/ 20 September 2004

Coca-Cola dominates in brand survey

Coca-Cola has emerged as the world’s best global brand and the most admired company in South Africa, according to research published by the Sunday Times this weekend.

The annual Top Brands Survey also revealed that eight of the top 10 brands in the soft/cool-drink market belong to the Coca-Cola stable.

Coca-Cola dominates with a brand relationship score of 60,7%, the highest such score in the survey.

Coca-Cola is followed by Fanta, Sprite, Lemon Twist, Schweppes, Stoney Ginger Beer, Sparletta and Krest.

In addition, the company ranks as one of the leaders in terms of doing the most to uplift communities, coming third overall, and is considered the second-“coolest” brand.

Researchers said that Coca-Cola has remained in a steady first place because it continues to invest in advertising, sponsorships and promotions, as well as social upliftment initiatives.

In the report, special mention is made of Coca-Cola Popstars, the Coca-Cola Cup, sports development programmes such as Khaya Majola Cricket Week and Craven Week, and the company’s involvement in the Olympics and Olympic torch relay, which preceded the Greece Games earlier this year.

Coca-Cola’s identification with every community through innovations, such as its sponsorship of Eastern Mosaic, a lifestyle programme for people of Eastern origin broadcast on SABC2, and its serious commitment to maintaining product affordability were highlighted by the researchers as contributing to the brand’s already strong position.

Coca-Cola Southern and East Africa welcomed the results of the survey, expressing delight at the outcome.

Company spokesperson Khotso Kekana said that a large part of the brand’s success could be attributed to its consumers.

“The people who buy our products every day, who share in the Coke magic, have made receiving these accolades possible. Without their loyal and continued support, none of this would have been achievable,” Kekana added.

In a congratulatory message to the company’s staff and bottling partners, division president Doug Jackson thanked everyone for their hard work, passion and commitment, and indicated that he looks forward to seeing Coca-Cola retain this enviable position in years to come.

The Top Brands Survey is an annual event organised by the Sunday Times, Interbrand Sampson and Markinor. — I-Net Bridge