The annual Sunday Times Top Brands survey is now in it16th year, the sixth successful year in partnership with independent research house, TNS South Africa and the longest running consumer brand survey in South Africa.
“Firstly, we are delighted to have the longest running brand survey in South Africa,” says Trevor Ormerod, GM of group sales at Times Media Group. “Secondly, over the 16-year run of the survey, the Sunday Times Top Brands Awards survey has become the desired and credible source for providing insight into the world of brands in SA. We are glad to be in the position to deliver this research to our advertisers and to recognise and celebrate them as leaders in their respective fields at these coveted awards.”
Since 2009, TNS has applied the same methodology to the survey, balancing the ratings from actual usage against those of non-users of a brand over a specific time period. This method is used because brand equity is a function of both ‘Power in the Mind’ and ‘Power in the Market’.
This year 3500 adults aged 18 years and older were interviewed as a part of the total sample. The study is representative of the adult population according to Statistics SA’s 2014 mid-year estimates. The range of categories covers grocery stores, long-term insurance, petrol stations, soft-drinks, cell phones, domestic airlines, car hire, medical aid companies, community upliftment and even the most sought after brand of beer.
The Top Brands accolades, hosted by Marc Lottering, will be presented at a breakfast awards function for the first time this year. Look out for the Top Brands Supplement in the 31 August edition of the Sunday Times for a detailed list of all the winners.
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