Awards go to 44 of the most pop­u­lar brands in the coun­try

Business Day - Motor News - - MOTOR NEWS - Mo­tor News Re­porter

The Sun­day Times Top Brands 2017 awards were an­nounced at the Tiso Black­star Group’s Park­town, Jo­han­nes­burg, premises with 44 brands deemed to be the most pop­u­lar in their cat­e­gories.

The 2017 sur­vey iden­ti­fies top brands in the busi­ness and con­sumer spheres based on thou­sands of in­ter­views con­ducted by Kan­tar TNS, one of SA’s lead­ing barom­e­ters of con­sumer brand sen­ti­ment.

Mercedes-Benz again took the top hon­ours in the con­sumer awards, top car cat­e­gory.

“The Sun­day Times Top Brands Awards is af­fir­ma­tion that con­sumers are aware of Mercedes-Benz as a brand that inspires pas­sion and cre­ates ex­cite­ment,” said Selvin Goven­der, marketing di­rec­tor, Mercedes-Benz Cars.

“We are de­lighted to gain recog­ni­tion by con­sumers who are be­com­ing in­creas­ingly aware of the unique com­bi­na­tion of tra­di­tion and moder­nity of the brand,” he said.

In the busi­ness cat­e­gory, Toy­ota South Africa Mo­tors (TSAM) came up trumps in the sur­vey fol­low­ing two con­sec­u­tive wins in the con­sumer cat­e­gory pre­vi­ously.

“We are both proud and hum­bled to be win­ners of the Sun­day Times Top Brand award in the car cat­e­gory for Busi­ness,” said Calvyn Ham­man, se­nior vice-pres­i­dent of sales and marketing at TSAM.

“This is in­deed a sig­nif­i­cant ac­com­plish­ment for the Toy­ota brand. The abil­ity to achieve a strong po­si­tion and forge ahead in a rather chal­leng­ing eco­nomic cli­mate is what dis­tin­guishes Toy­ota from other brands,” Ham­man said.

The win­ning brands are voted for by con­sumers and busi­ness de­ci­sion-mak­ers who rank them as be­ing the best in their cat­e­gories in a na­tion­wide sur­vey. Ac­cord­ing to Tiso Black­star Group — par­ent com­pany of the Sun­day Times — to be a top brand your com­pany must be one that lives within the minds and hearts of both ex­ist­ing and po­ten­tial clients.

The 2017 sur­vey polled 3,500 in­di­vid­u­als aged 18 years and older, in both metropoli­tan and non­metropoli­tan ar­eas of SA, to es­tab­lish a rank­ing of top brands in 32 con­sumer cat­e­gories.

Sim­i­larly, 468 busi­ness lead­ers and de­ci­sion-mak­ers were in­ter­viewed to es­tab­lish the top brands across 12 busi­ness cat­e­gories. The sam­ple also con­sisted of C-level busi­ness de­ci­sion mak­ers — in­clud­ing CEOs, chief fi­nan­cial of­fi­cers and chief op­er­at­ing of­fi­cers — from or­gan­i­sa­tions of all sizes across the coun­try

Tiso Black­star Group GM of sales and marketing Rear­don Sanderson said the top brands sur­vey pro­vided valu­able con­sumer in­sights to equip mar­keters in plan­ning their cam­paigns more ef­fec­tively and with greater knowl­edge of the fac­tors that in­flu­ence con­sumer spend­ing and brand loy­alty.


MercedesBenz took top hon­ours in the con­sumer awards, top car cat­e­gory in the Sun­day Times Top Brands 2017 awards.

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