Credibility of the Salman Khan brand seems to be getting stronger by the year as he ranks 3rd in the Screen Annual Survey 2013 about Bollywood brands.

A talk about brand building now seems incomplete without a mention of Salman Khan.

Be it in a survey or at a panel discussion on the same. From being dropped as a hot potato by brands, he's now one of the most sought star to endorse a product in the past four years.

Also read: Amitabh Bachchan tops Screen Survey 2013, has the biggest brand value

12 per cent in the Screen Annual Survey 2013 rate him as the third biggest brand in Bollywood, three steps ahead of even his buddy, Aamir Khan (9%).

Unlike Amitabh Bachchan or Shah Rukh Khan, it's tough to get this Khan to decode his brand appeal and yet he might as well qualify to be the Spin Doctor of Bollywood. His star client: himself!

Also read: Amitabh Bachchan tops Screen Survey 2013, Shah Rukh Khan at No. 2

What seem to work for Salman are qualities like fitness (37%), energy (12%), bold (7%), good looks and charm (7%) and social awareness (6%).

While he remains the undisputed 'Bod' of Bollywood (37%), he is also seen as a man who works hard (4%), is intelligent (4%) and takes risks (3%).

The last may have more to do with Salman Khan as a person than any experimental works on screen.

He's unapologetic about the kind of films he works in, which are typical masala fare. And yet, 16 per cent see the actor as the third best ambassador to represent Bollywood on a global platform, two steps ahead of Aamir Khan again.