The latest brand awareness survey by Mindline Energy has shown that Continental Tyre South Africa (CTSA) is the tyre brand most easily recognised by South African respondents. The survey was conducted in November 2008 using face to face interviews with a sample of 444 South Africans over eighteen years of age, who own their own car. Fifty-six tyre brands available to the South African market were compared in the survey.
CTSA Marketing Manager Gareth Passmore explains that in the spontaneous awareness category, 58% of respondents spontaneously named Continental as the brand they knew best when asked to name tyre brands.
“Our brand was also the strongest in the total awareness category – 97% of all the respondents recognised our brand,” Passmore says.
“We are very proud of these results as they reaffirm our commitment to Continental’
“Also, as part of the Group’s global “passionate about soccer” brand campaign, the South Africa firm is committed to supporting and developing soccer in South Africa across all levels as part of this brand initiative – culminating in key sponsorship for the 2010 FIFA World Cup.”
Passmore adds, “In short, the same precision and commitment that governs the engineering of Continental tyres is applied to its worldwide branding and marketing campaigns and this survey is proof as to how successful this commitment has been.”