MTN brand rated as most valuable on continent

The MTN brand has been rated as the country's most valuable brand, according to a league table of both African and South African brands compiled by Brandirectory. It is valued at an astounding US$4.7 billion, almost double that of its nearest rivals on the continent, Vodacom, Orascom Telecom (Egypt), FNB and Standard Bank.

Serame Taukobong, chief marketing officer of MTN SA, says the hard work and concerted effort by the marketing team in ensuring that the communities in which MTN operates have a real affinity to the brand, have paid off.

“In the short history of the company, the MTN brand enjoys iconic status both in South Africa and the other 20 countries in which the group has a presence. The public relates to and interacts with the brand on various levels and this rating from Brandirectory is an Ayoba recognition of our investment in the brand.”

This rating as the continent's and South Africa's most valuable brand is further proof of MTN's popularity, following various other marketing awards received recently, including: a Gold Loerie (Ayoba campaign), AfricaCom Best Marketing Campaign (Ayoba), Sunday Times Marketing Personality of the Year (Serame Taukobong), and various Virgin Active Sport Industry Awards (2010 FIFA World Cup, Last Fan Standing).

Brandirectory is an online encyclopaedia of brands where financial results, visual identities, trademark histories and the latest marketing news is compiled and shared. It is an invaluable resource for brand managers, offering detailed brand profiles and comparative analysis across all major commercial sectors. Its league tables are the most comprehensive table of published brand values in the world.