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
|
