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7/29/2019 Brand Building & Image Management For Indian Bizfluentials: Survey By Penn Schoen Berland
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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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2.
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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2.
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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