Brand South Africa and Brand Africa Finance has named South Africa’s top 10 brands.
At a breakfast gathering in Houghton, Johannesburg, the top 10 South Africa’s brand which contributed to the nation’s economic, and as well gathered international repute were named.
BuzzSouthAfrica learnt that South Africa’s top 10 brands emerged after Brand Finance calculated the brands in its league tables using the ‘Royalty Relief approach’.
The approach enabled the calculation of a possible future sales of a brand and the estimation of royalty rate that would be charged for the use of the brand.
As identified, South Africa’s top 10 brands are MTN, Vodacom, Sasol, Standard Bank, Woolworths, FNB, Absa, Nedbank, Investec and Mediclinic.
Aside Woolworths which moved to 5th position, and Absa to 7th, almost all of the top 10 brands in 2015 retained their position in 2016.
Woolworths recorded the strongest brand position with an increase of 21 percent in brand value.
However, MTN retained the most valuable brand position irrespective of the fact that it lost 32 percent of its brand value.
Meanwhile, the total value for the Top 50 brands increased by 3 percent from 2015’s R373 billion to R384 billion in 2016.
Speaking, Thebe Ikalafeng, the Chairman of Brand Finance Africa indicated that a good number of the brands have structured a good platform for business in Africa.
“Many of these brands have footprints on the continent” he said, “and this bodes well for perceptions about business on the continent, their ethics, governance and commitment to social upliftment.”
Adding to that, Jeremy Sampson, the new Director of Brand Finance Africa said: “brands are increasingly the major assets of companies…Marketing is no longer a ‘nice to have’ it can be the difference between success and failure.”
Also, Brand South Africa’s CEO, Dr Kingsley Makhubela commented that South African commercial brands are key messengers in positioning the country competitively.
“…We express our appreciation to all other corporate brands in the country for your contribution to the growth and development of South Africa,” Makhubela added.
Two new brands joined the Top 50 list. They Include Woolworths’ Country Road positioned 31st on the list with its R4.64 value, and Growth at 50th with R1.47 billion value.