Brand Finance-南非最具價(jià)值和實(shí)力品牌年度報(bào)告（英文）-2021.5正式版

South

Africa

50

2021

TheannualreportonthemostvaluableandstrongestSouthAfricanbrands

May2021

Contents.

AboutBrandFinance

4

GetinTouch

4

BrandFinanceGroup

6

Foreword

8

ExecutiveSummary

10

BrandFinanceSouthAfrica50(ZARm)

17

SectorReputationAnalysis

18

BrandSpotlights

20

AbsaGroup

22

InterviewwithJenniferMoore,

GeneralManagerBrandandDesign,AbsaGroup

DistellGroup-SavannaCider

24

InterviewwithEugeneLenford,

MarketingManager,SavannaCider

GlobalSoftPowerIndex

28

SouthAfrica

32

BrandSouthAfrica

34

InterviewwithDrPetrusdeKock,

FormerGeneralManagerResearch,BrandSouthAfrica

TheBenefitsofSoftPowerandaStrongNationBrand

36

FutureofSoftPower:AfricanPerspective

38

ProfessorThuliMadonsela,LawTrustChairinSocial

JusticeatStellenboschUniversityandFormerPublic

ProtectorofSouthAfrica

Insights

40

COVID-19:ThreatorOpportunityforBankingBrands?42

Methodology

50

Definitions

52

BrandValuationMethodology

53

BrandStrength

54

BrandEquityResearchDatabase

55

OurServices

56

BrandFinanceNetwork

63

?2021Allrightsreserved.BrandFinancePlc. BrandFinanceSouthAfrica50?May20213

AboutBrandFinance.

BrandFinanceistheworld'sleadingbrandvaluationconsultancy.

WebridgethegapbetweenmarketingandfinanceBrandFinancewassetupin1996withtheaimof'bridgingthegapbetweenmarketingandfinance'.For25years,we

RequestyourownBrandValueReport

havehelpedcompaniesandorganisationsofalltypestoconnecttheirbrandstothebottomline.

Wequantifythefinancialvalueofbrands

Weput5,000oftheworld’sbiggestbrandstothetesteveryyear.Rankingbrandsacrossallsectorsandcountries,wepublishnearly100reportsannually.

Weofferauniquecombinationofexpertise

Ourteamshaveexperienceacrossawiderangeofdisciplinesfrommarketingandmarketresearch,tobrandstrategyandvisualidentity,totaxandaccounting.

WeprideourselvesontechnicalcredibilityBrandFinanceisacharteredaccountancyfirmregulatedbytheInstituteofCharteredAccountantsinEnglandandWales,andthefirstbrandvaluationconsultancytojointheInternationalValuationStandardsCouncil.

OurexpertshelpedcrafttheinternationallyrecognisedstandardsonBrandValuation–ISO10668andBrandEvaluation–ISO20671.Ourmethodologyhasbeencertifiedbyglobalindependentauditors–AustrianStandards–ascompliantwithboth,andreceivedtheofficialapprovaloftheMarketingAccountabilityStandardsBoard.

GetinTouch.

ABrandValueReportprovidesacompletebreakdownoftheassumptions,datasources,andcalculationsusedtoarriveatyourbrand’svalue.

Eachreportincludesexpertrecommendationsforgrowingbrandvaluetodrivebusinessperformanceandoffersacost-effectivewaytogainingabetterunderstandingofyourpositionagainstcompetitors.

Visit/request-a-valuationoremailenquiries@

BrandValuation

Summary Brand

StrengthTracking

RoyaltyRates

Insight

Strategy

t

s

Benchmarking

i

f

e

n

e

B

Forbusinessenquiries,pleasecontact:

JeremySampson

ManagingDirector,BrandFinanceAfrica

+27828857300

j.sampson@

Formediaenquiries,pleasecontact:

FlorinaCormack-Loyd

SeniorCommunicationsManager

+4402073899444

f.cormackloyd@

Forallotherenquiries,pleasecontact:

enquiries@

+442073899400

Formoreinformation,pleasevisitourwebsite:

/company/brand-finance

/brandfinance

/brandfinance

/brand.finance

C

o

n

Costof

t

CapitalAnalysis

e

n

t

s

Customer

ResearchFindings

Education

Communication

Understandin

4?BrandFinanceSouthAfrica50?May2021

enquiries@/south-.africacom

Competitor

BrandFinanceSouthAfrica50?May20215

Benchmarking

B

Brandirectory

istheworld’slargestdatabaseofcurrentandhistoricalbrandvalues,providingeasyaccesstoallBrandFinancerankings,reports,whitepapers,andconsumerresearchpublishedsince2007.

+Browsethousandsofpublishedbrandvalues

+ Trackbrandvalue,strength,andratingacrosspublicationsandovertime

+ Useinteractivechartstocomparebrandvaluesacrosscountries,sectors,andglobalrankings

+ Purchaseandinstantlyunlockpremiumdata,completebrandrankings,andresearch

Visit

tofindoutmore.

BrandFinanceGroup.

BrandFinanceInstitute

BrandFinanceInstituteistheeducationaldivisionof

BrandFinance,whosepurposeistocreateandfoster

aprofessionalenvironmentforknowledge-sharingand

networkingamongpractitionersandexpertsinthe

market.BFIorganisesevents,in-companytraining,and

corporateeducationalinitiativesaroundtheworld.Inthe

questformarketingexcellenceandwiththepurpose

toequipthebrandvaluationandstrategypractitioners

withthenecessaryskillsandtools,wehavedeveloped

awiderangeofprogrammesandcertificationsin

collaborationwiththemostcovetedbusinessschools,

universitiesandthoughtleadersinthefield.

BrandDialogue

BrandDialogueisapublicrelationsagencydevelopingcommunicationsstrategiestocreatedialoguethatdrivesbrandvalue.BrandDialoguehasover25yearsofexperienceindeliveringcampaignsdrivenbyresearch,measurement,andstrategicthinkingforavarietyofclients,withastrongbackgroundingeographicbranding,includingsupportingnationbrandsandbrandswithageographicalindication(GI).BrandDialoguemanagescommunicationsactivitiesacrossBrandFinanceGroup'scompaniesandnetwork.

VI360

VI360isabrandidentitymanagementconsultancyworkingforclientsofallsizesonbrandcompliance,brandtransition,andbrandidentitymanagement.VI360providestraightforwardandpracticalbrandmanagementthatresultsintangiblebenefitsforyourbusiness.

6?BrandFinanceSouthAfrica50?May2021

GlobalBrandEquityMonitor

Originalmarketresearchon2,500brands

29countriesand23sectorscovered

Morethan50,000respondentssurveyedannually

Wearenowinour5thconsecutiveyearconductingthestudy

Visit/consumer-research

oremailenquiries@

/southenquiries@brandirectory-.africacom

BrandFinanceSouthAfrica50?May20217

Foreword.

SouthAfrica’s

Top50Brands

Showcase

JeremySampson

ManagingDirector,

BrandFinanceAfrica

Tosome,akeymetricofthesuccessofacompanyishowitssharepriceperforms.Indeed,somecompanieswillmeasurethesuccessoftheirCEOonhowtheyperforminthisregard.Unsurprisinglyaroundtheworldearlylastyear,asCOVID-19begantoenvelopetheplanet,sharepricesplummeted.Therewasgreatuncertaintyin

allquarters.Yet,lastmonth,inmostcasesshareswerebacktopre-Covidlevels.Companieswithstrongbrandsenjoyedoneofthebenefitstheybring,bybouncingbackthestrongest.SouthAfrica’sTop50mostvaluablebrandsdemonstratedthisresilience,withthetotalbrandvalueofthetop50only2%downcomparedtolastyear.

Buttheseresultscanbedeceptiveascountriesmaycontinuetobebuffetedbyfuturewavesofthepandemic.ItwouldseemthatCovidwillbewithusfortheforeseeablefutureaswerelyonsciencetoprovideuswithvaccinesthatkeeppacewiththenewmutationsastheyevolve.Countriesunable-forwhateverreason-tovaccinatelargeportionsoftheirpopulationwillfindthemselvesataconsiderabledisadvantage,especiallyinthefieldsofhospitalityandtourismwheresafetyissocrucial.

Majorcompanieswithstrongbalancesheetshavebeenbetterabletoweatherthestormsofar,butawalkaroundsomeshoppingmallsordownsomehighstreetsistobegreetedbymany‘closeddown‘signs.Thelossofthesesmall,oftenfamily-owned,businesseshasbeendramaticandverysad.

‘TheBenefitsofSouthAfricanBrandstotheEconomy’isthisyear’sthemeofthe2021report,asubjectmanyseemwoefullyignorantabout.Asacontinent,Africahasnotbeensuccessfulatcreatingandthenexportingitsbrands,whichwillnodoubtslowitsrecovery.Toomanycompaniesarecomfortabledealingwithcommoditieswithlittleornobeneficiation.Inotherwords,itissafetosaythatstronglybrandedcompaniesarethemostresilientandrecoverfastestaftereconomicshocks.Addtothis,thattodaybrandsmayhavebecomethemostvaluableassetofacompany,accountingonaverage

foraround20%oftotalbusinessvalue.Let’sbeclear:stronglocalbrandsdeliverawholerangeofbenefitstothecountryfromcreatingjobs,growingtalentandhubsofexcellence,reducingimportsandsoassistingthebalanceofpayments,generatingexports,nationalprideand,nottomention,creatingincomeforthetaxman.

WhyarecertainpartsofSouthAfricamoreprosperousthanothersyoumayask?Andtheanswercouldbe“it’sthebrandsstupid”.Thatmightsoundalittlebriskbutjustlookwheremostofthebrandsarebasedandarethusgeneratingwork.Takingthetop50,KZN(basedonDurban)hasahandfulofbrandsat4,whilstGauteng(theJohannesburgandSandtonarea)has29andtheWesternCape(aroundCapeTown)has17.Onlythesethreeprovincesarehometotopbrands.InterestinglywheretheWesternCapescoresheavilyisitsregionalbrand:tourismandthebeautyofthesceneryandwinelands.

Inmanycountriesasideeffectofthepandemicistomoveawayfromtheoffice,outofbigcities,evenoutoftown.ThatisnothappeningasmuchinSouthAfricaasmanysmallmunicipalitiesarechronicallymismanaged,althoughtomanytheWesternCapeistheplacetobe.Workingremotelyorfromhomeisheretostayinsomeformoranother,Covidisobviouslynotgoingaway,andwearealladapting.Theneedtospeedupthevaccinationprogramgloballyshouldbeobvioustoallorelsewewillhaverecurringwavesandcountrieswillbeisolated.

ThebrandofSouthAfricaneedsburnishingandweneedtocelebratethebrandswhichbenefitallofus.

Resolve&

Resilienceas

TotalBrand

ValueStands

atOverR460

Billion.

StrongbrandscarrywiderSouthAfricaneconomythroughCOVID-19pandemic–overallbrandvalueoftop50down2%year-on-year

TopthreesectorsaccountforR247.2billionoftotalbrandvalueinBrandFinanceSouthAfrica502021ranking–banking(23%),telecoms(18%)

andretail(13%)

MTN?isnation’smostvaluablebrandfor10thconsecutiveyear,brandvalueR44.8billion

Capitecprovesreputationcounts,claimingtitleofSouthAfrica’sstrongestbrandwithAAArating

Apparelbrandsmakeupthisyear’sfastest-growing?andfalling–Markham?sees44%brandvaluegrowth,whileCountryRoadplummets39%

SparSA,SibanyeStillwater,Markham,Media24,andDis-Chemarenewentrants

8?BrandFinanceSouthAfrica50?May2021 BrandFinanceSouthAfrica50?May20219

Executive

Summary.

ExecutiveSummary.

ExecutiveSummary.

Top10MostValuableBrands

101

H

2021:R44,822m

-9.3%

2020:R49,401m

202

H

2021:R28,389m

-6.2%

2020:R30,273m

303

g

2021:R22,064m

-7.5%

value,BrandFinancealsodeterminestherelativestrengthofbrandsthroughabalancedscorecardofmetricsevaluatingmarketinginvestment,stakeholderequity,andbusinessperformance.Accordingtothesecriteria,Capitecisthestrongestbankingbrandinthecountry,withaBrandStrengthIndexof89.2outof100andacorrespondingAAAbrandstrengthrating..

PointingtowardsaneffectiverebrandoftheirAfricanoperationsafterBarclaysdivested,Absa(BSI

75.6/100)alsoenjoyedpositiveresultsafterseeinganimprovementinbrandstrengthandisexpectedtocontinueonanupwardtrajectoryasitsecuresitspresenceacrossthecontinent.

2020:

R23,851m

MTNholdsonto10-yearreign

Thetop50mostvaluableSouthAfricanbrandswere

initiallyforecastedtoloseoverR65billionincumulative

brandvalue(15%)duringthepandemic.However,resolve

andresilience–attributesthatarguablydefineSouth

Africanculture–havemeantthetop50haveonlyrecorded

a2%(R8.8billion)decreaseincumulativebrandvalue,

fromR471.3billionin2020toR462.4billionin2021.This

resilienceisespeciallyevidentintheimpressiverecovery

seenontheJohannesburgStockExchange(JSE),which

returnedtoJanuary2020levelsafterjust15months.

425 t

2021:R21,212m +4.6%

2020:R20,285m

526 g

2021:R20,837m +4.5%

2020:R19,941m

Telecomsaccountsfor18%(R81.3billion)oftheranking’soverallbrandvaluewithatotaloffivebrandsfeaturing,includingtheBrandFinanceSouthAfrica502021rankingleaderMTN,markingitsdecade-longreignasthemostvaluableSouthAfricanbrand,bolsteredbyitsreachacrossAfricaandtheMiddleEast.WhileVodacom(down6%toR28.4billion)continuestotrailbehindMTN–sittinginsecondspot-thebrandstillleadsintheSouthAfricanmarketwhilstslowlyexpandingacrossthecontinent.

Gauteng(Johannesburgarea)

shinesasSApowerhouse

Withbankingandtelecoms–twoofthetopthreesectorsintheBrandFinanceSouthAfrica502021ranking–clusteredaroundGauteng,it’shardtoarguethatwhenitcomestoidentifyingthepowerhouseoftheAfricaneconomy,Gautengisclearlyleadingthepack.

BankingisSouthAfrica’smostvaluablesector,claiming23%(R104.4billion)oftheranking’soverallbrandvalue.Sevenbankingbrandsarerepresentedintheranking:FNB(R22.1billion),StandardBank(R20.8billion),Absa(R20.5billion),Nedbank(R15.0billion),Investec(R14.9billion),Capitec(R7.3billion),andRandMerchantBank(R3.8billion).

WhileFNBisSouthAfrica’smostvaluablebankingbrandforthefourthconsecutiveyear,Capitecisoneofthefivemostreputablebankingbrandsglobally–according

totheBrandFinanceBanking500ranking–andrankswithinthetop25mostvaluableSouthAfricanbrandsthisyearin24thposition.Inadditiontocalculatingbrand

WhiletheremaybealackofappreciationforSouthAfricanbrandsglobally,SouthAfricancompaniesshouldbecelebrated.As?ayoung,developingnation?withenormouslystrongpotential,butatroubledandcomplex?past,itisincreasinglyimportantthatleadingbrandsarerecognisedasthenation’sambassadorsfortheirenduringcontributionstothewiderAfricaneconomy.

JeremySampson

ManagingDirector,BrandFinanceAfrica

?BrandFinancePlc2021

614

g

2021:R20,538m

-9.6%

2020:R22,716m

707

z

2021:R15,515m

-15.7%

2020:R18,400m

808

g

2021:R15,022m

-9.0%

2020:R16,513m

909

g

2021:R14,886m

-6.0%

2020:R15,831m

10212

j

2021:R13,414m

+10.2%

2020:R12,176m

12?BrandFinanceSouthAfrica50?May2021 /south-africa BrandFinanceSouthAfrica50?May202113

ExecutiveSummary.

ExecutiveSummary.

Top5StrongestBrands

Formost,lockdownhas

122

g

increasedourrelianceon

electronicdevicestoremain

2021:89.2

AAA

0.0

connected,andthiswillonly

2020:89.2

AAA

acceleratewiththeintroduction

223

g

of5G.MTNandVodacomare

perfectlyplacedforthese

2021:87.5

AAA

-0.1

2020:87.6

AAA

developments,howeversmaller

327

h

contenderswillstruggleand

ultimatelybesqueezedoutof

2021:86.7

AAA

+2.9

therunning.Whiletherearelittle

2020:83.8

AAA-

signsofdigitaltransformation

411

H

slowing,SouthAfrica’s

2021

2021:86.4

AAA

-3.1

challengenowbecomesclosing

2020:89.5

AAA

thesocio-economicdivide,

FinancePlc

514

H

allowingforequalaccesstoall.

?Brand

2021:83.6

AAA-

-1.9

CEO,BrandFinance

2020:85.5

AAA

DavidHaigh

BrandValuebyProvince

Gauteng

Numberofbrands:29

BrandValueTotal:R310bn

BrandValue(%):67%

RetaildominatesinWesternCape

AlthoughbankingandtelcosareSouthAfrica’stoptwomostvaluablesectors,bothexperiencedan11%dipinbrandvalueyear-on-year.Ontheotherhand,forretail–thecountry’sthirdmostvaluablesector–totalbrandvalueincreasedby36%toR61.4billionin2021,accountingfor13%oftheranking’soverallbrandvalue,witheightbrandsfeaturing.

Oftheseeight,fiveareheadquarteredintheWesternCape,includingShoprite(up11%toR12.9billion)

–themostvaluableretailbrandthisyear(rankingin

12thpositionoverall)–makingretailtheleadingsectorintheprovince.OtherWesternCape-basedbrandsincludePickn’Pay(up5%toR8.2billion)in23rdposition,Checkers(up33%toR6.5billion)in26th,Clicks(up12%toR6.0billion)in29th,andPepStores(down2%toR3.5billion)in36thposition.

Battleoftheapparels

WhilethepastyearwillberememberedforwhenCOVID-19wreakedhavoconfinancialmarketsandbroaderretailsectors,itwillalsoberememberedforpromotinganunprecedentedgrowthinonlinesales,withbothpure-playe-commerceplayersandestablishedretailersrapidlyexpandingtheironlineofferings.

PreviouslyfeaturedintheBrandFinanceAfrica1502020reportin84thposition,MarkhamlaunchesintotheBrandFinanceSouthAfrica502021rankingforthefirsttimeafteranimpressivebrandvaluegrowthof44%toR2.4billion,makingitthefastest-growingbrandinthisyear’stop50ranking.

Incontrast,fellowapparelbrandCountryRoadisthisyear’sfastest-fallingbrandafterdropping39%inbrandvaluefromR3.4billionin2020toR2.1billionin2021.

Thehighestrankedre-enteringtop50brandisKwaZulu-Natal-basedSparSA(brandvalueR11.3billion),claiming16thpositionafteranabsenceoftwoyears.Alsore-enteringtherankingafteratwo-yeargapisMedia24Group(brandvalueR2.2billion)in45thposition.

Dis-ChemPharmacies(brandvalueR1.6billion)hasenteredtherankingin50thposition.GiventheroleClicksandDis-ChemwillplayinrollingoutCOVID-19vaccines,theyshouldbothenjoybuoyanttrading.

BrandValueChange2020-2021(%)

-38.9% 44.2%

-30.9% 33.4%

-23.8% 20.5%

-22.1% 14.9%

-19.2% 14.1%

-16.1% 11.6%

-15.8% 11.2%

KwaZulu-Natal

Numberofbrands:4

BrandValueTotal:R22bn

WesternCape

BrandValue(%):5%

Numberofbrands:17

BrandValueTotal:R130bn

BrandValue(%):28%

Householdnamesmakea

comeback

Thisyear’stop50welcomesfivenewentrants,includingtwore-enteringbrandsandSibanyeStillwater-themininghouseandtheworld’slargestprimaryproducerofplatinum-makesitsdebutintheBrandFinanceSouthAfrica502021rankingwithabrandvalueofR6.3billion.

-15.7% 11.0%

-14.1% 10.2%

-14.0% 9.0%

14?BrandFinanceSouthAfrica50?May2021 /south-africa BrandFinanceSouthAfrica50?May202115

ExecutiveSummary.

BrandValuebySector

Brand

%of

Numberof

Value

Sector

(ZARbn)

total

Brands

●

Banking

104.4

22.6%

7

●

Telecoms

81.3

17.6%

5

●

Retail

61.4

13.3%

8

●

Insurance

55.6

12.0%

6

●

Apparel

31.4

6.8%

6

Plc2021

●

Oil&Gas

21.7

4.7%

2

●

Other

106.6

23.0%

16

?BrandFinance

Total

462.4

100.0%

50

16?

BrandFinanceSouthAfrica50?May2021

BrandFinance

SouthAfrica50(ZARm).

Top50mostvaluableSouthAfricanbrands

2021

Brand

2020

2021

2020

2021

2020

Brand

Value

Brand

Brand

Brand

Rank

Rank

Brand

Province

Sector

Value

Change

Value

Rating

Rating

1

1

0

MTN

Gauteng

Telecoms

R44,822

-9.3%

R49,401

AAA-

AAA

2

2

0

Vodacom

Gauteng

Telecoms

R28,389

-6.2%

R30,273

AAA

AAA

3

3

0

FirstNationalBank

Gauteng

Banking

R22,064

-7.5%

R23,851

AAA

AAA

4

5

2

OldMutual

WesternCape

Insurance

R21,212

+4.6%

R20,285

AAA-

AAA-

5

6

2

StandardBank

Gauteng

Banking

R20,837

+4.5%

R19,941

AAA-

AA

6

4

1

Absa

Gauteng

Banking

R20,538

-9.6%

R22,716

AA+

AA

7

7

0

Sasol

Gauteng

Oil&Gas

R15,515

-15.7%

R18,400

AAA-

AAA-

8

8

0

Nedbank

Gauteng

Banking

R15,022

-9.0%

R16,513

AAA-

AA+

9

9

0

Investec

Gauteng

Banking

R14,886

-6.0%

R15,831

AA+

AA-

10

12

2

Mondi

Gauteng

Chemicals

R13,414

+10.2%

R12,176

A+

A+

11

11

0

MultiChoice

Gauteng

Media

12

15

2

Shoprite

WesternCape

Retail

13

10

1

WoolworthsSA

WesternCape

Apparel

14

13

1

DistellGroup

WesternCape

Spirits

15

19

2

Sanlam

WesternCape

Insurance

16

-

3

SparSA

KZN

Retail

17

18

2

DiscoveryGroup

Gauteng

Insurance

18

20

2

Bidvest

Gauteng

Retail

19

14

1

MotusGroup

Gauteng

CarRentalServices

20

17

1

CarlingBlackLabel

Gauteng

Beers

21

16

1

Castle

Gauteng

Beers

22

22

0

TigerBrandsGroup

Gauteng

Food

23

23

0

PicknPay

WesternCape

Retail

24

21

1

CapitecBank

WesternCape

Banking

25

25

0

Sappi

Gauteng

Chemicals

26

31

2

Checkers

WesternCape

Retail

27

-

3

SibanyeStillwater

Gauteng

Mining,Iron&Steel

28

24

1

Engen

WesternCape

Oil&Gas

29

27

1

Clicks

WesternCape

Retail

30

26

1

Liberty

Gauteng

Insurance

31

30

1

Mediclinic

WesternCape

Healthcare

32

29

1

Truworths

WesternCape

Apparel

33

28

1

MrPrice

KZN

Apparel

34

32

1

RandMerchantBank

Gauteng

Banking

35

37

2

MomentumInvestments

Gauteng

Insurance

36

34

1

PepStores

WesternCape

Retail

37

41

2

Foschini

WesternCape

Apparel

38

39

2

RCLFoods

KZN

Retail

39

35

1

Telkom

Gauteng

Telecoms

40

38

1

HansaPilsner

Gauteng

Beers

41

42

2

Santam

WesternCape

Insurance

42

44

2

BCX

Gauteng

Telecoms

43

-

3

Markham

WesternCape

Apparel

44

40

1

CellC

Gauteng

Telecoms

45

-

3

Media24Group

WesternCape

Media

46

36

1

CountryRoad

KZN

Apparel

47

49

2

AspenGroup

Gauteng

Pharma

48

47

1

LifeHealthcare

Gauteng

Healthcare

49

48

1

GrowthpointProperties

Gauteng

RealEstate

50

-

3

Dis-Chem

Gauteng

Pharma

/south-africa

BrandFinanceSouthAfrica50?May202117

SectorReputationAnalysis.

SectorReputationAnalysis.

Benchmarkingagainsttheverybest

SectorsRankedbyReputation

Techadmired,butnotuniversally

BrandFinance’sbrandevaluationsaredesignedtofacilitatebroadercomparisonswithbrandsacrossmarkets,andbothwithinandacrossindustries.Thisprovidesamoreroundedassessmentofbrandstrength,withbenchmarkingagainsttheverybest.

Thisperspectiveisparticularlyimportantasbrandcategoriesconverge,withnewtechnologiesenablingdisruptionandbrandsseekingtacticalentryintoneighbouringcategories.Brandswithastrongreputationalsohavelicensingopportunitiesinnewsectors.

Thisyear’sglobalsectorreputationrankingsfromourB2Cresearchincludedasignificantlylargernumberofproductcategories,withscoresforover2,500brands.

SupermarketsheldinhighregardinSouthAfrica

Supermarketsstrivehardtobe‘consumerchampions’inmostmarkets,andgenerallyhavegoodreputations.Considerationslevelsarehigh,andthewillingnessofconsumerstochoosefromarepertoireofbrandsensureshighlevelsofcompetition–loyaltycannotbetakenforgranted.But,asourtableshows,thissectordoesnottoptherankingsforoverallreputation.

InSouthAfricahowever,supermarketsareespeciallywell-regarded,with5ofthetop12brandsoverallfromthissector.CheckersandWoolworthsviefortopspotinthecategoryintermofreputation,butCheckers’hasaslightedgeintermsofvalueandaccessibility,reflectedinaveryhighlevelsofconsiderationamonggroceryshoppers.

FMCGbrandshaveoutstandingreputationsglobally

Majorfoodandcosmeticsbrandshavethehighestreputationsglobally,onaverage,areminderoftheenduringvalueofastrongbrand–someofthetopperformersareoveracenturyold.ThepositivereputationsofglobalgiantssuchasJohnson’s,DoveandDanone,withveryhighfamiliarity,relevanceandconsumerconsideration.

1=

lCosmetics

7.6/10

1=

oFood

7.6/10

3

MAppliances

7.5/10

4=

rHotels

7.4/10

4=

DRetail

7.4/10

6=

dApparel

7.3/10

6=

hBeers

7.3/10

8=

zOil&Gas

7.2/10

8=

APharma

7.2/10

8=

CRestaurants

7.2/10

N8=7.2

Supermarkets /10

12=

fAutomobiles

7.1/10

12=

wLogistics

7.1/10

12=

GTech

7.1/10

15

BRealEstate

6.9/10

16

bAirlines

6.8/10

17

tInsurance

6.6/10

18

LUtilities

6.5/10

19=

gBanking

6.3/10

19=

HTelecoms

6.3/10

Theoverallrankingofthetechsectorfellslightly,andwhilethebiggestbrandssuchasYouTube,Google,andApplecontinuetoenjoystrongreputations,notallconsumersareinlovewiththesebrands.Amazon,forexample,rankshighinsomemarkets(#1inthesectorintheUSA,#3inSpain),butpolarisesinsomemarkets(e.g.Sweden,France).Similarly,themixedreputationofbrandssuchasFacebookshowsnosignofsignificantimprovement.Manyconsumersmaysupporttheincreasingregulationoftechgiants,anditmightalsobethecasethatthereisroomforanupstartchallengerwiththerightinnovation,afreshapproachandperhapsacleanslate.

Banksandtelecomsstruggletoimprovetheirstanding

BankingandtelecomsbrandsagainranklowestofsectorsinSouthAfricaforreputationandtrust,asisthecaseglobally.Lastyearsawlittleimprovementeventhoughbanksandtelcosmightfeeltheyservedcustomerswellindifficulttimes(withconnectivityevenmorevitalinthecaseoftelecoms.FrustratedCMOsmayfeelthattheirbrandscontinuetobetakenforgranted–unfortunatelyforthem,‘businessasusual’meanstreadingwaterintermsofreputation.

Inbanking,Capitecissomethingofanexception,rankingwellofthekeymeasuresinBrandFinanceresearch,includingonmoreemotionaldimensionssuchas‘Closeness’.Inmostcountries,banksbrandsarerarelylovedbyconsumers,andcustomers’relationshipsappeartobetransactionalandfunctional.?Capitecdemonstratesthatitispossibleforabanktobreakthatmould,andenjoygenuineaffectionfromconsumers.

Intelecoms,theclosestequivalentisVodacom.TheyarenotquiteinCapitec’sleaguebuthaveanabove-averagereputationrelativetoallbrandsincludedontheresearch.

Henceotherbanksandtelcoscannotclaimexcusetheirmediocrerankingsbasedonageneraldislikeofthecategory.Vodacomand(especially)Capitecshowwhatcanbeachievedwhenvalue,qualityserviceandgenuinecustomercommitmentaredelivered.

18?BrandFinanceSouthAfrica50?May2021 /south-africa BrandFinanceSouth