MTN reclaims number one spot in Kantar’s SA brand valuation report

Telecom giant MTN is South Africa’s most valuable brand, according to data and analytics firm Kantar, which has just released its latest ‘BrandZ Top 30 Most Valuable South African Brands’ report. MTN last topped the listing in 2022. 

“It (MTN) has successfully executed its ‘Ambition 2025’ strategy, with the overarching goal of ‘leading digital solutions for Africa’s progress’, focusing on fintech, connectivity and digital inclusion. By the end of 2025, service revenue had risen by over 20%, while its customer base exceeded 300-million,” Kantar says. 

A telecoms competitor to MTN, Vodacom, is in fourth place in the study, which was released on 28 July 2026. 

Financial services brands feature strongly in the top 10. Standard Bank is in second place, while FNB is in third place and up-and-comer Capitec Bank is fifth. Financial services brand Discovery is sixth spot, Absa is ninth and Sanlam is 10th. 

Capitec’s ‘exceptional levels of trust’ 

Capitec has increased its brand value by 158% over the past two years, the best of all the financial services brands listed in the top 10.  

Comments Kantar: “Capitec has built its success on a simple promise: delivering accessible banking and clear value to South Africans. Widely recognised for its innovative approach, the brand pioneered digital banking services well ahead of many competitors, while its commitment to serving underserved communities has earned exceptional levels of trust.  

“The result is a powerful combination of relevance, value and loyalty, with nearly half of all South Africans now banking with Capitec.” 

Also in the top 10 are quick-service restaurant brand Nando’s (seventh) and beer brand Castle (eighth place). 

Other noteworthy brand performances 

Looking at the Top 30 list, one new name has made its debut: vehicle trading service WeBuyCars at number 24. 

“Seizing an opportunity to transform South Africa’s fragmented used car market, it uses an AI-driven model to make it easy to buy and sell preowned vehicles,” explain the report’s authors. 

Kantar also recognised three brands for exceptional performance on key drivers of brand value.  

First National Bank (FNB) was named South Africa’s ‘Most Meaningfully Different Brand’, reflecting its ability to meet customer needs in ways that set it apart from competitors. Flying Fish (beer) received the award for ‘Most Future Power’, highlighting its strong potential for future growth, while Woolworths (premium retail) was recognised for ‘Most Pricing Power’, demonstrating its ability to command a premium through strong consumer perceptions of value. 

Stacy Saggers, Chief Commercial Officer at Kantar: “South Africa’s most valuable brands show that growth comes from staying ahead of change. They have built strong foundations by investing in brand equity, and are now maintaining momentum by delivering value, creating emotional connections, and staying culturally relevant.  

As consumers remain cost-conscious, protecting pricing power and identifying new growth opportunities, both locally and internationally, will be critical.” 

The Top 10 brands are: 

1. MTN 
2. Standard Bank 
3. First National Bank 
4. Vodacom 
5. Capitec Bank 
6. Discovery 
7. Nando’s 
8. Castle 
9. Absa 
10. Sanlam 

You can access the full report here.