Colgate Remains India’s #1 Brand; Maggi, Nokia Loses Heavily In Branding Value: Brand Equity Rankings 2015
Economic Times’ Special supplement: Brand Equity has come out with their annual ‘Most Trusted Brands’ ranking for 2015, and there are some major surprises in there.
Both Maggi and Nokia, once hallmark of branding power in India, have lost their sheen. While Maggi has lost 91 spots in the last 12 months to be ranked at #95 this year (they were ranked #5 last year), Nokia has been knocked out of top 100 list. In 2014, Nokia was ranked at respectable #2 position.
Colgate, the ever-dependable toothpaste brand having a rich history of 143 years, is still India’s #1 brand.
| Brand | 2015 | 2014 | Difference |
| Colgate | 1 | 1 | – |
| Tata Salt | 2 | 16 | +14 |
| Dettol | 3 | 3 | – |
| Dove | 4 | 30 | +26 |
| LifeBuoy | 5 | 15 | +10 |
| Horlics | 6 | 25 | +19 |
| Samsung | 7 | 17 | +10 |
| Lux | 8 | 6 | -2 |
| Maaza | 9 | 4 | -5 |
| Surf Excel | 10 | 7 | -3 |
Perhaps this massive change in brand value of Nokia, which was once synonymous with the term mobile phones, signify the new taste, new priorities of India. If Nokia has been ousted, then LG mobile phones made a debut within the top 100 brands as it jumped from #146 last year. Interestingly, besides Samsung Mobile Phones at #16, LG is the only mobile phone brand in the top 100.
With Maggi, the controversy regarding lead tests took a huge toll in their brand value, as the product was banned for 5 months in India. The product is now back with a bang, and it can make a grand comeback next year, as sales have been steadily picking up, ever since it returned.
Another brand which made a giant comeback was Tata Salts, which has been ranked #2 this year, up 14 spots from #16 last year and #28 in 2013. In 2013, Tata Salts were plagued by an unnecessary controversy regarding Goafest Abby 2013. Since then, the brand value has steadily increased, taking them to #2 rank in 2015.
Dettol has maintained their position at #3.
Telecom Brands
If we talk about telecommunication brands, then every major brand has improved their positions.
Airtel has jumped one position to be placed at #12 this year, thereby becoming India’s #1 telecom brand. Vodafone is ranked #24, improving 4 spots compared to last year, when it was ranked #28. However, the biggest improvement has been witnessed by Idea, which has jumped 131 positions to be ranked at #43 this year.
Methodology: The Brand Equity survey was carried out in 12 Indian cities: Delhi, Lucknow, Chandigarh, Kolkata, Patna, Bhuwaneshwar, Mumbai, Ahmedabad, Indore, Chennai, Bangalore, Vijaywada.
The audience was profiled in 4 groups, which are: Chief Wage Earner, Housewife, Youth (15-25 years) and Older (26-60).
You can view the complete ranking and other interesting facts about Brand Equity’s Most Trusted Brands 2015 Ranking here.
