OREANDA-NEWS. In the pecking order of the world’s most valuable brands, Tata is now ahead of the likes of Swiss confectionery-to-foods giant Nestle, consumer electronics major Hitachi, UK retailer Tesco and oil major Chevron.

After entering UK-based valuation firm BrandFinance’s coveted list of top-50 global brands two years ago, Tata has in 2013 climbed up the ladder to the 39th slot with a valuation of USD 18.16 billion (Rs 97,846 crore) —about a fifth of the combined market capitalisation of its 29 listed companies. The brand was ranked 45th last year and 50th the year before that.

Top on the global list is Apple Inc (brand valuation of USD 87.3 billion), followed by Samsung (USD 58.77 billion) and Google (USD 52.13 billion). Nestle, on the other hand, has slipped a notch to 40th, while Hitachi is 48th, Tesco 41st and Chevron 43rd.

The rise in Tata’s brand value this year has been 11.13 per cent over last year. “We are gratified by the progress made. This achievement is clearly a reflection of the ambition and drive of individuals and companies across the group. In a volatile and uncertain global environment, the task ahead is to sustain performance while adhering to the group’s belief in long-term stakeholder value creation,” says Mukund Rajan, the Tata group’s recently appointed brand custodian.

So far as 500 top global companies are concerned, keeping the Tata brand company on the list is Reliance Industries Ltd (RIL), which has seen its brand’s ranking rise from 237th last year to 171st. Its brand value has risen 38 per cent to USD 6.14 billion (Rs 33, 082 crore).

An RIL spokesperson said: “Reliance has built its businesses by ensuring it benefits and empowers the masses to build a stronger India. Through actions rather than words, RIL has created value for its stakeholders by investing in long-term businesses and forging new alliances with international majors. Our consistent performance has helped us create a brand that is widely recognised and respected. We are happy that our efforts are being recognised.”

State Bank of India, too, has moved up the order to 176th, while cigarette-to-paperboard-and-foods giant ITC (445th), with a brand value of USD 2.81 billion (Rs 11,746 crore), has made it to the top-500 list for the first time.

The combined brand value of Tata, RIL, SBI and ITC accounts for about 83 per cent of the USD 40.6-billion (Rs 2,18,753-crore) total brand value of all Indian firms’ on the list this year.

However, telecom giant Airtel (313rd) has seen an erosion in its brand value since last year, when it was 187th on the list with the second-best brand valuation among Indian firms, after Tata. IndianOil, too, has taken a hit on its brand value (see chart).

BrandFinance India MD Unni Krishnan says Bharti, the owner of the Airtel brand, has been grappling with competitive and regulatory issues, which are taking a toll on its brand value. Tata, in contrast, has stood apart from the pack with a focus on “conscious capitalism.”

Harish Bijoor Consults CEO Harish Bijoor says: “The Tata brand has a heritage that cannot get dissipated easily. If anything, it will survive and consolidate further.”