IMRB Study Clubs Brands In Eight Categories

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Kolkata: : Market research agencies have developed several tools in the last couple of years that easily track down the performance of a brand. According to the leading market research agency Indian Market Research Bureau (IMRB), the tools can gauge how much a brand understands its customers and clearly defines the roadmap for its success.

The IMRB conducted a study on brands recently. The study classifies brands into eight broad categories and also assesses their potential in the marketplace. The study, which IMRB calls ‘Evaluative, Predictive and Diagnostic’, is rapidly emerging as an ‘absolute necessity’ to marketers who now have to conform to global standards in becoming more accountable.

According to the study, top brands are classified into Olympic brands that transcend boundaries like Coca-Cola and McDonalds. In India, Cadbury’s Dairy Milk is one such product that falls into this category.

Then comes Classic brands, which are particularly strong in the market in which they operate. IMRB places brands like Sony and Whirlpool in this category.

Next are ‘Specialists’, which are not particularly appealing to a large cross-section of people. Then comes ‘Little Tigers’ with very strong brand loyalty. IMRB puts news channel Aaj Tak in this category.

‘Defenders’ are next in line and Kelvinator in India is a good example of this, says IMRB defending the newly merged entity Electrolux Kelvinator.

‘Fading Stars’ are next whose heydays are over and have already been overtaken by others. What follows is ‘Weak Brands’ which have very little to offer and ‘Clean Slates’ which are start-ups.

The top two categories - Olympic and Classic — are most likely to grow in future.