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 …
- Pick ‘n Pay
, 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