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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
51、0231212221102Brand Finance Africa 200 14Ranking Analysis.Pick n Pay is the strongest African brand,and one of nine African brands to achieve elite AAA+ratingIn addition to calculating brand value,Brand Finance also determines the relative strength of brands through a balanced scorecard of metrics ev
52、aluating marketing investment,stakeholder equity,and business performance.Compliant with ISO 20671,Brand Finances assessment of stakeholder equity incorporates original market research data from over 100,000 respondents in 38 countries and across 31 sectors.Retail brand Pick n Pay(brand value up 13%
53、to USD796.87 million)has become the strongest African brand with a Brand Strength Index(BSI)score of 94 out of 100 and corresponding AAA+rating.Pick n Pay has seen a 14-point BSI increase since last year to clinch the top spot for brand strength.Astonishingly,it is one of nine African brands to achi
54、eve the elite AAA+rating,five of which came from the retail sector.For comparison,only twelve brands achieved AAA+brand rating in Brand Finances ranking of the worlds top 500 most valuable and strongest brands-the Global 500 2023.Pick n Pay has focused on mitigating the impact that persistent challe
55、nging trading conditions have had on its customer service.Pick n Pays strategic business transformation has seen the brand fully convert 93 stores to the Pick n Pay QualiSave banner;increase its rollout of new clothing stores;launch its new on-demand grocery offer to consumers across South Africa;wh
56、ile also improving customer service and productivity.Pick n Pay has built a strong level of brand equity amongst consumers,allowing it to rise to the top of the brand strength ranking in 2023.Brand Finance Africa 200 15Ranking Analysis.halt of international travel.This has set it up to rebound stron
57、gly,while it has now also increased the destinations it flies to,hoping to capitalise on increasing passenger numbers moving forward.Egypts Aman is fastest-growing African brand,up 244%Egyptian brand Aman is the fastest growing African brand,up 244%year-on-year to USD54 million.The Fintech brand off
58、ers financial services and has 250 branches across Egypt.In the last year,it has diversified its offering to include micro finance,consumer finance,small and medium-sized enterprises finance,e-payments and a new saving service;AMAN Day-by-Day.This improved line-up has contributed to the brands incre
59、ased revenue forecast and 17-point Brand Strength Index score increase,both contributing to its exponential brand value growth.Ethiopian Airlines is the second fastest growing African brand,up 79%to a brand value of USD498 million.It is now the highest ranked Ethiopian brand in the ranking at 31st a
60、nd highest ranked African airlines brand.The brand has achieved a solid post-pandemic recovery,with its brand value now exceeding its pre-pandemic level by 30%.By bolstering its cargo fleet,the airline was able to remain relatively resilient following the temporary pandemic-induced widespread Brand
61、Value Change 2023-2022(%)244%79%74%71%61%53%52%50%48%41%-62%-53%-42%-40%-39%-38%-36%-31%-36%-36%Brand Finance Plc 2023Brand Finance Africa 200 16Ranking Analysis.the gap with First National Bank(brand value down 3%to USD1.5 billion)and Absa(brand value up 4%to USD1.5 billion)which sit in fourth and
62、fifth in the ranking.Investec(stable at USD1 billion)has risen two places to re-enter the top ten of the ranking.Standard Bank achieved record earnings in 2022,up 37%from 2021.The bank has ambitions to become a leader in sustainable finance in Africa and play an active role in Africas just energy tr
63、ansition.Progress in this area is already being made,with Standard Bank mobilising USD3 billion in sustainable finance loans and bonds in 2022,more than double than the previous year.By supporting renewable energy and infrastructure projects,Standard Bank hopes to facilitate structural reform and an
64、 improved energy supply,lifting confidence in Africa and accelerating economic growth,job creation and social upliftment.Banking is the most valuable sector,up 7%in aggregate brand value African Banking brands have experienced a strong post-pandemic recovery in terms of brand value growth in 2023.Wi
65、th five brands in the top ten of the ranking,the banking sector is the most valuable in the Africa 200 ranking,representing 26%of the total brand value.This includes 42 banking brands with a combined brand value of USD14.4 billion,exceeding the next most valuable sector,Telecoms,by USD3.4 billion.Te
66、lecoms comprises 23 brands with a combined brand value of USD11 billion in the ranking.Standard Bank(brand value up 10%to USD1.7 billion)is the third most valuable African brand,and the continents most valuable banking brand.The banks 10%year-on-year growth has further widened Brand Finance Africa 2
67、00 17Ranking Analysis.Sustainability Perception Values(SPV)g64.45USD$132 mD74.73USD$127 mg84.84USD$127 mD9USD$118 m4.97D10USD$116 m6.02H15.23USD$508 mD34.63USD$174 mD4USD$146 m5.60 x5USD$133 m5.09H24.20USD$219 m Brand Finance Plc 2023$xx=sustainability perceptions valuex.x=sustainability perceptions
68、 score/10MTN has the highest Sustainability Perceptions Value,while Safaricom tops the ranking for Sustainability Perceptions ScoreSustainability is increasingly a business imperative,yet it has been difficult to determine the value of ESG efforts in relation to reputation and brand equity.As part o
69、f its analysis,Brand Finance assesses the role that specific brand attributes play in driving overall brand value.One such attribute,growing rapidly in its significance,is sustainability.Brand Finance assesses how sustainable specific brands are perceived to be,represented by a Sustainability Percep
70、tions Score.This is an indexed score that provides a view of the role of sustainability in driving positive brand reputation.The value that is linked to sustainability perceptions,the Sustainability Perceptions Value,is then calculated for each brand.As well as being Africas most valuable brand,MTN
71、also has the highest Sustainability Perceptions Value(SPV)of any brand included in the Africa 200 2023 ranking USD508 million.Brand Finance Africa 200 18Ranking Analysis.Although MTN has leveraged its extensive scope across Africa to help create solutions for sustainable and social development,its p
72、osition at the top of the SPV table is not an assessment of its overall sustainability performance.Rather,it indicates how much brand value it has driven by sustainability consumer perceptions.The bold commitments made by MTN in its Ambition 2025 strategy have clearly started to make an impact in su
73、pporting positive reputation among consumers,with sustainability perceptions now accounting for 11.6%of total MTN brand value.With an overall Sustainability Perceptions Score of 5.23 out of 10,MTN has further room to grow to capture increased value from the efforts that the Group is putting into dri
74、ving sustainable outcomes for Africa.Safaricom has the highest Sustainability Perceptions Score in the Africa 200 2023 ranking at 6.46 out of 10.The brand has particularly focused on leveraging its connectivity,platforms,and technology to partner with others and realise its strategy of transforming
75、Safaricom into a purpose-led organisation by 2025.The brand has also committed to becoming Net Zero by 2050,continuing to invest heavily in solar energy,modernising power systems and phasing out its use of fossil fuels.It is doing this against the backdrop of rapidly rising energy costs,highlighting
76、 the benefits to the brand from both a financial and environmental perspective.The Safaricom Foundation has also likely positively contributed to the brands high sustainability ratings.The Foundation works towards helping locals in its markets access healthcare,education,skills,and sustainable emplo
77、yment,benefitting stakeholders and local communities throughout Safaricoms markets.Brand Finance Africa 200 19Brand Value Ranking(USDm).Top 200 most valuable African brands 1-502023 Rank2022 RankBrandSector2023 Brand ValueBrand Value Change2022 Brand Value2023 Brand Rating2022 Brand Rating110MTNTele
78、coms4,375+8%4,047AAAAAA220VodacomTelecoms2,345+16%2,021AAAAAA330Standard BankBanking1,748+10%1,583AAAAAA-440First National BankBanking1,540-3%1,581AAA+AAA+550AbsaBanking1,492+4%1,438AAA-AA+672Woolworths SARetail1,278+9%1,169AAA+AAA+7122Spar SARetail1,262+29%982AAAAA-892NedbankBanking1,021+0%1,018AAA
79、AAA-9112InvestecBanking992+0%992AA+AA+10-3MondiChemicals990-AA-1161MultiChoiceMedia12162DistellChampagne&Wine1381ShopriteRetail14182CheckersRetail15101SasolOil&Gas16192Pick n PayRetail17232MOTUSCar Rental Services18131SanlamInsurance19212BidvestCommercial Services20151DiscoveryInsurance21-3Bidfood G
80、roupCommercial Services22201SafaricomTelecoms23171Old MutualInsurance24141Maroc telecomTelecoms25221Capitec BankBanking26282CastleBeers27332Carling Black LabelBeers28392Equity BankBanking29261SappiChemicals30352Mr PriceApparel31562Ethiopian AirlinesAirlines32311Attijariwafa BankBanking33321National
81、Bank of EgyptBanking34271MediclinicHealthcare Facilities35402Access BankBanking36251ClicksRetail37462Zenith BankBanking38241Orascom ConstructionEngineering&Construction39381SonatelTelecoms40291Sibanye StillwaterMining,Metals&Minerals41410Dangote CementEngineering&Construction42472Banque MisrBanking4
82、3301Banque Populaire du MarocBanking44341MoovTelecoms45450Kenya Commercial BankBanking46532United Bank for AfricaBanking47421Life HealthcareHealthcare Facilities48492CIBBanking49662GT BankBanking50441Anglo American PlatinumMining,Metals&MineralsBrand Finance Africa 200 20Brand Value Ranking.Top 200
83、most valuable African brands 51-1002023 Rank2022 RankBrandSector2023 Brand ValueBrand Value Change2022 Brand Value2023 Brand Rating2022 Brand Rating51361LibertyInsurance52511Rand Merchant BankBanking53-3Peter StuyvesantTobacco54371Eastern CoTobacco55481TruworthsApparel56521EngenOil&Gas57570AngloGold
84、 AshantiMining,Metals&Minerals58-3AVIFood59590Flour Mills NigeriaFood60551Telecom EgyptTelecoms61652Gold FieldsMining,Metals&Minerals62682First Bank of NigeriaBanking63621Elsewedy ElectricEngineering&Construction64631InwiTelecoms65601M-pesaTelecoms66772Co-Operative Bank of KenyaBanking67702Bank of A
85、fricaBanking68431BobtailFood69501ImplatsMining,Metals&Minerals70611MomentumInsurance71732Pep StoresRetail72742Gb AutoAutomobiles73822Econet WirelessTelecoms74721SantamInsurance75671Imperial LogisticsLogistics76641TelkomTelecoms77581Kumba Iron OreMining,Metals&Minerals78691NetcareHealthcare Facilitie
86、s79-3TwispTobacco80781Aspen GroupPharma81791Hansa PilsnerBeers82-3AFREXIMBANKBanking83761Cell CTelecoms84-3Kenya Power&Lighting LtdUtilities85831MovitelTelecoms86922Canine CuisineFood87972Life Continental LagerBeers881082OrijinSpirits89811EcobankBanking90982Carrefour MoroccoRetail91851NCBABanking929
87、11MobilisTelecoms9354133 ExportBeers94751BarloworldEngineering&Construction95891VitalityInsurance96881Dis-ChemRetail971052Glo MobileTelecoms98951AfricellTelecoms991002HONEYWELL FLOUR MILLFood1001272BUA CementEngineering&ConstructionBrand Finance Africa 200 21Brand Value Ranking.Top 200 most valuable
88、 African brands Rank2022 RankBrandSector2023 Brand ValueBrand Value Change2022 Brand Value2023 Brand Rating2022 Brand Rating101961Hero LagerBeers1021352Senator LagerBeers1031112BedeleBeers104711Media24 GroupMedia1051031TT(Tunisie Telecom)Telecoms1061362Efg-HermesBanking1071061MCB GroupBa
89、nking108-3BigiSoft Drinks1091102ItaltileRetail1101192NESCAF RicoffyFood111901StarBeers112841BCXTelecoms1131172Lucky StarFood114941OUTsuranceInsurance1151041WestconGroupTech116871Northam PlatinumMining,Metals&Minerals1171151Seplat EnergyOil&Gas1181071MarkhamApparel119991WesbankBanking120861Growthpoin
90、t PropertiesReal Estate1211131CatmorFood1221021Stanbic IBTCBanking1231201LogicalisTech1241221AlbanyFood1251462Ezz SteelMining,Metals&Minerals1261141FoschiniApparel1271392Fidelity Bank NigeriaBanking1281261gameRetail1291241AECIChemicals1301161SportsceneApparel1311452CIH BankBanking1321372Builders War
91、ehouseRetail133-3FearlessSoft Drinks1341281ExxaroMining,Metals&Minerals1351091HarmonyMining,Metals&Minerals1361231KooFood1371301AtlantaSanadInsurance1381251Blue Label TelecomTelecoms1391011GoldbergBeers1401121Ibnsina PharmaPharma1411311TIGER BRANDSFood1421812RAYA TradeRetail1431642Julius BergerEngin
92、eering&Construction1441802Housing&Development BankBanking1451441I&MBanking146-3AmanCommercial Services1471401Atacado MoroccoRetail1481471TuskerBeers1491411Almadar AljadeedTelecoms1501181Talaat Moustafa GroupReal EstateBrand Finance Africa 200 22Brand Value Ranking.Top 200 most valuable African brand
93、s Rank2022 RankBrandSector2023 Brand ValueBrand Value Change2022 Brand Value2023 Brand Rating2022 Brand Rating1511321PPCEngineering&Construction152-2OandoOil&Gas1531612FAISAL ISLAMIC BANK OF EGYPTBanking1541381cbz HoldingsBanking1551550GuardRiskInsurance1561211IdentityApparel1571682U-Sav
94、eRetail1581341RCL Foods Food1591421HollardInsurance1601291Banq Intl ArabeBanking1611622PSG KonsultBanking1621511McelTelecoms1631501ManagemMining,Metals&Minerals1641491African Rainbow MineralsMining,Metals&Minerals1651531MovicelTelecoms1661521DANGOTE SUGAR Food1671772JumiaRetail168-2Malta GuinnessBee
95、rs1691671GulderBeers1701561FCMB GroupBanking1711581EOHTech1721431BMCIBanking1731792CoronationBanking1741752LewisRetail1751691NampakChemicals1761591Kenya AirwaysAirlines1771842Attijari BankBanking1781701Total SportsApparel1791661Diamond Trust bankBanking1801781TasticFood1811631Union Bank NigeriaBanki
96、ng1821541SerengetiBeers1831711TelmobTelecoms1841731MustekRetail1851982MalekaFood1861571SafripolChemicals1871601JumboRetail1881922OK FurnitureRetail1891741KenGenUtilities1901962TotalEnergies MarketingOil&Gas1911821Palm Hills DevelopmentReal Estate1921651UnitransLogistics1931851Tongaat HulettFood19419
97、31MiladysApparel1951761ShieldRetail1961891All GoldFood1971831makroRetail1981951PurityFood199-2ArdovaOil&Gas2001941MarsaMarocLogisticsMethodology.Brand Finance Africa 200 24Enterprise ValueBranded Business ValueBrand ContributionDefinitions.MetaFacebookFacebookFacebookBrand Value+Enterprise Value The
98、 value of the entire enterprise,made up of multiple branded businesses.Where a company has a purely mono-branded architecture,the enterprise value is the same as branded business value.+Branded Business Value The value of a single branded business operating under the subject brand.A brand should be
99、viewed in the context of the business in which it operates.Brand Finance always conducts a branded business valuation as part of any brand valuation.We evaluate the full brand value chain in order to understand the links between marketing investment,brand-tracking data,and stakeholder behaviour.+Bra
100、nd Contribution The overall uplift in shareholder value that the business derives from owning the brand rather than operating a generic brand.The brand values contained in our league tables are those of the potentially transferable brand assets only,making brand contribution a wider concept.An asses
101、sment of overall brand contribution to a business provides additional insights to help optimise performance.+Brand Value The value of the trade mark and associated marketing IP within the branded business.Brand Finance helped to craft the internationally recognised standard on Brand Valuation ISO 10
102、668.It defines brand as a marketing-related intangible asset including,but not limited to,names,terms,signs,symbols,logos,and designs,intended to identify goods,services or entities,creating distinctive images and associations in the minds of stakeholders,thereby generating economic benefits.Brand V
103、alueBrand Finance Africa 200 25Brand Valuation Methodology.1324Definition of BrandBrand is defined as a bundle of trademarks and associated IP which can be used to take advantage of the perceptions of all stakeholders to provide a variety of economic benefits to the entity.Brand ValueBrand value ref
104、ers to the present value of earnings specifically related to brand reputation.Organisations own and control these earnings by owning trademark rights.All brand valuation methodologies are essentially trying to identify this,although the approach and assumptions differ.As a result published brand val
105、ues can be different.These differences are similar to the way equity analysts provide business valuations that are different to one another.The only way you find out the“real”value is by looking at what people really pay.As a result,Brand Finance always incorporates a review of what users of brands
106、actually pay for the use of brands in the form of brand royalty agreements,which are found in more or less every sector in the world.This is sometimes known as the“Royalty Relief”methodology and is by far the most widely used approach for brand valuations since it is grounded in reality.It is the ba
107、sis for a public rankings but we always augment it with a real understanding of peoples perceptions and their effects on demand from our database of market research on over 3000 brands in over 30 markets.DisclaimerBrand Finance has produced this study with an independent and unbiased analysis.The va
108、lues derived and opinions produced in this study are based only on publicly available information and certain assumptions that Brand Finance used where such data was deficient or unclear.Brand Finance accepts no responsibility and will not be liable in the event that the publicly available informati
109、on relied upon is subsequently found to be inaccurate.The opinions and financial analysis expressed in the report are not to be construed as providing investment or business advice.Brand Finance does not intend the report to be relied upon for any reason and excludes all liability to any body,govern
110、ment or organisation.We review what brands already pay in royalty agreements.This is augmented by an analysis of how brands impact profitability in the sector versus generic brands.This results in a range of possible royalties that could be charged in the sector for brands(for example a range of 0%t
111、o 2%of revenue)The BSI score is applied to the royalty range to arrive at a royalty rate.For example,if the royalty range in a sector is 0-5%and a brand has a BSI score of 80 out of 100,then an appropriate royalty rate for the use of this brand in the given sector will be 4%.We adjust the rate highe
112、r or lower for brands by analysing Brand Strength.We analyse brand strength by looking at three core pillars:“Inputs”which are activities supporting the future strength of the brand;“Equity”which are real current perceptions sourced from our market research and other data partners;“Output”which are
113、brand-related performance measures such as market share.Each brand is assigned a Brand Strength Index(BSI)score out of 100,which feeds into the brand value calculation.Based on the score,each brand is assigned a corresponding Brand Rating up to AAA+in a format similar to a credit rating.We determine
114、 brand-specific revenues as a proportion of parent company revenues attributable to the brand in question and forecast those revenues by analysing historic revenues,equity analyst forecasts,and economic growth rates.We then apply the royalty rate to the forecast revenues to derive brand revenues and
115、 apply the relevant valuation assumptions to arrive at a discounted,post-tax present value which equals the brand value.Brand ImpactBrand Impact Brand StrengthBrand StrengthForecast Brand Value CalculationBrand Finance Africa 200 26Brand StrengthAnalytical rigour and transparency are at the heart of
116、 our approach to brand measurement at Brand Finance.Therefore,in order to adequately understand the strength of brands we conduct a structured,quantitative review of data that reflect the Brand Value Chain of brand-building activities,leading to brand awareness,perceptions and onwards to brand-influ
117、enced customer behaviour.To manage the Brand Value Chain process effectively we create and use the“Brand Strength Index”(BSI).This index is essentially a modified Balanced Scorecard split between the three core pillars of the Brand Value Chain:Brand Inputs,Brand Equity and Brand Performance.Brand St
118、rength IndexWidely recognised factors deployed by marketers to create brand loyalty and market share.Perceptions of the brand among different stakeholder groups,with customers being the most important.Quantitative market and financial measures representing the success of the brand in achieving price
119、 and volume premium.Stakeholder EquityBusiness PerformanceMarketing InvestmentBrand Strength.132Although we follow a general structure incorporating the three pillars(Brand Inputs,Brand Equity and Brand Performance),the attributes included are different depending on the sector.A brand strength index
120、 for a luxury apparel brand will differ in structure from an index designed for a telecommunications brand.An index for luxury apparel brand may emphasize the exclusiveness,word of mouth recommendation,and price premium,whereas an index for a telecommunications company may emphasis customer service
121、and ARPU as important metrics.These attributes are weighted according to their perceived importance in driving the following pillar:Brand Investment measures in driving Brand Equity;Brand Equity measures for Brand-Related Business Performance measures;and finally the relevance of Brand-Related Busin
122、ess Performance measures for driving business value.Attribute Selection and WeightingBrands ability to influence purchase depends primarily on peoples perceptions.Therefore,the majority of the Brand Strength Index is derived from Brand Finances proprietary Global Brand Equity Research Monitor resear
123、ch,a quantitative study of a sample of over 100,000 people from the general public on their perceptions of over 4,000 brands in over 25 sectors and 37 countries.However,at Brand Finance we also believe that there are other measures that can be used to fill gaps that survey research may not capture.T
124、hese include total investment levels for example in marketing,R&D,innovation expenditure,that can a better guide to future performance than surveys.They also include online measures such as ratings by review sites and social media engagement that can give a more granular understanding of marketing e
125、ffectiveness.Finally they also include real behaviour for example net additions,customer churn and market share,to overcome the tendency for surveys to incorporate intended behaviour rather than real.Over a period of 3 to 4 months each year,we collect all this data across all the brands in our study
126、 in order to accurately measure their comparative strength.Data CollectionIn order to convert raw data in to scores out of 10 that are comparable between attributes within the scorecard,we then have to benchmark each attribute.We do this by reviewing the distribution of the underlying data and creat
127、ing a floor and ceiling based on that distribution.Each brand is assigned a Brand Strength Index(BSI)score out of 100,which feeds into the brand value calculation.Based on the score,each brand is assigned a corresponding rating up to AAA+in a format similar to a credit rating.Analysing the three bra
128、nd strength measures helps inform managers of a brands potential for future success.Benchmarking and Final ScoringBrand Finance Africa 200 27Global Brand Equity Monitor.Original market research in 38 countries and across 31 sectors with over 150,000 consumers rating over 5,000 brands.Brand KPIs and
129、Diagnostics1.Brand Funnel2.Brand Usage3.Quality4.Reputation5.Loyalty6.Closeness9.Brand Imagery7.Recommendation(NPS)10.Advertising Awareness8.Word of Mouth11.Brand MomentumAwarenessHave heard of your brandFamiliarityKnow something about your brandConsiderationWould consider buying/using your brandApp
130、arelAutomobilesLuxury AutomobilesBanksCosmetics&Personal CareFoodInsuranceOil&GasRestaurantsRetail&E-CommerceTelecomsUtilitiesAirlinesLuxury ApparelAppliancesBeersLuxury CosmeticsGeneral RetailHealthcare ServicesHotelsHousehold ProductsLogisticsMediaPharmaReal EstateSoft DrinksSpirits&WineTechnology
131、TyresTier 1Tier 2Brand Finance Africa 200 28Highlights from the Global Brand Equity Monitor.Brand Finances proprietary market research provides a robust assessment of brand health on key equity measures,allowing comparison both within and across product and service categories.Benchmarking against br
132、ands outside your sector is especially helpful in assessing the real strength of brand not just the best of a bad bunch in a category where brands are generally weaker.What makes a brand great?Amazon is undoubtedly one of the worlds strongest brands,one of just a handful achieving the highest AAA+ra
133、ting.It has an extremely strong brand funnel,with near-universal familiarity,and consideration,and while its reputation score is not best-in-class,it is stronger than many of its critics might think.Every strong brand has its own winning formula,and our research highlights Amazons particular advanta
134、ges.Top of that list is the outstanding value which shoppers believe Amazon delivers.Amazon ranks on this measure in big markets such as Brazil,USA,UK,and is#1 among retailers in many more.Value has always been a big driver of consumer behaviour,but Amazon also delivers a slick shopping experience(“
135、excellent website/apps”),and this powerful combination is irresistible for many consumers,even those who question Amazons values and broader corporate reputation.Does brand purpose deliver?Argument rages among CMOs and marketing gurus over this issue.The jury is out our data suggests that being seen
136、 to“care about the wider community”does correlate somewhat with higher Consideration levels,and is an asset particularly for local favourites such as Jio(India)or Bunnings(Australia).But brands like McDonalds and Nike(as well as Amazon)are liked and desired despite somewhat moderate reputations on s
137、ustainability and values.Whos the coolest cat?In categories like apparel,tech and automotive,sustainability can make you cool,but its not the only way.Porsche wins relatively few plaudits for sustainability,but its bercoolness is very apparent.Great value for moneyExcellent website/apps 55 11 81 61S
138、elected Rankings for Amazon All Non-Luxury Brands Brand Finance Plc 202343%Care about the wider community(Rank#1)88%Consideration Conversion 8%Care about the wider community(Rank#86)92%Consideration Conversion Brand Finance Africa 200 29Highlights from the Global Brand Equity Monitor.Similarly in th
139、e apparel category(especially footwear),the correlation between coolness and sustainability is not especially high.Meanwhile in France,the epitome of chic,the 2nd-highest highest scorer among non-luxury brands is.Burger King.Get your brand talked-aboutCool brands get talked about,and word-of-mouth(W
140、OM)is another key asset some brands possess.It has proven impact on brand growth,hence WOMs inclusion in our Brand Strength Index model.In an absolute sense,big brands get talked about a lot more than small ones their sheer mass presence and relevance ensures that.But deeper analysis reveals a numbe
141、r of challenger brands who look set to profit from above-expectation WOM levels and positive consumer sentiment.Keep an eye on Tim Hortons in Spain,Peros Garment Factory(Canada),SAIC in,yes,the USA and iinet in Singapore.1st2nd3rd Top-ranked brands for being“Cool”(Among Category Users)Brand Finance
142、Plc 2023Our Services.Brand Finance Africa 200 31Consulting Services.Brand ValuationMake your brands business case Brand valuations are used for a variety of purposes,including tax,finance,and marketing.Being the interpreter between the language of marketers and finance teams they provide structure f
143、or both to work together to maximise returns.Brand StrategyMake branding decisions with your eyes wide open Once you understand the value of your brand,you can use it as tool to understand the business impacts of strategic branding decisions in terms of real financial returns.Make branding decisions
144、 using hard dataBrand ResearchWhat gets measured Brand evaluations are essential for understanding the strength of your brand against your competitors.Brand Strength is a key indicator of future brand value growth whether identifying the drivers of value or avoiding the areas of weakness,measuring y
145、our brand is the only way to manage it effectively.+Brand Audits+Primary Research+Syndicated Studies+Brand Scorecards+Brand Drivers&Conjoint Analysis+Soft Power+Brand Impact Analysis+Tax&Transfer Pricing+Litigation Support+M&A Due Diligence+Fair Value Exercises+Investor Reporting+Brand Positioning +
146、Brand Architecture+Franchising&Licensing +Brand Transition+Marketing Mix Modelling +Sponsorship Strategy+Are we building our brands strength effectively?+How do I track and develop my brand equity?+How strong are my competitors brands?+Are there any holes in my existing brand tracker?+What do differ
147、ent stakeholders think of my brand?+How much is my brand worth?+How much should I invest in marketing?+How much damage does brand misuse cause?+Am I tax compliant with the latest transfer pricing?+How do I unlock value in a brand acquisition?+Which brand positioning do customers value most?+What are
148、 our best brand extension opportunities in other categories and markets?+Am I licensing my brand effectively?+Have I fully optimised my brand portfolio?+Am I carrying dead weight?+Should I transfer my brand immediately?+Is a Masterbrand strategy the right choice for my business?Brand Finance Africa
149、200 32Brand Evaluation Services.How are brands perceived in my category?Brand Finance tracks brand fame and perceptions across over 38 markets in 31 consumer categories.Clear,insightful signals of brand performance,with data mining options for those who want to dig deeper all at an accessible price.
150、What if I need more depth or coverage of a more specialised sector?Our bespoke brand scorecards help with market planning and can be designed to track multiple brands over time,against competitors,between market segments and against budgets.Our 30-country database of brand KPIs enables us to benchma
151、rk performance appropriately.Do I have the right brand architecture or strategy in place?Research is conducted in addition to strategic analysis to provide a robust understanding of the current positioning.The effectiveness of alternative architectures is tested through drivers analysis,to determine
152、 which option(s)will stimulate the most favourable customer behaviour and financial results.How can I improve return on marketing investment?Using sophisticated analytics,we have a proven track record of developing comprehensive brand scorecard and brand investment frameworks to improve return on ma
153、rketing investment.What about the social dimension?Does my brand get talked about?Social interactions have a proven commercial impact on brands.We measure actual brand conversation and advocacy,both real-world word of mouth and online buzz and sentiment,by combining traditional survey measures with
154、best-in-class social listening.With strategic planning and creative thinking,we develop communications plans to create dialogue with stakeholders that drives brand value.Our approach is integrated,employing tailored solutions for our clients across PR and marketing activations,to deliver strategic c
155、ampaigns,helping us to establish and sustain strong client relationships.We also have a specific focus on geographic branding,including supporting nation brands and brands with a geographical indication(GI).Brand Dialogue Limited is a member of the Brand Finance Plc GroupResearch,Strategy&Measuremen
156、t Brand&Communications StrategyCampaign PlanningMarket Research&InsightsMedia AnalysisPublic Relations&CommunicationsMedia RelationsPress Trips&EventsStrategic Partnerships&Influencer OutreachSocial Media ManagementMarketing&EventsPromotional EventsConference ManagementNative AdvertisingRetail Marke
157、tingContent CreationBespoke Publications,Blogs&NewslettersPress ReleasesMarketing Collateral DesignSocial Media ContentStrategic Communications Crisis CommunicationsBrand Positioning&ReputationGeographic BrandingCorporate Social Responsibility(CSR)Brand Finance Africa 200 34Brand Finance Network.For
158、 further information on our services and valuation experience,please contact your local representative:Market ContactEmailAfricaJeremy SAsia PacificAlex HAustraliaMark CBrazilEduardo CCanadaAlexandre St-AChina Scott CEast Africa Walter SFranceBertrand C Germany/Austria/SwitzerlandUlf-Brun DIndiaAjim
159、on FIrelandDeclan AItalyMassimo PMexicoLaurence NMiddle EastAndrew CNigeriaTunde OPolandKonrad JPortugalPilar Alonso URomaniaMihai BSouth AmericaPilar Alonso USpainPilar Alonso USri LankaAliakber ASwedenAnna BTurkeyMuhterem IUnited KingdomAnnie BUSALaurence NContact us.The Worlds Leading Brand Valuation ConsultancyT:+44(0)20 7389 9400E: