South Korean tech giant Samsung’s mobile phones have emerged as the most consumer-focused brand in 2019, according to a report released by brand analytics firm TRA Research. This is the first time Samsung, in the mobile category, has made it to the top of the ranking.
The third edition of the report ranked laptop-maker Dell as second most consumer focused brand with a large gap of 29.2% from the first. Apple owned smartphone brand iPhone with a 17.1% value managed to jump two places over last year to secure the third spot. This is followed by LG Televisions which occupies the fourth spot. Hindustan Unilever owned cream brand Pond’s and Honda at fifth and sixth ranks respectively have made their debut in the list.
“Consumers are speaking and Samsung is listening. Focused on consumer-centric innovations, Samsung in the mobile phone category has pushed the technology limits and set impeccable standards thus creating deeper, stronger and resilient consumer bonds,” said N. Chandramouli, chief executive, TRA Research.
Life Insurance Corporation (LIC) slipped one rank to occupy seventh spot followed by Sony Televisions. Tata Motors enters at the ranking at ninth spot, followed by Amul which has become 10th most consumer-focused brand in India and also leads in the Milk Category.
The report lists 500 brands that represent the elite 7% brands out of 10,000 that have excelled by increasing their Buying Propensity or keenness-to-be-bought over two successive years, as measured between October 2017 and March 2019.
“In the new age of brand building, the brands have to shift from being just ‘invested’ to ‘committed’ the brands which make it among the most consumer-focused have crafted meaningful engagements with consumers. Of the 10,000 brands analyzed, only 717 brands increased their propensity to be bought, while the rest saw a falling propensity,” added Chandramouli.
Among India’s 500 Most Consumer-Focused Brands, there are total 34 super-categories and 191 categories. The categories with the maximum brands are food and beverage and fast moving consumer goods (FMCG) contributing to 18% and 16% of the total brands in the listings respectively. Some of the category leaders in the report are Aviva Life Insurance (32) from Private Life Insurance, DTDC (313) from Indian Express Services, Fogg (31) from Deo/Perfume, Kangaroo Kids (31) from Pre-School, Otto (61) from Menswear, Oyo Hotels (197) from Hotels and Tanishq (29) from the jewellery category.
