The results of the annual survey, in which a nationally representative sample of 3 488 adults were interviewed, are used to generate an overall brand relationship score for the country's top brands. This score is an indication of a brand's ability to sustain sales from loyal customers and is the combination of three brand components measured in the survey: spontaneous awareness; trust and confidence; and commitment to the brand.
The survey shows that Isolezwe
is the third biggest daily newspaper brand in the country. "That's not bad for a Zulu title circulating largely in KZN!" says Independent Newspapers KZN advertising director, Brian Porter. "Better news for our advertisers is that Isolezwe
is the highest scoring newspaper - amongst all dailies and weeklies - in the trust and confidence and loyalty components," says Porter.
"These findings reinforce our research in which readers voice their appreciation for Isolezwe's
editorial integrity," says editor, Thulani Mbatha. "It shows us that the success of our brand isn't based on short-term loyalty driven by discounting or promotional activity but on behavioural commitment to the brand. And we intend to keep it that way."
Another interesting aspect of the survey shows that Isolezwe's
brand relationship score of 6.4% in the metro sample is far higher than the competing Zulu bi-weekly, and that in the non-metro regions, Isolezwe
has made huge gains coming in at 12.0% just 1.3% behind the 103-year-old competitor.
"Although modern in tone and focus, Isolezwe
carries news of interest to the broad Zulu market and roughly half of our sales are outside the major metro areas. If you need to reach the important Zulu market, Isolezwe's
your vehicle!" says Porter.