DStv among SA’s most valuable brands
Pay TV operator DStv has been ranked as South Africa’s eighth most valuable brand in the recently published Kantar BrandZ 2021 report.
DStv has moved up two positions from its 2020 placement and is the only brand in the media and entertainment category in the top 10. It is valued at US$1.25bn, accounting for 4.3% of the top 10’s total value of US$18.7bn.
Above DStv in the South African rankings published by analyst and research firm Kantar were First National Bank in the top spot, followed by telco Vodacom, beer brand Castle, Standard Bank, telco MTN, fast food chain Nando’s and insurance firm Discovery. Below DStv were banking firm Absa in 9th and retailer Woolworth in 10th.
Jabavu Heshu, group executive for corporate affairs at DStv parent company MultiChoice Group, said: “We remain committed to placing the customer at the centre of everything we do – and the improvement in our place from 2020’s ranking shows that our strategy is working and that we continue to grow in an immensely difficult economic climate.
“Growth in such a challenging time and the entrenchment of DStv as a brand that is held in high esteem by South Africans can be attributed to the dedication employees have in seeing the brand soaring to new heights as well as the work that is put in daily.”
Experience, Function, Convenience and Exposure are the four brand-building fundamentals that drive consumer demand, according to Kantar.
Ivan Moroke, CEO of Kantar South Africa, said: “Three major factors are currently contributing to brand growth in South Africa: getting the fundamentals right, solving the value equation, and building a unique differentiation.
“The report highlights how value goes beyond the price point; money is not the only currency in the value equation. Given our hectic lives and often lengthy commutes on public transport, South Africans increasingly value things like trust and convenience.”