LG Electronics has again achieved the number one spot in the Sunday Times/Markinor survey as SA`s most recognised electronics brand. This is building on last year`s result where it moved to the top of the list. In addition to its number one spot, LG was also included on the top ten list in two new categories, SA`s coolest brand and top IT brand.
The Markinor survey has been running for just over 10 years now, and is the tool that the majority of corporate SA uses to measure the health of their brand. A total of 3 500 face-to-face interviews were conducted over the year-long period, and were representative of most demographics across the country.
Despite the fact that LG has been in SA for less than eight years, it has beaten many brands that have sold products locally for three times as long. LG Electronics again finished with top scores in the awareness, confidence, loyalty and relationship categories, another tremendous achievement.
"When we achieved these results last year, we were ecstatic, but to grow our awareness at all levels, as well as be recognised in two new categories is really rewarding, " says YJ Khang, LG`s local managing director.
"Our national advertising campaigns, sponsorships and partnerships, as well as massive product sales, mean that people are buying into the LG brand promise. The tremendous service and product reliability mean people inevitably purchase another LG product after buying their first."
Khang continues: "Being seen as one of the coolest brands is reward for our efforts of targeting the youth market with mobile phone range as well as sports sponsorships like the ICC Cricket World Cup. In the IT category, a business-to-business survey, LG Electronics featured as the top manufacturer among mainly software companies, showing the high respect that business has for LG Electronics` products.
LG Electronics enjoys sales leadership in many of the products categories it competes in, including microwaves, plasma displays, DVD players, optical storage drives and air-conditioning. In the plasma market, over 50% of the sales are LG panels, an almost unheard of statistic in the competitive world of consumer electronics.
Khang concluded: "Having reached this level of awareness, LG will need to change its marketing initiatives in order to stay ahead of its competition. I have no doubt that we will do this, and stretch the lead we enjoy even further."
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