South Africa’s most recommended brands for 2025 revealed by KLA and YouGov

For the first time in SA, consumer insights agency KLA, in partnership with YouGov, released the top 10 most recommended brands, alongside the top 10 most improved brands.

The rankings are based on data from YouGov’s daily brand and competitor tracking tool, BrandIndex.

Drawn from year-long feedback from current customers, the results highlight the brands South Africans are most likely to recommend to friends or colleagues, a strong indicator of trust and brand advocacy.

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Hirsch’s, a family-owned company and SA’s largest independently-owned appliance and retail outlet, is proud to feature in the top ten.

“We are thrilled and honoured to be named one of SA’s top 10 brands,” said Hirsch’s CEO, Richard Hirsch.

“This recognition is thanks to our incredible customers, and we cannot thank them enough for their loyalty and support.

“We are also delighted to see that Samsung, one of our biggest suppliers, ranks as the second most recommended brand in the country.”

Rand Merchant Bank (RMB) leads the rankings as the most recommended brand in SA, with a recommendation score of 90.1%, followed by Samsung at 88.9% and Woolworths Food at 88.1%.

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The 10 most recommended brands in SA for 2025:
• RMB: 90.1%;
• Samsung: 88.9%;
• Woolworths Food: 88.1%;
• Woolworths Clothing: 86.7%;
• Woolworths Home: 85.2%;
• FNB: 84.2%;
• Hirsch’s: 83.3%;
• Cape Union Mar: 83.2%;
• Checkers: 82.7%;
• Metropolitan: 82.5%.
“This list reflects a brand experience that consumers are proud to share with others,” said Rakhee Naik, the managing consultant for insights at KLA.