The Hindu Business Line : Scorpio an `Olympic' brand: Study

Mumbai May 31 A recent brand equity study conducted by IMRB International ranked the Scorpio in the highest-level of its construct, the `Olympic' category. An Olympic brand is one that is "well-known, well-loved and has a large core following".

The uniqueness of its achievement lies in the fact that no other four-wheeler brand has reached this level in their segments in recent studies.

The results are based on a research conducted by IMRB using Millward Brown's Brand Dynamics model, an internationally recognised brand equity measurement tool.

Mr Vivek Nayer, Vice-President - Marketing, Automotive Sector, M&M, said, "Scorpio is the only four-wheeler in its class in India to have achieved this, which speaks volumes of the customers' faith in the brand." Mr Kalyan Karmakar, Research Director, Team Moto@IMRB, said, "Our Brand Dynamics study for the current year reflects the findings from the core target segment of those who own or intend to own premium utility vehicles."

The Scorpio has scored above other brands in its segment in all aspects, which include bonding, advantage, performance, relevance and presence. The Brand Dynamics study gives clients insights into consumer relationships with their brand and the competitive strengths and weaknesses of their brands.

IMRB International monitors the passenger vehicle category twice a year to gauge the efficacy of Mahindra's marketing activities on its brand health.

Key findings from the study include consideration levels for Scorpio has increased considerably, especially after its re-launch; power was the key association for Scorpio; the vehicle overtook its main competitors on the key measures (saliency & disposition).

More Stories on : Brands | Cars | Marketing Research | Mahindra & Mahindra Ltd

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