1. Ipsos Markinor / Sunday Times Top Brands Results Business-to-Consumer 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:
Ipsos 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
Since 1992: spontaneous awareness + trust & confidence
From 2001: loyalty/commitment measure

4. Categories included in this year’s survey

5. Categories Alcoholic spirits (excluding beer) Banks Beers
Beauty products for facial skin care
Beauty products for hair care
Cars
Cell phones
Chocolates
Clothing stores
Food kept in the pantry or on the shelf
Food kept in the fridge
Fast food and restaurant chains
Grocery and convenience stores
Insurance companies – long-term
Insurance companies – short-term
Medical aids
Newspapers – weekly
Newspapers – daily
Petrol
Radio stations
Soft drinks, cool drinks & fruit juices
Telecommunications providers
Television channels and stations
SA's overall favourite brand
Company that has done the most to uplift the community
Cool brands
SA's favourite advertiser
This year, a total of 27 categories were included in the consumer module.

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

7. South Africa’s overall favourite brand
2007
2008
Base: All respondents
Total number of spontaneous responses

8. South Africa’s favourite ad (billboards, radio, TV or print)
2007
2008
Base: All respondents
Total number of spontaneous responses

9. Company operating in South Africa that has done the most
for community upliftment
2007
2008
Base: All respondents
Total number of spontaneous responses

10. Alcoholic spirits (excluding beer)
1st time category
2008
22% of respondents could not name any alcoholic spirit (excluding beer)
Base: All respondents
% Brand Relationship Score

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

12. Beer
2007
2008
Base: All respondents
% Brand Relationship Score

13. Beauty products for facial skin care
Category not included in 2007
2006
2008
Base: All respondents
% Brand Relationship Score

14. Beauty products for hair care
Category not included in 2007
2006
2008
Base: All respondents
% Brand Relationship Score

15. Cars
2007
2008
Base: All respondents
% Brand Relationship Score

16. Cell phones
2007
2008
Base: All respondents
% Brand Relationship Score

17. Clothing stores Category not included in 2007 2006 2008
Base: All respondents
% Brand Relationship Score

18. Brands of food kept in the fridge
Category not included in 2007
2007
2008
Base: All respondents
% Brand Relationship Score

19. Brands of food kept in the pantry or on the shelf
2007
2008
Base: All respondents
% Brand Relationship Score

20. Fast food and restaurant chains
2007
2008
Base: All respondents
% Brand Relationship Score

21. Chocolates
2007
2008
Base: All respondents
% Brand Relationship Score

22. Grocery and convenience stores
Category not included in 2007
2006
2008
Base: All respondents
% Brand Relationship Score

23. Long-term insurance 2007 2008 Base: All respondents
% Brand Relationship Score

24. Short-term insurance 2007 2008 Base: All respondents
64% of respondents could not name any short-term insurer
64% of respondents could not name any short-term insurer
Base: All respondents
% Brand Relationship Score

25. Medical aid companies 2007 2008 Base: All respondents
Brands in 10th position
with 1% each
Sizwe
Bestmed
58% of respondents could not name any medical aid company
64% of respondents could not name any medical aid company
Base: All respondents
% Brand Relationship Score

26. Newspapers - daily 2007 2008 Base: All respondents
% Brand Relationship Score

27. Newspapers - weekly 2007 2008 Base: All respondents
% Brand Relationship Score

28. Petrol
2007
2008
Base: All respondents
% Brand Relationship Score

29. Radio stations Category not included in 2007 2006 2008
Base: All respondents
% Brand Relationship Score

30. Soft drinks, cool drinks and fruit juices
2008
2007
Base: All respondents
% Brand Relationship Score

31. Telecommunications providers
2007
2008
Base: All respondents
% Brand Relationship Score

32. Television stations 2007 2008 Base: All respondents
% Brand Relationship Score

33. Cool is in the eye of the beholder
South Africa’s coolest brand
Cool is in the eye of the beholder
661 individual mentions
Base: All respondents

34. South Africa’s coolest brand
2007
2008
Base: All respondents
% Brand Relationship Score

35. South Africa’s coolest brand - 2008
16 – 19 Years
Years
Years
45+ Years
% Brand Relationship Score

36. Remainder of the Top 50 coolest brands
Samsung
SAB
Lacoste LG
All Star
Billabong
Clover
Telkom
Carvella
Koo
ABSA
Toyota
Cell C
Eskom
Pick ‘n Pay
Kentucky Fried Chicken / KFC
Soviet
Polo
Mercedes Benz
Nestlé
Dickies
Daniel Hechter / DH
Shoprite
Motorola
Quick Silver
Simba
Woolworths
Timberland
Fanta
Sprite
Volkswagen
Kellogg's
Edgars
All Gold
Spar
Ford
Mr Price
Grasshopper
Jet
Sasol