Pick n Pay tops South African brand charts

23 August 2011

JOHANNESBURG: Pick n Pay, KFC and Cadbury are considered to be among the most engaging brands by South African shoppers, a survey has revealed.

Yellowwood, the agency, allied with Hall & Partners to poll 1,400 adults in seven cities, asking participants to rate 100 brands on criteria like "knowledge", "integrity", "advocacy" and "sensing".

Pick n Pay, the supermarket chain, claimed top spot on 134 points, credited for exemplifying values such as "conviction" and "commitment", as well as boasting strong green credentials.

Coca-Cola, the soft drink, took second place on 132 points, ahead of Clover, the dairy group, on 127 points, and KFC, the fast-food specialist, with 126 points.

Two more retailers followed in the rankings, led by Shoprite, another supermarket chain, on 126 points, and Woolworths, the apparel food and homewares provider, on 124 points.

Cadbury, the confectionery company, posted 123 points, matched by Handy Andy, Unilever's cleaning range, Nokia, the handset manufacturer, and Standard Bank, the financial services firm.

Other high-scoring indigenous brands, making up eight of the top 20 overall, included Edgars, the department store operator, with 121 points, and Vodacom, the telecoms network, on 120 points.

Alongside Handy Andy, Unilever's corporate brand was joined in the top 20, by Omo, the laundry detergent, and Sunlight, the dishwashing liquid.

Jenny Moore, group head of research at Yellowwood, also noted no technology brands featured in the list, and argued that customers' "limited understanding and connection with these brands is evident across the board".

Data sourced from Yellowwood/BizCommunity; additional content by Warc staff