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The Sunday Times Top Brands Awards 2010

The annual Sunday Times Top Brands Awards were announced in Johannesburg on Thursday, 26 August 2010. This year, the Grand Prix of all Grands Prix went to Coca-Cola, a re-award from last year. Second place went to Koo, which has moved up the ranks from third place, while KFC came in strongly in third place.

The spontaneous response from people in metropolitan South Africa saw Coca-Cola step up to first place for the brand that has done the most to uplift the community, moving Pick n Pay down two places to third position with Vodacom in second position (up from third last year). For the brand that has promoted being environmentally friendly the most, the top three finishers from last year took to the podium again. Pick n Pay won, followed by Woolworths in second place and Nedbank in third.

Proudly South African year

The theme for the awards in the proudly South African year of 2010 was fittingly “What a year, what a country, what a brand”. Sunday Times again commissioned TNS Research Surveys to conduct the Top Brands survey, which captured how the spirit of this landmark year saw iconic brands and brand builders that made SA feel proud come out tops.

TNS spoke to 3 500 consumers in South Africa, in both metro and non-metro areas of the country. In a separate survey, it interviewed 400 business leaders with regard to categories pertinent to business needs and services.

“The trend of South African consumers and the marketing industry recognising brands and builders that made us feel proudly South African, in the year that the country hosted one of the biggest sporting events in the world, also came through in the other categories. This was shown strongly in the new essential foods, tinned food, household cleaning and laundry care categories with well-known South African brand names coming out tops,” points out Debbie Booth, TNS Research Surveys’ client service business manager.

“Other results from the business-to-consumer survey saw that respondents were more susceptible to the ‘recession regression’ but strong brands remained strong and sometimes even stronger, where people tended to turn and return to brands they know and love in tough times. The business-to-business survey results remained stable in comparison with last year’s results, with this sector showing ‘recession resilience’.”

All the winners (pertinent to food and beverage)

Grand Prix categories
First Second Third
Overall favourite brand Coca-Cola Koo KFC
Marketing Personality of the Year (one of four) Zayd Abrahams
– Coca-Cola
Company doing the most to uplift community Coca-Cola Vodacom Pick n Pay
Company that has done the most to promote “Green” Pick n Pay Woolworths Nedbank

Business-to-consumer: national
First Second Third
Alcoholic spirits Bell’s Whisky Johnnie Walker J & B
Beers Carling Black Label Amstel Lager Castle Lager
Ciders Savanna Hunters Redds
Alcoholic Coolers Red Square Smirnoff Brutal Fruit
Chocolates Cadbury Slabs Lunch Bar Lindt/Lindor
Soft Drinks Coca-Cola Fanta Sprite
Fruit-based drinks Liquifruit Tropika Clover Fruit Juice
Fast Food KFC Nando’s Steers
Convenience & Grocery store Shoprite Pick ‘n Pay Spar
Hot beverage Ricoffy Five Roses Joko
Essential Food Tastic White Star Albany
Tinned Food Koo Lucky Star All Gold

Business-to-consumer: metropolitan
First Second Third
Energy and Sports drinks Red Bull Energade Powerade

Source: Sunday Times

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