Brand profile report
A sample profile of
Brand X versus Brand Y
2015
How to use BrandMapp Brand Profiles
Creating your brand profile (your brief to WhyFive)
Consider a filter - for example a specific income bracket, age or gender
Specify your brand – for example “bank with ABSA” or “own a Toyota”
Specify your competitive set – for example “bank with other banks” or “own other cars”
Using your brand profile (what’s in the slide pack)
There are 204 measures in BrandMapp – the questions are at the top of each slide
Every chart typically has two bars –
e.g. Your brand customers (X) versus
Your competitor brand customers (Y)
Notice the percentage of respondents for each variable
Notice the skews – where your brand differs from the others
Sometimes you will see a round black button with a note on the key insight
2015
is a massive annual data set
created by 24 500+ respondents
who answer 200 questions
In a comprehensive online survey across
500 brand, 380 media and 70 category filters.
The result is a unique landscape study of
economically active South African adults
with access to the internet.
10%
R25 000+
20%
R10 000+
This is
what
R2 trillion
looks like!
20%
R1 000 – R10 000
50%
86%
of all
consumer
spend!
+
14%
Living below the poverty line
ie R950 per month
The SA income distribution
pyramid (MHHI) according to Stats SA
SA consumer spend
per annum
50% of the
BrandMapp
sample sits in
the ‘TopEnd’
R30k+ HHMI
demographics
home life
education and employment
income and expenditure
health and wellbeing
psychographics
sports and interests
property and possessions
banking
investments
insurance
shoppergraphics
Respondents were asked to what degree the following descriptions
matched their shopping styles:
The prudent shopper
“I plan carefully, do research, make lists, compare prices and read what’s on
the product packaging.”
The ardent shopper
“I shop often, visit lots of shops, love wide variety on offer, buy things before
they run out at home and like talking to sales staff.”
The jubilant shopper
“I I buy on impulse, have fun shopping, buy things I don’t need, am influenced
by ads and promotions and am tempted by new and trendy products.
The reluctant shopper:
“I I buy only shop when it’s necessary, shop to replace finished or broken
items, plan one stop, in and out shopping trips and shop at the stores I know.”
eating and drinking
travel
digital media
automotive
mediagraphics
giving back
thankyou.
For more information on BrandMapp or our other syndicated studies please contact:
Megan de Kock
Stuart Lowe
Head of Sales
WhyFive Insights Pty Ltd
Director
WhyFive Insights Pty Ltd
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072 060 5241
021 671 8955
021 671 9065
[email protected]
www.whyfive.co.za
083 443 8111
021 671 8955
021 671 9065
[email protected]
www.whyfive.co.za