What do Jack Daniels, KFC and Cadbury slabs have in common? Well last week they were all announced as Sunday Times Top Brands winners in 2009.
Top Brands is a two-module survey, focusing on general consumers and business leaders.
Both modules’ results are expressed as a Brand Relationship Score©. This score is a composite of three questions per industry category:
Spontaneous awareness (at no stage is a list of brands read out to respondents).
Trust and confidence.
Commitment (asking how much it would matter if a specific brand no longer existed).
This measure provides a holistic overview of a brand’s health.
The business-to-consumer module targets South Africans aged 16 and older. The sample of 3500 respondents, 2000 of whom are from metro areas, was randomly selected.
It included people from all population groups, languages, geographical areas and income groups. Interviews were conducted face-to-face and in respondents’ language of choice to ensure they understood.
So, without further ado the winners and the runners up…well the ones that were of interest to us here at Food24. For the comprehensive list click here.
1st Jack Daniels
2nd Johnnie Walker
1st Red Square
3rd Brutal Fruit
1st Carling Black Label
1st Cadbury’s slabs
2nd Lunch Bar
3rd Bar One
1st Coca Cola
Oh and the favourite overall brand was…surprise surprise… Coca Cola, followed by Vodacom, Nike and Koo. Koo? Wow. Who knew?
Any of your favourite brands missing from this list? Any surprises?