MTN ranked as Africa’s most valuable brand in the Brand Finance Africa 150 rankings, for the second year in a row which assigned the group a brand value of US$2.7 billion – US$1.0 billion above the next most valuable brand.
MTN retained its ranking as the continent’s most valuable brand while retail bank Capitec was crowned Africa’s strongest brand in the Brand Finance 2021 Top 150 survey.
The 2021 Brand Finance Africa Top 150 survey named MTN as Africa’s most valuable brand despite the group recording a 19 per cent decline value to $2.7 billion
According to the survey’s report, it was indicated that MTN South Africa, “the telecoms giant dominates on home soil too, referring to the company’s consistency decade-long reign as South Africa’s most valuable brand”.
In responding to the achievement, MTN Group CEO Ralph Mupita said the latest accolades were achieved thanks to the hard work of MTNers across the continent and their commitment to bringing to everyone in 17 African markets the benefits of modern connected life.
Despite topping the rankings, MTN has faced a lot of challenges in 2021. The company was grappled with several scandals from its money mobile services, theft and vandalism of MTN infrastructure which amounted to 378 in May thus up from 312 in April.
MTN also announced the exit of its operations from the Middle East. By scaling down its operations the company will be to focus and build further across Africa.
Accolades to stakeholders and customers.
“We are both humbled and inspired by the confidence our customers and broader stakeholders continue to place in the MTN brand. At the core, a brand is about exceeding promises, expectations and delivering true value,”
MTN Group CEO Ralph Mupita
“MTNers know this is the work that needs to be done every day, everywhere, as we remain focused on our core belief that everyone deserves the benefits of a modern connected life.”
With MTN brand value achievement the company hope to stand firm and expand its services to capture some of its lost brand value moving forward.
COVID-19 pandemic.
Brand Finance Africa said the value of the continent’s top 150 brands fell by a combined US$5.5 billion in 2021, largely because of the COVID-19 pandemic creating uncertainty and impacting brands’ ability to do business as usual. In 2020, it had assigned MTN a brand value of US$3.3 billion.
MTN profile preview.
MTN is known for its mission and vision is to make its customers’ lives a whole lot brighter and to lead the delivery of a bold, new Digital World to all customers.
The company hold its brand value in high esteem. Services to its customers are the inner core of its mandate.
Brand values
Leadership
- Building a future for our people and the customers we serve.
- Leading the way through connectivity enablement.
Innovation
- Doing things differently.
- Making unlikely connections.
- The unexpected exceeds expectations.
Brand values
Integrity
- We are, because of you, our customer.
- We are, because of you, our employee.
- With your trust and belief, we will always succeed.
Relationships
- Connecting with people on their level
- Having empathy for their unique situation
- Building relationships with our customers (Internal & External)
Can do
- Creating brighter futures, for everyone whose life we touch.
- Empowering people, communities and countries.
- Creating possibility.
