The Hindu Business Line : Sony tops in brand recall, says study

WHICH brand is top recall among men? Which do the young prefer and which is the favourite of the homemaker? Such queries are addressed by the Indicus Consumer Tracker study that tracked brand and advertisement recall of consumers for 36 specific product categories.

For example, Tata is the most recalled brand by men in general and by businessmen in particular whereas housewives tend to best remember consumer electronics brand LG.

Teenagers go for shoe brand Nike, while the 40-plus and senior company executives find Maruti the easiest to recall. Women in general are quick to point out Lakme as the brand they can remember first, even as the majority of luxury car owners tend to go for Sony.

Meanwhile, a sample survey on the brand and product preferences of 28,000 urban Indian consumers conducted by Indicus has found a big churn in top-of-the-mind brand recalls.

Sony emerged as the first brand consumers could recall unaided, displacing Pepsi from the top slot. Sony leads mind-share of consumers in three regions other than Western India, where the Tata name rules. MNC brands dominate the consumer mind; Tata, Maruti and Raymond are the only three Indian brands in the top 10 list.

Seven of the top 10 brands from the last quarter continue to be in the present list. The three new brands that come in the top 10-list include Nike, Raymond and Lakme (edging out Cadbury's), Colgate (down to 11 from 8) and Coca Cola (down to 15 from 7).

The churn in brand recall follows the success and intensity of the companies' marketing campaigns and also reflects seasonal influences in buying patterns.

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