According to the 2006 Markinor/Sunday Times Top Brands survey results released yesterday, Vodacom, long known as South Africa`s leading cellular network, is fast becoming South Africa`s leading brand.
This year`s survey placed Vodacom in the top five positions of every category, giving credit to Vodacom`s increased brand ranking across a wide range of categories since the last survey.
Andre Beyers, Vodacom`s Managing Executive: Brand and Advertising, is justifiably proud of his company`s achievements. "The greatest reward is the confirmation that our customers have confidence in the Vodacom brand, as they are the key to our success."
Vodacom was chosen as South Africa`s second favourite overall brand after Coca-Cola, increasing its lead from third place last year, while retaining its number one position as South Africa`s favourite advertiser.
In a close finish for `Companies operating in South Africa that have done the most for community upliftment`, Vodacom earned second place by moving up three positions from its fifth place in the 2005 survey results, proving yet again the nation`s trust in Vodacom`s commitment to corporate social investment.
Vodacom again led the way in the Telecommunications Provider category, followed by MTN and Telkom, and was delighted to almost double its brand relationship score in the Coolest Brand category by moving up to fifth place from its seventh placing last year.
"The Vodacom Group advertises on three fronts - which might go some way to explaining why it is so prominent in various arenas," says Beyers.
"Advertising on the social side takes the longest to filter through. A lot of people don`t hear about these because much of the advertising is specialised in local areas aimed at the people who stand to benefit. And it has to be sustained in order for it to be effective."
Secondly, Vodacom focuses on building likeable brand icons - an area which Vodacom excels in with its longstanding and well-known duo Michael de Pinna and Professor Bankole Omotoso and recently Mo the Meerkat who made his debut in 2005 and continues to amuse the nation with his latest disco antics.
The third ingredient in Vodacom`s recipe for brand success involves branding products.
"People can`t just smile at your ads; there has to be something concrete beneath that and I think this year`s Top Brands survey results give testimony that the Vodacom brand resonates not only within the hearts and minds of our customers - but all South Africans," he concludes.
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