Leading edge, engaging, trustworthy: What makes brands influential in India

Some attributes that helped brands earn the most influential tag in a recent survey

Should the most influential brands be only those which have high brand equity and dominant market share? If that was true, then the usual suspects — FMCG giants and brands with long historical existence would be the front runners.

However, influential is a cut above, its USP is distinct. It influences the way you live and think and act or react. And brand ownership leads to a much higher level of deep emotional engagement. Confused?

To map influential brands —we first had to draw up a brand list. Shortlisting criteria was two-pronged: One, brands had to be well known; two, those with highest ad spending and visibility were considered (with a few exceptions of Google and Facebook which, despite low paid advertising, are highly salient). So, these 100 odd shortlisted brands underwent the litmus test — over 1,000 urban, discerning consumers evaluated them across broad five parameters of trustworthiness, engagement, being leading edge, corporate citizenship and presence — further, each parameter had a battery of statements, to dive deep into the attributes.

The winners — most of the top 10 most influential brands  — have high scores on the three attributes of leading edge, engagement and trustworthiness. Corporate citizen and presence were seen to be more hygiene factors. Important but with less bearing on defining them in the unique league of Influential — technically, the winners are distinctive, edgy, accessible 24X7 at a mere click and are all technology brands.

So, what is common to the top rankers in the Ipsos India’s Most Influential Brands of 2018 is that the list is largely dominated by new age brands. Influence is hard to get and easy to lose. That explains how some of the local brands find it hard to obtain and retain a top ranking year-on-year.

The winners influence how we dress, communicate, travel, shop, spend our free time, celebrate and socialise. They provide a strong sense of purpose and shape our world, while connecting emotionally with people. Ergo, influential is someone (or something) that impacts (or shapes) how people act or how things occur.

So, let me elaborate on the success stories of the top five Most Influential Brands of 2018. 

Google has emerged as the most influential brand of 2018 and it has held onto the pole position for four years in a row. It is not only leading edge (the most important attribute for being an influential brand) but has also been ahead of its time and has introduced consumers to something, which the consumers did not know they needed. Besides keeping the consumers ahead of the curve (via Google search engine), it also continues to be the focal point in consumers' existence; with multiple manifestations such as Google smartphones and Google home hub assistant which have made life interesting for consumers and encouraged them to make smarter decisions. Ergo, Google has been continuously innovating and is credited with altering not just the consumer landscape but critical elements in their life. 

At number two spot is Jio. It moves up one notch from 2017. Post demonetisation, Jio stepped in and revolutionised internet behavior - the Jio effect completely altered the digital landscape. that had low internet penetration and few smartphone users. Jio captured the market with low tariffs and 4G-enabled Jio phones and internet usage jumped phenomenally across social platforms. For many, they have become the preferred mode of access to media and entertainment. To further make inroads into the hinterland, content in local dialects will be the way forward. 

At the third spot, is another homegrown brand, PayTM. From a digital wallet company to an e-commerce payment system to an e-mall, PayTM attained critical mass post demonetisation. It has widened its scope of acceptance, with over 7 million merchants now using its QR Code to accept payments directly to their bank accounts. PayTM has leveraged the near first mover advantage and is today generic to the category, something that Colgate was to toothpaste or Xerox was to photocopying not so long back. 

Our survey shows that consumers have rated PayTM high on three attributes — trustworthiness, leading edge and presence. PayTM has earned the trust of consumers. PayTM was added to the brand list in 2018  — as it qualified on the brand shortlisting criteria. 

At the fourth spot is Facebook. It has retained its rank from the previous year. 

Privacy concerns notwithstanding, Facebook has been in overdrive mode educating the masses about privacy and security of personal information. Being leading edge, engaging and presence, it has retained consumers' trust as a key influential brand.

Amazon is at the fifth spot in 2018. The e-tailing brand with leading edge has changed the consumer definition of window shopping forever with instant access to millions of affordable branded products right at their door step. Amazon has been a trendsetter, ahead of its time building trust with its customers by offering cash on delivery, no question returns, affordable over-the-top content. Consumers credit Amazon for having introduced them to something they never knew they needed, the new definition of shopping at home. 

What has been central to Amazon's success - consumers say, it understands consumers' needs - is fast, reliable, provides immense variety and convenient shopping at your fingertips.

Vivek Gupta is Managing director & Business head- Mumbai, Ipsos India