Brand Icons

The Great Icon Brands

Brands do more than just satisfy consumers’ wants and needs. Brands become symbols and may contribute to the way users define their social status and their personalities. Some brands achieve an iconic status which helps to define a nation.These brands become symbols of the nations that created them.

What about the brand South Africa? And we are talking about brands apart from Madiba and Table Mountain. Are there brands that unite us as a nation? Brands that are used by all South Africans

TGI uncovers these brands for the third time – the local brands that are used by all South Africans. The brands that fulfilled these criteria this year, brands that are used by at least 40% of all South Africans and that define a common experience, often on a daily basis, are shown below. The number is down from 14 in 2003 and 2006 to only 9 in 2008 : brands with # next to their names, whilst still achieving high penetration have lost usage in one or other South African market segment and no longer fulfill the 40% definition.

This is not brand awareness or liking the brand. These are the brands that South Africans are committed to and the ones they buy to show this commitment.

South Africans love them, are loyal to them and will even look for them in countries outside South Africa when they are out of the country.

If the definition of Icon Brands is broadened to include brands that have become household favourites irrespective of their provenance, and including retail brands, then the list expands to include 26 brands – shown in descending order of usage in the table below: each of these brands is bought and used in South African homes. They are universally accepted and are in homes throughout South Africa.

If the definition of icon brands is broadened to include brands that have become household favourites including retail brands, then the list expands to include 26 brands – shown in descending order of usage in the table below. Each of these brands is bought and used in all South African homes. These brands are universally accepted and are found in many South African homes.