品牌价值-最有价值和最强大的非洲品牌200强的2023年度报告（英）-2023-WN6.pdf

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1、Africa 2002023The annual report on the most valuable and strongest African brandsJune 2023Brand Finance Africa 200 2Contents.2023 All rights reserved.Brand Finance Plc.About Brand Finance3Foreword7David Haigh,Chairman,Brand Finance Jeremy Sampson,Chairman,Brand Finance AfricaExecutive Summary9Brand

2、Value&Brand Strength Analysis10Brand Value Ranking19Methodology23Our Services30Brand Finance Africa 200 3About Brand Finance.Brand Finance is the worlds leading brand valuation consultancy.We bridge the gap between marketing and financeBrand Finance was set up in 1996 with the aim of bridging the ga

3、p between marketing and finance.For more than 25 years,we have helped companies and organisations of all types to connect their brands to the bottom line.We quantify the financial value of brandsWe put thousands of the worlds biggest brands to the test every year.Ranking brands across all sectors an

4、d countries,we publish over 100 reports annually.We offer a unique combination of expertiseOur teams have experience across a wide range of disciplines from marketing and market research,to brand strategy and visual identity,to tax and accounting.We pride ourselves on technical credibilityBrand Fina

5、nce is a chartered accountancy firm regulated by the Institute of Chartered Accountants in England and Wales,and the first brand valuation consultancy to join the International Valuation Standards Council.Our experts helped craft the internationally recognised standards on Brand Valuation ISO 10668

6、and Brand Evaluation ISO 20671.Our methodology has been certified by global independent auditors Austrian Standards as compliant with both,and received the official approval of the Marketing Accountability Standards Board.Get in T business enquiries,please contact:Richard HaighManaging DFor all othe

7、r enquiries:+44 207 389 For media enquiries,please contact:Michael JosemAssociate Communications DA Brand Value Report provides a complete breakdown of the assumptions,data sources,and calculations used to arrive at your brands value.Each report includes expert recommendations for growing brand valu

8、e to drive performance and offers a cost-effective way to gaining a better understanding of your position against peers.Request your ownBrand Value ReportBenefitsContentsCompetitorBenchmarkingVisit email enquiriesbrandfi Brand Valuation SummaryBrand Strength TrackingCost of Capital AnalysisRoyalty R

9、atesCustomer Research FindingsInsightStrategyBenchmarkingEducationCommunicationUnderstandingBrand Finance Africa 200 5Brand Finance InstituteBrand Finance Institute is the educational division of Brand Finance,whose purpose is to create and foster a professional environment for knowledge-sharing and

10、 networking among practitioners and experts in the market.BFI organises events,in-company training,and corporate educational initiatives around the world.In the quest for marketing excellence and with the purpose to equip the brand valuation and strategy practitioners with the necessary skills and t

11、ools,we have developed a wide range of programmes and certifications in collaboration with the most coveted business schools,universities and thought leaders in the field.Brandirectory is the worlds largest database of current and historical brand values,providing easy access to all Brand Finance ra

12、nkings,reports,whitepapers,and consumer research published since 2007.+Browse thousands of published brand values+Track brand value,strength,and rating across publications and over time+Use interactive charts to compare brand values across countries,sectors,and global rankings+Purchase and instantly

13、 unlock premium data,complete brand rankings,and researchVisit to find out more.Brand Finance Group.Brand DialogueBrand Dialogue is a public relations agency developing communications strategies to create dialogue that drives brand value.Brand Dialogue has over 25 years of experience in delivering c

14、ampaigns driven by research,measurement,and strategic thinking for a variety of clients,with a strong background in geographic branding,including supporting nation brands and brands with a geographical indication(GI).Brand Dialogue manages communications activities across Brand Finance Groups compan

15、ies and network.VI360VI360 is a brand identity management consultancy working for clients of all sizes on brand compliance,brand transition,and brand identity management.VI360 provide straightforward and practical brand management that results in tangible benefits for your business.BGlobal BrandEqui

16、ty MonitorOriginal market research on over 5,000 brands 38 countries and 31 sectors coveredMore than 150,000 respondents surveyed annuallyWe are now in our 7th consecutive year conducting the studyVisit or email enquiriesbrandfi Brand Finance Africa 200 7David Haigh Chairman,Brand FinanceJeremy Samp

17、sonChairman,Brand Finance AfricaForeword.Brand valuation helps companies understand the value of their brand and how it contributes to the overall value of the company.This important understanding can inform decision-making related to marketing and branding efforts,as well as provide a benchmark for

18、 future performance.It can also be used to help attract investors and secure financing,as a strong brand can be a valuable asset.Additionally,brand valuation can be useful in the event of a merger or acquisition,as it can help determine the value of the brand being acquired.Overall,brand valuation h

19、elps organisations understand the worth of their brand and how it fits into their overall business strategy.A strong brand can lead to improved business returns in several ways.First,a strong brand can help a company differentiate itself from its competitors and establish a unique identity in the ma

20、rket,which can lead to increased customer loyalty and retention.This,in turn,can lead to higher sales and revenue.A strong brand can also help a company command a higher price for its products or services,as consumers are willing to pay more for a brand they perceive as high-quality and trustworthy.

21、In addition,a strong brand can help a company attract top talent,as employees may be more attracted to work for a well-known and reputable brand.Finally,a strong brand can provide a company with a competitive advantage and help it weather economic downturns or industry disruptions.This year,Brand Fi

22、nance has invested more in researching and understanding customer perception of brands across the world than ever before,with original research taking place in dozens of jurisdictions globally.The report you are reading is based on this extensive original research,with the findings representing a ca

23、talyst for further conversations.This is the fourth consecutive year that Brand Finance has ranked Africas top brands by brand value and brand strength,however,this year,the ranking is extended from 150 to 200.Africa,with its 54 countries,presents a diverse tapestry of languages and cultures,often f

24、ragmented in various aspects.This is reflected by the diversity of brands included in this ranking,and their continued evolution in the post-pandemic,digitally focused era.It is invariably the case that when economic conditions are particularly challenging,strong brands show off their pedigree.The w

25、orld is going through a phase when socio political tensions are high.Apart from the global headwinds,Africa is experiencing its own challenges.And inflation is not helping.All this adds up to the need to have strong brands.As David Haigh the Founder and Chairman of Brand Finance states:“Brands creat

26、e value and will help lead the economy out of the recession caused by COVID-19.There has never been a more important time to recognise the role of brands.”Put another way:African countries need to grow their own brands to build their domestic economy,otherwise global brands will fill the vacuum as e

27、conomies start to pick up.Local brands boost local economies by creating jobs,generating financial wealth,acting as ambassadors for their country and so much more.If you want help in building a stronger brand,or if you want to better understand the value of your brand or indeed the segment it operat

28、es in,please contact the Brand Finance Africa team.We combine global best practice with local knowledge and are always bridging the gap between marketing and finance.Brand Finance Africa 200 8Africas Most Valuable Brands Show Resilience in 2023 Despite Difficult Conditions,with MTN Leading for Fourt

29、h Consecutive Year.+MTN remains dominant as Africas most valuable brand,valued at USD4.4 billion+Vodacom leads on key measures of brand strength including consideration,usage,reputation,quality,and customer service+Kenyas Safaricom is the most valuable non-South African brand+Pick n Pay is the stron

30、gest African brand,and one of nine African brands to achieve elite AAA+rating+Egypts Aman is fastest-growing African brand,up 244%+Banking is the most valuable sector,up 7%in aggregate brand value+MTN has the highest Sustainability Perceptions Value,while Safaricom tops the ranking for Sustainabilit

31、y Perceptions ScoreRanking Analysis.Brand Finance Africa 200 10Ranking Analysis.Many of Africas most valuable brands continued to remain resilient in 2023 despite difficult operating conditions,following three years of pandemic-induced complications and a challenging international environment.Africa

32、s top-200 most valuable brands have an aggregate year-on-year brand value growth of 6%to a combined value of USD54.4 billion.South Africa was by far the largest contributor,accounting for over half of the brands in the ranking and 75%(USD40.8 billion)of the total brand value.South African brands als

33、o held the top 21 positions in the ranking for brand value,highlighting the countrys significant domination on the African continent in terms of the largest brand values.Nigeria(31 brands included with a combined brand value of USD4.2 billion),Egypt(19 brands included with a combined brand value of

34、USD3.5 billion),and Kenya(32 brands included with a combined brand value of USD2.5 billion)were the next three largest markets in the ranking.South Africas remarkable dominance in the Africa 200 ranking is a testament to the strength and resilience of its brands.South Africa has firmly established i

35、tself as the powerhouse of African brands,underscoring its influential position in shaping the African business landscape.However,it is also essential to recognise the significant role played by African brands outside of South Africa,many of which continue to see growth,and which bring further diver

36、sity and richness to the continents economic tapestry.Jeremy SampsonChairman,Africa,Brand FinanceBrand Finance Africa 200 11Ranking Analysis.Top 10 Most Valuable African BrandsD6+9%USD$1.3 bn7D7+29%USD$1.3 bn12g8+0%USD$1 bn9g911USD$1 bn+0%j10NEWUSD$1 bn-H1+8%USD$4.4 bn1g3+10%USD$1.7 bn3g44USD$1.5 bn

37、-3%g55USD$1.5 bn+4%H2+16%USD$2.3 bn2MTN remains dominant as Africas most valuable brand,valued at USD4.4 billionTelecoms giant MTN(brand value up 8%to USD4.4 billion)is Africas most valuable brand for the fourth consecutive year.MTNs brand value continued to grow in 2023 and its value is now up 31%f

38、rom its pre-pandemic level.This is an impressive result considering the difficult operating conditions and the complex geopolitical environment that the brand has been faced with.MTNs brand is worth just less than double the value of the second most valuable brand,Vodacom(brand value up 16%to USD2.3

39、 billion).MTNs total subscribers rose 6%in 2022 to 289 million,while the brand also saw higher demand for its data and fintech services.Both data traffic and fintech transaction volumes increased year-on-year.This has driven a strong company financial performance and allowed MTN to continue to inves

40、t over USD1.5 billion back into its network,IT and platform infrastructure.MTN has invested heavily to secure network resilience in its home market of South Africa.Brand Finance Plc 2023222200000Brand Finance Africa 200 12Ranking Analysis.The need for back-up power intensified in the second half of

41、2022 as South Africa experienced worsening power shortages.MTN hopes its influence and scope of operations in the area will enable it to contribute to a solution to South Africas energy crisis.MTNs 2022 brand refresh has helped to sustain,and marginally grow MTNs Brand Strength Index score(89/100 wi

42、th AAA brand rating).Additionally,MTN expanded its rural rollout programme,and now provides broadband access to almost 88%of the population in its markets.Since many of these markets continue to develop rapidly,MTNs provision of broadband will be a vital ingredient to ongoing growth in coming years.

43、To succeed in emerging markets requires resilience and investment.That is certainly the case in Africa where complex challenges have had to be overcome to unlock the significant opportunities.The brands that have managed the challenges and the changes on the continent since Covid-19 are reaping the

44、rewards of their efforts.MTN is an excellent example of this.David HaighChairman,Brand FinanceBrand Finance Africa 200 13Ranking Analysis.Vodacom leads on key measures of brand strength including consideration,usage,reputation,quality,and customer service While MTN remains Africas most valuable bran

45、d by a significant margin,second place Vodacoms brand value has grown faster year-on-year(16%)and topped MTN in several key brand strength measures in Brand Finances research.These included consideration,usage,reputation,quality,and customer service.Although Vodacom is not yet operating on the same

46、scale as MTN in Africa,it is out-performing it in the key metrics driving customer satisfaction.Over the past five years,Vodacom has invested over USD3.6 billion to expand its capacity and increase resilience,including investment in next-generation 5G capabilities.This will broaden coverage,increase

47、 network speeds and help unlock Africas digital economy to a larger group of consumers.This may result in Vodacom potentially building on its leading levels of consideration and driving additional usage and may help Vodacom close the gap on MTN at the top of the Africa 200 ranking.Kenyas Safaricom i

48、s the most valuable non-South African brand Safaricom(brand value up 14%to USD710 million)is the most valuable brand from outside South Africa in the ranking.Over the past year,Safaricom has achieved revenue growth,while successfully completing the second year of its updated five-year strategy.This

49、strategy is guided by the purpose of transforming the lives of stakeholders and the communities that it serves.Safaricom has also grown into Ethiopia,a market it hopes it can expand to reach the level of its Kenya operation within ten years.Safaricom Ethiopia has already penetrated approximately 10%

50、of the population,a positive sign of the uptake for its services from customers in the region.Top 10 Strongest African Brands93.9+14.2D1AAA+3393.0+1.0g3AAA+293.0+0.6g41AAA+92.4+1.6g55AAA+92.4+0.5D6AAA+393.4+1.9D2AAA+492.2+9.0D7AAA+2290.4+2.7g8AAA+790.3+5.0D916AAA+88.7+3.0t1014AAA Brand Finance Plc 2