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Indian consumers have a strong desire for brands that embody success and achievement and have a particular liking for luxury, technology and media brands such as Mercedes, Apple, Microsoft and Sony, says a survey.
According to Brand Desire, a global brand study launched by Clear, part of the M&C Saatchi Group, the top 10 desirable brands in India are Microsoft, BMW, Google, Apple, Adidas, Mercedes, Audi, Disney, Sony and IBM.
While most of these are new to the Indian market, a set of brands that have topped its category are those that have been around for decades and have been ingrained in the consumers' psyche.
These include Cadbury's in food and drink, Johnson & Johnson in personal care, Taj in leisure, Dettol in home care and Complan in health care.
With a huge middle class demographic enjoying the fruits of a resurgent India, “Brands are speaking a language of achievement, success and pride in their brand code,” the survey said.
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