MTN has been ranked Africa's most valuable brand, in the authoritative BrandZ Top 100 Most Valuable Global Brands 2012 survey, released today.
MTN becomes the first and only African brand to make the list, debuting at position 88 in the prestigious annual survey. Developed by leading research agency, Millward Brown Optimor, BrandZ Top 100 Most Valuable Global Brands is the only brand rankings that include consumer data as a component element in arriving at the brand value. The rankings survey over 150 000 people around the world.
The BrandZ Top 100 Most Valuable Brands 2012 highlights the continuing impact of recession, the ongoing rise of technology and the growing power of emerging markets. In addition, the accompanying analysis identifies a number of themes that have emerged in the last 12 months, and are having a significant impact on brand and business performance.
Jennifer Roberti, Executive for Marketing, MTN Group, says the recognition by BrandZ is humbling for a young brand such as MTN. “For MTN, it's about brand relevance. MTN has established a number of Foundations to work with our communities to address socio-economic challenges in our markets. We also continue to introduce products and services that add value to the daily lives of our customers and communities alike.”
MTN is synonymous with sponsorship properties that are relevant, and thus, connect with customers. These include its support of music and sport, particularly football, across its markets in Africa. Among its involvement in football, Africa's leading mobile operator sponsors current African champions, Zambia, UEFA Champions League giant-killers, Apoel FC of Cyprus, four teams in South Africa's professional football league, street soccer in Lagos, Nigeria, football league in Swaziland, MTN FA Cup in Ghana, and is a broadcast sponsor of the English, German and Spanish leagues on key sports channels on the continent. MTN's music properties include South Africa's premier music awards, the MTN SAMAs, MTV Meets... with MTN, the MTN Bushfire Festival in Swaziland and MTN Project Fame West Africa.
The latest accolade comes hot on heels of another impressive achievement earlier this year, when MTN was rated the 188th most valuable brand in the world, in the Brand Finance Global 500 survey. The study, released in March, saw MTN improve 12 places from last year.
Roberti adds that MTN's performance in global brand surveys can also be attributed to the company's investments on the continent. “MTN has been investing in Africa since 1994, making significant commitments towards infrastructure and products and services unique to the needs of our customers on the continent. MTN Mobile Money, Pay As You Go and related mobile-based financial services offerings come to mind. As a result, MTN views this recognition as another acknowledgement of the contribution our brand continues to make in touching the lives of our communities and customers.
“However, the listing is not only an appreciation of the socio-economic impact mobile telephony through MTN has on the continent, but also signifies the growth of our brand over the years. We are grateful to our employees for their 'can do' attitude and to our customers for their support. Their commitment, loyalty and trust in our brand go a long way towards making MTN the most admired brand on the continent. Furthermore, this accolade further inspires us to continue exploring innovative ways to offer them more value in their MTN SIM cards.”
* Issued by MTN Group Corporate Affairs
BrandZ Top 100 Most Valuable Global Brands Ranking
Developed for WPP's operating companies by Millward Brown Optimor, the BrandZ Top 100 Most Valuable Global Brands ranking is now in its sixth year. It is the only study to combine measures of brand equity based on interviews with over 2 million consumers globally about thousands of global “consumer-facing” and business-to-business brands with a rigorous analysis of the financial and business performance of each company (using data from Bloomberg and Kantar Worldpanel) to separate the value that brand plays in driving business revenue and market capitalisation. Consumer perception of a brand is a key input in determining brand value because brands are a combination of business performance, product delivery, clarity of positioning, and leadership. The ranking takes into account regional variations since, even for truly global brands, measures of brand contribution might differ substantially across countries.
Launched in 1994, the MTN Group is a multinational telecommunications group, operating in 21 countries in Africa, Asia and the Middle East. The MTN Group is listed on the JSE Securities Exchange in South Africa under the share code: “MTN”. As of 31 March 2012, MTN recorded 170.5 million subscribers across its operations in Afghanistan, Benin, Botswana, Cameroon, Cote d'Ivoire, Cyprus, Ghana, Guinea Bissau, Guinea Republic, Iran, Liberia, Nigeria, Republic of Congo (Congo Brazzaville), Rwanda, South Africa, Sudan, Swaziland, Syria, Uganda, Yemen and Zambia. Visit us at www.mtn.com and www.mtnfootball.com.