Brand Building & Image Management For Indian Bizfluentials: Survey By Penn Schoen Berland

For The PSB 50, we approached business elites, or Bizfluential™, audiences.

Bizfluentials™ are defined as financially literate, following financial media almost daily or several times a week. They were aged 21-74, in mid- to high-income groups, working for a company that operates or is traded internationally.

Audiences

Industries (Top 7)

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Fieldwork was conducted online in India, US, UK, France, Germany, China, Indonesia Japan, Malaysia, Singapore and South Korea during the first two weeks of March 2011.

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1.

India is heading in the right direction.

2.

Overall awareness of Indian companies is low.

3.

Nevertheless, Indian companies are considered good investments.

4.

Although they are perceived as dependent on low operating costs.

5.

Financial and market performance are key, but so is brand image.

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The economy is heading in the right direction.

Corporate governance standards are seen as high.

Generally speaking, do you think that the economy in India is going in the right direction or is it off on the wrong track? // Do you think Indian companies have/operate under high standards of corporate governance? SHOWING GLOBAL BIZFLUENTIALS

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At least 23% of Bizfluentials in each region say that the IT sector is India’s most promising over the next 5 years.

Construction and Automotive are also performing.

Which of the following is the most promising sector over the next 5 years in India?

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Communications is the area in which companies from India most need improvement.

On a scale of 1 to 4, with 1 being ‘strongly applies’ and 4 being ‘does not apply at all,’ please indicate how much each of the following statements applies to companies from India. SHOWING TOP BOX, AMONG GLOBAL BIZLFUENTIALS.

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23% can’t spontaneously name an Indian company.

29% can’t either.

Of the companies tested, just ONE broke 20% unaided awareness in all regions.

The same goes for 29%.

36% of Global Bizfluentials say that Indian companies are limited by being too new to the market or not as well known or respected for business.

Indian and Global Bizfluentials agree that poor infrastructure is a significant challenge.

When you think about India, what are the top 3 companies that come to your mind? // In your view, which of the following best explains the reasons that Indian companies are not as successful as their global competitors?

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Where Indians see entrepreneurialism, Americans and Europeans see lower costs.

In your view, which of the following best explains the recent global success of companies from India? // Which of the following best describes your view of companies from India?

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1.

Awareness Score – Sum of Unaided & Aided Awareness

2.

Perceptual Score – Sum of Favourability, Future Potential and Regard.

3.

Summary Score – A composite score of all metrics was calculated.

4.

Scores were then indexed to 100 so that scores over 100 are companies that are performing above average and those with scores below 100 are performing below average.

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Companies were then ranked based on their Summary Score.

EXAMPLE:

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Among Global Bizfluentials, Tata Group, Reliance and Infosys are most topof-mind.

Performance on unaided awareness was not necessarily indicative of overall awareness or regard.

When you think about India, what are the top 3 companies that come to your mind? AMONG GLOBAL BIZFLUENTIALS, OPEN END

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Respondents evaluated the CEOs of each rated company on both Unaided Awareness and Regard (Most Valued CEO/Company Leader).

We calculated a summary score by summing these metrics.

Company leaders were ranked on their company scores.

49% of US Bizfluentials can’t spontaneously name an

Indian CEO or company leader.

57% of EU Bizfluentials can’t either.

The same goes for 51% of APAC Bizfluentials.

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Achieving price or quality advantage can be fleeting – effective brands help build marketplace longevity.

Top Attributes for Admired Leaders

Top Attributes for Admired Companies

When you think about India, what are the top 3 companies that come to your mind? // In your view, which of the following best explains the reasons that Indian companies are not as successful as their global competitors?

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1.

Make brand-building your mission.

2.

Build on themes of the entrepreneurial spirit more effectively.

3.

Define and explain your unique business vision.

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