The Ask Afrika Icon Brands™

Established in 2008
as an independent benchmark

Beyond buzz, beyond billboards. The Ask Afrika Icon Brands™, celebrates brands that earn enduring loyalty,
delivering metrics CEOs, CFOs and CMOs crave – proof of marketing ROI and brand love.

Icon Brands in a nutshell

The Ask Afrika Icon Brands™ are defined as brands that are loved and trusted by South Africans.

Icon Brands share a common experience, often on a daily basis, which consumers are committed to in a real sense:
they put their money where their mouths are to demonstrate this commitment.

Our stellar, audited methodology

24,760 surveyed consumers representing 28,680,000 adult South African consumers (aged 15+)

8,000 + Brands

195 Category Winners

52 Icon Brands

The Target Group Index (TGI) Survey,
forms the basis which the Icon Brands results are sourced from

A strategic, syndicated Usage and Attitude survey, TGI enables effective target marketing, relevant market segmentations and competitor insights through a deep understanding of current and prospective consumers. Insights trend consumer brand and media preferences, as well as psychographic and demographic profiles over time.

Through an embedded brand health module, TGI enables conversion funnel tactics to convert more consumers. Marketing strategies are supported using incredible precision to grow your brand, retain your customers and be intentional with how you manage your brand while keeping your finger on the pulse.

How do we classify winners?

Icon Brands

There can be several or no Icon Brands per industry

Platinum (potential) Icon Brands

• Runners-up to Icon Brands
• Possibly next year’s winners

Category Winners

• Brands with highest overall scores per category
• The Icon Brands within category are also celebrated

Winner’s list

Tinned Fish
Lucky Star
Rank - 1
Shoe Polish
Kiwi
Rank - 2
Carbonated soft drinks
coca cola logo
Coca-Cola
Rank - 3
Tinned fruit
Koo
Rank - 4
Liquid antiseptics
Dettol
Rank - 5
Powder mixes
Drink O Pop
Rank - 6
Dishwashing liquids/dish soap
(for  washing dishes by hand)
Sunlight
Rank - 7
Tinned/canned beans
Koo
Rank - 8
Toothpaste
Colgate
Rank - 9
Yeast
Gold Star
Rank - 10
Tinned vegetables
Koo
Rank - 11
Toothbrushes - Manual Toothbrush
Colgate
Rank - 12
Feminine sanitary products pads towels
Always
Rank - 13
Paint
Dulux
Rank - 14
Spreads: peanut butter
Black Cat
Rank - 15
Dishwashing detergents (for use in an electric dishwashing machine)
Sunlight
Rank - 16
Hand sanitizers
Dettol
Rank - 17
Breakfast cereals (hot) - oats
Jungle Oats
Rank - 18
Anti-allergy remedies
Allergex
Rank - 19
Insecticides or insect repellents
Doom
Rank - 20
Energy tablet
Berocca
Rank - 21
Tinned meat
Bull Brand
Rank - 22
Banks/financial institutions
Capitec
Rank - 23
Pasta
Fatti's and Moni's
Rank - 24
Household bleaches
Jik
Rank - 25
Mageu/maheu
Mageu No 1
Rank - 26
Maas or buttermilk - buttermilk
Dewfresh
Rank - 27
Stock products
Knorrox
Rank - 28
Spreads: jams or marmalades
All Gold
Rank - 29
Flavoured water (including herbal and premium)
Aquelle
Rank - 30
Wine - bottled & boxed table wine
4th Street
Rank - 31
Feminine sanitary products - liners
Always
Rank - 32
Mobile phone devices
samsung logo
Samsung
Rank - 33
Sport drinks
Powerade
Rank - 34
Powdered creamers, coffee/tea
nestle logo
Nestlé Cremora
Rank - 35
Shopping for groceries
shoprite logo
Shoprite
Rank - 36
Disposable razors
Gillette
Rank - 37
Fabric conditioners/softeners
Sta-Soft
Rank - 38
Telecommunications
mtn logo
MTN
Rank - 39
Sugar and artificial sweetener (sugar)
Huletts
Rank - 40
Frozen fish products
I&J
Rank - 41
Custard-powder
Moir's
Rank - 42
Baking aids-baking powder
Royal
Rank - 43
Baking aids-essence and colourants
Robertsons
Rank - 44
Fresh milk
Clover logo
Clover
Rank - 45
Evaporated milk
nestle logo
Nestlé Ideal Milk
Rank - 46
Feminine sanitary products - tampons
Kotex
Rank - 47
Sport drinks
Energade
Rank - 48
Chewable energy sweets
Turbovite
Rank - 49
Baking aids-essence and colourants
Moir's
Rank - 50
Sachets energy
Bioplus
Rank - 51
Condensed milk
nestle logo
Nestlé
Rank - 52

Start a conversation with

Maria Petousis
Commercial Executive: TGI & Benchmarks

maria@askafrika.co.za

Vikash Bava
Key Accounts Manager: TGI & Benchmarks

vikash@askafrika.co.za

Sandiswa Nyathi
‍Key Accounts Manager: TGI & Benchmarks

sandiswa@askafrika.co.za
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