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10 Biggest Gainers Amongst Valuable South African Brands For 2015

10 Biggest Gainers Amongst Valuable South African Brands For 2015

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A study put together by Brand South Africa and Brand Finance Africa recently revealed the top 50 corporate brands in South Africa with regards to the value that they add and the recognition they gain for the country.

Brand value is calculated by making use of the Royalty Relief method, which estimates likely future sales that are attributable to a brand and calculating a royalty rate that would be charged for the use of the specific brand. The list is in its third year, and is a good indicator of the job that these brands are doing with regards to catering for the needs of their markets.

A number of financial institutions, retailers, publishers and technology groups form part of the list, and AFKInsider takes a closer look at 10 of the biggest gainers amongst the most valuable South African brands of 2015.

Sources: Brand South Africa, Brand Finance Africa.

Capitec Bank
Capitec Bank – 702.co.za

Capitec

The bank seemed to come out of nowhere a few years ago with a strong strategy that has seen them make huge gains in a market that was previously dominated by a strong quartet of financial institutions which include FNB, ABSA, Nedbank and Standard Bank.

The study suggests that Capitec can attribute its new found value on the understanding of its target market’s needs, to the extent that it changed the top four South African banks to the top five due to the incredible growth and patronage that it has experienced. The bank was placed 30th on the list, experiencing growth of 63 per cent in terms of brand value.

woolworths
Woolworths – PilotAfrica.com

Woolworths

The clothing, food and home goods retailer is one that works very hard to build a reputation for being an upmarket and caring brand that caters to a growing middle class and established upper class, ensuring that the products it provides consumers are considered quality above many other competitors.

The retailer positions itself as a brand that South Africans aspire to, with 80 years of history in their favour, as well as an established advertising and digital strategy that helps the business to thrive. Woolworths is also known for its promotion of local designers, charitable efforts and food producers who work with sustainable methods in mind. They recently bought Australian department store chain David Jones for $1.5 billion, meaning that it now possesses 1151 stores across 16 countries.

newspapers
Newspaper and Magazine Titles – Shutterstock

Media24

Placed 42nd on the list, the media company owned by Naspers made a 38% jump in terms of brand value, ensuring that they would be recognised for the excellent work that they are doing to grow their brand and cater to a diverse population in South Africa. Their slogan of ‘touching lives through the power of media’ is taken to heart as they listen to the needs and feedback of their readers and users, before using that feedback to improve their brand.

Media24 owns various publishing titles, including 60 magazines and over 90 newspapers. These include the top five magazines in South Africa and six of the top 10 newspapers in the country.

Castle Lager - castlelager.co.za
Castle Lager – castlelager.co.za

Castle

The beer is a brand of distinction that is loved by many in South Africa. It is owned and distributed by SABMiller, and has done a great job of increasing brand value by 33% in 2015. Many South African expatriates who move to countries like the UK and Australia have fond memories of drinking a Castle Lager beer, which is often associated with sports as the brand sponsors various segments of rugby, cricket and football in South Africa.

The Castle Brewery is one of the oldest commercial breweries in South Africa, with the company founded by Charles Glass in Johannesburg in 1894.

f-FNB-c

FNB

Named as the world’s most innovative bank, First National Bank (FNB) is a well established South African bank that works very hard to use their slogan, ‘How can we help you’, in the way they approach and deal with customers.

They are consistently working to improve their product offering and stay a step ahead of their competitors in the market. They moved up 31% this year in terms of brand value, and will be pleased with that result, as it places them in 5th position overall.

Sandton City
Sandton City – Owned by Liberty – rli.uk.com

Liberty

The insurance and investments giant saw their company’s brand value stock rise by 31% during 2015, ensuring an increase in the list from 34th to 25th position. A Liberty advertising campaign that hits home for many South Africans involves the story of how Liberty was established and the core values that govern it, with Sir Donald Gordon founding Liberty in 1957 when he saw his father struggle to afford retirement despite working hard all of his life. The ethos of the company was built on the need to help others to build a legacy that would allow them to survive comfortably in retirement and take care of their loved ones.

With a strong presence in 16 African countries, they have grown from being a South African life insurer to a Pan-African financial services company that is capable of offering asset management, investment, insurance and health products to customers.

Santam Insurance
Santam Insurance – techsmart.co.za

Santam

Santam is a well-established and trusted name in insurance, with a 30% gain in brand value coming in the 2015 Brand South Africa list, ensuring that they receive credit for hard work and strategy culminating in added respect for their business.

The short-term insurer is regarded as a leading brand in the industry, with a local market share of 23%. The brand is almost 100 years old, but operates with an understanding of their clients’ needs and a modern take on communication through social media and digital channels.

Mr Price
rekordnorth.co.za/Johannesburg City Seeker

Mr Price

The clothing and home goods retailer is a fresh and vibrant brand that has relied heavily on a social media and digital focus to grow their brand value, and it has been working well for them, as a 28% increase in the list attests.

The brand is currently enjoying the 22nd position on the list, but continues to impress with the approach they take to a diverse market, catering for many segments in one store with products and prices that appeal to various income classes and a solid understanding of what their customers need delivered through the use of clever marketing and special offers to attract repeat business.

ThinkStock
Discovery Medical Aid works with Doctors – ThinkStock

Discovery

The medical aid giant owns the biggest piece of the pie in the South African market, and has gone on to add investments and insurance to their stable of offerings. They are currently looking at the possibility of opening a retail bank section to compete with the more established banking players in the market.

A 25% increase in brand value this year has seen Discovery raise the bar and move from 24 to 21 on the list, adding further pressure on fellow medical aids and even the insurance industry with regards to their understanding of the markets they operate in and the people they serve.

sheknows.com.au
Steinhoff’s retail offering includes clothing – sheknows.com.au

Steinhoff

Steinhoff International Holdings is a company that operates more than 6000 retail outlets in more than 30 countries, while sourcing products from 44 countries to provide a wide range of opportunities for 46 retail brands which fall under their unbrella. With over 98,000 employees working for them, they operate retail stores in Africa that are involved in furniture, homeware, electronics, insurance, building materials, automotive, clothing and cellular through the likes of Pepkor and JD Group.

They managed a 24% increase in their brand value this year, according to the list in question, which will please their management and worry a list of competitors in the spaces they work in.