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The 18th annual Sunday Times Top Brands Awards took place on Tuesday 23 August 2016 in Sandton. Hosted by Times Media, the awards represent the results of 3,500 nationally representative consumer interviews and 502 interviews with business decision makers. The research, conducted by market research house TNS, reflects consumer and business perspectives on brands in South Africa.
The prestigious awards are a true reflection of the voice of the consumer in the industry and TNS, now in its eighth year as a partnership, is proud to conduct the research on behalf of Times Media.
The method uses the concept of ‘relative advantage’, which means that a brand’s performance depends on its market penetration and relative strength in the minds of consumers and non-consumers of the brand. This ensures that even small brands are given a fair chance if they are well-liked by their users and highly sought after by non-users. The approach is consistent with TNS thinking because it allows marketers to understand more about the relative power of a brand in people’s minds versus its actual power in the market as reflected by its market share.
The Top Brands Awards cover 32 consumer categories, from three Grand Prix Awards to the Overall Favorite Brand Award, the Green Award and the Community Award. There are 12 categories with three Grand Prix awards for Business Awards, Overall Favorite Brand, Green Award and Social Investment Award. The Robin Putter Awards recognize the creative agencies behind the biggest brands and are calculated on the agencies’ points system based on their clients’ scores in the Top Brands Awards.
Remember to get a copy of this Sunday’s list of all the winners Sunday Times (Sunday, August 28)
About TNS
TNS advises clients on specific growth strategies around new market entry, innovation, brand rebranding and customer strategies based on long-standing expertise and market-leading solutions. With a presence in more than 80 countries, TNS has more conversations with the world’s consumers than anyone else, and understands individual human characteristics and attitudes in every cultural, economic and political environment.
TNS is part of Kantar, WPP’s data investment management division and one of the world’s largest insights, data and advisory groups. For more information please visit www.tnsglobal.com.
About Kantar
Kantar is the data investment management division of WPP and one of the world’s largest insights, data and advisory groups. By bringing together the diverse capabilities of its 12 unique companies, the group aims to be a leading provider of compelling and inspiring insights to the global business community. Its 30,000 employees work in 100 countries and across the research and consulting sectors, enabling the team to deliver business insights to clients at every stage of the consumer cycle. The group’s services are employed by more than half of the Fortune Top 500 companies.
For more information, please visit us at www.kantar.com.
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