brand south africa 2015
TRANSCRIPT
SAMRA ANNUAL CONFERENCE, 2015
Dipanjan Chatterjee Senior Vice President
Young & Rubicam/ BAV Consulting
BRAND SOUTH AFRICA
© Dipanjan Chatterjee, 2015.
THE POWER OF A NATION BRAND
Brand Stature (Esteem & Knowledge)
Bra
nd S
treng
th
(ene
rgiz
ed D
iffer
entia
tion
& R
elev
ance
)
German Perceptions of Foreign Countries US Perceptions of Foreign Countries
Japanese Perception of Foreign Counties Italy in Japan
Italy in Germany
Italy in the US
Source: BAV Consulting data
Source: BAV Brand Health, multiple countires
BRAZIL’S PERSONALITY HALO
Source: BrandAsset® Valuator, Based on analysis in USA 2013, Australia 2013, Japan 2012, South Korea 2012, Germany 2012
Brazil is known as a fun, exciting and social place – mixing a carefree energy with glamour; its brand reflects this personality around the globe, making it a great ally for energizing its partners
BRAND ASSOCIATIONS FOR NATIONS
Australia Germany
vs.
BRAND SOUTH AFRICA
Bra
nd S
TREN
GTH
(E
nerg
ized
Diff
eren
tiatio
n &
Rel
evan
ce)
0
50
100
0 50 100
Brand STATURE (Esteem & Knowledge)
Source: BAV Syndicated Dataset All Adults. Brazil 2013. France 2014. Germany 2014. Hungary 2014. Italy 2013. Mexico 2012. Netherlands 2014. Switzerland 2013. UK 2014. USA 2012.
HOW SELECTED COUNTRIES VIEW BRAND SOUTH AFRICA
Brazil
France
Germany
Hungary
Italy
Mexico
Netherlands
Switzerland
UK USA
Global Perceptions of Brand South Africa Niche Leadership
Mass Market
Commodity
New, Unfocused
STRONGER EQUITY IN GERMANY THAN IN THE UK
0
20
40
60
80
100
Energized Differentiation
Relevance Esteem Knowledge
Brand South Africa Germany 2014
0
20
40
60
80
100
Energized Differentiation
Relevance Esteem Knowledge
Brand South Africa UK 2014
Source: BAV Syndicated Dataset All Adults Germany 2014. UK 2014.
0%
5%
10%
15%
20%
25%
30%
35%
40%
Brazil France Germany Hungary Italy Mexico Netherlands Switzerland UK USA
DistribuIon of Knowledge of South Africa
Knowledge_1 Knowledge_2 Knowledge_3 Knowledge_4 Knowledge_5 Knowledge_6 Knowledge_7
Distribution of knowledge included here.
Most people fall in the familiar range (2-7) but
on the lower end, reflecting that they’re
aware the country exists, but probably don’t know
much else about it.
COMPARES FAVORABLY TO MOST BRICS
Source: BAV Syndicated Dataset. All Adults. Germany 2014. UK 2014.
83
25 31
64
0 20 40 60 80
100
ED REL EST KNO
96
54
20
54
0 20 40 60 80
100
ED REL EST KNO
91
15 6
45
0 20 40 60 80
100
ED REL EST KNO
93
46
15
53
0 20 40 60 80
100
ED REL EST KNO
84
8 21
49
0 20 40 60 80
100
ED REL EST KNO
71
7 14
60
0 20 40 60 80
100
ED REL EST KNO
84
10 4
47
0 20 40 60 80
100
ED REL EST KNO
77
10 2
54
0 20 40 60 80
100
ED REL EST KNO
71
5 2
42
0 20 40 60 80
100
ED REL EST KNO
74
6 15
44
0 20 40 60 80
100
ED REL EST KNO
Germany 2014
UK 2014
South Africa
Comparison of BRICS Nations in Germany & the UK
KNOWLEDGE IS A DOUBLE-EDGED SWORD
12% 8%
19% 12% 13%
19% 19% 23%
38%
19%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
France Germany Switzerland UK USA
Distribution of Knowledge of South Africa (7 = Max)
Knowledge_1 Knowledge_2 Knowledge_3 Knowledge_4 Knowledge_5 Knowledge_6 Knowledge_7
DIFFERENT AND FRIENDLY, BUT ALSO UNAPPROACHABLE
Source: BAV Syndicated Dataset All Adults. Brazil 2013. France 2014. Germany 2014. Hungary 2014. Italy 2013. Mexico 2012. Netherlands 2014. Switzerland 2013. UK 2014. USA 2012. Note: Perceptions are based on a global average of the aforementioned countries.
Global Perceptions of Brand South Africa
RELATES TO EXCITEMENT, ENERGY, RUGGEDNESS, AND GUILTY PLEASURE?
Consumer Views of Brand South Africa
is like…
Source: BAV Syndicated Dataset All Adults. USA 2012. Brazil 2013. Netherlands 2014. Switzerland 2013.
USA Brazil Switzerland Netherlands
TO UK BRAZIL IS MORE FUN AND TRENDY, SOUTH AFRICA MORE RUGGED AND UNAPPROACHABLE
Fun
Trendy
Energetic
Glamorous
Intelligent
Arrogant
Unapproachable
Rugged
South Africa vs. Brazil
Source: BAV Syndicated Dataset All Adults UK 2014.
THANK YOU Connect on LinkedIn https://www.linkedin.com/in/branddipanjan Email me [email protected] Contact me Young & Rubicam/BAV Consulting 3 Columbus Circle New York, NY 10019