The Taj Group of Hotels has emerged as the frontrunner in the breakaway brand category according to Young and Rubicam’s annual brand study – Brand Asset Valuator (BAV).

Brands that have the potential to break away from the pack and successfully differentiate themselves from their peers are called ‘breakaway brands’.

The study, which is Rediffusion-Y&R’s proprietary brand diagnostic tool, is India’s largest study of consumer sentiments with respect to brands. The BAV study surveyed over 10,000 consumers across 16 cities and covered more than 1,400 brands from more than 100 categories. The Taj was rated as the No.1 breakaway brand ahead of global heavyweight Facebook, which is No. 2. The BAV study evaluated brands on more than 70 different parameters such as imagery, usage, preference, consideration, knowledge. On each of these parameters, the Taj was rated better and more favourably than its peers.

An overwhelming percentage of consumers positively rated Taj on all the key metrics that resulted in the brand’s topmost ranking in the country. Raymond Bickson, CEO, Taj Hotels Resorts and Palaces said, “The Taj brand is one of the most respected and admired brands in the hospitality industry. This recognition is yet another testimony to the deep levels of engagement that our guests experience with the Taj brand.'”

Commenting on the study, Gautam Talwar, Chief Strategy Officer, Rediffusion Dentsu Young and Rubicam noted: “Brands that satisfy customers’ expectations in a unique yet practical way will always rise above the competition.

“The strength of the brand reflects not only on the brand health and asset, but also on preference and loyalty.”

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