The most valuable brands in South Africa 2018

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Brand Finance has just launched the results of a report listing South Africa’s most valuable brands in 2018. MTN’s brand value has grown by 8% over the last year to R44.2bn, maintaining its leadership as South Africa’s most valuable brand, according to the latest report by Brand Finance, an independent brand valuation and strategy consultancy.
Prana Business Consulting
David Haigh, CEO of Brand Finance said, “MTN is South Africa’s most valuable brand because of their industry leadership, both domestically and further afield. They are increasingly recognised throughout Africa by their customers as providing a high-quality service because their brand image is deeply rooted in more than just marketing campaigns.”

South Africa’s 10 most valuable brands

Rank 2018 Rank 2017 Brand name Country Brand value (R bn) 2018 % change Brand value (R bn) 2017 Brand rating 2018 Brand rating 2017
1 1 MTN Telecoms 44.2 8% 40.8 AAA- AA+
2 2 Vodacom Telecoms 27.5 13% 24.3 AA+ AA
3 7 First National Bank Banks 19.4 22% 15.9 AAA- AAA-
4 6 ABSA Banks 18.9 3% 18.3 AA+ AA
5 3 Standard Bank Banks 18.5 -11% 20.8 AAA- AA+
6 5 Woolworths SA Apparel 18.1 -1% 18.4 AA+ AAA-
7 4 Sasol Oil & Gas 15.7 -17% 19 AA- AA-
8 8 Investec Banks 14.9 8% 13.8 AA AA
9 10 Nedbank Banks 14.8 16% 12.8 AA+ AA+
10 9 MultiChoice Media 14.3 6% 13.5 AA- AA-

First National Bank was the big winner over the last year with its brand value rising 22% to R19.4bn. This earned First National a jump from being South Africa’s 7th biggest brand to now becoming the 3rd most valuable brand in the country.

Sasol lost significant brand value, dropping 17% to R15.7bn. Sasol’s exports are particularly vulnerable to exchange rate changes, and the value of the strong Rand relative to the US dollar reduced Sasol’s operating profit by 11%. On the other hand, strong global oil and chemical prices helped offset some of these challenges

In addition to measuring overall brand value, Brand Finance also evaluates the relative strength of brands, based on factors such as marketing investment, familiarity, loyalty, staff satisfaction, and corporate reputation. Along with the level of revenues, brand strength is a crucial driver of brand value.

Insurance brand Outsurance (brand value up 48% to R2.4bn) and telecoms brand Cell C (up 47% to R3.7bn) recorded the fastest growing brand values over the last year amongst South Africa’s most valuable brands.

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Matshepo is a Junior Journalist at OStudio Post.

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