2009 BRANDZ Top 100 Ranking

"GOOGLE - The most valuable brand of the World"

They changed the lexicon for the word, search. Now the phrase "I'll just Google it" has helped make the internet search giant become world's first $100 billion brand beating other household names like Microsoft, and Coca Cola to McDonald's.The analysts of the Brandz Top 100 Most Valuable Global Brands by consultants Millward Brown found that the company's value of $101.4 billion puts it 25 perce not more valuable than computer software king Microsoft at $77.3 billion, reported Daily Mail. Coca Cola ($68.5 billion) managed the third place in the list.

Following are the top ten valuable brands: 

Rank 1
Company: Google, Value: $101.4 billion

Rank 2

Company: Microsoft, Value: $77.3 billion

Rank 3

Company: Coca Cola, Value: $68.5 billion

Rank 4

Company: IBM, Value: $67.5 billion

Rank 5
Cmpany: McDonald's, Value: $67.3 billion

Rank 6
Company: Apple IncValue: $63.9 billion

Rank 7

Company: China Mobile, Value: $62.2 billion

Rank 8

Company: Energy major GE, Value: $59.9 billion

Rank 9
Company: VodafoneVaule: $50.2 billion

Rank 10

Company: Marlboro, Value: 50.1 billion

References - 

http://www.millwardbrown.com/Sites/Optimor/Content/KnowledgeCenter/BrandzRanking.aspx

http://www.millwardbrown.com/Sites/Optimor/Media/Pdfs/en/BrandZ/BrandZ-2009-Report.pdf

Downloads - 

Brandz top 100 2009 Report (Pdf)

Brandz top 100 2009 Press release (Pdf)

2008

Brandz top 100 2008 Report (Pdf)

Brandz top 100 2008 Press release (Pdf)

2007, 2006

Brandz top 100 2007 Report (Pdf)

Brandz top 100 2006 Report (Pdf)

India Digital Brand Index launched by Edleman

Asia Pacific's first country-by-country Digital Brand Index launched

Google, Microsoft ‘most discussed tech brands’ in India

Edelman, the world leading independent public relation firm, unveiled the first Digital Brand Index(DBI) on 22nd oct'09 for India. The DBI has been undertaken by Edelman in collaboration with Brandtology, which provides business and brand online intelligence services. The quarterly DBI revealed: 

• Internet search giant Google and software major Microsoft are among the most discussed technology brands in India, dominating most of the online conversations, says a survey.
  
• Google and Microsoft secured about 20% and 12% of all monitored conversations respectively
  
• Intel and Sony in the fourth and fifth spot respectively. They formed 14% of the overall online conversation during the September quarter.
  
• 74,452 online conversations relating to 96 large technology brands, contained within 423 communication channels, between July and September, which saw one brand being mentioned every two minutes on an average, Edelman said.
  
• Internet and software brands lead the conversations online, mobile and telecommunications brands like Nokia and BlackBerry, consumer electronic brands like Dell, Samsung and LG also featured in the top 10.
  
• According to the survey, Twitter India emerged as the “buzziest” communication channel in India with almost 60% of the overall conversation share.
  
• The list includes Dell India at the sixth place, followed by Samsung India Electronics (7th), Nokia (8th), LG (9th) and Blackberry (10th).
  
• Among the communication channels, select online forums, such as the Chip India Forum, TechArena Community Forum-Windows Software, Digit’s Technology Discussion Forum and DigitalPoint Forum, emerged as the key hubs where technology related conversations take place.
  
• According to DBI the top 10 communication channels in India also includes IT News and Economic Times-Stocks among others.
  

“The DBI shows which brand names are more active than others, but the real opportunity for brand owners is to identify and engage influential channels and voices through compelling social media content,” Brandtology co-founder and business development director Kelly Choo said.

“While Internet penetration remains a challenge in India, the appetite to search and share information is growing exponentially. This is true with technology brands,” Edelman India national director (corporate practice) Sachin Talwar said.

Read about Asia Pacific Digital brand index methodology - click here

Download - 

Media release of Digital Brand Index, India  - Click here

Fact sheet of Digital brand iIndex, India - Click Here

Abhi-Aish - Together in their first Ad

Lux’s new ad will feature Bollywood’s first couple Abhishek Bachchan and Aishwarya Rai Bachchan—the first time the husband and wife will appear in an ad together.

Rai Bachchan, who is the brand ambassador for Lux, L’Oreal and Nakshatra diamond jewellery, charges anywhere between Rs2 crore and Rs5crore for an ad; Bachchan, who endorses brands such as Idea, Big Radio and Omega, is known to charge approximately Rs2-4crore. While both have not had any film releases lately, they will appear together in Mani Ratnam’s Ravana early next year.

This isn’t the first time a Bollywood couple is appearing in an ad. The husband and wife team of Ajay Devgan and Kajol have appeared in ads for Whirlpool and Tata Indicom. Couples Saif Ali Khan and Kareena Kapoor (most notably, Airtel), John Abraham and Bipasha Basu (Clinic All Clear), and Ranbir Kapoor and Deepika Padukone (Pepsi), too, have appeared in ads.

Still, Rai Bachchan and Bachchan are Bollywood royalty. He is from the first family of Bollywood, she is a Miss World.

There are no discounts for signing the pair; like most young celebrity couples in Bollywood. So signing Bachchan and Rai Bachchan could set a brand back by Rs6-7 crore.

Saif Ali Khan and Kareena Kapoor would come at Rs6 crore, while Abraham and Basu, together, would cost a brand Rs3 crore.

“We could have put them both in a bathtub and said, lets go for the eyeballs, but we really wanted to show them in a way that they had never been seen before,” says Tista Sen, executive creative director and senior vice-president at JWT India, the agency handling the account for the soap from Hindustan Unilever Ltd.Read More

Source - http://www.livemint.com/2009/10/21214207/AbhiAsh-in-their-first-ad-tog.html?atype=tp

Boost in Asia pacific Ad spending – Nielson Report

India Ad spending growth the highest in Asia – Pacific region

Television and Print Media ad spending rose 28% in April – June in India, says the report

Many economists believe that Asia has been at the forefront of the global economic recovery, and new research from The Nielsen Company indicates that in terms of advertising spend, the recovery is in full swing in a large part of the region.
According to Nielson Company – a research agency advertising spending in the Asia pacific rose 11% in April-June from a year earlier to an estimated $29.6 billion (Rs. 1.4 trillion), with India leading the way.
Five markets recorded growth during the quarter, with India leading the way with 28 percent growth, followed by China (17%). Indonesia and the Philippines also posted robust growth of 8 percent and 9 percent respectively. While this growth is impressive, seven countries still recorded declines in ad spending in the second quarter of 2009, including South Korea (-17%) and Taiwan (-16%).

Read More -
http://epaper.livemint.com/ArticleImage.aspx?article=22_10_2009_008_002&mode=1
http://blog.nielsen.com/nielsenwire/global/economic-recovery-boosts-asia-pacific-ad-spend/

Undercover Marketing

Undercover marketing, a relatively new promotional method in which companies use paid employees to engage strangers in conversation about a product without disclosing their affiliation with the company, is growing in popularity. Undercover marketing (also known as buzz marketing, stealth marketing, or by its detractors roach baiting) is a subset of guerrilla marketing where consumers do not realize they are being marketed to.

Consider the following scenario: a cute young couple approaches a stranger, asking the individual to take their picture. The individual obliges, and after the photo is taken, the two engage the stranger in conversation about the camera’s quality and features. The conversation may prove informational and enjoyable, and it may also turn out to be fake, the young couple employed by the company that sells the camera, and the encounter an orchestrated attempt to manufacture buzz about the product. In short, it may be undercover marketing.

In a way, undercover marketing is the extension of technique called “product placement” used in movies (e.g. James Bond driving the newest BMW). However, while “product placement” puts products in the movies, the “undercover marketing” places them in real life situations – in malls, at conferences, at parties, etc.

An undercover campaign which aims to generate buzz, is economical, and once sufficient buzz has been generated, is almost free, as consumers "market" the product to others, through a network of referrals which grows and grows.

When targeting consumers known to be consistent Internet users, undercover marketers have taken a significant interest in leveraging Internet chat rooms and forums. In these settings, people tend to perceive everyone as peers, the semi-anonymity reduces the risk of being found out, and one marketer can personally influence a large number of people. During the dot com boom at the turn of the century, stock promoters frequently used chat rooms to create a buzz and drive up the price of a stock.

Risk: If marketers fail to hide the campaign, they run considerable risk of backlash. In cases where consumers discover they have been manipulated into liking the product, they generally become angry at the marketer (and by association that product) over being misled.

Whatever the risks, undercover marketing only requires a small investment for a large potential pay off. It remains a cheap and effective way of generating buzz, especially in markets such as Tobacco and alcohol where media-savvy target consumers have become increasingly resistant or inaccessible to other forms of advertising.

IMC analysis of TOI - 2

"Times Of India - 100 festival, 1 News paper, 1 celebration "

In the Last article - "IMC analysis of TOI - 1" we discussed about the various campaigns which TOI started during last three years like Lead India, India Poised, Teach India, Mr. and Mrs DT. Conclusion which we find out by IMC study of these campaigns were

• TOI mainly targeted youth,
• Supplement provided by Times of India which is Delhi Times has gained more popularity than main Newspaper.
• Build a brand image in India but they need to launch a seperate news paper for youth
• Adopt the emotional route - taken up issues like voting, education, growth and development of the county, one can say that they are trying to connect emotionally to the people of India.
• They have taken a patriotic route at times they try to associate themselves to the freedom struggle through some of their print adds.

Further in this section we discuss about the communication mix of TOI and discuss various integrating factor which we find out from over the year study of Integrating Marketing Communication of TOI.

Integrating Factor of TOI IMC-

Refer this fig to know all about the varius Print Ads, TV Commercial, Events, Outdoors launched by TOI from 1970 to 2009

• Over the year their main focus has been the youth
  
• They believe that if they capture the youth, they capture the India
  
• All the social campaigns and events are focused in north and west India only
  
• They have a strong market in the western India and they have been able to capture the market in northern India but they know if they want to expand throughout the country, they can do so only if they be able to connect to people throughout the country and these social causes (which TOI raised by various social campaigns) are common everyone. Everybody can easily connect to them.
  
• Why times of India adopted such a route - we believe that - in order to expand over whole nation they took up issues which are common everywhere, took help of celebrities in some of the campaigns, brought a new anthem written by Gulzar and composed and sung by shankar, ehsaan, loy. All these may be a part of a long term strategy to expand their market throughout the country.
  

Downloads -

Download the reports and presentation, refrences for IMC analysis of TOI -

IMC Analysis of TOI - Report 1

http://www.bit.ly/nKiBW

IMC Analysis of ToI - Report 2

http://bit.ly/13LpMO

IMC Analysis of TOI - Report 3

http://www.bit.ly/2gIxOL

IMC Analysis of TOI - Presentation

http://bit.ly/WYCt9

IMC analysis of Times of India - 1

TIMES OF INDIA - a news paper of choices, News paper of every India is the Largest News Paper of INDIA. Times of India having widest circulation among all english language news paper in the world serving its services to the nation from 1838. We did the Integrated Marketing Communication (IMC) analysis of Times of India and reach out on certain conclusion. In our certain upcoming posts we will discuss about the IMC strategis of TOI and message bihind the marketing communication mix used by TOI. Here in This article we will discuss various campaigns started by Times of India and conclusion

Background of Times Of India-

The Times Group (Bennett, Coleman & Co. Ltd.) is the largest media services conglomerate in India. It is headed by brothers Samir and Vineet Jain. It reaches out from:

• 11 publishing centers
  
• 15printing centers
  
• 55sales offices
  
• Over 7000 employees
  
• 5 dailies including two of the largest in the country with approx 4.3 million copies circulated daily
  
• 2 lead magazines
  
• 29 niche magazines
  
• Reaching 2468 cities and towns
  
• 32Radio Stations
  
• 2 Television News Channel
  
• 1 Television Life Style Channel
  
• Turnover in excess of USD 700 million
  

The Times of India was founded on November 3, 1838 as The Bombay Times and Journal of Commerce, during the British Raj. It adopted its present name in 1861(daily editions of the paper were started from 1850). The Bombay Times and Journal of Commerce was launched as a bi-weekly edition (Published every Saturday and Wednesday).

It was after India's Independence that the ownership of the paper passed on to the then famous industrial family of Dalmiyas and later it was taken over by Sahu Shanti Prasad Jain of the Sahu Jain group from Bijnore, UP.

The Times of India is published by the media group Bennett, Coleman & Co. Ltd. This company, along with its other group companies, known as The Times Group, also publishes The Economic Times, Mumbai Mirror, the Navbharat Times (a Hindi-language daily broadsheet), the Maharashtra Times (a Marathi-language daily broadsheet).

In January 2007, the Kannada edition was launched in Bangalore and in April 2008 the Chennai edition was launched. Their main rivals in India are The Hindu and Hindustan Times, which hold second and third position by circulation

Today, the Times of India comes with several city-specific supplements, such as Delhi Times, Calcutta Times, Bombay Times, Hyderabad Times, Kanpur Times, Lucknow Times, Nagpur Times, Bangalore Times, Pune Times, Ahmedabad Times and Chennai Times, The Times of South Mumbai, The Times of Doon, Meerut Plus, Haridwar Plus.

Observation -

From the last 20-25 years Times of India using various communication channels very effectively. During the last 3 year TOI mainly focused on social causes and run various campaigns. In this section we will discuss various campaigns of TOI

• India poised
  
• Teach India
  
• Lead India
• Mr. and Mrs. DT

India Poised

• TOI began the year 2007 by making it “Year of India” and launching a 6 week long “India Poised” campaign.
• This campaign was to bring out areas of public governance, infrastructure, health, business and Economy, environment, social sector and culture to sort out stars from non-performance
• They were to bring out India readiness for any serious claims to international fame.
• They showcased the story of Indians who were performing well.

India Poised
TOI began the year 2007 by making it – ‘Year of India’ and launched a 6 week long campaign – ‘India poised’, Celebrating 60 year of independence
Medium	Message	Description	Remarks
TV Commercial_____________________
India Vs India – Amitabh Bachchan and Gulzar	- India is competing against India only - India Vs India/ Bharat banam Bharat	-AB, Gulzar trying to highlight the opportunities and barriers to growth of country -Amitabh bachchan TV commercial ad Location shows the progress India made in Infrastructure	- Ads were in both Hindi and English languages - Amitabh Bachchan TV add location – Bandra worli sea link bridge itself explain the meaning of ad - Anthem is specially targeting the youth – motivational and inspirational
A day in the life of India Video ads – - Road Banner, - Sarkari daftar, - Cricketer, - Kitty Party, - Desh ki dharti, - Election Campaign - Old man Grandson etc.	- TOI brings every kind a news related to life of each individual of an Indian - Newspaper of everyone	- Trust on TOI (Old man Grandson Ad) - Daily life of an individual (Kitty Party) - Corruption in the govt. Office (Sarki Daftar Ad) - Touches the relation between farmer and Land, Patriotism - Cricketer – Busy in advertising and cricket as well (Sachin)	- Touches various aspects of daily life of an Indian – Corruption, Problems, Enjoyment, Trust, Patriotism - Emotional Route - Message is not clear – What actually they want to communicate - targeting all age groups
Print Ads_____________________
India Poised ads	- India Vs India - Our time is now – it’s time to do and to take initiative - Celebrating 60 year of independence	- Economy, Judicial, Power Sector, Infrastructure, Winning international event – asking for growing India
A day in the life of India – Celebration time forever ads	- 1 newspaper of every citizen irrespective of cast and religion - celebration times forever	-very colourful and attractive posters designed for every festival -100 festival, 1 celebration, 1 news paper	-Promoting themselves as a secular newspaper - connect emotionally - Targeting the people from each age group and each religion
A day in the life of India – inspirational print ad	- They have something for everybody	- Do not just follow what is there, always have several choices in the hand and choose the right option	- Newspaper of choices not judgment -adopting a rational route - targeting youth

Teach India

• TOI initiative – they have tie up with several NGO’s already contributing to the cause. They were looking forward to teach the underprivileged by involving the society. First time launched this campaign for 6 weeks in 2008. After successful completion of the campaign in 09 they again launch the same campaign in 09.

Teach India
Medium		Message		Description		Remarks
TV Commercial_____________________
Amir Khan – teach India Ad		- Let’s learn to teach – - Your knowledge is incomplete unless and until u don’t teach the illiterate		- Aamir khan saying he himself afraid of teacher but still he can teach		- After Tare Zameen Par – Amir khan have good image as a teacher - Message is very Clear - targeting Youth
TV Commercial - Akshar/ Alphabets written on the t-shirt of illitrate peron becom complete when that person meet with an literate person.		- Every individual can take charge of at least one illiterate		- Showing that when every literate associates with an illiterate then the education of both is complete - Interdependency		- Education can be spread through the support of literate section of the society - Message is very clear and emotional - Secular ad – everyone need equal education
Road cross ad		- Spare yourself		- Children standing on divider, passing by cars are like their future - to cross that road of education they need your help - Don’t leave them in mid way		-they don’t need money they need your continuous support -the message is being conveyed
Internet_____________________
		- Each one Teach One		- With a population of over 287 million illiterate Indians, we need motivated teachers in every corner of the country to go back to school.		- It is this statement which saw some 6-7 months back in a full-page Ad of the TOI Teach India campaign
Promotional Events_____________________
U.S. Secretary of State Hillary Clinton with Bollywood star Aamir Khan -		- To let people know that even the rich and the famous are a part of the campaign		- Amir Khan and Hillary Clinton promoting the event.		- U.S. Secretary of State Hillary Rodham Clinton with Bollywood star Aamir Khan at Teach India and Teach for India programme organized at St. Xavier`s College in Mumbai on Saturday.
Print Hording_____________________
various billboards	- Lets learn to teach		- to remind them whenever they see the same billboard - similar billboards are placed in various parts of the cities		- easiest way to keep reminding people while driving.

Lead India

• “Lead India 2009 is the campaign started by Times of India to create awareness among voters across India and bring the critical issues in front of the voters.
• Leading the India’s growth
• Either we can hope for a change or take initiative to change – Lets make this vote count

Lead India
Medium	Message	Description	Remarks
TV Commercial_____________________
Abhishek Bachchan Ad	- Youth wants to change the system and make it better - must give the vote	- Abhishek Bachchan targeting the youth which is fed up from the system and which want changes - Encouraging them to take initiative and become the part of the system - make your vote count	- Targeting Youth - The campaign specifically launched during the election to increase the polling rate among the youth - Youth who do not vote and always talk about change in system - Youth who do not understand the importance of the voting which can lead to changes in the system
Various celebrity ad	- Voting is the first step to all the solution of the society from rural to urban area - Lets make your vote count - Kuch nahi ho sakta is desh ka – kya wakai kuch nai ho sakta – ho sakta hai – Vote	-Different celebrities bringing out the problems from various section of the society -asking the question to the audience – is there any solution -only one solution – start voting, let’s make your vote count	-message is very clearly understood -they are targeting to both rural and urban India - they could have promoted secular voting - targeting people of each age group
Children add	- Phalak Pakad ke utho – hawa pakad ke chalo - tumchalo to hindustaan chale - don’t wait for others to take the initiative, why not u take it, others will follow -why follow others, why not make others follow you	-there is a problem -politician ran away -people waiting for someone to come and blaming the system -an innocent child takes the initiative and makes others to follow him -finally without the help of system they solved the problem	-patriotic anthem - delivering the message clearly - making people realize their potential - making corrupted people feel ashamed - not doing anything about the existing problems
Print Ads_____________________
I Swear	- By voting you can destroy all evil elements from the society to give your children something good to vote for	- They are asking every individual to take a pledge against every wrong thing prevailing in the society	- they are trying to cover up every body - they are talking about very small issues in the society - they are not giving solution but they are trying to build up socially responsible citizens

Mr. and Mrs. DT -

• Mr. and Miss DT contest is the country's first and only contest of its kind that picks the hottest and happening fresher’s on campus. Delhi University most happening fresher’s competition, which is the buzzing word around the campuses of Delhi University’s colleges.
  

Mr. and Mrs DT - Another successful campaign by TOI, Which is again centered on Youth
Print Ads_____________________
Medium	Message	Description	Remarks
Delhi Times – Mr. and Mrs. DT	- You will be hottest fresh face of Delhi.	- A boy and girl face on the front page of DT - Attracting the fresher’s of colleges in Delhi	- targeting Youth at the initial stage when they are entering into college - Making them their customer (Regular DT Reader)

Conclusion

1.) It has been found that over the year supplement provided by times of India which is Delhi times has gained more popularity than the main newspaper. The younger generation is keener on reading what’s happening in that section rather than going through the main newspaper. This shows that there is a demand for a newspaper in the market which resembles the language and the looks of Delhi times. They can look forward to launch a new newspaper especially for this segment so that they can maintain the image of their original brand.

2.) They have taken up issues like voting, education, growth and development of the county, one can say that they are trying to connect emotionally to the people of India. They have taken a patriotic route at times they try to associate themselves to the freedom struggle through some of their print adds.

References -

http://www.indiapoised.com/printads3.htm

http://www.indiapoised.com/printads.htm

http://www.teachindia.itimes.com

http://www.lead.timesofinfia.

What's Next -

In the next article "IMC analysis of TOI - 2" we will discuss -

- Communication Mix of TOI

- Integrating Factor from IMC Study of TOI

Downloads -

Download the reports, presentation and refrence ads, links -

IMC Analysis of TOI - Report 1

http://www.bit.ly/nKiBW

IMC Analysis of ToI - Report 2

http://bit.ly/13LpMO

IMC Analysis of TOI - Report 3

http://www.bit.ly/2gIxOL

IMC Analysis of TOI - Presentation

http://bit.ly/WYCt9