Protea Hotels was named the coolest hotel group brand, followed by Sun International and Southern Sun. The awards acknowledge the brands, selected by Generation Y (between the ages of 8 and 22), as the coolest in the local youth market. The coolest brand overall title of the year went to Blackberry.
As the buying force of tomorrow and with over 50% of South Africans under the age of 23, knowing what the youth think is cool has become paramount for brands wishing to succeed.
The survey illustrated young consumers’ brand preferences: They choose brands which they think are cool (irrespective of financial constraints), technology is as important as ever, they consume snippets of bite-sized information and they demand a connection – they have to really know the brand in order to choose them.
The survey will be available as a supplement in the 29 May 2011 edition of The Sunday Times.
To view the full list of winners see this article on BizCommunity.