Brands are closely woven into the fabric of identity in today’s consumer centric societies. The Ask Afrika Group will unveil South Africa’s 2014/15 ICON Brands on 15 July at Summerplace in Sandton, contextualised within the global consumer framework. The newly updated and upgraded Ask Afrika ICON Brand Survey identifies the top 31, ubiquitous, and quintessentially South African brands.
“South Africans have voted with their wallets and hearts and in the process created 31 Ask Afrika ICON Brands. Ask Afrika ICON Brands define a common experience, often on a daily basis to which South Africans are committed in a real sense. They put their money where their mouths are to demonstrate this commitment. South Africans love Ask Afrika ICON brands, are loyal to them and will look for them when abroad,” said Maria Petousis, director at Ask Afrika.
Ask Afrika ICON Brands are used by South Africans of all races, creed or colour, irrespective of background or living standard. ICON Brands unite South Africans as a nation, and are used and loved by across age, income, race, and language spectrums. City Press, Rapport and Ask Afrika and have partnered to bring 2014/2015 Ask Afrika ICON brands.
In addition to identifying Ask Afrika ICON brands this survey also ranks brands, using the same methodology, in 163 product categories. Thousands of brands across hundreds of product categories were included in the initial analysis with only 31 brands emerging as Ask Afrika ICON brands. A further 31 brands were awarded Platinum status, which means that their total ICON score was at ICONIC levels but not across all population groups. Not all categories had Ask Afrika ICON brands, as can be expected, given the vast differences in socio-economic levels and therefore the means to access certain products. Nonetheless, these category leaders often dominate their space and are often iconic amongst those consumers that have access to these products.