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