India and Global Top 50 match in being perceived as Different
The BrandZ™ India Top 50 brands scored 120 in being Different compared with a score of 122 for the BrandZ™ Global Top 50, indicating that brands in the India ranking are comparable to the global brands in the Different metric.
Different, the perception that a brand is unique or trendsetting, is an important driver of brand value and Premium, the consumer’s willingness to pay for perceived uniqueness and consequently improve the brand’s profit margin.
A recent analysis of the BrandZ™ Top 100 Most Valuable Global Brands found that brands viewed as most Different grew 124 percent in Brand Value over a decade, while brands viewed as less Different increased only 24 percent.
Some of the India Top 50 brands substantially surpassed the average Different score, however they did not match the top scoring global leaders. The leading brands from India in Different, and their scores, are Kingfisher beer (201), State Bank of India (182) and McDowell’s, an alcohol brand (174). Leading the global brands in Different are Apple (238), IKEA (218) and Pampers (179).
It’s an unusual accomplishment for a financial institution, like State Bank of India, to achieve a high Different score. The presence of two alcohol brands, Kingfisher and McDowell’s, indicates the importance of being special in your category. These successes suggest that in most categories brands from India have an opportunity to strengthen competitive advantage by being Different.