Brands that are Not Local are still Lekker

Michael Wood

There are many brands that have become iconic in the eyes of South Africans over the generations yet they are not local at all. They have inserted themselves over the years into the daily lives of South Africans and have been adopted by consumers as if they were in fact local brands.  

Brands such as Sunlight, Cadbury, Marmite, Coca Cola, Milo, VW, KFC, Wimpy, Johnnie Walker, Colgate -  to name a few, all share a common formula for being iconic. They have achieved this status because they have created strong emotional relationships with consumers, based on positive experiences, an enduring affection and a relationship formed on trust.

The fact that they are not South African means little to those consumers who have adopted them as their own. These brands have become part of the culture and social history of South Africans.

What has made these brands so successful is the fact they are instantly recognisable as an integral part of consumers' lives, they also have a history for generations associ... 

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