South Africa Names Its Top Brands for 2008 – Minus Google

20 August 2008
CAPE TOWN: South Africans have voted for their ten favourite brands, although notable by its absence is the planet's numero uno marque Google, as yet unestablished in sub-Saharan Africa's largest and most buoyant economy.

The Ipsos-Markinor/SundayTimes Top Brands survey orders the rainbow nation's ten most admired brands thus …
  1. Coca-Cola
  2. SAB
  3. Nike
  4. Vodacom
  5. Pick ‘n Pay
  6. Eskom
  7. Nokia
  8. MTN
  9. Toyota
  10. BMW
Ingrid Rubin, managing director of longtail, a local digital marketing and strategic consultancy agency is critical about one aspect of the survey process: "I see that there is still a dimension of measurement that is not included ...what consumers are recording online about brands.

"Face-to-face and telephonic interviews are great but often too spontaneous and not always accurate. A real measurement of brand sentiment is when people feel strongly enough about a brand to take a video showcasing the product, write a blog post of how amazing the service that they received was or enter a complaint on a consumer portal.

"Even worse is feeling so strongly that they take the time to build, launch and maintain a site that completely damages a brand's reputation"

As an example she cites local energy giant Eskom – the target of an angry consumer who launched a highly critical counter-site eskomsucks.co.za.

Data sourced from Biz.com (South Africa); additional content by WARC staff
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