n The Retail and Marketing Review - No more thick and thin - brands need to evolve to remain relevant for today's consumers : summary

Volume 10, Issue 1
  • ISSN :



Sarina de Beer, managing director at leading market research company Ask Afrika, said at the annual Icon Brands event in Johannesburg that it is astonishing that more than 8 000 brands are measured and only 31 brands meet the criteria and end up becoming an Icon brand. Many brands, despite having brilliant ideas, have missed the mark in a very competitive landscape. This is often because the consumer is not their focal point. De Beer said that to achieve Icon brand status, brands should not only be liked, but should be consumed by South Africans regularly and loyally. Icon brands are relevant and penetrate all demographics in SA. But this year's survey showed a decline in loyalty ratings.

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