In the latest Business Times Top Brands survey the cellular providers – Vodacom, MTN and Cell C – continued to dominate the battle of the telecoms brands.<\/p>\n
The survey focused on consumers and business leaders and the results of three question areas – spontaneous awareness, trust and confidence, and commitment – were expressed as a Brand Relationship Score.<\/p>\n
According to the Business Times Top Brands survey team the Brand Relationship Score provides a holistic overview of the brand’s health.<\/p>\n
Vodacom remains the top telecommunication provider brand, increasing its brand relationship score from last year’s 49% to this year’s 50.4%.<\/p>\n
In second place MTN showed the biggest gain over the last year, up from 40.4% in 2007 to 48.2% in 2008. Cell C was placed third with a brand relationship score of 25.7%, up 4.1% from the previous year.<\/p>\n
Both Vodacom and MTN also made it onto the Overall Favourite Brand list – Vodacom in fourth place and MTN in eighth place. The top three overall brands in this category were Coca-Cola, SAB and Nike.<\/p>\n
Telkom was the only telecoms company to lose points over the past year. The company is still in fourth place, but has lost ground to the cellular providers after its 2.6% drop to 18.2%.<\/p>\n
Virgin Mobile is fifth with a brand relationship score of 1.8%.<\/p>\n
A recent telecoms brand survey conducted by MyBroadband produced similar results to the Business Times Top Brands survey, placing Vodacom as the top brand followed by MTN and Neotel. Neotel was, however, not part of the Business Times survey.<\/p>\n