The first phase of the research was initiated by preparing a list of brands un
der various categories. All kinds of brands available in India (38,756) were considered and a list of 1057 brands was short listed based on the growth, reach, demand and availability (in at least the 4 metros) in India through various secondary sources and company websites. Compare this with the original list of 852 brands last year, and you realise how the size of brands in India has grown.
Both domestic and international brands were taken into consideration for this first phase of the research. Please go through the alphabetical Index of all brands considered (Pages 80-84) for the study. Moreover, as per the list given alongside 44 broad categories with 38 sub categories were taken into consideration. In order to conduct one-on-one interviews with consumers structured questionnaires were designed and circulated in 5 major cities of the country (Delhi, Mumbai, Kolkata, Bangalore & Chennai). The total sample size of respondents (for short listing 150 brands from the master list of 1057) was 1000. All the respondents were asked to tick against brands based on the parameters of Brand Awareness and Brand Preference. After careful significance and factor analysis, we selected the top 150 brands (across all categories). Read the methodology of the survey’s final phase on page 85.
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Source : IIPM Editorial, 2008
der various categories. All kinds of brands available in India (38,756) were considered and a list of 1057 brands was short listed based on the growth, reach, demand and availability (in at least the 4 metros) in India through various secondary sources and company websites. Compare this with the original list of 852 brands last year, and you realise how the size of brands in India has grown.Both domestic and international brands were taken into consideration for this first phase of the research. Please go through the alphabetical Index of all brands considered (Pages 80-84) for the study. Moreover, as per the list given alongside 44 broad categories with 38 sub categories were taken into consideration. In order to conduct one-on-one interviews with consumers structured questionnaires were designed and circulated in 5 major cities of the country (Delhi, Mumbai, Kolkata, Bangalore & Chennai). The total sample size of respondents (for short listing 150 brands from the master list of 1057) was 1000. All the respondents were asked to tick against brands based on the parameters of Brand Awareness and Brand Preference. After careful significance and factor analysis, we selected the top 150 brands (across all categories). Read the methodology of the survey’s final phase on page 85.
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
our minds we can see a very clear picture of him and his physical identity. There is a certain Laloo Prasad Yadavness in the way he dresses, in the way he appears, in the way he speaks, in what he says, in what he believes in, et al. There is a certain factor of expectation that defines a brand and Laloo Yadav is of course a brand because in his case there is a clear factor of expectation that he depicts. And that is why people were surprised when his Railway Ministry did as well as it did and became an IIM case study. For many it seemed to be completely paradoxical because it seemed to be antithetical to the brand Laloo Prasad Yadav. Now we could also read this in the larger sense that it was part of the brand, but the fact of the matter is Laloo Prasad Yadav’s Railways turnaround became an IIM study because people expected certain things of him and that is why his brand value shot up after he was juxtaposed with IIM. will therefore become a brand, sim- ply because he or she is a celebrity.