The Gold Standard of Branding

The nature of brand-building as we know it has gone through a renaissance over the past 10 years, but while much has changed, there is likely much more change still to come. 

As we transition into a period of economic uncertainty that will test the resolve of brand builders, brands must evolve into a multi-dimensional experience, a tapestry interwoven with emotions, aspirations, and storytelling. In this era, branding must transcend the realm of products and services to embrace the essence of the human experience.

Brands breaking through the clutter
Through resilience and quick-thinking, a few elite brands have recognised these essential home truths and tempered their plans to stand the tough tests that lie in the offing. Their feats are admirable, and they are being given the grand stage they deserve today, being recognised as a Brand of the Year 2023. By getting the basic building blocks of branding right and adding a layer of innovative thinking in line with the demands of the current consumer, these are the brands that have cut out the hyperbole and demonstrated hyper-growth.

These exceptional brands have redefined what it means to scale the pinnacle of achievement. Through an unwavering commitment to quality, a relentless pursuit of innovation, and an unwavering dedication to customer satisfaction, they have emerged as beacons of inspiration and aspiration. Truly, they have set the gold standard in their fields.

This unique initiative has been shaped by insights gleaned from an industry-wide consumer study conducted by LeadCap Ventures. The parameters on which brands were shortlisted included:

• Net Promoter Score
• Trust & Loyalty
• Activism
• Innovation
• Sustainability
• Price Premium

The brands recognised include:

• AdaniConneX
• Bhutani Infra
• Birla White
• Campus
• Canesten
• Caratlane - A Tanishq Patnership
• Cetaphil
• Clear Premium Water
• Colgate-Palmolive (India), Ltd.
• CP PLUS
• DURASHINE® by Tata BlueScope Steel
• EY Global Delivery Services
• Fenesta Building Systems
• Godrej Interio
• kay Beauty
• KROSS BIKES
• Livpure
• Louis Philippe
• Lovechild by Masaba
• LUX COZI
• Oreo
• PARAMOUNT WIRES & CABLES
• Somany Bathware
• Starstruck by Sunny Leone
• STURLITE ELECTRIC PRIVATE LIMITED
• Swisse Wellness
• TATA Kosh
• TATA STRUCTURA
• Tata WIRON
• Tech Mahindra
• TTK Prestige
• Volvo Cars

Offering his thoughts, Akash Tiwari, Co-Founder, Team Marksmen Network, said, “Building a robust brand is not just about creating a recognizable logo or catchy tagline; it is about establishing a deep-rooted connection with our customers. Brands are the foundation upon which organisations build trust, loyalty, and long-term relationships. In a crowded marketplace, a strong brand is a key differentiator, attracting customers who resonate with its vision and purpose. The brands recognised as Brand of the Year 2023 have understood those, and created a superstructure that allows them to steer through challenges, fuelling growth while ensuring relevance in a rapidly evolving world. Their future success and the lasting impact they make on the lives they touch are an inspiration to all.”