Brands aimed at the masses. They focus on continuous improvements in price performance, quality, technology, distribution to appeal to larger numbers.
A brand that has“business ambitions bigger than its conventional resources, and is prepared to do something bold, usually against the existing conventions or codes of the category, to break through.” (Morgan, Adam(1999). Eating the big fish: how challenger brands can compete against brand leaders. New York: John Wiley)
Essentially, technology-driven brands – a technology product or a technology-enabled product.
Classic and timeless brands that have managed to adapt themselves to changing trends and consumer preferences.
Indian brands with a significant global presence.
Brands that made a resounding entry into the Indian market. This includes completely new brands, as well strong brand extensions but not new models or versions of an existing brand.
Brands that appeal to millennials for their style, innovation, originality, authenticity, desirability and uniqueness.
Brands that have made a comeback after being away from the market or after losing market share or after losing certain equity.
Brands that align in an authentic way with a cause that its consumers can relate to. That may involve the cooperative efforts of a for-profit business and a cause or non-profit organization for mutual benefit.
Brands that connote images of high levels of price, quality, aesthetics, rarity, and specialty.