2013 Sunday Times Top Brands Survey shows changes in consumer sentiment over past 12 months
Aug 19th, 12:37
The Sunday Times Top Brands Survey, conducted by TNS, is preparing to release its fifteenth year of survey results to South African businesses. With marketing strategies that traditionally include initiatives to grow earnings and market share, many brands are challenged to differentiate in an increasingly competitive economy. Companies are starting to discover the value that a reputable award adds to brand credibility, particularly when the accolade comes from solidly conducted, multi-dimensional research that reports on more than current product usage.
“Generally, market-surveys focus on usage, delivering a skewed impression of a brand’s future market relevance,” explains Esme Deken, Times Media, Head of Marketing Intelligence. “In addition to measuring usage, the methodology we employ in the Sunday Times Top Brands Survey measures the concept of relative advantage. We look at how non-users perceive a brand, indicating its inspirational pull relative to other brands in the category.”
In the highly diverse and evolving consumer landscape of South Africa, measurement of sentiment towards a brand delivers the most useful results for informing future marketing strategies, highlighting whether current initiatives are really hitting the mark with consumers, or not. Measurement of consumer sentiment is unique to the Sunday Times Top Brands Survey, providing insights that allow marketers to understand their brand’s equity and its relative, possibly short-lived advantage over competitors – the power in the mind vs. power in the market.
“The Apple iPhone received very high non-user ratings in the business sample, over the years we have seen this translate into usage amongst general consumers, as soon as they can afford it, this aspiration evolves into behaviour. It is vital to understand how emotion can impact on behaviour” concludes Deken.
“Many companies place huge credence on these results and have KPIs (Key Performance Indicators) linked to achieving the top performance. Even when a brand fails to win a category, there is still enormous interest in understanding what factors contributed to losing ground to a competitor’s brand,” explains Trevor Ormerod, General Manager, Advertising and Strategic Sales for Times Media.
Speaking on the success of KOO in the Top Brands survey over recent years, Sonja Botha, Tiger Brands Culinary Category Executive says, “Winning the Top Brands award is incredibly gratifying and important to us because it means South Africans have chosen a home-grown brand as the one they love the most. This award is a reminder that our consumers notice that our brand is consistent. This keeps us on our toes because we owe it to our consumers to always deliver an excellent quality and great tasting product.”
The 2013 Sunday Times Top Brands winners will be announced on the 15th of August in Sandton. For real-time updates on all the winners follow the Sunday Times Top Brands Awards on Twitter: @ST_TopBrands #TopBrands2013 #MPOY2013, and for more information visit www.tmadroom.co.za
2013 Sunday Times Top Brands Survey Results (* New Categories)
Klippies & Cola
Bakers Tennis Biscuits
Bakers Romany Creams
Grocery and Convenience Stores
Pick n Pay (Supermarket/Hypermarket/Family Store)
Loyalty Programmes (New Category) *
Pick n Pay Smart Shopper
Thank U! (Edgars, CNA, Jet)
Fast Food Restaurants
Family Sit-down Restaurants
Beauty and Cosmetics
Company that people are most aware of (New Category)*
Large Kitchen Appliances
South African Airways
Social Networks (New Category)*
TV Channels/ Services (New Category)*
DStv - Premium
South African Airways
Long-term Insurance Companies
Short-term Insurance Companies
Mutual and Federal
Computer Tablets and e-Readers (For Business Use)
Samsung Galaxy TAB
TV Channels or TV Services (New Category)* –business sample
DSTV - premium
Investment Companies (New Category)* – business sample
Medical Aid Companies (New Category)* –business sample
Telecoms Providers (For Business Use)
Business Media and Print
Sunday Times - Business Times
Mail & Guardian - Business
Company most spontaneously aware of (New Category)* – business sample
Discovery Health (Medical Aid Company)
Nokia (Cellphones Owned)
Overall Favourite Brand
Done Most To Uplift The Community
Done most to look after SA's environment and natural resources
Pick n Pay
Most Desired Company To Work For
Robyn Putter Top Brand Agency of the Year
Marketing Personality of the Year (by peer vote)
Serame Taukobong (MTN)
Bernice Samuels (FNB)
David Timm (KFC)
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