Record Details

Vodacom and MTN’s brand positioning based on the perceptions of a group of LSM seven to ten respondents

South African Journal of Economic and Management Sciences


 
 
Field Value
 
Title Vodacom and MTN’s brand positioning based on the perceptions of a group of LSM seven to ten respondents
 
Creator Mentz, Hennie Strydom, JW Rudansky-kloppers, Sharon
 
Description This article investigates Vodacom and MTN’s brand positioning based on the perceptions of a group of LSM seven to ten respondents who are principal estate agents in Gauteng. An empirical study was conducted. The profile of the sample in terms of access to telecommunication-related services confirmed that of individuals in the LSM seven to ten groups with a skew towards LSM ten. As a minimum requirement for the target market brands in the category should be strongly associated with the statements market leader, local brand, technologically sophisticated brand, trusted brand, South African brand and prestigious/upmarket brand. At an overall level, Vodacom has established a more favourable brand positioning compared to MTN. However, both Vodacom and MTN have failed to establish a personal brand relationship with the target market.
 
Publisher AOSIS Publishing
 
Contributor
Date 2013-02-26
 
Type info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article
Format application/pdf
Identifier 10.4102/sajems.v16i1.239
 
Source South African Journal of Economic and Management Sciences; Vol 16, No 1 (2013); 26-38 2222-3436 1015-8812
 
Language eng
 
Relation http://sajems.org/index.php/sajems/article/view/239/215