MTN brand worth billions

Brandirectory, an online encyclopaedia of brands where financial results, visual identities, trademark histories and the latest marketing news are compiled and shared, has rated the MTN brand as South Africa's most valuable brand, according to a league table of both African and South African brands.

It is valued at US $4.7 billion, almost double that of its nearest rivals on the continent, Vodacom, Orascom Telecom (Egypt), FNB and Standard Bank.

Serame Taukobong, chief marketing officer of MTN SA, says the hard work and concerted effort by the marketing team in ensuring that the communities in which the group operates have a real affinity to the brand, have paid off. "In the short history of the company, the brand enjoys iconic status both in South Africa and the other 20 countries in which it has a presence. The public relates to and interacts with the brand on various levels."