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The Kantar report for 'Most Purposeful Brands of India for 2020-21' covers 418 brand cases. In each case, brand perception and brand equity metrics were analysed across 30 categories.
While the fundamentals of brand-building remain the same, in a post-pandemic world what has changed is the expectation that the brand will stand for something more – beyond its functional use. In India too, perceptions of a brand’s purpose and ability to ‘make people’s lives better’ have emerged as crucial to establishing the brand’s meaningful quotient and boosting prospects for its long-term growth.
The findings tie in with longer-term trends in India and abroad to value brands on ESG criteria (environmental, social and governance) alongside traditional factors, such as valuations and earnings growth.
Data insights and consulting company Kantar has released the 2021 edition of its annual BrandZ India report that unveils the year’s ‘Most Purposeful Brands’ in India. Amazon, Asian Paints, and Tata Tea emerged as the most purposeful leaders in India across technology, non-FMCG, and FMCG categories respectively, according to the report.
The effects of online hate are easier to fathom when one follows them back to their source - Issue Date: Nov 8, 2021