India is a country with a huge population, which automatically means a huge customer base for all industries. As a result of this, countless brands are present in the country that fight it out with each other to reach the top. The car market is no different to this and there several car makers, both domestic and international, which compete to gain a sizeable share in revenues. Since the customer base is so huge, players in the Indian market have elaborate branding and marketing strategies.
Establishing a relationship with customers in terms of brand image is absolutely essential for companies in India. Not only does marketing attract buyers, it also helps in driving sales in the long run. Now, there are different branding strategies adopted by different car makers, wherein they carefully design the structure of their promotional activities. Television advertising is the best way to promote a car and companies do things differently. While one would see Shah Rukh Khan in a Hyundai commercial, an ad from Maruti Suzuki would be targeted at connecting through emotions. Due to various strategies, car models, promotions and strong business acumen, some brands have galloped ahead of others to become top brands in the country. Looking at things objectively, it would not be tough to categorise top firms according to their brand value in India. Some brands, by sheer market presences, have totally outdone fellow rivals.
There is no doubt in saying that Maruti Suzuki is at the top in India when it comes to brand value. Although this company is number one in a lot of things, its brand value exceeds everything else. Despite being a subsidiary of foreign company, Maruti Suzuki is considered to be an Indian brand by many people. This is mainly due to the fact that its predecessor, Maruti Udyog Limited, was an Indian company. Ever since the first model, Maruti 800, was launched in India, this firmed has found a place in people's hearts. Maruti Suzuki, as brand, has an image of trustworthiness in the country and has managed to connect emotionally. For a lot of people in India, their Maruti 800 will always be the favourite even if they own a BMW. Maruti Suzuki, just like the Indian middle class, has risen during late 80s and 90s, which forms another reason for this image.
Albeit it would be tough to make a mark like Maruti Suzuki for a foreign company, South Korean auto maker Hyundai has managed to do better than anyone else till now. First, without even mentioning the brand value, figures would reveal that it is the closest to Maruti Suzuki in terms of market share, a huge achievement. Coming to brand image, the South Korean auto maker has carefully designed its marketing strategy. Hyundai has a different way of marketing its products to customers. It has tried to capitalise on its global presence, technological innovation in a lot of advertisements. Another thing that it has done is collaborating with stars make their products popular. Actor Shah Rukh Khan, a long standing brand ambassador for the firm, has been an important part of its promotions. Industry experts feel that sales of models like Santro Xing and i10 have definitely benefited from his presence in commercial.
A company that without whose name this list would not be completed is Tata Motors. This firm is owned by the Tata Group, which is one of the most respected and famous business conglomerates of India. The sheer legacy of this group, dating back to over a century, has rubbed off on its automobile division. The brand image of Tata Motors is based on its history and a name which people can rely upon. In fact, this firm, along with Maruti Suzuki, has produced some of the most popular cars in the market's history, such as Safari, Indica and Nano.
