These are the most iconic brands in South Africa

03 August 2016 | Awards and achievements

The Icon Brands Survey, conducted in association with Target Group Index (TGI), has identified the 39 most iconic brands in South Africa for 2016.

The Icon Brands Survey is one of the largest of its kind in South Africa, and covers 19 sectors, 163 categories and a multitude of brands. The 2016 survey had over 15,100 respondents.

According to the survey findings, the Sunlight Laundry Bar is the country’s most iconic brand, with popular soft drink Coca Cola following in second place.

Sunlight washing liquid, Kiwi shoe polish and Koo baked beans rounds up the top 5 iconic brands.

“These Icon Brands are brands used most loyally by South Africans, regardless of age, income, race or language,” said Andrea Gevers-Rademeyer, CEO of Ask Afrika.

However, the survey pointed out that consumer loyalty was at its lowest point since the global financial crisis of 2008, with consumers faced with economic pressures willing to switch brands to save money.

“South African consumers generally are becoming more promiscuous, volatile and comfortable with change, as long as the risk of change is well managed,” Gevers-Rademeyer said.

Another key factor affecting consumer loyalty is whether brands succeed in meeting their emotional demands, and a brand’s ability to connext with consumers on a more personal level.

Here are the 39 most iconic brands in South Africa:

#	Brand	Category
1	Sunlight Laundry Bar	Household products: Laundry soap bars
2	Coca Cola	Non-alcoholic drinks: Colas
3	Sunlight washing liquid	Household products: Washing liquids
4	Kiwi shoe polish	Shoe polish
5	Koo Baked Beans	Tinned/canned beans
6	All Gold Tomato sauce	Condiments and sauces: Tomato sauce
7	Sea Harvest fish	Frozen Fish Products
8	Knorr Aromat	Liquid and dry seasoning
9	I & J fish	Frozen fish products
10	Koo tinned fruit	Tinned fruit
11	Huletts sugar	Sugar
12	McCain	Frozen Chips and Potato Products
13	JC Le Roux	Alcoholic drinks: Sparkling wine
14	Lucky Star	Tinned fish
15	Clover Milk	Milk: Fresh
16	Sta-soft	Household products: Fabric softeners
17	Knorrox	Stock products
18	Fatti’s and Moni’s	Pasta
19	McCain	Frozen Vegetables and Peas (excl. Potatoes and Chips)
20	Black Cat peanut butter	Spreads: Peanut butter
21	Clover Krush juice	Non-alcoholic drinks: Fruit juice (100% fresh)
22	Lipton ice tea	Non-alcoholic drinks: Iced tea (ready to drink)
23	Bull Brand	Tinned meat
24	Koo	Tinned vegetables
25	Eskort bacon	Meat: Bacon
26	Enterprise viennas	Meat: Viennas
27	Elastoplast	Sticking plaster
28	Spec Savers	Glasses/Contact lenses
29	Energade	Non-alcoholic drinks: Energy sport drinks
30	Clorets gum	Sweets: excluding gum and breath freshener
31	Dulux	Paint
32	Frisco instant coffee	Hot drinks: Instant coffee
33	Clover cheese	Cheese: Natural and blocks
34	Clover processed cheese	Cheese: Processed
35	Jik bleach	Household products: Domestic bleaches
36	Always pads	Female Sanitary products
37	Colgate toothpaste	Toothpaste (normal)
38	MTN	Telecommunications
39	Colgate toothbrushes	Toothbrushes