Local is lekker! Here are SA's 10 most influential brands

27 November 2018 - 08:30 By Nico Gous
Pick n Pay at Rosebank Mall in Johannesburg. The retailer was named the most influential brand in South Africa in a recent Ipsos survey.
Pick n Pay at Rosebank Mall in Johannesburg. The retailer was named the most influential brand in South Africa in a recent Ipsos survey.
Image: Freddy Mavunda

Local is lekker!

That is what Ipsos found in their first survey on the most popular brands in South Africa and across the world.

The top 10 brands were:

10. Koo
9. Woolworths
8. WhatsApp
7. Sunlight
6. Spar
5. Vaseline
4. Colgate
3. Coca-Cola
2. Shoprite/Checkers
1. Pick n Pay

Ipsos said: “The essence of most of these brands is that they are inclusive, relatable and warm which speaks to the principle of UBUNTU that is ingrained in South African culture and way of life.” 

Ipsos said South Africa bucked the trend, with several local brands topping the list.

“Localisation speaks to the fundamental needs of a community and these brands have excelled at making consumers feel understood.”

The survey looked at the perceived “leading edge”, “respect”, “presence”, “trustworthiness” and “engagement” of brands.

Ipsos South Africa loyalty director Ray Kong said: “Far from being a popularity contest amongst brands, this study speaks to the actual influence that a brand has on South African consumers’ everyday lives.”

Ipsos believe four retail names in the top 10 show they are becoming a “one stop household management destination, by offering banking services, payments on utility bills and licences, as well as becoming distribution points for social grants and allowing people to send money to each other quickly and effectively.”

Most countries were dominated by digital and tech brands, while only WhatsApp featured in the local top 10.

“The brands that have emerged at the top of the influence scale are those who are rooted in South Africa, retain and uphold the traditional uses and values of the brand, yet continue to move forward to address what their customers need with line extensions and upgrades when needed.”

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