The most valuable brand in Africa is…. MTN
Mobile service operator MTN has been named as the most valuable brand in South Africa, according to the BrandFinance South Africa Top 50 brands report.
The mobile network accounts for 16.5% of total brand value among the top 50, while the top 10 brands including Sasol, Vodacom, Standard Bank, ABSA, NedBank, FNB, Mediclinic, Investec and Woolworths, account for 52% of total brand value.
Brand Finance calculates brand value using the Royalty Relief approach which involves estimating the likely future sales that are attributable to a brand and calculating a royalty rate that would be charged for the use of the brand.
Brands in the food and beverage sector dominate the list with 16 brands featured, followed by financial services with 13 and telecoms with five. However, financial services accounts for 26% of total brand value, telecoms accounts for 25% and food and beverages accounts for 22%.
According to the BrandAfrica 100 Most Valuable Brands in Africa report, which evaluates brands across the continent, MTN also dominates Africa as the most valuable brand and South African brands leads Africa with a 72% share, compared to Nigeria at 26% and Kenya at 2%.
In the category of South Africa’s Strongest Brand, MTN and FNB are both named as this year’s strongest brands.
“The pan-African dominance, global reputation and success of the Top 50 shows that South Africa has the creativity, skill and experience to continue building great brands and a great, growing nation. Top 50 brands are a catalyst of South Africa’s growth and a winning nation – and Africa,” says chairman of Brand Finance Africa and founder of Brand Africa & Brand Leadership Group, Thebe Ikafeng.
Read the full list of top 50 most valuable brands below.[Source – Brand South Africa. Image – MTN]