According to the findings of the 2018 Brand Finance survey, the world’s leading independent brand valuation and strategy consultancy, MTN has retained their top position as the country’s most valuable brand.
MTN’s brand value soared by 8% to R44, 2 billion, to maintain its leadership as South Africa’s most valued brand for the sixth year running of the survey.
Brand Finance also upgraded MTN’s brand strength from AA+ to AAA.
The Bozza network’s robust performance is attributed to increased data spending, which is in line with the global trends of growing mobile data consumption. Additionally, Brand Finance credited the solid growth to the substantial capital expenditure that funded network improvements, saying it represents a strong return on investment.
The brand’s exceptional performance displays market resilience despite regulatory challenges experienced in some of its operations.
“We have outlined a strong growth roadmap rooted in our goal to offer the best customer experience, driving data and digital growth and achieving technology excellence within our market,” says Mapula Bodibe, Executive for Consumer Business: MTN South Africa.
“As a brand, we are very proud of our ability to stay on track and to achieve our strategic objectives, retaining this title for the sixth year running.”
MTN’s overall revenue grew by 7.2% in the past year, with data revenue growing by 34.2%.
David Haigh, CEO of Brand Finance maintains that “MTN is South Africa’s most valuable brand because of their industry leadership, both domestically and further afield. They are increasingly recognised throughout Africa by their customers as providing a high-quality service, because their brand image is deeply rooted on more than just marketing campaigns.”