Original Research

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

Hennie Mentz, JW Strydom, Sharon Rudansky-kloppers
South African Journal of Economic and Management Sciences | Vol 16, No 1 | a239 | DOI: https://doi.org/10.4102/sajems.v16i1.239 | © 2013 Hennie Mentz, JW Strydom, Sharon Rudansky-kloppers | This work is licensed under CC Attribution 4.0
Submitted: 20 July 2011 | Published: 26 February 2013

About the author(s)

Hennie Mentz,
JW Strydom, UNISA
Sharon Rudansky-kloppers, UNISA

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Abstract

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.

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