Gauteng Business News

Send  Share  RSS  Twitter  07 Dec 2010

MARKETING: Compendium Of Key Consumer Research in 2010 ‘Brand Bible’


Recent Gauteng Business News

A ‘compendium of research’ into consumer perceptions and brand performance one of the key features in the 16th edition of Brands and Branding in South Africa intended to assist marketers keep their fingers on the pulse of the country’s dynamic brand landscape.

Over 50 pages of the 2010 edition, often referred to as the ‘bible’ of branding in South Africa, are devoted to the results released by respected research houses during the year.

It contains the results of 17 acclaimed pieces of research ranging from Ask Africa’s Trust Barometer and Orange Index to TGI’s Icon brands and The South African Business Case for Going Green. In-between, there’s thought leadership and analysis from organisations such as Nielsen, Millward Brown and SAARF, amongst others.

Read as a chapter, this research provides marketers with considerable insights into South Africans’ current relationships with brands. Read in conjunction with text from previous editions, it reveals trends and developments that should inform and guide their strategies.

Said Affinity Publishing’s Ken Preston, who first printed the first edition of Brands and Branding in South Africa in 1993 after an article on brand value spurred him to investigate the brand phenomenon: “Our aim with Brands and Branding is to inspire current and future generations of marketing and advertising professionals.

“We therefore strive to provide them with access to information that will broaden their horizons and help them learn from their peers. Each year, Brands and Branding in South Africa 2010 provides a snapshot of the branding landscape in our country through authoritative articles, case studies and, of course, the results of all the major brand marketing research undertaken during the year.

“This ‘compendium’ of research is arguably the largest single source available, putting it all at the decision-makers’ finger tips, saving him or her the proverbial ‘time and money’,” he said.

Sub-titled ‘The People’s Choice’ this year to reflect the defining relationships consumers have with the brands they relate to and consume, the 300-odd pages of Brands and Branding in South Africa 2010 also features more than 20 thought-provoking articles on critical issues shaping the brand landscape.

Contributors to this year’s edition include brand doyens such as Andy Rice, Thomas Oosthuizen, Paul Bannister, Joseph Benson and Mike Freedman as well as new stars in the branding firmament. Together, they explore topics like:

ยท The brave new brand world: are we ready?

* Telling the truth to help build your brand.
* Achieving less din, more dialogue in your social media presence.
* Soul brands of the 21st Century
* The secret language of colour.


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