Icon Brands™

Icon Brands started in 2009 and identifies brands that are loved and used by South Africa’s rainbow nation. South African consumers vote with their hearts and wallets, to select their ICON brands. 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 loyal usage by South Africans irrespective of class, colour or creed. They have created a common experience across the nation.

South African consumers are committed to ICON brands in a real sense; putting their money where their mouths are to demonstrate this commitment. Consumers love these brands, are loyal to them and will even look for them when travelling in other countries.

Broad based relevance

ICON brands are celebrated as they have mastered the complexities inherent in serving emerging and polarised markets. By doing so these brands have expanded their horizons, and in the process have attracted a broad and diverse consumer base. ICON brands celebrate those brands that are successful in breaking through the diverse South African consumer landscape.

A robust consumer survey - 15 000 nationally representative Interviews of the South African urban population

The ICON Brands survey is the largest of its kind in South African with 19 consumer sectors, hundreds of product categories, thousands of brands and psychographics included in the measurement. A total of 15 000 consumers were surveyed in communities 8 000+, representing 21+ million adult South African consumers.

Due to market demand to include additional categories, the 2014/2015 ICON Brands measurement includes 163 product categories across nine industries. These represent categories across financial services, communications, travel and leisure, restaurants and fast foods, pharmaceutical and health, pets and pet foods, electronics, household appliances, household products, food and clothing retailing, DIY and gardening, personal care, foods and drinks.

Contact Us

For more information and Ask Afrika Icon Brands reporting solutions, contact:

Maria Petousis, Director
maria.petousis@tgi.co.za
+27 12 428 7400

The benefits of Icon Brands ™

  • ICON Brand metrics are included in C-level scorecards and go to the heart of measuring marketing ROI by identifying and rewarding brands that have generated both critical mass and built a high level of consumer loyalty at the same time.
  • Based on robust sampling and methodological execution, Icon Brands allows brands to benchmark and to showcase success amongst competitors within industry as well as across industry, relevant to various consumer experiences.
  • Icon Brands deliver great value through improved brand positioning. It enables insight for improved marketing initiatives and clear consumer-centric perspectives.
  • Icon Brands empower a company’s experience strategy to correctly position brand, human, business and technology. A valuable side effect is that it can give an organisation a framework to understand what features and services will be needed to deliver at the aggregated experience level.

Icon Brands ™ 2016/2017

South Africans have voted with their wallets and hearts and in the process created TGI Icon Brands™. Brands become symbols and contribute to the way users define their status and their personalities. Some brands even achieve iconic status which helps to define nationhood and nations. These brands sometimes become symbols of the nations that created them.



City Press Results supplement publication

Rapport Results supplement publication

Purchase an Icon Brand ™ Report

Ask Afrika Icon Brand Reporting solutions

Download complete report overview PDF

Brand loyalty is more than simple repurchasing; it is multidimensional and it is determined by several distinct
psychological processes. True brand loyalty exists when customers have a high relative attitude towards the brand, which dramatically affects profitability. Consumers demand a continuing pattern of changes to keep up with their fluctuations in taste, lifestyle and circumstances, even for brand leaders.

Ask Afrika Icon Brands™ have great reputations, instil a sense of pride, and become symbols which contribute to the way users define their status, their personalities, and nationhood. To gain strategic and actionable insights as to how your brand performs across South Africa’s diverse landscape, tap into the expertise of TGI’s reporting solutions.

An Ask Afrika Icon Brands™ Report
An Ask Afrika Icon Brands™ report will demonstrate relevance across the evolving consumer spectrum to enable you to increase your performance, either to maintain winning status or to improve future performance.

  • Revealing the characteristics of an Icon Brand
  • Trended Icon Brand performance (5 year trend illustra-ting variances)
  • Winner and potential winner status
  • Customised trended category and brand scores to understand performance
  • Competitor analysis and loyalty matrix (unpacking cross brand usage)
  • Identification of market opportunities for your brand

An Ask Afrika Icon Brands™ report, with powerful segmentation insights for hard-core loyal vs. shifting loyal consumers
TGI’s unique offering of more than 590 lifestyle statements, extensive demographics and extensive media preferences relative to your brand or market (across 15 000 South African respondents), provide a powerful segmentation solution to retain hard-core loyalists and increase loyalty amongst shifting loyalists.

  • Complementing your Ask Afrika Icon Brands™ report, psychographic segmentation of hard-core loyalists vs. shifting loyalists will understand nuances of your consumers
  • Size your brand’s category
  • Maximise your opportunity considering propensity of your product
  • Assess your brand’s penetration against competitor brands
  • Prioritise market segments to target
  • Refine your competitive marketing strategy through prioritising effective communication channels, per hard-core loyalist and shifting loyalist segments
  • Develop tactical strategies per hard-core loyalist and shifting loyalist segments, ensuring a targeted approach based on lifestyle, behavioural and media nuances

Contact Maria Petousis, TGI Director
Email: maria.petousis@tgi.co.za
or Julie-Anne Terblanche
Email: julie-anne.terblanche@tgi.co.za
Tel: +27 12 428 7400

Icon Brands ™ Archive

Icon Brands ™ 2013/2014

South Africans have voted with their wallets and hearts and in the process created TGI Icon Brands™. Brands become symbols and contribute to the way users define their status and their personalities. Some brands even achieve iconic status which helps to define nationhood and nations. These brands sometimes become symbols of the nations that created them.

2013/2014 Icon Brand ™ Results & Press
Purchase an Icon Brand ™ Report


2013/2014 Awards Ceremony


Icon Brands ™ 2014/2015

South Africans have voted with their wallets and hearts and in the process created TGI Icon Brands™. Brands become symbols and contribute to the way users define their status and their personalities. Some brands even achieve iconic status which helps to define nationhood and nations. These brands sometimes become symbols of the nations that created them.

Purchase an Icon Brand ™ Report

Ask Afrika Icon Brand Reporting solutions

Download complete report overview PDF

An Icon Brands™ Report

An Icon Brands™ report will demonstrate relevance across the evolving consumer spectrum to enable you to increase your performance, either to maintain winning status or to improve future performance.

  • Revealing the characteristics of an Icon Brand
  • Sharing evolving Icon Brand performance (a 4 year trend illustrating variances)
  • Winner and potential winner status
  • Customising trended category and brand scores (4 year trend) to understand your performance
  • Competitor analysis and loyalty matrix (unpacking cross brand usage)
  • Identification of market opportunities for your brand

An Icon Brands™ Report, with powerful Segmentation Insights

TGI’s unique offering of 590+ lifestyle statements, extensive demographics and holistic media preferences relative to your brand/market (across 15 000 South African respondents), provide a powerful local segmentation enabler.

  • Complementing your Icon Brands report, psychographic segmentation of your market will empower to understanding nuances of your consumers
  • Size your brand’s category
  • Maximise your opportunity considering propensity of your product
  • Assess your brand’s penetration vs. competitor brands
  • Prioritise market segments to target
  • Define a competitor strategy to capture areas of opportunity
  • Refine your marketing strategy through prioritising effective communication channels, per segment
  • Develop tactical strategies per segment, ensuring a targeted approach based on lifestyle, behavioural and media nuances of each segment

For more information and Ask Afrika Icon Brands reporting solutions, contact:

Maria Petousis: maria.petousis@tgi.co.za • +27 12 428 7400

Icon Brands ™ 2012/2013

2012/2013 Icon Brand Supplement

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