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Welcome to the BrandZ Most Valuable 30 South African Brands

by Ellis Malovany

Welcome to the BrandZ Most Valuable 30 South African Brands


I am delighted to introduce you to the inaugural WPP BrandZ™ Top 30 Most Valuable South African Brands ranking at a time of great challenge in South Africa.


As the country undergoes great political and economic changes this ground-breaking study ranks the country’s most successful brands, analyzes their strengths, and identifies the key forces that are driving growth in this market.


It is the first edition of an annual review that will track and anticipate the rapidly evolving environment for brands in South Africa, and will chart the changing fortunes of the country’s most valuable brands.


We are incredibly excited to be bringing the BrandZ study to South Africa. It has the 41st largest GDP in the world, and until recently, one of the longest streaks of economic growth of any country in the world.


South Africa’s impact on the world has stemmed from its great material resources, adventurous landscape filled with wildlife, and a unique culture as South Africa is like nowhere else. This heritage serves many South African brands well.


At the same time, the landscape in which business is done and on which brands are built is being transformed. This is to some extent happening the world over, but in South Africa the rate of change has been steep as technology and innovation have facilitated disruption and the entry of global brands.

South Africa’s economy grew at 1.4 percent in the first quarter of 2018 but has been struggling for a spark. South Africa’s economic growth has slowed because of declining global competitiveness, growing political instability, and a downgrade in the country’s investment-grade credit rating to junk status, which has negatively impacted investor confidence.

South Africa’s powerful banking sector continues to dominate industry and its brands are among the highest value in the country.


South Africa’s demographics are undergoing change. It’s population has quadrupled since 1950 and is expected to grow by about 25% through 2050. After nearly two decades of dropping life expectancy, South African are again living longer and people aged 15-64 are at their highest levels ever. Other than Bolivia and India, there are more languages spoken in South Africa than in any other country in the world.


South African brands, particularly those in consumer products and retail locally loved and many have shown considerable innovation. Brands like Nando’s, First National Bank and Woolworths, along with newer brands like Takealot, DStv, and OUTsurance are embedded in the South African landscape.


As South African cultural and business exports change, so too does the image of “Brand South Africa” that they carry with them. In this report, we examine the strength of the relationship between Brand South Africa and the brands of South Africa.  The acceleration of technological change and ready access of globalization, will help determine what South Africa stands for in the mind of the modern global consumer.


We take an exclusive, in-depth look at data and analysis from the “Best Countries” research done by Y&R’s BAV Group, with Partners US News and the Wharton Business School, which shines a light on how country of origin affects French brands.

For WPP, South Africa is a unique market, one that is undergoing change and facing unparalleled disruptive forces upon its shores.


Whether you’re a South African brand or a global name, in this report I hope you’ll find inspiration and guidance to help you create and grow more meaningful, impactful brands both in South Africa and beyond.


Take Aways provide succinct, action-oriented recommendations for brands based on our expert analysis of the market. We’ve also included summaries of South Africa’s Top 30 most valuable brands. Brand experts from WPP companies across South Africa share their market wisdom and sharp insights through extensive Thought Leadership and Best Practices essays.


And we present all this with stunning photography and a vibrant design that reflects the beauty, fun, and adventure of the country itself.


At WPP, the global communications services leader, our companies have been engaged in South Africa for over _____ years. Today, around ____ people work across WPP companies in 150 offices, providing advertising, marketing, insight, media, digital, shopper marketing and PR expertise. It’s part of our global presence in 112 countries. By linking all this talent, creativity, wisdom, and horizontality, we amplify global trends and insights that help our clients in useful and unique ways.

We invite you to access our unrivalled BrandZ™ resource library. Along with the new BrandZ™ Top 30 Most Valuable South Africa Brands report, the library includes these annual studies: BrandZ™ Top 100 Most Valuable Global Brands, BrandZ™ Top 100 Most Valuable Chinese Brands, BrandZ™ Top 30 Most Valuable Spanish Brands and BrandZ™ Top 75 Most Valuable UK BrandZ™ Top 40 Most Valuable Australia Brands. To download these and other reports, please visit www.BrandZ.com. For the interactive BrandZ™ mobile apps go to www.BrandZ.com/mobile.


The backbone of all this intelligence remains the WPP proprietary BrandZ™, the world’s largest, consumer-focused source of brand equity knowledge and insight, and WPP’s proprietary BrandZ™ brand valuation methodology. First we analyse relevant corporate financial data and strip away everything that doesn’t pertain to the branded business. Then we take a critical step that makes BrandZ™ unique and definitive among brand valuation methodologies. We conduct ongoing, in-depth quantitative consumer research with more than 170,000 consumers annually, across more than 50 countries, to assess consumer attitudes about, and relationships with, over 100,000 brands.


Our database includes information from over two million consumers. It reveals the power of the brand in the mind of the consumer that creates predisposition to buy and, most importantly, validates a positive correlation with better sales performance.


At WPP, we’re passionate about using our creativity to create and build strong, differentiated brands that deliver lasting shareholder value. To learn more about how to apply our experience and expertise to benefit your brand, please contact any of the WPP companies that contributed expertise to this report. View the summaries of each company and the contact details of key executives. Or feel free to contact me directly.


Sincerely, David Roth

WPP droth@wpp.com

Twitter: @davidrothlondon

Blog: www.davidroth.com