Retail Brands Brand New Heavies
Every year, Brand Finance puts 5,000 of the biggest brands to the test, and publishes nearly 100 reports, ranking brands across all sectors and countries. South Africa’s top 100 most valuable and strongest brands are included in a dedicated national ranking – the Brand Finance South Africa 100 2022. This year – no surprises – MTN remains SA’s biggest brand, up +34% and valued at R59.8bn by the arcane methodologies used to establish these things. But the real news is that Checkers, its brand value up +71% to R11.1bn, is the fastest-growing brand in the Beloved Country right now, reflecting, says Brand Finance, its ability to adjust to changing consumer demand through the pandemic. And the top ten growers list was absolutely jam-packed with retailers: Woolworths SA climbed +37% to R17.3bn and came in fourth, with Clicks in 6th place, growing +36%. On the downside for our industry, Tiger Brands was the biggest loser, declining -89% in value, with RCL FOODS in 2nd, losing -73%.
Comment: There is a science in this, no doubt. But brand value is not always an indication of actual value and can change quickly with shifting consumer perspectives.