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African brand values achieve growth by leveraging digital transformation

25 May 2022
  • MTN retains its position as the most valuable brand in Africa
  • Tusker more than doubles in brand value to become Africa’s fastest growing brand
  • Capitec Bank is the strongest brand in Africa with AAA+ brand rating
  • Banking has the most valuable brands in Africa, followed by telecom and retail

View the full Brand Finance Africa 150 report here

MTN retains its position as the most valuable brand in Africa

MTN (brand value up 49% to US$4.0 billion) has retained the number one place on the ranking of the most valuable African brands in the world, according to the new Brand Finance Africa 150 2022 report by leading brand valuation consultancy Brand Finance. Apart from telecommunications, the leading brand has diversified its services into fintech and mobile money across Africa. MTN’s Mobile Money (MoMo) application is performing exceedingly well and overtook its competition M-Pesa (brand value up 32% to US$246 million) by Safaricom in terms of volume of financial transactions through the application with a loyal customer base of 57 million active users.

Every year, leading brand valuation consultancy Brand Finance puts 5,000 of the world’s biggest brands to the test, and publishes around 100 reports, ranking brands across all sectors and countries. Africa’s top 150 most valuable and strongest brands are included in the annual Brand Finance Africa 150 ranking.

African brands have benefited significantly from adapting to uncertain business conditions caused by COVID-19 by leveraging technological disruption to tackle supply chain issues and national lockdowns. Brands from diverse sectors including banking, telecommunications and food & beverage found innovative ways to connect with the customers online. This digital transformation helped the top brands in Africa achieve a 28% increase in aggregate brand value to US$50.1 billion. Building strong brands across Africa fuels growth in the economy which is creating more dynamic jobs in the long-term.

South African brands (value up by 30% to US$36.9 billion) are leading the African continent, followed by Nigerian brands (value up by 35% to US$3.2 billion), Egyptian brands (value up by 42% to US$3.1 billion), Moroccan brands (value up by 14% to US$2.6 billion) and Kenyan brands (value up by 69% to US$2.1 billion).

Jeremy Sampson, Managing Director, Brand Finance Africa, commented:

“African brands have achieved strong performances by being agile amid change in the business environment. Whilst South African brands will continue to dominate the ranking for some time, there are encouraging signs of strong brands emerging around the continent, especially amongst the banking and telecommunication sectors.”

Tusker more than doubles in brand value to become Africa’s fastest growing brand

Kenyan beer brand Tusker achieved an impressive 132% brand value growth this year, more than doubling to US$50 million in brand value. This brand value growth was noteworthy as it was achieved amidst uncertain business conditions, including global supply chain crisis, and the closure of restaurants and bars due to pandemic induced restrictions. The brand overcame this challenge by employing social media marketing and influencer marketing as its primary method of promotion throughout the lockdown. By partnering with athletes and social media influencers, Tusker created engaging online content to increase demand, sales and brand recall.

Capitec Bank is the strongest brand in Africa with AAA+ brand rating

In addition to brand value, Brand Finance determines the relative strength of brands through a balanced scorecard of metrics evaluating marketing investment, stakeholder equity, and business performance. Compliant with ISO 20671, Brand Finance’s assessment of stakeholder equity incorporates original market research data from over 100,000 respondents in more than 35 countries and across nearly 30 sectors. Capitec Bank (brand value up 41% to US$625 million) is the strongest brand in the ranking with a Brand Strength Index (BSI) score of 92.4 out of 100 and a corresponding brand rating of AAA+.

The South African bank is forming strategic partnerships to keep up with market and sector-wide trends in online banking and digital transformation. Most recently, Capitec Bank partnered with IT consulting firm Entersekt to leverage behavioural analytics and to enable a higher number of online transactions using e-commerce platforms. The bank also works alongside US-based software brand nCino to provide more efficient and more effective banking services to consumers with the help of cloud banking and digital automation.

Banking has the most valuable brands in Africa, followed by telecom and retail

Banking brands including Standard Bank (brand value up 26% to US$1.6 billion), First National Bank (brand value up 18% to US$1.6 billion) and Absa (brand value up 16% to US$1.4 billion) are contributing to the success of African brands significantly with 26% of the total brand value growth. The growth of African banks in the ranking is facilitated by focusing on digital payments and online banking.

Similarly, the telecommunications sector led by MTN (brand value up 49% to US$4.0 billion), Vodacom (brand value up 18% to US$2.0 billion), and Maroc Telecom (brand value up 12% to US$851 million) is also focusing on mobile applications as a strategic means to engage with users. Telecom brands have relied on growth in internet usage and mobile data requirements with major brands pivoting to a primarily digital strategy.

Lastly, retail brands such as South African Woolworths (brand value up 53% to US$1.2 billion), Shoprite (brand value up 37% to US$1.0 billion) and Spar SA (brand value up 44% to US$1.0 billion) have recovered from the impact of the pandemic with their impressive ability to adapt to changing customer needs in a time of economic disruption.

View the full Brand Finance Africa 150 report here

ENDS

Note to Editors

Every year, leading brand valuation consultancy Brand Finance puts 5,000 of the biggest brands to the test, and publishes nearly 100 reports, ranking brands across all sectors and countries. Africa’s top 150 most valuable and strongest brands are included in the Brand Finance Africa 150 ranking.

Brand value is understood as the net economic benefit that a brand owner would achieve by licensing the brand in the open market. Brand strength is the efficacy of a brand’s performance on intangible measures relative to its competitors.

The full ranking, additional insights, charts, more information about the methodology, and definitions of key terms are available in the Brand Finance Africa 150 report.

Media Contacts

Michael Josem
Associate Communications Director
Brand Finance
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Shreya Hiwale
Communications Executive
Brand Finance
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About Brand Finance          

Brand Finance is the world’s leading brand valuation consultancy. Bridging the gap between marketing and finance, Brand Finance evaluates the strength of brands and quantifies their financial value to help organisations of all kinds make strategic decisions.

Headquartered in London, Brand Finance has offices in over 20 countries, offering services on all continents. Every year, Brand Finance conducts more than 5,000 brand valuations, supported by original market research, and publishes nearly 100 reports which rank brands across all sectors and countries.

Brand Finance is a regulated accountancy firm, leading the standardisation of the brand valuation industry. Brand Finance was the first to be certified by independent auditors as compliant with both ISO 10668 and ISO 20671, and has received the official endorsement of the Marketing Accountability Standards Board (MASB) in the United States.

Disclaimer

Brand Finance has produced this study with an independent and unbiased analysis. The values derived and opinions presented in this study are based on publicly available information and certain assumptions that Brand Finance used where such data was deficient or unclear. Brand Finance accepts no responsibility and will not be liable in the event that the publicly available information relied upon is subsequently found to be inaccurate. The opinions and financial analysis expressed in the study are not to be construed as providing investment or business advice. Brand Finance does not intend the study to be relied upon for any reason and excludes all liability to any body, government, or organisation.

The data presented in this study form part of Brand Finance's proprietary database, are provided for the benefit of the media, and are not to be used in part or in full for any commercial or technical purpose without written permission from Brand Finance.

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