More and more consumers today look at branded products as providers of personal and collective well -being rather than just functional goods, claims a survey.
"Almost 75 per cent of consumers who have been polled here believe that brands should play a role in improving their quality of life and well-being, against a global average of 67 per cent and 69 per cent across the Asia-Pacific region," says a 'meaningful brands' survey by Havas Media Group.
Around 67 per cent Indians feel that brands are working hard at improving their quality of life and well-being, compared to an Asia Pacific average of 55 per cent and global average of 38 per cent.
As per the study, the top three brands in the country are Amul, Cadbury and Google.
They are followed by Britannia, LIC, Microsoft, Intel, HP, Parle and Samsung.
It notes that Indians have the highest attachment towards LIC, as 86 per cent of people would care if the state-owned insurance group disappeared tomorrow.
This is the second time in a row that LIC has scored as the brand with the highest attachment.
Globally most people do not care if 74 per cent of brands disappeared the next day, it adds.
Indians are happy to have brands as partners and as enablers to help them improve their quality of life and well-being, while in the West there is a high level of commoditisation of brands, Havas Media Group India managing director Mohit Joshi said.
Meanwhile, the top five global brands are Samsung, Google, Nestle, Bimbo and Sony.
