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|
|3||7||First National Bank||Banks||19.4||22%||15.9||AAA-||AAA-|
|7||4||Sasol||Oil & Gas||15.7||-17%||19||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.