Telecom giant MTN has been adjudged South
Africa’s most valuable brand for the twelfth time in the past thirteen years with
a brand value of R74.3 billion by leading brand valuation consultancy firm,
Brand Finance.
MTN also scored the highest Sustainability
Perceptions Value (SPV) of any brand included in South Africa 100 2023
ranking with R8.6 billion.
According to the annual Brand Finance South
Africa 100 2023 ranking, MTN’s brand continued to grow in 2023, meaning that
its value is now up 50 percent 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. MTN’s brand is worth just less than double
the value of the second most valuable brand, Vodacom (brand value up
33% to ZAR39.8 billion),” Brand Finance noted in a statement.
It said although Vodacom not operating on
the same scale as MTN, outperformed its peers in a number of key metrics
surrounding customer satisfaction. These included consideration, usage,
reputation, quality, and customer service.
Jeremy Sampson, Managing Director, Africa,
Brand Finance said “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.”
