South Africa 100: MTN again ranked most valuable brand
7 min read
South Africa 100 is the annual report on the most valuable and strongest South African brands.
South Africa entered 2025 in a period of cautious stabilisation, as easing inflationary pressures and a more predictable monetary environment began to restore confidence across financial markets. By 2026, that stabilisation has evolved into a clearer inflection point, not a dramatic breakthrough, but the accumulation of incremental gains.
After more than a decade of subdued economic performance, the foundations for a more durable recovery are beginning to take shape. Real gross domestic product growth of around 1.2% in 2025 has strengthened through 2026 and is projected to improve in 2027 as structural reforms in energy and logistics translate into measurable improvements.
MTN remains South Africa’s most valuable brand in 2026 for the 13th consecutive year, with brand value steady at R50.9 billion. Following network upgrades in 2024, including expanded 5G coverage to 44% of the population, MTN delivered strong 2025 growth, driven by data and fintech services. Its subscriber base reached 301 million across 16 markets, with rising data and mobile money adoption.
In March 2025, MTN repositioned under “Today We Make Moves”, shifting from a connectivity provider to a catalyst for progress, while also concluding its eight-year Springboks sponsorship at a reputational high.
Vodacom remains South Africa’s second most valuable brand in 2026, with brand value up 9% to R47.9 billion, supported by expansion into Egypt and Ethiopia and stronger contributions from beyond-mobile services including fintech platforms like VodaPay and M-Pesa, as well as cloud offerings.
Key initiatives such as the “Extra Your Summer” campaign helped drive loyalty in a price-sensitive market, while continued investment in Vodacom Business under the “Turn to Us” positioning strengthened its appeal to SMMEs – all building on its longstanding brand platform, “The Future is Exciting. Ready?”.
Standard Bank remains South Africa’s third most valuable brand in 2026, with brand value up 19% to R45 billion, supported by record 2025 profits driven by strong corporate and investment banking performance. Growth in fee income and trading revenue offset softer interest income, while R3.7 billion in technology investments enhanced digital platforms, cybersecurity and client engagement.
In March 2026, the bank strengthened its national presence through partnerships with South Africa’s national football teams, reinforcing its community impact ahead of major international tournaments.
First National Bank ranks fourth, with brand value up 19% to R34.8 billion, driven by strong deposit growth exceeding R1 trillion, continued customer acquisition and higher transaction volumes across value-added services such as FNB Connect, eBucks and its nav platform.
Digital performance remains a key strength, with nearly 8 million active users and surging platform engagement, supporting its recognition as South Africa’s Best Digital Bank 2025 by SITEisfaction.
The brand also strengthened its Springboks partnership to cover all national teams, reinforcing its “grassroots to greatness” narrative and broader shift toward lifestyle and business solutions beyond core banking.
Absa ranks fifth, with brand value up 12% to R30.6 billion, supported by stronger regional expansion and leadership renewal under CEO, Kenny Fihla. Growth was bolstered by Absa Uganda’s acquisition of Standard Chartered’s retail and wealth operations, alongside initiatives in sustainable finance and digital innovation, including its Ripple partnership.
Strategic leadership appointments across key divisions further reinforce investor confidence and signal Absa’s accelerating pan-African ambitions.
Checkers ranks sixth, with brand value up 9% to R25.6 billion, driven by strong sales growth of 13.8% to R95.7 billion in 2025, supported by higher basket sizes, increased footfall and the success of its FreshX stores. Its Sixty60 platform continues to scale rapidly, with sales up over 47% and expansion to 601 stores, reinforcing its position as a category leader.
This is complemented by the Xtra Savings programme’s wide reach and award-winning performance, alongside marketing that blends premium private labels with culturally resonant campaigns like Little Shop – strengthening Checkers’ evolution into a broader lifestyle brand.
Shoprite climbs three places to rank seventh, with brand value up 25% to R25.1 billion, underpinned by its scale and focus on value. While Checkers drives premium growth, Shoprite remains the group’s volume engine, selling nearly 2 million R5 subsidised products weekly to price-sensitive consumers.
Its longstanding “Lower Prices You Can Trust Always” positioning, supported by consistent leadership, continues to anchor its dominance in South Africa’s mass market.
Nedbank retains eighth position in 2026, with brand value up 16% to R23.6 billion, combining steady scale with strong performance on key metrics. Its Money app reached 2.7 million active users, with transaction volumes rising 16%, while a proposed acquisition of a majority stake in NCBA signals growing regional ambition.
Marketing remains a standout strength, with major industry awards in 2025 and the continued success of its “See Money Differently” platform, helping translate brand distinctiveness into commercial impact.
Rounding off the top 10 are Capitec Bank, with brand value up 25% to R23.3 billion, and Investec, up 15% to R23.1 billion. Capitec’s rise continues to redefine South Africa’s banking landscape, becoming the country’s largest bank by market capitalisation in 2025, with a client base of 25 million. The brand has diversified beyond personal banking into insurance and fintech, supported by initiatives such as Capitec Connect and international expansion via AvaFin. Its “Bank on Better” platform reinforces a consistent promise of simplicity and accessibility, underpinning its rapid growth.
Brand strength analysis
The South Africa 100 2026 ranking reveals the growth in the nation’s strongest brands, with banking, retail and telecoms brands taking the lead.
Checkers (brand value up 9% to R25.6 billion) remains South Africa’s strongest brand in 2026, achieving a Brand Strength Index (BSI) score of 97.0/100 and an AAA+ brand strength rating. According to Brand Finance’s market research, the supermarket is not only one of South Africa’s most familiar and widely used brands but also its most credible, recommended and valued for quality, innovation and convenience.
Clicks (brand value up 9% to R8.3 billion) ranks second with a BSI score of 96.6/100 and an AAA+ brand strength rating, with its ClubCard programme, omnichannel expansion and personalised engagement driving trust and preference in health and beauty.
Pick n Pay (brand value down 7% to R9.3 billion) is third, registering a BSI score of 95.1/100 and an AAA+ brand strength rating, maintaining consumer trust and emotional resonance through Springboks sponsorship, community initiatives and a return to core values of quality, service and reliability.
Download the full report.
Jeremy Sampson
Executive Chairperson: Africa
