Korean manufacturing giant Samsung Electronics is the most successful brand in South Africa, a new survey by Sunday Times has said.
According to the Times Top Brands Survey, Samsung Electronics was for the fourth year voted as the country’s top consumer electronic company. This year it also received first place in the Business category for cellphones.
The company ranked second against ten other brands in the consumer cellphone category and second in the large kitchen appliance category, competing with nine brands.
“Samsung is perfectly positioned to meet the needs of individual customers with the broad range of products it creates. Our relentless innovation and ground breaking design, focused on the needs of the user, makes us a global leader in consumer electronics,” said Michelle Potgieter, Samsung Electronics SA Director of Corporate Marketing and Communications.
The survey, which is sponsored by Sunday Times, looks at a brand’s penetration in the marketplace, while examining its strength amongst its users and the attraction towards non-users, as voted for by consumers and top business decision makers.
The survey conducted by Taylor Nelson Sofres (TNS) South Africa is now in its 16th year and looks at annual changes in consumer sentiment towards brands. More than 3,000 people over the age of 18 were interviewed with a significant number of them coming from metropolitan areas.
According to Potgieter, the results are testament to how Samsung is creating a new feature that positively impacts on consumers and businesses through innovations in technology, products and solutions, while maximising value creation for its customers, employees and society as a whole.
“In essence, Samsung’s value proposition is the sum total of the products, services and experiences delivered to customers during their interactions with the brand. This holistic experience is clearly what modern consumers are demanding, and it is exactly what we aim to give them,” she concludes.