South African Journal of Economic and Management Sciences
On-line version ISSN 2222-3436
Print version ISSN 1015-8812
MENTZ, Hennie; STRYDOM, Johan W and RUDANSKY-KLOPPERS, Sharon. Vodacom and MTN's brand positioning based on the brand Associations of Principal Estate Agents in Gauteng. S. Afr. j. econ. manag. sci. [online]. 2013, vol.16, n.1, pp.26-38. ISSN 2222-3436.
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.
Keywords : branding; brand positioning; brand associations; LSM seven to ten; points of parity brand associations; point-of-difference associations; category points of parity; cellular market; principal estate agents.