In a first, TCS joins list of Kantar's top-50 global brands
LIC, HDFC Bank & Infosys also features in the list this year
image for illustrative purpose
Apple sits on top of the Kantar BrandZ Most valuable global brands 2022 ranking and is on track to become the first trillion-dollar brand. With a brand value of $947.1 billion, Apple stands out for its high degree of differentiation and continued diversification across its hardware, software and services portfolio. Google moved up to second place and is one of the fastest risers in the ranking, increasing its brand value by 79% to $819.6 billion
Mumbai: For the first time, an Indian brand- TCS has broken into the top-50 ranking in the Kantar BrandZ Most Valuable Global Brands 2022 by securing 46th position in the list. Apart from TCS, HDFC Bank, Infosys and LIC are the other Indian brands to feature in the list this year. Infosys is the only new comer Indian brand in this list. The remaining 3 have featured in the past as well.
Talking to Bizz Buzz, Deepender Rana, executive managing director (South Asia insights division), Kantar, said: "For the first time, an Indian brand- TCS has broken into the top 50 ranking (46). Apart from TCS, HDFC Bank (61), Infosys (64) and LIC (92) are the other Indian brands to feature in the list this year. Infosys is the only new comer Indian brand in this list. The remaining 3 have featured in the past as well."
In the meanwhile, Hindustan Unilever dominates the digital category Kantar launches of the second edition of Kantar's creative effectiveness awards in India, whereas Marico, Mondelez and Whirlpool share laurels in the TV category.
Apple sits on top of the Kantar BrandZ Most valuable global brands 2022 ranking and is on track to become the first trillion-dollar brand. With a brand value of $947.1 billion, Apple stands out for its high degree of differentiation and continued diversification across its hardware, software and services portfolio. Google moved up to second place and is one of the fastest risers in the ranking, increasing its brand value by 79 per cent to $819.6 billion. Google's suite of work and productivity apps have made it an essential part of consumers' lives worldwide.
The combined value of the world's top 100 most valuable brands has increased by 23 per cent to $8.7 trillion over the past year, highlighting the importance of brand strength in navigating an unsettled global economy.
Thirty-seven brands improved their ranking this year. In 2022, over three quarters of brand value originated from US companies. Media & entertainment, business solutions & technology providers and retail categories account for over half of the total value of the top 100 ranking.
Soumya Mohanty, Managing Director & Chief Client Officer, Insights Division, Kantar said: "The spread of ads that consumers have perceived to be both creative and effective is an affirmation of the fact that the space for creativity even in context of marketing ROI is infinite. While there is no magic formula for creating such ads, we can start with the right ingredients and refine them by testing them out with consumers. Kantar is pleased to share the learning that we have had in the area while working with the leading marketer in India."
Throughout 2021 Kantar, the world's leading marketing data and analytics company tested more than 13,000 creative for clients around the world. 10 per cent (1300+) of those creative were tested in India alone.
Kantar has unveiled the ads that were most effective and creative in 2021 across India. What makes these awards unique is that consumers are the jury. As people control a brand's fortunes through their spending power, their voice decides what is effective advertising. The India report shortlisted over 350 ads - tested across categories, markets, TG's and media channels.
Across television ads tested in India, Kantar has awarded standout performers in five product categories- food & beverage, personal care, durables, home care & services. Kantar has also included a special segment on social causes and this edition spotlights 'un-stereotype' which is all about celebrating gender progressive advertising.
Creative for the digital medium are the focus today and will continue to be so in the future as well. For bringing to life the exciting storytelling possibilities in the digital world, Kantar has awarded standout performers in the 'under six seconds' and 'over six seconds' categories. All ads exemplify essential characteristics of being creatively engaging and landing persuasive stories that enhance brand sales.
