CYBERTORIAL* At a glitzy awards night at The Venue at Melrose Arch, the businesses with one of the best reputations in South Africa have been honoured. Experts in popularity administration have been additionally available to offer some sound recommendation to attendees. Michael Bratt went alongside to seek out out extra.

For the second yr in a row Coca-Cola was named as the corporate with the most effective general fame in South Africa. It fended off competitors from car manufacturers Toyota and Volkswagen who rounded off the highest three. Winners in several classes have been additionally introduced.

Sifiso Falala, CEO of Plus94 Research, the corporate that conducts the survey in partnership with Mail & Guardian, was the primary to deal with the gathering, discussing the analysis methodology; 181 corporations have been rated on this yr’s survey, greater than in earlier years.

They comprise the highest 50 promoting spenders in South Africa, in addition to their major rivals. The 2 780 survey respondents got here from all 9 provinces, in city areas, and the analysis was carried out face-to-face of their houses. Plus94 has been utilizing this analysis mannequin for the previous 15 years, enhancing and adapting it to market modifications over time. It is made up of a number of parts together with how reliable a model is, the standard of merchandise/providers provided, imaginative and prescient and management, governance, company social duty, and black financial empowerment.

Falala additionally defined why status is so necessary. “We’ve tended to dwell on the quick fixes of brand and the quick fixes of advertising and the quick fixes of what can my CEO or boss see on television tomorrow night as opposed to what will this business look like 20 years from now, which is the reputation we need to be concentrating on”. He added that a good popularity will help your model appeal to and retain one of the best staff, cost a worth premium, achieve the belief of your shareholders, get well shortly in occasions of disaster.

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The next speaker was Janine Hills, founder and CEO of Vuma Reputation Management, who offered some reputation management advice to attendees. “Brands in South Africa tend to talk themselves down. As a brand/nation we need to stop talking ourselves down. If a brand keeps talking themselves down it will come true.” She also explained that brands tend to wait to look after their reputation after they hit a crisis, “Put plans in place now, don’t wait for the crisis … Prepare for your eventualities to make sure you never get in those situations,” Hills said.

The keynote speaker for the event was Alan Mukoki, CEO of the South African Chamber of Commerce and Industry. He spoke broadly about South Africa’s reputation, starting by saying, “South Africans are our own worst enemy. We talk bad about our country.” He advised that people need to look at the information that is in front of them and tell the true story of what it means, and that it is wrong that the reputations of a specific individual (President Jacob Zuma) and South Africa are being seen as linked.

Mukoki also drew the audience’s attention to the fact that persistent portrayal of the country in negative light damaged the reputation of the country, which then created a more difficult climate for all businesses, including those engaged in this practice. He concluded by telling the story of a neighbour of his when he was a small boy, who used to fight with people and break his own house whenever he got drunk. The message of the story for South Africa was “Every time we act like the drunken neighbour we shouldn’t break our house”.

Commenting on the win, Zipporah Maubane, head of communications for Coca-Cola Southern Africa said, “Consumer and stakeholder feedback is the force behind our reputation. It is crucial for us to keep in touch with our consumers and be relevant in the market through consistent engagement and communications particularly with key stakeholders.”

She added, “Our employees are our number one ambassadors. Encouraging associates through living the company’s values is a great way to start. At Coca-Cola for example we live according to our values and encourage and inspire our employees, or as we refer to them – Associates, to do the same. We have further simplified our values to make them tangible. And they really are the kind of qualities one would expect a leader to have in this current environment. They are Leadership, Collaboration, Integrity, Accountability, Passion, Diversity, and Quality.”

Detailed reports for each company are available, from Plus 94 Research, breaking down their performance in the different reputation elements. This is important as brands will be able to see what areas they improved in and where their performance needs attention. For reports, contact Oscar Tshifure at Oscar@plus94.co.za or info@plus94.co.za.

Here is a full list of the winners:

TCRI results

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*Cybertorial is sponsored content.

Follow Michael Bratt on Twitter @MichaelBratt8.

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