The Brand Trust Index is researched from the Ipsos Markinor Top Brands survey results and reflects the brand trust levels within the Top Brand categories surveyed each year. In 2007, there were 19 categories including banks, beer, cars, cell phones and TV stations, amongs others.
“We are committed to having the most respected brand with the highest quality content available on any platform, and this achievement affirms that Discovery Channel is a trusted source of entertainment in South Africa,” said Karin Heijink, channel director for Discovery Networks, Emerging Markets, EMEA. “We place significant importance on the South African market, and these results underscore that the compelling original programming we offer is resonating strongly with consumers in the market.”
“For consumers trust is at the very heart of their relationship with a brand. It is the one key ingredient that keeps them coming back for more. Bearing in mind that there are many hundreds of brands competing within the 19 category spread, to be in the top 10, having received a high trust endorsement from over 70% of those nominating the brand is a testimony to outstanding brand management, while to be first is an honour which brings with it a responsibility to maintain this performance in the future,” said publisher Ken Preston of Affinity Publishing.
Trusting the brand means there are loyal audiences - important when it comes to advertising. Jaco van Jaarsveld, partner at The Media Guy (TMG), said his high expectations for the channel were met both personally and professionally. He classifies Discovery content as channel for “thinking and adventurous progressive people”.
At the heart of the Discovery Channel brand success are five key programming genres: Life on the Edge, Men at Work, Cars and Bikes, Pop Science and Engineering. And there is more to come. With increased investment in original content this year, Discovery Channel “is pushing boundaries with over 200 new series and specials commissioned globally for the 2008/2009 season,” said Heijink.
The research was done by Ipsos Markinor for Affinity Publishing's 2007 Encyclopaedia of Brands and Branding. It was carried out among a representative sample of the South African population, and tested levels loyalty to brands regardless of awareness levels. Despite the fact that there was lower awareness of the Discovery Channel brand compared to other better known brands, the important fact is people interviewed showed an extremely high level of trust in the channel.
For more information on the Brand Trust Index, go to www.brandsandbranding.co.za.
