of Millennials say they are willing to pay more for organic foods and in fact, did so the last time they were grocery shopping, compared to 56% of Boomers, found Capgemini. Its recent report said that 80% of consumers want to contribute to the fight to save the planet for future generations. And it is not just a phase. 70% of consumers agreed that post-pandemic, they will be more careful in terms of maintaining and protecting their personal health. Covid has only reminded us that there is a long way to go on sustainability. On how the pandemic has altered consumer behaviour, Lulu Raghavan, Managing Director, Landor and Fitch said, “The pandemic has fundamentally shifted consumer behaviour. An IBM study shows that 93% of consumers have changed their views on sustainability after the pandemic. This is totally understandable. The horrid virus which came out of nowhere has ravaged lives, ruined livelihoods. The only silver lining is that it has woken us up to the paramount importance of our own health and wellbeing and that of our Mother Earth. Sustainability is now a definitive transformative force that will upend existing industries and create new ones. If digital transformation was the buzzword in corporate boardrooms, ECG will take centre stage in the coming decade.” But what exactly is a sustainable brand? Ashwini Deshpande, Co-Founder and Director, Elephant Design defines it as, “A brand that values ethical sourcing and supply chains, is inclusive, and follows environment-friendly processes and materials while staying viable for its stakeholders is qualified to be labelled as a sustainable brand.” Kartik Johari, VP, Marketing &amp; Commerce, Nobel Hygiene believes that in the coming months, people will start to question what is sustainable and what is not along with how we can continue to reduce our carbon footprint across all aspects of our lives. He said, “Consumers at the end of it are people and they expect what is good. The ‘brand promise’ is essential to them. Now, alongside they are also making space for the environment due to excellent work by activists and journalists around the world. You will remember, for example, that riveting photo of a straw stuck in a turtle's nose. How many millions of turtles have we lost to this? Yet it took just that one photo to break through the global psyche. Now straws are the Number One environmental enemy. But this does not mean the onus should be entirely on people to choose better! Companies have to improve their offering. And that is correct for consumers to expect. Moreover, important to note, there are some 50 or 60 companies in the world, which are responsible for majority of emissions. Strong regulations on them can solve what collectively 500 million people may have to do. But who’s going to bell the cat? As Mr Musk rightly has been saying that, give the solar industry the same amount of subsidies, for a year, that you give to oil and gas, and see the amount of transformative change it brings! The onus cannot be on that one little end consumer and their war to save their environment.” During the pandemic, brands like WOW Skin Science, Diageo and Dettol launched eco-friendly packaging to test the waters, indicating that more brands in India have started reevaluating their packaging strategy to put the environment first. Big FMCG companies such as Marico, HUL, Nestle India, Future Consumer, Coca-Cola, Pepsi-co, Parle Agro also announced in 2020 that they will move to 100% recyclable packaging by 2025 helping towards a sustainable future. Joining the bandwagon, the Indian Government has also started its efforts towards reducing our country’s carbon footprint. Currently, India is the world’s third-largest emitter of carbon dioxide, after the US and China. According to an Assocham and PwC report, landfills are brimming with so much urban waste that by 2050, India is reportedly going to need a landfill that's the size of its capital, New Delhi. And consumers aren’t ignoring these horrifying numbers anymore. Elysha Young, Trends Manager, Mintel APAC said, "India’s Prime Minister has pledged it will reach net-zero carbon emissions by 2070, backed by aggressive 2030 targets. By laying the groundwork in the form of policies, India is signaling that it is open and willing to support innovation around sustainability, and indeed that carbon-emitting industries will no longer be tolerated. This presents an opportunity for global companies looking to tap into India's vast population but also issues a challenge to foreign and domestic companies to ensure they are cutting emissions throughout their value chain. It's in India's self-interest to stem global warming, with the nation of 1.3 billion people being one of the most vulnerable to the impacts of climate change. The nature of the short-term targets means that action will need to be taken immediately, which will see a strong focus on renewable energy sources like solar and wind power, as well as the batteries needed to store such energy. Companies would do well to look at the emissions within their own value chains and determine where cuts can be made. Communicating these to consumers will help them to make choices that align with the national strategy; the opportunity exists to ensure consumers feel like they're also doing their bit." In 2022, brands that snooze will definitely lose More and more consumers are becoming aware of their choices and realising that whether it is a worn-out piece of mask they decide to throw or a sanitary napkin or even as simple as a plain t-shirt, never really goes ‘away.’ It all ends up in a landfill. Human activities are clearly harming the global environment and brands have no choice but to migrate to sustainable solutions and work towards building a circular economy. So, in 2022, if brands don’t switch, they lose consumers, investors, and all stakeholders. Chowdhary said, “At the industry level, there is nothing without sustainability. The consumers of today are conscious and aware. They know the choices they are making. So if companies &amp; brands do not opt for sustainable practices, eventually the smart consumers are going to make a switch. We can only expect the awareness to grow and actions to increase, especially with the challenges that our planet is facing today.” Anjali Malthankar, National Strategy Director, Tonic Worldwide sees sustainability as one of the big topics in 2022 – right from fashion, green products, green living to electric vehicles, every category will be touched by sustainability filter. She said, “If the brands have already not made sustainability part of their commitment in any form yet, it’s high time they join the eco-wakening movement. Consumers are already looking for some form of reassurance or the other from brands in terms of conscious behaviour, as consumers are at different stages of adoption – it is a mix of curious, concerned, and advocates. At the very least, they are looking to not feel guilty about consuming the brand. Conscious living, mindful living, Green living, purposeful living are all the buzz words in communications today. For brands it is inevitable to have sustainability as a larger goal.” It is not just the environment and consumers who benefit from eco-friendly practices, businesses with low carbon footprints are more likely to have a better brand image and can easily woo consumers. Deep Bajaj, CEO &amp; Co-Founder, Sirona Hygiene said, “Companies are realizing that being conscious of their environmental impact can benefit them in every manner possible. Consumers desire sustainability owing to the ailing earth. Companies that work to become more environmentally responsible, not only contribute to a better future, but also establish a progressive brand image, happier employees, and a loyal client base. Consumers are real people who are affected by real environmental issues on a daily basis. They are aware that it is no longer limited to textbooks and that industrial activities have a direct impact on their daily lives. As a result, what goes into the making of a product and what goes inside it is extremely important to them. Other than environmental consciousness, they expect transparency from brands.” While brands in India have already started taking baby steps towards converting their business into a sustainable choice for consumers, we will get to witness more demonstrable actions in 2022. And those who fail to prioritise mother earth, will have to face consumers’ wrath. Deshpande said, “The emerging consumer base of millennials &amp; Gen Z is not a forgiving lot when it comes to ethics or ecology being compromised by a brand. But others are not quite as aware and may base their decision only on factors like price or convenience above sustainability. There is no choice. It is a survival mandate for a brand to become sustainable. Otherwise, we will see every resource being depleted in the next few decades.” Kantar BrandZ data shows that brands with weak purpose grow 70% but brands with strong purpose grow 175%. At the same time, India is still a price-sensitive country and consumers stick to the convenience of buying what you are used to. So, on how brands can move beyond mere lip-service and greenwashing this year, Raghvan suggested, “Use innovation to develop products developed against that purpose. Embrace design thinking across the board. Embed a new mindset deeply in the culture and transform from within. Communicate and evangelise with consumers." In 2022, experts are confident that brands will embrace sustainability that will benefit people, planet and profit.

Is 2022 the year when Indian brands will get more serious about sustainability?

<div class="KonaFilter image-container display-table float_right"><div><div class="image"><img src="https://static-ssl.businessinsider.com/image/53738d0c69beddcc5711f702-2400/larry-page-google-57.jpg" alt="Larry Page Google " data-mce-source="AP" />APLarry Page, CEO of Google parent company Alphabet. Google reclaimed the top spot back from Apple this year.</div></div></div>Google has overtaken Apple to become the "most valuable global brand" this year, according to brand consultancy Millward Brown's annual BrandZ rankings.Just like last year, technology brands dominated the top 10.The ranking is based on interviews with more than 3 million consumers plus data on the financial and business performance of each company, using data from Bloomberg and Kantar Worldpanel.These are the top 10 most valuable brands in the world and an analysis of what happened over the last 12 months to shift those companies into their respective rankings.

The 10 most valuable brands in the world

<div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/5473384beab8ea6b31f321fe-742-556/sinopec-1.png" border="0" alt="sinopec">REUTERS/China Daily</img></div></div></div>China <a href="http://www.businessinsider.com/china-overtakes-us-as-worlds-largest-economy-2014-10">overtook the US to become the world's largest economy last year</a>, boosted by the region's fast-growing, blue-chip companies across a variety of sectors such as technology, finance and oil.
WPP and Millward Brown has today released its <a href="http://www.millwardbrown.com/mb-global/brand-strategy/brand-equity/brandz/top-chinese-brands">fifth annual BrandZ Top 100 Most Valuable Chinese Brands</a> report. The ranking shows how much "brand" drives revenue for China's biggest businesses. This year, for the first time, China's tech brands surpassed banks in terms of brand value.
But how many do you recognize?
<a href="##slideshow##">Click here to skip straight to the list of the top 10 most valuable Chinese brands &gt;</a>
Millward Brown's ranking combines financial data from Bloomberg and Kantar Worldpanel and opinions garnered from a panel of more than 405,700 Chinese consumers in total since the ranking first launched in 2008.
The brands listed in the top 100 must meet four eligibility criteria:
<ol>
<li>The brand was originally created by a mainland Chinese enterprise</li>
<li>The brand is owned by a publicly traded enterprise.</li>
<li>The brand reported positive earnings for the period covered in the ranking.</li>
<li>Banks derived at least 20% of their earnings from <keyword id="6354851" type="ORGANIZATION" weightage="60" keywordseo="Retail">retail</keyword> banking.</li>
</ol>

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