The results of the 18th Sunday Times Top Brands survey were announced at an awards event in Sandton, recognising those brands that had earned top consumer sentiment in South Africa over the past twelve months. The Sunday Times Top Brands survey, conducted by TNS, remains the leading barometer of consumer sentiment in the country.
Trevor Ormerod, GM Group Sales and Marketing at Times Media believes the Sunday Times Top Brands Awards provide the vital consumer feedback that brands require in order to remain relevant to their customers. “Research is a timely and resource intensive expense for companies, which is why Times Media has spearheaded Top Brands for the past 18 years – the research is based on sound, solid methodology from TNS, whom we commission, and we know the results have directed the course of many brands in finding their ‘sweet spot’ in the market,” he says.
Commenting on the trends, changes and surprises noted in the 2016 survey, Nuala Harris-Morele from TNS says, “The economic climate has meant that people are making smarter, more traditional brand choices. In the essential / staple food and drinks categories people are choosing brands that have a strong heritage that they trust and the old favourites continue to come out on top. This thinking manifests slightly differently in the luxury and high spend categories where we see a rise of premium, high quality brands. It’s not about spending less in harder times, it’s about choosing brands that won’t disappoint.”
Top Brands Business Awards winners
This year, 502 corporate decision-makers were polled in the Business sector.
Vodacom was awarded the Overall Top Brands Grand Prix as the best regarded brand in 2016, and triumphed in the telecommunications providers category as well.
Woolworths was awarded the Community Upliftment Grand Prix, ahead of Sasol and SABMiller in 2nd and 3rd places respectively.
Nedbank again received the Top Brands Green Grand Prix Award for its environmental sustainability campaigns, and placed third in the corporate banking category where FNB walked away with the Top Brands accolade and Investec made an impressive surge to take second spot.
British Airways proved to be the business traveller’s favourite domestic airline, with Avis being the preferred car hire company, while Mercedes-Benz remained the car of choice for business people.
Old Mutual took prime spot in the long-term insurance category, with Santam succeeding among the short-term insurers.
The Apple iPhone jumped from fourth place last year to become the top cellphone device among executives. Nokia dropped from 1st place down to sixth in 2016.
Times Media’s dominance of business sector publishing continued with Business Day and Sunday Times Business Times being awarded 1st and 2nd place respectively in the business newspaper category.
Allan Gray topped the charts in the investment company category. Discovery Health was a resounding winner in the category evaluating medical aid companies. Johnnie Walker was toasted as the winner in the whisky, brandy and vodka category.
Top Brands Consumer Awards winners
3500 consumers were polled, with 2500 interviews conducted in SA metros, and 1000 in non-metro areas.
KOO maintained consumer appeal to win the Overall Favourite Top Brands Grand Prix in the consumer category, with Coca-Cola placing second. KOO also held its position as number one in the tinned food category.
Coca-Cola was however awarded the Top Brands Community Upliftment Grand Prix, and the Top Brands Green Grand Prix Award for its contribution to environmental sustainability. Coca-Cola also bubbled to the top in the soft drink category.
Castle Lite proved to be the country’s favourite beer, and Johnnie Walker claimed its second award at the event, winning the alcoholic spirits category. Clover Krush was favourite fruit juice, and Clover remaining top in the milk category.
Hunters Dry/Gold/Extreme reigned amongst ciders, with Red Square being the most chilled alcoholic cooler.
Two new categories included in 2016: Weetbix claimed first place in the cereal category, while Enterprise won in the chilled processed meats category.
The appetite for Cadbury slabs did not wane as it claimed top spot yet again in the chocolates category. Tastic ranked first in the essential foods category, a position it held in 2015 as well.
Rainbow remained the top choice in the frozen chicken category.
Shoprite was voted top grocery store, KFC as favourite fast-food restaurant, and Spur continued its winning streak as best sit-down restaurant.
This year, the beauty and cosmetics category sees Nivea receiving the award.
The electronics category remains unchanged from last year, with Samsung holding onto top position and LG and Sony close behind.
Defy could be relied on to win the large kitchen appliance category. Toyota took the Top Brands award in the car category. Engen remains ahead of the competition in the petrol station category.
South African Airways landed first among domestic airlines. Capitec Bank received the most interest among retail banks, and also held onto its top spot among micro-lenders.
Old Mutual and Santam duplicated their business category wins by taking spots in the long- and short term insurance consumer categories respectively.
Samsung was selected as favourite cellphone, and Vodacom as top telecommunications provider. DStv Compact featured as the top TV service provider, knocking SABC1 down into second place.
The Pick ‘n Pay Smart Shopper loyalty programme was leader in the category.
Sunday Times was awarded as SA’s most popular weekly newspaper, and the Daily Sun in the daily newspaper category.
The 2016 Robyn Putter Award for creative agencies
The prestigious Robyn Putter Award recognises the creative agencies behind the big brands, and is calculated on a points system for agencies based on their clients’ achievements at the Top Brands Awards.
This year, FCB earned the Robyn Putter award for the third consecutive year (with 32 points), and its fifth award in total. Ogilvy & Mather Jhb placed second with 18 points, with King James in third place on 17 points.
The results of all categories will be published in the Top Brands supplement accompanying the Sunday Times on 28 August 2016.