For the 12th time in the past 13 years telecoms brand MTN (brand value up 24% to R74.3bn) is South Africa’s most valuable brand according brand valuation consultancy, Brand Finance’s annual Brand Finance South Africa 100 2023 ranking report.
Every year, Brand Finance puts 5,000 of the biggest brands to the test, and publishes over 100 reports, ranking brands across all sectors and countries, into the report.
MTN’s brand value continued to grow in 2023, meaning that its value is now up 50% from its pre-pandemic level. This is an impressive statistic considering the difficult operating conditions and the complex geopolitical environment that the brand has been faced with. In addition it also has the highest Sustainability Perceptions Value (SPV) of any brand in the rnaking.
MTN’s brand is worth just less than double the value of the second most valuable brand, Vodacom (brand value up 33% to R39.8bn).
Although Vodacom is not yet operating on the same scale as MTN, Brand Finance’s research found it is out-performing it in a number of key metrics surrounding customer satisfaction. These included consideration, usage, reputation, quality, and customer service.
“It is invariably the case that when economic conditions are particularly challenging, strong brands show off their pedigree. As the world economy and South Africa recovers from the Covid-19 pandemic the brands that have continued to invest in their future are prospering,” says Jeremy Sampson, managing director, Africa, Brand Finance.
Source: Brand Finance