Million dollars of investments in R&D in the name of innovation.

Let’s begin with some real brand valuation figures here: The Millward Brown Optimor 2009 Most Valuable Global Brands rankings honours the Japanese Toyota as the number one global auto brand, with a brand value of $29.91 billion. The others that follow in the list are: BMW ($23.95 billion), Porsche ($17.47 billion), Mercedes ($15.50 billion), Honda ($14.57 billion), Nissan ($10.20 billion), Ford ($5.92 billion), Volkswagen ($5.84 billion) and Lexus ($4.55 billion). The Interbrand/BusinessWeek’s Annual Ranking of the Best Global Brands for 2009 shows that the top valued auto brands in the world are: Toyota ($31.33 billion), Mercedes-Benz ($23.86 billion), BMW ($21.67 billion), Honda ($17.80 billion), Ford ($7 billion), Volkswagen ($6.48 billion), Audi ($5.01 billion), Porsche ($4.23 billion), Ferrari ($3.52 billion) & Lexus ($3.15 billion). Two lists, one surprise – none of the names mentioned in the two much-revered lists given above (read as: the most valued auto brands in the world) feature amongst the top sellers of four-wheelers in the country. As per SIAM’s report, the top five sellers of four-wheelers in the country are – Maruti Suzuki India Ltd. (with a market share of 47%), Hyundai Motor India Ltd. (16%), Tata Motors Ltd. (15%), Mahindra & Mahindra Ltd. (7%) and General Motors India (4%), clearly indicating that for starters, global brand equity amidst a plethora of brands in the Indian four-wheeler market means nothing more than just a number! Of course, if we talk about the luxury car-market in India, everyone knows that the products in this segment sell due to their prestige and brand values, as even Debashish Mitra, Head - Marketing & Sales, Mercedes-Benz India shares with us, “In luxury cars, the consumer has made his mind towards a particular brand before going in for the final purchase. Thus the brand in such a case makes a lot of sense.” But as far as the mass car market is concerned (the most critical segment, as far as the Indian market is concerned), the secret here is to realise that in order to have a best-selling brand in the Indian auto market, all you need to do is focus on marketing your vehicle well, which most necessarily needs to be a cost leader (and therefore competitively priced) with an engine that doesn’t catch fire!

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Source : IIPM Editorial, 2010.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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