What is an Icon brand?

Icon Brands are defined as those brands to which South Africans are loyal. Icon Brands share a common experience, often daily, which South Africans are committed to in a real sense. They put their money where their mouths are to demonstrate this commitment. South Africans love them, are loyal to them and will even look for them when abroad.

What does it measure?

South Africans have voted with their wallets and hearts, creating 52 Icon Brands for 2023/2024. Brands that do more than just satisfy customer wants and needs.

What this means for us as an organisation and for Momentum Metropolitan Group:

The Ask Afrika Icon Brands Benchmark Survey recognises brands South Africans love and use. The metrics are metrics that Chief Executive Officers, Chief Financial Officers and Chief Marketing Officers include in their scorecards as it is a measurement that goes to the heart of measuring marketing return on investment (ROI) in that it rewards brands that have generated critical mass in their categories and have built a high level of consumer loyalty at the same time.

Being recognised as an Icon Brand is a prestigious and significant achievement for our brand. This proves that we are on the right track regarding product positioning, delivering on our value proposition, and promise to the market of providing the right products with the best service.

As a brand anchored on safety, our commitment to keeping our clients’ possessions safe so they have the freedom to live is at the heart of everything we do.

The collective effort of teams across the business has made this achievement possible, and we look forward to its positive impact on the Group.

Thank you to the South African public, our clients, our team, and our stakeholders.