The final results have been weighted to represent the population according to Stats SA 2015 mid-year population estimates. The Kantar TNS methodology used to establish brand ranking and category winners is based on the concept of relative advantage. This takes brand familiarity and awareness, the perceptions of users and non-users, as well as the size of brand presence in the market into account.
Says Nuala Harris-Morele of Kantar TNS:
While 2018 saw a downgrade of the South African economy and increasing pressure on food prices through rand fluctuations and the increase in the price of fuel, South Africans are still creating space for some additional luxuries here and there. We see usership in beauty and cosmetics, alcohol, personal care and fast food increase. In some cases, to offset these expenses, we see an increase in the usage of micro loans. This may be irresponsible spending, as we also see a decrease in the ownership of long-term insurance policy ownership.
Coca-Cola received the Consumer Green Award for the preservation of SA’s natural resources, as well the Consumer Social Investment Award. Coca-Cola was the recipient of both awards in 2017 as well. Shoprite and Eskom also continued to feature in the top three positions of these two category rankings.
Winners in the other 32 consumer categories included: BonAqua, Powerade, Heineken, Hunter’s Dry, Bernini, Hennessey, Vaseline, Oros, All Gold Tomato Sauce, Tastic, Koo, Coca-Cola, Rainbow, KFC, Spur, Nivea, Mercedes-Benz, Engen, South African Airways, Capitec, Discovery Insure, Old Mutual Group, Capfin, Vodacom, SABC1, Pick n Pay Smart Shopper, Daily Sun, Shoprite, and the Sunday Times. Samsung won in three categories: electronic goods, large kitchen appliances and cellphones.
Nedbank received the Business Social Investment Award, followed by Woolworths and FNB in second and third place respectively.
Banks dominated in the green category with FNB claiming the Business Green Award, while Capitec took second spot and Nedbank placed third.
Brands that won in the other 12 business categories included: Kulula.com, Avis, Mercedes-Benz, Liberty, Santam, FNB, Apple iPhone, Vodacom, Allan Gray, Discovery Health Medical Scheme, Glenfiddich and Business Day.
Mercedes-Benz and Vodacom were the only brands to win across both consumer and business categories.
Grand Prix Robyn Putter Brand Agency awarded to @OgilvySA #TopBrands2018 pic.twitter.com/wTWiKWhSl6
— Ogilvy Cape Town (@OgilvyCT) October 24, 2018
See all the winners below.
Social Investment - Consumer
1 Coca-Cola
2 Shoprite
3 Eskom
4 Pick n Pay
5 Vodacom
6 South African Breweries (SAB)
7 Telkom
8 KFC
9 Tiger Brands
10 Lever Brothers/Unilever
Green - Consumer
1 Coca-Cola
2 Shoprite
3 Eskom
4 Pick n Pay
5 Telkom
6 Vodacom
7 Unilever/Lever Brothers
8 Tiger Brands
9 MTN
10 South African Breweries (SAB)
Water
1 BonAqua
2 Aquelle
3 Woolworths Water
4 Valpre
5 H2O
6 Glaceau vitamin water
7 Aquartz
8 Oasis water
9 Seltzer water
10 Nestle pure life still water
Energy drinks
1 Powerade
2 Red Bull
3 Power Play
4 Energade
5 Lucozade
6 Monster
7 Dragon
8 Aloe Mas-Aloe Vera Energy Drink
9 Bioplus
10 Mofaya
Beer
1 Heineken
2 Castle Lite
3 Carling Black Label
4 Castle Lager
5 Corona
6 Flying Fish
7 Amstel Lager
8 Windhoek Draught
9 Hansa
10 Windhoek Lager
Ciders
1 Hunter's Dry
2 Savanna Dry
3 Hunter's Gold
4 Hunter's Extreme
5 Redd's Original
6 Redd's Dry
7 Savanna Light
8 Strongbow
Alcoholic Coolers
1 Bernini
2 Red Square
3 Brutal Fruit
4 Smirnoff Spin
5 Smirnoff Storm
6 Bacardi Breezer
Alcoholic Spirits
1 Hennessey
2 Johnnie Walker
3 Jameson
4 Amarula
5 J & B
6 Skyy Vodka
7 Jack Daniel's
8 Glenfiddich
9 Richelieu
10 Three Ships
Personal Care
1 Vaseline
2 Nivea
3 Sunlight
4 Protex
5 Dettol
6 Ingrams
7 Bio-Oil
8 Johnson & Johnson
9 Dove
10 Yardley
Fruit-Based Drinks
1 Oros
2 Liqui-Fruit
3 Clover
4 Fruitree
5 Halls
6 Ceres
7 Tropika
8 Magalies
9 Minute Maid
10 Clover Life Nectar
Condiments & Sauces
1 All Gold Tomato Sauce
2 Crosse & Blackwell Mayonnaise
3 Nola Mayonnaise
4 Mrs Ball's Chutney
5 Nando's Sauces
6 Wellingtons Sweet Chilli
7 Steers Sauce
8 Tabasco Sauce
9 Woolworths Mayonnaise
10 Spur Sauces
Essential Foods
1 Tastic
2 Albany
3 White Star
4 Fatti's & Moni's
5 Sasko
6 Spekko
7 Ace
8 Blue Ribbon
9 Aunt Caroline
10 Iwisa
Tinned Foods
1 Koo
2 Lucky Star
3 All Gold
4 Bull Brand
5 John West
6 Glenryck
7 Hugo's
8 Denny
9 Gold Dish
10 Rhodes
Soft Drinks
1 Coca-Cola
2 Stoney Ginger Beer
3 Sprite
4 Appletiser
5 Fanta
6 Sparletta
7 Nestea Ice Tea
8 Grapetiser
9 Twist
10 Iron Brew
Frozen Chicken
1 Rainbow
2 Goldi
3 Woolworths
4 I & J
5 Farmer Brown
6 Country Fair
7 Supreme
8 Any retailer brand
9 Yummy
Fast-food Restaurants
1 KFC
2 Nando's
3 Debonair's Pizza
4 McDonald's / McCafe
5 Wimpy
6 Chicken Licken
7 Steers
8 Roman's Pizza
9 Zebros
10 FishAways
Sit-down Restaurants
1 Spur
2 Nando's
3 Wimpy
4 Mugg & Bean
5 RocoMamas
6 Ocean Basket
7 News Cafe
8 Cubana
9 Dros
10 Cape Town Fish Market
Beauty and cosmetics
1 Nivea
2 Pond's
3 Avon
4 Yardley
5 Revlon
6 Clinique
7 Woolworths
8 Elizabeth Arden
9 Dawn
10 Dove
Electronic Goods
1 Samsung
2 LG
3 Sony
4 Apple
5 Hisense
6 Nokia
7 Panasonic
8 Telefunken
9 JVC
10 Sansui
Large Kitchen Appliances
1 Samsung
2 Defy
3 LG
4 Kelvinator
5 Whirlpool
6 KIC
7 Hisense
8 Bosch
9 Siemens
10 Panasonic
Car Category
1 Mercedes-Benz
2 Volkswagen
3 BMW
4 Toyota
5 Audi
6 Hyundai
7 Ford
8 Mazda
9 Isuzu
10 Nissan
Petrol Stations
1 Engen
2 Total
3 Shell
4 Sasol
5 BP
6 Caltex
7 Exel
Domestic Airlines
1 South African Airways
2 British Airways
3 Mango
4 Kulula.com
Retail Banks
1 Capitec
2 FNB
3 Standard Bank
4 Nedbank
5 ABSA
Short-term Insurance
1 Discovery Insure
2 OUTsurance
3 Old Mutual Group
4 FNB
5 Stanbic (Standard Bank)
6 Hollard
7 Auto & General
8 Santam
9 Nedbank
10 Miway
Long-term Insurance
1 Old Mutual Group
2 Metropolitan Life
3 Sanlam
4 Nedbank
5 Liberty
6 Avbob
7 Standard Bank
8 Hollard
9 FNB
10 Clientele
Micro-lenders
1 Capfin
2 Wonga
Cellphones
1 Samsung
2 Apple iPhone
3 Nokia
4 Huawei
5 Sony
6 LG
7 Hisense
8 Blackberry
9 Vodafone
10 Alcatel
Telecommunications Providers
1 Vodacom
2 MTN
3 Telkom Mobile
4 Cell C
5 Telkom
TV Service Providers
1 SABC 1
2 eTV
3 SABC 2
4 SuperSport
5 SABC 3
6 Mzansi Magic
7 Channel O
8 M-Net Series
9 National Geographic
10 M-Net
Loyalty Programmes
1 Pick n Pay Smart Shopper
2 Clicks Clubcard
3 Vodacom Rewards
4 Woolworths WRewards
5 FNB Ebucks
6 Nedbank Greenbacks
7 Standard Bank Ucount
8 Jet Thank U
9 Dischem
10 Edgars Thank U
Daily Newspapers
1 Daily Sun
2 Sowetan
3 Volksblad
4 The Star
5 Citizen
6 Isolezwe
7 Pretoria News
8 Daily Dispatch
9 Cape Times
10 Ilanga
Weekly Newspapers
1 Sunday Times
2 Soccer Laduma
3 Sunday World
4 City Press
5 Saturday Star
6 Sunday Sun
7 Rapport
8 Saturday Citizen
9 Mail & Guardian
10 Beeld Naweek
Grocery Stores
1 Shoprite
2 Pick n Pay (Supermarket/Hypermarket/ Family Store)
3 Spar/KwikSpar/Super Spar
4 Checkers/Checkers Hyper
5 Woolworths
6 Fruit & Veg City
7 Makro
8 Game (Foodco)
9 U-Save
10 Cambridge Food
