A survey by market research major NFO MBL India to ascertain ‘How global are India’s non-corporate brands’ has thrown up some interesting findings.
While the Taj Mahal topped the list with the highest rating of 96 per cent, Yoga occupied the second slot with a rating of 91 per cent. Godmen such as Mahesh Yogi, Osho Rajneesh and Satya Sai Baba faltered below Yoga and managed low recall scores between 25 per cent and 7 per cent.
Amitabh Bachchan and AR Rahman too had low awareness levels at 17 and 16 per cent respectively. Although Bachchan’s association with being an actor notched 85 per cent. Sachin Tendulkar despite a low awareness percentage at 14 per cent, was rated 62 per cent on perception parameter.
Vishwanathan Anand, Bollywood, India’s Silicon valley Bangalore, holiday brands Kerala and Goa were among the other brands that figured in the study.
The study, which was conducted among 148 (non-Indian) respondents randomly from various countries the US, the UK, Germany, Canada, Australia, New Zealand, Malaysia and Japan. The findings were gauged across two parameters, proportion aware (measure of the awareness of the brand, globally) and associations (how brands are perceived).
NFO Worldwide acquired MBL-RCG India in December 2000, following the completion of three years. From January 2001, MBL-RCG was renamed NFO MBL India Ltd.