Despite losing 32% of its brand value owing to reputational challenges, communications giant MTN, which is worth R37-billion, has remained the most valuable brand in the country, according to Brand South Africa and strategy consultancy Brand Finance’s yearly survey.
Retailer Woolworths, ranked at number five on the list of top brands, increased by 21% year-on-year in terms of brand value.
The Brand Finance South Africa Top 50 survey further revealed that Telkom saw the greatest increase in brand value, following the integration of Business Connexion and improved performance on its retail side, with positive ratings on value-for-money and customer satisfaction, the South African Customer Satisfaction Index reveals. Telkom’s ranking thus moved from 23 last year to 17 this year.
With the exception of Woolworths and Absa, which moved to seventh place, the other brands ranked in the top ten retained their positions. These included Vodacom, Sasol, Standard Bank, First National Bank, Nedbank, Investec and Mediclinic.
Investec and WesBank also saw significant increases in value, rising 27% each, while two new brands entered the Top 50 rankings. With a value of R4.64-billion, Woolworths subsidiary Country Road entered at 31, followed by property group Growthpoint, which entered at 50 with a value of R1.47-billion.
SABMiller, which is currently being taken over by Belgian beverage company AB InBev, held the most valuable portfolio amounting to R29.67-billion. Four of its brands, namely Castle, Carling Black Label, Hansa Pilsner and SABMiller, were among the country’s top 50 brands.
The beverage manufacturer was followed by FirstRand Bank, valued at R23.12-billion.
The total value of the Top 50 brands increased by 3% year-on-year to R384-billion.