Penn Schoen Berland - Brand Image Importance Among Global Bizfluentials

151
-1

Published on

Survey by Penn Schoen Berland tells us that brand image is the most important non-financial driver of regard for companies among Global Bizfluentials™. Indian Bizfluentials™ see their country’s entrepreneurial spirit as a significantly bigger driver of recent Indian successes than their Global counterparts do. Generally positive about Brand India, Global Bizfluentials™ see India’s Construction, Automotive and Energy industries as part of a strong sectoral mix led by IT.

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
151
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
1
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Penn Schoen Berland - Brand Image Importance Among Global Bizfluentials

  1. 1. The PSB 50: How Global Bizfluentialsview the rise of the Indian MNCTata Group and its chairmanRatan Tata are the best knownand most highly regarded IndianMultinational Corporation andbusiness leader among GlobalBizfluentials™, a poll by PennSchoen Berland shows. Thepoll ranked 61 Indian MNCswith revenue over 1000 croresand their leaders. The Top Tencompanies ranked in the ThePSB 50 were:Tata Group, Ratan Tata top The PSB 50Overall awareness of Indian Multinationals low among Global Bizfluentials™Brand image is the most important non-financial driver of regard for companiesamong Global Bizfluentials™Indian Bizfluentials™ see their country’s entrepreneurial spirit as a significantly big-ger driver of recent Indian successes than their Global counterparts doGenerally positive about Brand India, Global Bizfluentials™ see India’s Construc-tion, Automotive and Energy industries as part of a strong sectoral mix led by ITBrands seen as leading globally face challenges among Indian Bizfluentials; Localleaders similarly face global challenges1. Tata Group2. Sun PharmaceuticalIndustries3. Air India4. Jet Airways5. TVS Company6. State Bank of India7. Oil and Natural GasCorporation (ONGC)8. Indian Oil Corporation9. Axis Bank10. Kingfisher Airlines“Indian companies and lead-ers must make brand-buildingtheir mission,” said Mark Penn,CEO, Penn Schoen Berland.“They have come a long way,but they still have a long wayto go to make their full mark onglobal business.”“India is still searching for itsGE, its HSBC, and its Micro-soft,” said Ashwani Singla,Managing Director and ChiefExecutive, Penn Schoen Ber-land, South Asia. “The momentis now. India’s business leadershave built companies with top-flight market performance. Thenext step is telling this story– the story of Indian entrepre-neurialism – to global audienc-es.”More than one quarter ofGlobal Bizfluentials™ polledare unable to spontaneouslyname any Indian multinationalcompany, indicating low over-all awareness of Indian brandsworldwide. 18% said that Indiancompanies are not as success-ful as their global competitorsbecause they are too new tothe market, or are not as wellknown or respected for busi-ness.Underscoring the need for con-certed brand-building efforts,Global Bizfluentials™ saidthat brand image was the thirdmost-important reason whythey admire a given company– and the most important factornot directly related to financialperformance.
  2. 2. When it comes to companyleaders, business vision is seenas the most important factordriving admiration. After Tata,the next most-known and mosthighly-regarded Indian busi-ness leaders were:2. Mukesh AmbaniReliance Industries3. Rahul BajajBajaj Auto4. [TIE] Vinita BaliBritannia Industries4. [TIE] Kumar MangalamBirlaAditya Birla GroupIndian Bizfluentials are muchmore likely to credit their ownentrepreneurial spirit for theirrapid growth than are theirpeers. 47% of the Americansand 51% of the Europeanspolled said that Indian com-panies’ recent success is duein large part to lower costs foremployees and materials. How-ever, Global Bizfluentials™ arealso quite positive about BrandIndia. 91% of say that Indiancompanies have strong futures,and 89% see Indian companiesas a good investment.The sectoral mix of Indian in-dustry is seen as strong, withthe IT industry leading a fieldwhich also includes construc-tion and infrastructure; auto-motive (seen as particularlystrong regionally); energy andresources; and banking, finan-The audience for this study was lim-ited to Bizfluentials™, defined as peo-ple who follow more than one sourceof financial media daily or severaltimes a week. Aged 21-74, they workwith a company that trade or operatesinternationally. The audience of Biz-fluentials polled included C-suite andupper management business execu-tives, financial industry professionals,and members of the financial media.The PSB 50 evaluated 61 IndianThe PSB 50: How Global Bizfluentialsview the rise of the Indian MNCcial services and insurance.75% say that India’s economyis on the right track, and 57%say that Indian companies aregetting recognized globally.However, marked differencesin awareness and regard forparticular companies emergedbetween Indian and Global Bi-zfluentials. Many global leadersface serious perception issuesin their home market, includingSun Pharmaceutical Industries,Air India, TVS Company, Ster-lite Industries India, and BharatForge. Similarly, local leaderssuch as Dr. Reddy’s Laborato-ries, Larsen & Toubro, RelianceIndustries, Godrej Group andWipro face issues among glob-al audiences.About The PSB 50multinationals, meaning companieswhich operate or are traded interna-tionally, established and promoted byIndian nationals in India, with annualrevenue over 1000 crores, as well astheir leaders, in terms of awarenessand regard.Fieldwork was conducted onlineamong 600 Bizfluentials in India, theUS, UK, France, Germany, China, In-donesia, Japan, Malaysia, Singaporeand South Korea during the first twoweeks of March 2011.The margin of error for the totalsample is ± 4.0%, and larger for sub-groups.Mint and UTV-Bloomberg were PennSchoen Berland’s official media part-ners for The PSB 50.About Penn Schoen Berland, South AsiaPenn Schoen Berland is a globalcommunication strategy firm rootedin the science of marketing researchthat specializes in messaging andstrategy for blue-chip political, cor-porate and entertainment clients. Wehave over 30 years of experience inleveraging unique insights about con-sumer opinion to provide clients with acompetitive advantage - what we callWinning Knowledge™. Penn SchoenBerland executes polling and mes-sage testing services for Fortune 100corporations and has helped electmore than 30 presidents and primeministers around the world. More in-formation is available at www.psbre-search.in. Penn Schoen Berland is apart of Y&R Brands and WPP (NAS-DAQ: WPPGY)To request a copy of thedetailed PSB 50 report,please write to:skhanna@ps-b.com

×