Brand valuation missing the so what
James Maposa
Director Consultant
Intergroup Brand Science (formerly Interbrand Africa)
I recently read an article that reported on South Africa’s most valued brands for 2016. The country’s top-10 brands were MTN, Vodacom, Sasol, Standard Bank, Woolworths, FNB, Absa, Nedbank, Investec and Mediclinic; with Multichoice bubbling under at number 11. For me what was missing in this article was the so what. So what if MTN is the most valued brand in South Africa and Africa? Does it mean that it requires a lot of cash to acquire this asset based on the equity that it has built over the years trading within the African market? Does a higher brand value mean that the firm has better access to capital and this capital is being offered to them at a more affordable rate than brands that are valued l...