Ask Afrika 2018/2019 icon brands winners announced
South Africa’s most loved and used brands were celebrated amongst top brand and marketing professionals at the Ask Afrika Icon Brands Awards conference at The Venue in Melrose Arch on 21 August 2018.
Icon Brands are brands that are used loyally across the South African demographic, the survey measures solus usage, which means that consumers will use only one brand within the product category, rather than a repertoire of favourite brands.
The Ask Afrika 2018/2019 Icon Brands winners were announced with Kiwi shoe polish garnering first place, followed in rank order by, McCain, Coca-Cola, Lucky Star, Sunlight dishwashing liquid, Koo baked beans, Melrose spread, Koo fruit syrup, KFC and MTN.
“The Icon Brands survey measures brand relevance across all segments of the demographic. It is not a popularity contest and does not measure which brands people like or aspire to, it is all about which brands are used by South Africans and used loyally across the spectrum. Ask Afrika measures actual behaviour and current usage. This is what differentiates Icon Brands from other surveys. Loyal usage, over and above footprint and what consumers like, is the holy grail for brand owners and the hardest element to achieve,” said Maria Petousis, TGI Executive while unpacking the methodology.