1. Ipsos Markinor / Sunday Times Top Brands Results Business-to-Business 2008

2. Overview of the Ipsos Markinor / Sunday Times Top Brands Survey
Two modules
5th Year B2B
included
BUSINESS-TO-CONSUMER SURVEY
Scope of the research:
Markinor’s National Khayabus
Interviewing method: face-to-face
Sample representative of SA population
Total of interviews
BUSINESS-TO-BUSINESS SURVEY
Scope of the research:
Matrix Marketing database
Respondents of the following calibre:
CEOs
CFOs
COOs
MDs
Any other directors
Sample representative of South African business environment
Total of 400 interviews from various industries
Interviewing method: Computer-Assisted Telephonic Interviewing (CATI) 44

3. Brand relationship score
3 Key questions have been asked:
Spontaneous Awareness +
Trust & Confidence
Commitment =
Brand relationship score

4. Categories included in this year’s survey

5. More detail on the B2B survey
Corporate and Merchant Banking
Domestic Airlines
International Airlines
Hotel Groups
Car Hire
IT Brands
Business Schools
Cars
Auditors/ Business and Management Consultants
Business Media – Electronic
Business Media – Print
Healthcare Facilities
Interviews achieved
per industry
Agriculture n=20
Mining n=20
Manufacturing n=160
Construction n=40
Trading n=80
Transport n=20
Finance n=60

6. Results: Brand Relationship Scores (BRS)6
Results: Brand Relationship Scores (BRS)

7. Corporate and merchant banks
2007
2008
Brands in 10th position
with 0.1% each
Deutsche Bank
BOE
Ithala
Barclays Bank
Brands in 10th position
with 0.1% each
Barclays Bank
HSBC
Base: All respondents
% Brand Relationship Score

8. Domestic airlines 2007 2008 Base: All respondents
% Brand Relationship Score

9. International airlines
2007
2008
Base: All respondents
% Brand Relationship Score

10. Car hire 2007 2008 Base: All respondents % Brand Relationship Score
Brands in 10th position
with 0.2% each
CABS Car Hire
kulula.com Car Hire
Base: All respondents
% Brand Relationship Score

11. Hotel groups 2007 2008 Base: All respondents
% Brand Relationship Score

12. Business schools 2007 2008 Base: All respondents
16% of
respondents
were not aware
of any brand
in this category
15% of
respondents
were not aware
of any brand
in this category
Base: All respondents
% Brand Relationship Score

13. Auditors / business and management consultants
In 2007, the question read: “Business and Management Consultants”
2007
2008
49% of
respondents
were not aware
of any brand
in this category
16% of
respondents
were not aware
of any brand
in this category
Base: All respondents
% Brand Relationship Score

14. IT brands 2007 2008 Base: All respondents % Brand Relationship Score
Brands in 10th position
with 1% each LG
Sony
SAP
Base: All respondents
% Brand Relationship Score

15. Cars 2007 2008 Base: All respondents % Brand Relationship Score
Brands in 10th position
with 1% each
Opel
Mazda
Isuzu
Lexus
Base: All respondents
% Brand Relationship Score

16. Business media - electronic
2007
2008
Base: All respondents
% Brand Relationship Score

17. Business media - print 2008 2007 Base: All respondents
% Brand Relationship Score

18. Healthcare facilities
2007
2008
Brands in 10th position
with 0.8% each
Flora Clinic
Umhlanga hospital
Unitas Hospital
Milpark Hospital
Base: All respondents
% Brand Relationship Score