22 May 2013
South African mobile telecommunications operator MTN was the only African brand to be ranked in the Millward Brown BrandZ Top 100 Most Valuable Global Brands 2013 survey released on Tuesday.
MTN rose nine places to 79th in the eighth edition of the international research agency’s annual survey, with its overall brand value increasing by 23% to US$11.40-billion. MTN made its debut on the list in 2012 in 88th spot.
Apple was rated the world’s most valuable brand with a value of $185-billion, followed by Google ($114-billion), IBM ($113-billion) and McDonald’s ($90-billion).
“MTN is particularly proud of this accolade because the listing recognises that for a global brand to connect with its consumers, it needs to reflect them,” MTN’s group marketing executive, Jennifer Forrester, said in a statement.
Over 150 000 people around the world are surveyed in the Brandz Top 100 Global Brands list, and it is currently the only brand ranking that includes consumer data to calculate brand value.
“Increasingly, we see consumers holding brands to higher standards,” Millward Brown’s Eileen Campbell said in the 2013 brand report.
“The best brands understand and appreciate more than just what people buy.” Campbell said it was important for brands to adjust and act with greater responsibility.
Forrester said that consumers want “to see themselves in the brands they admire. They want to see that a brand, local or global, understands them and knows what they want and need.
“As MTN, this is further acknowledgement that we are on the right track with our ongoing efforts to enhance customer experience in our various touch-points in the markets,” she said.
MTN operates in 22 countries across Africa, Asia and the Middle East and has almost 200-million subscribers.