Focusing on the brand

This is the first time that South African companies will be judged this way as brands - using global group Interbrand's valuation methodology, first developed 18 years ago and which today is regarded as the most reliable method of valuing brands.

More than 35 countries around the world, including the UK, France, Spain and Australia and Singapore have companies that are valued by Interbrand in one way or the other.
But South Africa will only be the 11th country to carry out this sort of brand valuation.

In order to do this, the Financial Mail teamed up with Johannesburg-based Interbrand Sampson, one of Interbrand's 34 offices around the world.

Only JSE-listed companies were considered because their records are available for scrutiny. The total brand value of these companies will also be converted into US dollars for the sake of comparisons.

Says Jeremy Sampson, Interbrand Sampson's chief executive: "To determine the most valuable brands, we not only look at a company's finances but at all areas of its operations. We also look at such things as investments in marketing and the financial value of that.

"Perceptions in industry and by the general public are equally important. The brand has to be admired. I think it is also about how far people would be willing to own or be associated with your brand. They say buildings fall down and people die, but the brand lives on."

According to Financial Mail editor, Barney Mthombothi, the annual provides the most concise overview of the advertising industry.

The Financial Mail Adfocus awards take place on 9 May 2005 at the Sandton Convention Centre.