Patanjali has not earned a spot. Indigo, yes, but not Jet Airways. Ola made it but not Uber. BSNL troops in at 65, ahead of Lakme (66) and Gillette (67), and Bharat Petroleum squeaks into the last spot. Air India features at 58 in BrandZ’s list of the 75 most valuable Indian brands in 2018. Flipkart makes an entry at #11 on the list but with a paltry brand value of US $4 billion, considerably less than the $20 billion that Walmart assessed it at.
Given its hallowed credentials, there must be an explanation for this list, but it highlights the difficulty of precisely measuring a brand in financial terms. It’s complicated. It’s also very volatile – last year’s hot brand can sink because it did something wrong (say spiraling NPAs) or consumer preferences changed (10 years ago organic wasn’t on my menu). Switching costs are at an all-time low, particularly where the customer touchpoint is digital. Walmart paid…