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

7/29/2019 Brand Building & Image Management For Indian Bizfluentials: Survey By Penn Schoen Berland

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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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3.

4.

5.

1.

Nevertheless, Indian companies are

considered good investments.

Overall awareness of Indian

companies is low.

Although they are perceived asdependent on low operating costs.

Financial and market performance are

key, but so is brand image.

India is heading in the right direction.


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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 BIZFLUENTIALS5

The economy is heading in

the right direction.

Corporate governance

standards are seen as high.


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

At least 23% of

Bizfluentials in

each region say

that the IT sectoris Indias most

promising over the

next 5 years.

Construction andAutomotive are

also performing.

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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.

Communications is the area in which companiesfrom India most need improvement.

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29% cant either.

The same goes for29%.

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?

23% cant spontaneously

name an Indian company.

36% of Global Bizfluentialssay that Indian companies are

limited by being too new to the

market or not as well known orrespected for business.

Indian and Global Bizfluentials

agree that poor infrastructure

is a significant challenge.

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Of the companies tested,just ONEbroke 20%

unaided awareness

in all regions.


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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?

Where Indians seeentrepreneurialism,

Americans and

Europeans see lower

costs.

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2.

3.

4.

5.

1.

Companies were then ranked

based on their Summary

Score.

Scores were then indexed to

100 so that scores over 100

are companies that areperforming above average and

those with scores below 100

are performing below average.

Summary ScoreA composite

score of all metrics was

calculated.

Perceptual Score Sum of

Favourability, Future Potential

and Regard.

Awareness Score Sum of

Unaided & Aided Awareness EXAMPLE:


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Among Global

Bizfluentials, Tata

Group, Reliance and

Infosys are most top-

of-mind.

Performance on

unaided awareness

was not necessarily

indicative of overallawareness 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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57% of EU Bizfluentials cant either.

The same goes for51% of APAC Bizfluentials.

49% of US Bizfluentials cant spontaneously name an

Indian CEO or company leader.

Respondents evaluated the CEOsof each rated company on both

Unaided Awareness and Regard

(Most Valued CEO/Company

Leader).

We calculated a summary scoreby summing these metrics.

Company leaders were ranked on

their company scores.


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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?

Top Attributes forAdmired Leaders

Top Attributes forAdmired Companies

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Achieving price or quality advantage can be fleeting effective brands helpbuild marketplace longevity.


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3.

1.

Build on themes of the entrepreneurial

spirit more effectively.

Define and explain your uniquebusiness vision.

Make brand-building your mission.


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

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