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Local Tyre Brand Tops in Brand Awareness

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The latest 2011 brand awareness survey by Mindline Energy has shown that Continental Tyre South Africa (CTSA) is the tyre brand most easily recognised by drivers. The survey was conducted in February 2011 using face- to-face interviews with a sample of more than 400 respondents over eighteen years of age, who own their own car and drive at least 10 000kms per year. Twenty-eight tyre brands were compared in the survey.

CTSA PR and Communications Manager, Rene Olivier, explains that in the top of mind awareness segment of the research, Continental Tyre came out tops with 24% of respondents saying the Continental brand was top of mind when they thought about tyres.

In the spontaneous awareness category, 56% of respondents spontaneously named Continental as the brand had most heard of when asked to name tyre brands.

“In the total awareness category – 86% of all the respondents recognized our brand.”

“We are very proud of these results as they reaffirm our commitment to Continental’s strong and well respected international brand. The global firm’s brand claim: Tyres – Engineered in Germany, is the same precision and commitment with which the engineering of Continental tyres is applied to its worldwide branding and marketing campaigns and this survey is proof as to how successful this commitment has been”.

Russel Stewart, CTSA Marketing Manager notes,” The increase in brand awareness can also be attributed to the 2010 FIFA World Cup sponsorship, undertaken on a global scale by Continental AG. Continental Tyre in South Africa alone received millions of Rands in publicity via this sponsorship. Not a day went by that our logo wasn’t prominently featured somewhere in media, both in the build up to and the month of the actual World Cup, not to mention our logos prominence for all who attended the games. It just shows how sport sponsorship can add value to a brand.”

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Alan Straton

Chief Cook, Bottle Washer and Broom Mechanic at MyPE
Passionate about Port Elizabeth and definitely NOT packing for Perth. Alan's ethos is epitomised in the words of Nelson Mandela; "I have fought against white domination and I have fought against black domination. I have cherished the idea of a democratic and free society. If need be, it is an ideal for which I am prepared to die." See more articles by Alan.