Brand Icons - 2010

South Africans Create ICON Brands
South Africans vote with their wallets and hearts

South African’s have voted with their wallets and hearts, to establish seventeen ICON brands. ICON brands are loved and used by our Rainbow Nation. They are brands that have established a durable and timeless relationship with South African consumers, irrespective of background or living standard. These truly South African brands have earned their status as ICONS through the usage and loyalty of South African people irrespective of class, colour or creed. These are brands that have created a common experience across the nation, often on a daily basis.
South Africans are committed to ICON brands in a real sense, putting their money where their mouths are to demonstrate this commitment. South Africans love them, are loyal to them and will even look for them in countries outside the South African borders when they are not at home. They are ICON brands.
ICON brands need to be celebrated as they have overcome the complexities inherent in emerging markets, and have also successfully dealt with the complex mix of consumers that stem from our “rainbow” nation. By doing so these brands have expanded their horizons, and in the process have attracted a diverse nation of consumers. These are brands that speaks to the hearts (and wallets) of a multicultural nation.

2010 ICON brand categories measured
32 categories included

The following 32categories, grouped into nine broad industries were included in the 2010 ICON brands:

What are the categories?
Category winners, ICON brands and potential ICON brands

TGI ICON brands celebrate and benchmark those brands that have been successful in achieving iconic status. In addition to ICON brands, category winners and potential ICON brands are ranked.

And the 2010 ICON brand winners are…
32 category winners, 17 ICON brands and 15 potential ICONS

The top industries are…
Food, personal care and retail are the leading industries

A Robust Survey
15 000 Interviews

The TGI ICON brand survey is the largest of its kind in South African with 19 sectors, hundreds of product categories and thousands of brands included in the measurement. A random probability sampling design was employed and the universe includes all communities with more than 8000 inhabitants. A total of 15 000 consumers were surveyed representing over 18 million adult South African consumers.

Conclusion
Broad based relevance

Brands are not only challenged by the complexities that emerging markets pose, but are also faced with a mixed salad bowl of consumers characterised by our “rainbow” nation. A TGI ICON brand represents those brands that have, through their existence, shown a broad based relevance to the South African market which is identified by distinguished usage and loyalty behaviour from consumers compared to other brands. An ICON brand represents those brands which South Africans truly love and will love for a long-time coming. TGI ICON brands aims to honour those brands that are successful in breaking through to diverse South African consumer groups and in the process establishing long-term relationship with them.

ICON brand reports are available for sale.

Contact details

Maria Petousis
Client Service Director
Tel: +27 (0) 12 428 7400
Mobile no: +27 (0) 83 260 4903
E-mail: maria.petousis@tgi.co.za

or

Grant Robertson
Director
Tel: +27 (0) 12 428 7400
Mobile no: +27 (0) 82 456 20101
E-mail: grant.robertson@tgi.co.za