South Africa’s youth has endorsed Samsung as their brand of choice in the Ask Afrika Icon Brands Survey for 2017/18. Top honours were awarded to brands that outperformed thousands of other brands across 19 sectors, at the annual awards ceremony on 14 August 2017.
Samsung was named top brand in the Smartphone, Tablet Devices and Cellular Phone categories, as well as the Platinum Icon Brand of Tomorrow in the Smartphone category.
The largest of its kind in South Africa, the survey is created by the Target Group Index (TGI) in partnership with City Press and Rapport newspapers. This year, it incorporated 15,284 South African interviews to represent over 25 million adult South African consumers and was conducted by Ask Afrika, which is South Africa’s largest independent market research company.
Consumers were asked to vote for the brands that they feel best unite them and form part of the nation’s common experiences. While the survey itself pays close attention to brand loyalty amidst consumer trends, the awards celebrate thought-leader brands that form part of South Africans socially constructed realities, especially within the 15 – 34 age group.
“Thank you to the South African youth market which has voted to reaffirm that Samsung’s creative technological innovations are born out of a deep understanding of what our consumers want and need and that our products indeed enrich our customers’ lives and contribute to social prosperity,” said Justin Hume, Chief Marketing Officer at Samsung Electronics South Africa. “We are honoured to have our future leaders recognise us as an iconic global electronics brand that has formed meaningful connections with them.”
Last year, the brand won the New Technology/Tablets category and Smartphones category. It also scooped up the gold as the top tablet brand in the Ask Afrika Icon Brands Awards 2015 amongst other esteemed positions.
“Samsung will continue to provide leading solutions to a market of digitally savvy young consumers who know what they want and are highly in tune with the latest technological advancements across the global community,” said Hume.