Okay, I dunno whether it is just lately, but I seem to be bombarded with news, information and comments about brands and branding in South Africa. Best brands, annual brand survey, brands trends, managing your brand, etc.
So, today I decided to do my own little brand survey.
The researcher: me
The sample: one
The methodology: pointing at company logos in the Sunday Times and asking the subject say who they are or what they stand for.
The subject: my 5 year old daughter, Katelyn. She cannot read yet and only gets exposed to TV when we visit family or when we stay at a hotel, etc. Yes, no TV at home.
So, 10 logos, ten answers:
Vodacom: airport
CNA: didn’t know
Virgin Mobile: gym
ABSA: bank card
FNB: money
Cape Town Fish Market: sushi place
Flight Centre: didn’t know
Standard Bank: bank
Post Office: didn’t know
SA Rugby: Springbokke

So, there you have it! Brand awareness from a 5 year old English/Afrikaans speaking girl point of view with a non- rugby watching dad without a TV and no FNB or Standard Bank accounts in the family.