Comprehensive Brand Equity and Reputation Survey
sefa, the Small Enterprise Finance Agency (sefa), is a South African organisation focused on supporting small and medium-sized businesses (SMEs) and cooperatives. sefa’s core function is to foster the establishment, development and growth of SMMEs and cooperatives. As such, sefa’s task is to provide SMMEs and cooperatives throughout South Africa with simple access to finance efficiently and sustainably by delivering wholesale and direct lending credit facilities or products; providing credit guarantees to SMMEs and cooperatives; supporting the institutional strengthening of financial intermediaries, so that they can effectively assist small and micro-enterprises and cooperatives; creating strategic partnerships with a range of institutions for sustainable small, micro- and cooperative enterprise development and support; monitoring the effectiveness and impact of sefa’s financing, credit guarantee and capacity development activities; and developing (through partnerships) innovative finance products, tools and channels, to speed up increased market participation in the provision of affordable finance.
Mthente Research and Consulting Services (Pty) Ltd was commissioned by sefa to conduct a brand equity and brand reputation Survey to measure brand health, monitor growth, track advertising campaigns (traditional and digital), and inform strategy. The study used a probability proportionate to size sampling approach, with a database of 3696 existing and potential self-funded clients provided by sefa and additional potential clients, chambers, business associations, and fraternities sourced, to include in the survey sample frame. Mthente utilised a mixed research methodology by conducting surveys and focus groups to accomplish the study’s objectives; to ascertain the commercial value of sefa’s brand, the perception, image, reputation, and attitude towards the sefa’s brand in the market, sefa’s brand awareness in the market, sefa’s competitive standing in the market the effectiveness of sefa’s brand management efforts.
