Indian consumers have a strong desire for brands
that embody success and achievement and have a particular liking for luxury, technology and media brands like Mercedes, Apple
, Microsoft and Sony, says a survey.
According to Brand Desire, a global brand study launched by Clear, part of the M&C Saatchi Group, the top 10 desirable brands in India are: Microsoft, BMW, Google, Apple, Adidas, Mercedes, Audi, Disney, Sony and IBM.
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While most of these are new to the Indian market, a set of brands that have topped its category are those that have been around for decades and have been ingrained in the consumers' psyche.
These include Cadbury's in food and drink, Johnson & Johnson in personal care, Taj in leisure, Dettol in home care and Complan in health care.
With a huge middle class demographic enjoying the fruits of a resurgent India, "brands are speaking a language of achievement, success and pride in their brand code," the survey said.
"Indians are beginning to desire brands that are confident, modern and ambitious, brands that celebrate success and show you have 'made it' in life," the report added.
The study featured interviews with over 22,000 people, covering 555 brands, and covering 6 global markets, of which included 5,000 consumers in China and India.
"Our research into what drives Brand Desire reveals what makes brands more successful than others in these two markets (India and China), and indeed around the world," Clear Singapore MD Charlotte Wilkinson said.
Despite being culturally different, many brands approach China and India in similar ways, targeting those who have increasing disposable income and aspirations with similar branded propositions.
"While India and China have much in common in seeking out branded goods and services, the secrets of brand success seem to lie in a deeper understanding of the differences," Wilkinson said.
While Chinese consumers prefer brands that are fun and carefree, and allow them to express their own style, Indian consumers desire brands that are hard-working and practical, the report said.