“Checkers”: The Secret Behind Brand Genericisation

Walk into any retailer located in the Kasi (township), whether it's Pick n Pay, Shoprite, Checkers, USave, or others, and you'll notice one name being mentioned more than any other: Checkers. Do you agree?

This name is most often heard at the till, typically from customers. Sometimes, even the till operators say it — often without realising it.

Note: This isn't a promotional advert for any brands mentioned, it's simply an informative piece supported by clear and unavoidable examples.

In South Africa, the word checkers has become a common name for a plastic bag. But that’s not because it’s the actual name. It’s a case much like how every brand of toothpaste is casually called Colgate.

So where did this checkers habit actually come from?

If you look closely, nearly all major supermarkets have their own branded plastic bags. But the real question is: how did Checkers come out on top in the name game? Perhaps it's a topic best left to marketing and media experts to investigate, ideally through research at the point of consumer interaction, to truly unpack the roots of this mystery.

This article, drawing on insights into the dynamics of marketing and how texts are produced and received, explores possible factors behind the widespread use of a brand name for a product.

Strategic Partnerships

Strategic partnerships play a crucial role in embedding a brand into everyday consumer experiences, often to the point where the brand becomes synonymous with the product itself. By aligning with influential individuals, trusted businesses, or widely used platforms, brands gain repeated exposure and credibility.

For example, when Coca-Cola partners with restaurants and fast-food chains, it ensures not only availability but also association, so much so that customers might simply ask for a "Coke" when referring to any cola drink. These partnerships subtly shape consumer habits, increasing recall and preference while elevating the brand to a default choice in the buyer’s mind.

Consistent Branding

Consistent branding through advertising and packaging, help solidify a brand's presence in the consumer’s mind, often to the extent that the brand name replaces the generic product name in everyday language. Through visually consistent packaging, repetitive messaging, and placement in familiar settings (like a brand always appearing in a popular show), brands create a strong, memorable identity.

For instance, through relentless advertising and appealing packaging, brands like Colgate have become shorthand for toothpaste. This level of brand recall is no accident; it's the result of strategic efforts to occupy both physical and mental shelf space.

Creative AD Concepts

Adverts play a vital role in promoting a brand and ensuring it remains top of mind for years to come. But it’s not just about producing an ad, it’s the spark of unforgettable creativity that makes a brand truly stick. Some adverts fade from our screens but never from our memories. You might not recall every detail, yet the brand they showcased continues to live rent-free in your mind.

We tend to forget what’s dull far quicker than what entertains or captivates us. In today’s competitive market, standout creativity gives you the edge, helping your brand eclipse the rest. Your brand can become so deeply embedded in people’s minds that your name becomes the default for an entire product category. Now that’s powerful branding.

Promotional Items

Adverts often create a momentary buzz, only to fade away soon after. Without additional support, they can easily vanish from people’s memory. To keep the momentum going, it's smart to complement your adverts with practical promotional items that extend the life of the campaign and keep your brand visible.

With fierce competition for media space, adverts on TV and other platforms are often short-lived. But custom-printed items like t-shirts, caps, and banners give your brand lasting visibility. As people use or wear them, they become walking billboards, keeping your message alive and seen daily in the real world.

Some businesses make smart use of their vehicles by transforming them into mobile billboards, promoting their brand wherever they go. Vehicle wrapping is a strategic method of increasing visibility, placing your brand directly in front of potential customers while building familiarity and recall. The ample surface area on vehicles offers plenty of room to display your logo, company name, contact details, and other key information.

In conclusion, a brand's dominance is not solely attributed to one factor, but rather a combination of strategic elements that allow it to establish itself an outstanding name, build customer loyalty, and maintain a strong competitive position in the market.

For all your custom branding needs, Image at Work is your go-to one-stop shop. It’s time to inject that dominance into your brand. We specialise in a wide range of branding solutions, including banner and apparel printing using silkscreen and dye sublimation techniques, engraving, embroidery, vehicle wrapping, custom packaging, and much more. Feel free to contact our team for a quote today.