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.
- Coca Cola and Big Mac >USA
- BMW and Mercedes > Germany
- Fosters > Australia
- Dom Perignon > France
- Rolls Royce and MG > Britain
- Guinness > Ireland
- Bells and Glen Fiddich> Scotland
- Smirnoff > Russia
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.