Coca Cola leads the way in brand affinities amongst global brands in India!
Coca-Cola is the leading brand amongst a host of most popular global brands, in India. It is followed by Disney and then Google. This, despite the fact that more and more people use products from Apple and Google more frequently.
Coca Cola leads global brands in Brand Affinity, in India.
We analyzed over 4M users in India and their brand affiliations. Coca Cola topped in the charts there. We then created a curated list of brands to see how some of the most recognized brands globally stacked up against each other, to get this relative positioning of brands.
What is interesting is that Louis Vuitton makes its presence felt in this group of brands. Indians have gotten extremely brand conscious and Louis Vuitton, being the one brand that is “affordable luxury” – in the middle of “within reach” and “high fashion” resonates with the young, upwardly mobile generation, that is also the social network user base that we run our analytics on.
So maybe it’s a mix of Coca Cola ad campaigns like “Umeedon Waali Dhoop, Sunshine Waali Aasha” , the “Open Happiness” campaign which warmed people’s cockles by bridging the gap between people in India and Pakistan (something that we believe is borrowed from the MIT-Stanford “Wormhole” connecting the two campuses on the East and West Coast of the US), or just the message of “Coca Cola with meals” that increases the brand popularity and recall factor.
What do you think is the reason?
Infinite Analytics is the most advanced big data & social data analytics company. Its flagship Personalization Platform uses a consumer’s Social Data, along with NLP, Machine Learning, Semantic Technologies and Predictive Analytics to predict consumer behavior, personalize user experience and provide actionable insights to our clients.
Our technology also helps us establish relationships between users, brands and stars who endorse those brands.
Watch this space for more analyses on other brands!
It’s most obvious in the digital media space, from click buys to personalized web experiences. For marketing, the AI journey has just kick-started, while in the tech sector it has been applied for a while now. We are still at an early stage where inroads are being made into AI content via chatbots and even some explanatory content creation but what will make anyone jump up and embrace it is when we will start seeing a lot of mainstream content being created by AI.
Prior to joining Infinite Analytics, Richard served as the CFO of CrowdFlower, COO and CFO of Phoenix Technologies, as a member of the board of directors and chairman of the Audit Committee at Intellisync, and previously as CFO and executive vice president strategy and corporate development at Charles Schwab.
Pravin Gandhi has over 50 years of entrepreneurial operational and investing experience in the IT industry in India. He was a founding partner of the first early stage fund India - INFINITY. Subsequently a founding partner in Seedfund I & II. With over 18 years of investing experience, he is extensively well networked in investment and entrepreneurial scene and is an active early stage angel investor in tech & impact space. Pravin holds a BS in Industrial Engineering from Cornell University, and serves on the board of several private corporations in India. He is on the board of SINE, IIT Mumbai Incubator.
Puru has his Masters in Engineering and Management from MIT. Prior to MIT, he worked with Fidelity Investments building electronic trading products and high volume market data processing applications. He has completed his BE from VJTI, Mumbai.
Deb Roy is Professor of Media Arts and Sciences at MIT where he directs the MIT Center for Constructive Communication, and a Visiting Professor at Harvard Law School. He leads research in applied machine learning and human-machine interaction with applications in designing systems for learning and constructive dialogue, and for mapping and analyzing large scale media ecosystems. Deb is also co-founder and Chair of Cortico, a nonprofit social technology company that develops and operates the Local Voices Network to surface underheard voices and bridge divides.
Roy served as Executive Director of the MIT Media Lab from 2019-2021. He was co-founder and CEO of Bluefin Labs, a media analytics company that analyzed the interactions between television and social media at scale. Bluefin was acquired by Twitter in 2013, Twitter’s largest acquisition of the time. From 2013-2017 Roy served as Twitter’s Chief Media Scientist.
Erik Brynjolfsson is the Jerry Yang and Akiko Yamazaki Professor and Senior Fellow at the Stanford Institute for Human-Centered AI (HAI), and Director of the Stanford Digital Economy Lab. He also is the Ralph Landau Senior Fellow at the Stanford Institute for Economic Policy Research (SIEPR), Professor by Courtesy at the Stanford Graduate School of Business and Stanford Department of Economics, and a Research Associate at the National Bureau of Economic Research (NBER).
Akash co-founded IA while studying for his MBA from MIT. Prior to MIT Sloan, he co-founded Zoonga. Before this, Akash was an engineer with Oracle in Silicon Valley. He has completed his M.S from University of Cincinnati and B.E from the College of Engineering, Pune.