A salute to Pick n Pay as SA’s most influential brand

A salute to Pick n Pay as SA’s most influential brand

At the launch of Ipsos South Africa’s inaugural survey measuring the influence that brands have on South Africans, Pick n Pay topped the field in the Top 10 Most Influential Brands in South Africa. The winning top ten are all 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.

The top 10 Brands Most Influential Brands in South Africa are:

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

The Most Influential Brands study unveils and ranks the most influential brands in South Africa, and offers a case study perspective on the dimensions that drive each brand’s influence. These dimensions, which differ slightly from country to country include a brands perceived ‘Leading Edge’, ‘Respect’, ‘Presence’, ‘Trustworthiness’ and ‘Engagement’.

“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,” says Ray Kong of Ipsos.

Some interesting themes that have arisen amongst the South African brands include:

The significant influence of Retail:
Out of the Top 10 Brands, 4 are retail names, probably as a result of retail outlets 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.

Local is Lekker:
Many local brands sit at the top of the list, and this is in contrast with many other markets around the world. Localisation speaks to the fundamental needs of a community and these brands have excelled at making consumers feel understood.

Accessible for the People:
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.

Simplicity Works:
South Africa really is unique in the brands that have come out tops when comparing it to the top-10 lists in other markets, which has been dominated by digital and tech brands. WhatsApp is the only digital brand to make the South African Top 10 and has taken off in a big way in South Africa because of the simplicity and affordability in using this service.

Rooted yet Progressive
The brands that have emerged at the top of the influence scale are those that 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.

For more info on the survey and on Ipsos email Mari.Harris@ipsos.com or visit www.ipsos.com

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