
Public Relations
Communication firm receives recognition for its work on the 2021 Marine Protected Areas (MPA) Day campaign.
BRAND VALUES
By our News Team | 2022
MTN surges up the Kantar BrandZ ranking to take the No.1 spot for the first time as South Africa’s most valuable brand.
The combined value of the Kantar BrandZ Top 30 Most Valuable South African Brands 2022 is US$34.9-billion, representing a 21% increase over last year. This $6-billion rise in overall brand value now makes the Top 30 brands roughly equivalent in value to the entire GDP of Cameroon.
MTN has leapt four places in the brand ranking to occupy the No.1 spot for the first time with a brand value of $3.7bn.
MTN has been a stalwart brand in South Africa for many years. This photo shows an MTN solar-powered public phone well before the current rebrand. Photo credit: Ken Banks via Wikipedia
The telecom provider also claims the accolade as this year’s fastest riser, growing 85% in brand value year-on-year. MTN’s rise in brand value has been assisted by a combination of overseas expansion and sound strategic positioning.
It is followed by First National Bank (No.2, $3.5bn) and Vodacom (No.3, $3.1bn) as South Africa’s top three most valuable brands.
Twelve South African brands boast above average growth (>21% rise in brand value). Rising nine positions, financial services company Investec (No.16, $700m) is the second-fastest riser, followed by retail giant Checkers (No.23, $531m), part of the Shoprite Group that has focused heavily on accelerating its digital transformation.
Dis-Chem (No.27, $410m), returns to the Top 30 after an absence of two years. Operating across multiple categories such as health, baby and beauty, the retail pharmacy is perceived by consumers as a well-trusted and purposeful brand that offers fair prices.
Brutal Fruit (No.28, $396m) is this year’s newcomer to the ranking and has grown its revenue significantly, while extending its branding outside of its traditional core alcohol category and into cosmetics following the launch of its ‘You Belong’ fragrance.
Reputation for resilience and resourcefulness
Ivan Moroke, CEO South Africa for Kantar’s Insights Division commented, “South Africa’s most valuable brands have been leaning into their home country’s reputation for resilience and resourcefulness to meet the many health, social and environmental challenges they are confronting.
“Through technology and sustainability initiatives, as well as adding customer-centric services and expanding overseas operations, the strongest brands, led by MTN, have found avenues for significant growth as the country returns to steady financial recovery.”
Reflecting South Africa’s broader economic resilience, the growth in the ranking’s overall brand value was deep and distributed throughout.
Although the Top 30 ranking showed a slight decline of -3% in 2021, with only nine brands growing in value, this year the picture is very different. Only two brands show any decline at all, while 28 grew, and 12 grew in value by more than 20%.
The Kantar BrandZ Top 10 Most Valuable South African Brands 2022 are as follows:
Communication firm receives recognition for its work on the 2021 Marine Protected Areas (MPA) Day campaign.
Many firms leverage social initiatives to generate positive publicity, to attract the best talent, and to keep pace with their competitors.
The knee-jerk reaction in a recessionary environment is to reduce spending on marketing. But study finds it’s detrimental in the longer term.
Consultancy says it aims to get beyond the tactical and generalist research to drive more impact and business transformation.
He made Tesla a household name. But a tangled private life, provocative comments and the Twitter no-deal may be taking a toll on the brand.
Easy online shopping is leading to overconsumption. Encouraging a stronger movement to buying pre-loved goods is therefore vital.
New polling by Ipsos across 28 countries finds that in many markets the public expect recent cost of living pressures to continue.
As spending on traditional advertising starts to increase again, marketers must ensure consumers don’t ‘zap’ their TV ads.
Research by Australian academics shows how companies are using the growing TikTok platform to push unhealthy eating amongst kids.
One-time civil engineer promoted to take over the reins of outdoor advertising giant’s South African business.
Successful influencers must remain one step ahead of the competition, both in content and platform, experts say.