Do you think that small brands have low customer loyalty and lower proportion of purchases compared to large brands? Then you are mistaken. There are many small brands that made a huge positive impact on consumer’s life. This can be simply explained by analyzing the ‘Superbrands’.
‘Superbrands’ is an organization that publishes brand-focused books and publications on regular intervals. They list the brands that have maintained highest standards of product integrity. Getting into the list of ‘Consumer Superbrands’ is considered as a prestigious symbol of exceptional achievement and credibility by many brands. It is like winning Oscar in business. They are selected by consumers and industry experts.
Till now, Superbrands India released 3 editions of Consumer Superbrands. First edition of Consumer Superbrands had 101 brands and was released in 2004. The second and third editions listed 91 brands each and were released in 2007 and 2009 respectively.
Small brands make their presence felt
In the three editions it released, there were some big foreign brands which are most recognized in the world such as Cadbury (04 & 07), Castrol (07 & 09), American Express (04), Johnson’s (04), HSBC (07 & 09), Louis Philippe (04 & 09), etc.
Surprisingly, brands from small companies also made their way into the prestigious Superbrands list, including Boroline (04, 07 & 09), Everest spices (04, 07 & 09), BILT (07 & 09), Kajaria (07 &09), Kohinoor (07 & 09), Prestige (07 & 09), Nirma (04, 07 & 09), Catch (07) etc.
Some regional brands like Anandabazar Patrika (04) from West Bengal, Malayala Manorama (04 & 07) from Kerala etc. also established themselves as Superbrands. Not all Superbrands winners are big size. There are several small companies proving without doubt that you need to add value to customers and not build large companies to earn customer good will.