Kiwi shoe polish is the winner of the 2018/2019 Kasi Star Brands awards, which recognise products most loyally used by township consumers. Kasi Star Brands are those for which consumers will not choose an alternative. Of the 720 brands assessed this year only 32 met the criteria of a Kasi brand, which is to have a loyal consumer following and a commitment from consumers not to buy any other brand in that category. While the township market is an attractive one for brands, this year’s Kasi Star Brands reveals that township consumers no longer base their expectations on product quality, value for money or pricing, but on their emotional experience with the brand. Increasingly they are holding brands accountable, expecting them to act ethically and take the time to understand them. This year’s research indicates that brands need to tailor-make their strategies according to category, brand and even township. It also revealed that younger and older township consumers have very different ...
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