A report on the 2021 survey’s findings states that “the
telecoms giant dominates on home soil too, this year holding onto its
decade-long reign as South Africa’s most valuable brand”.
Brand value is defined as the “net economic benefit that a
brand owner would achieve by licensing the brand in the open market”.
Brand Finance Africa said the value of the continent’s top
150 brands fell by a combined US$5.5 billion in 2021, largely because of the
COVID-19 pandemic creating uncertainty and impacting brands’ ability to do
business as usual. In 2020, it had assigned MTN a brand value of US$3.3
billion.
MTN Group CEO Ralph Mupita said the latest accolades were
achieved thanks to the hard work of MTNers across the continent and their
commitment to bringing to everyone in 17 African markets the benefits of a
modern connected life.
“We are both humbled and inspired by the confidence our
customers and broader stakeholders continue to place in the MTN brand. At the
core, a brand is about exceeding promises, expectations and delivering true
value,” Mupita said.
“MTNers know this is the work that needs to be done every
day, everywhere, as we remain focused on our core belief that everyone deserves
the benefits of a modern connected life.”