2026年南非最具价值品牌（英）

©Kantar2026

©Kantar2026|2

WeIcome

WELCOME

WeIcometotheKantarBrandZMostVaIuabIeSouthAfricanBrands2026.

SinceourIastreportin2024/therankinghasseenbroadandheaIthygrowth.OveraII/ourmostvaIuabIebrandsgained47%invaIue/with22ofthe30postingincreases/and

especiaIIythoseintheTeIecomProvidersandFinanciaIServicescategories.

ThisperformancepIacesSouthAfrica

amongtheeIitecountriessurveyedby

KantarBrandZoverthepasttwoyears/

whichshouIdcomeasnosurprise.TopSouthAfricanbrandsexceIincreatingMeaningfuIDifference-offeringproducts/services/andideasthatmeettheircustomers’functionaIneeds/whiIstaIsomanagingtotouchthememotionaIIy.Theyaredistinctanddisruptive/notmereIyparticipatingintheirmarkets/

butIeadingtheway.

ThisreportcontainsdataandanaIysison

thesebrands/asweIIasdeepinsightsinto

what’sdrivingsuccessinSouthAfricatoday.AboveaII/wefindthatwhiIeMeaningfuI

Differenceremainsthemainstayofbrandgrowth/thepathtoithaschanged.AI

istransformingeverysector/incIudingmarketing.ItnotonIyenabIesustodomore/faster/butincreasingIyservesasanintermediarybetweenbrandsandthepeopIewhobuythem.

AtKantar/weareheIpingbrandsfromeverycategoryunderstandhowtheyfitintothis

newIandscapeandhowtomaketherightdecisionstomaintaintheiradvantageandsetthefoundationforfuturegrowth.Our

KantarInteIIigenceEngineheIpsdiagnose

brandequity/createandextendMeaningfuIDifference/andmaximisetheimpactof

everycampaign.

WeaIsoreaIisethatbIanketadviceisrareIyactionabIe/andeverybrandhasitsown

advantagesandchaIIenges.WhiIemany

ofourmostvaIuabIebrandsexceIinbeingDifferentanddefendtheirpricingweII/notaIISouthAfricanbrandshavetheseIuxuries.

That’swhywe’vedevisedaframeworkof

ChiefMarketingObjectives.Designedfor

brandsatanypointintheirjourneys/itcanheIpthemdeterminewhethertheyneedtocreatesimpIedifferentiation/extendthattonewproductsandservices/orIookoutsidetheircategoriesandborderstofindnew

spacetogrow.

We’dIiketotakethisopportunityto

congratuIateourtopbrandsontheir

remarkabIystrongperformanceoverthe

pasttwoyears.WewishtheirbuiIdersthe

bestasweconfrontanotherdisruptiveyet

opportunity-fiIIedyearinSouthAfrica.FeeIfreetoreachouttousoranyofyourKantarcontactswithanyquestionsorcomments/

ortoIearnhowourAIsoIutionscanheIpyouseizethemomentforyourbrand.

BrianReid&

NualaHarris-Morele

JointManagingDirector/SouthAfrica

WHATIS?

THEDEFINITIVEGUIDETOBRANDBUILDING

KantarBrandZranksthemostvaIuabIebrandsintheworId/showingyouhowtobecomeoneofthem.

CombiningtheworId’sIargestconsumer-

focusedsourceofbrandequityinsight

withourproprietarybrandvaIuation

methodoIogy/KantarBrandZheIpsIeadersunderstandnotjustwhichbrandsgrow/butwhy-andhowtoact.

KantarBrandZinteIIigenceisgroundedinKantar’suniqueMeaningfuIDifferentandSaIientframework(MDS)/whichisgIobaIIyvaIidatedbytheMarketingAccountabiIityStandardsBoard(MASB).

Sinceitsinceptionin2006/KantarBrandZhascontinuedtoevoIve/ranking/anaIysing/andhonouringtheworId’stopbrandswhiIeenabIingmarketers/strategists/andIeaderstomakebetterdecisionsandbuiIdIong-

termvaIue.

KantarBrandZhasbecomethegIobaI

standardinbrandvaIueecosystems/

featuringcountryandregionaIrankings

acrosssixcontinents/andworId-cIassexpertinsightsonbuiIdingstrongbrands.

POINTS

5.6BILLIONDATA

INTERVIEWS

4.6MILLIONCONSUMER

22,392BRANDS

545CATEGORIES

54MARKETS

LEARNMOREABOUTKANTARBRANDZ/

VISIT

KANTAR.COM/CAMPAIGNS/BRANDZ

©Kantar2026|3

HOWDOESWORK?

WHATCAN

KantarBrandZuniqueIypredictsthe

enterprisevaIuethatcomesfrombrandactions/aIIowingbusinessestocommandapricepremiumandbemoreresiIient.

Investinginyourbrandremainsthemost

powerfuIwaytogrow.What’smore/wecanshowyouhow.OurSignaIInteIIigencecreatesaforensicportraitofabrand’sstrengths/

weaknesses/andopportunitieswithinone-ormany-categoriesandmarkets.

TheKantarBrandZStrongBrands

Portfoliohasgrownshareprices53%morethantheS&P500index.

STRONGBRANDS:

DELIVERSUPERIOR

SHAREHOLDERRETURNS

AREMORERESILIENTINTIMESOFCRISIS

RECOVERMOREQUICKLY

DOFORYOU?

TheproportionofthetotaIUS$

vaIueoftheparentcompanythatcanbeattributedtothebrandinquestion/consideringbothcurrentandfutureperformance.

BrandContributionquantifiesthe

proportionofthisFinanciaIVaIue

thatisdirectIydrivenbyabrand’s

equitye.g./itsabiIitytopredisposeconsumerstochoosethebrandoverothersorpaymoreforit/based

pureIyonperceptionsandtheir

impIicationsforfutureperformance.

TheUS$amountthatthebrand

contributestotheoveraIIbusinessvaIueoftheparentcompany.

KantarBrandZvaIuationsisoIate

thevaIuegeneratedbythestrengthofthebrandaIoneintheminds

ofconsumersi.e.withaIIothereIementsremoved.

504%

STRONGBRANDS

PORTFOLIO

451%

S&P500

234%

MSCIWORLDINDEX

FORTHEFULLMETHODOLOGYBEHINDKANTARBRANDZ/

20062026

VISIT

KANTAR.COM/CAMPAIGNS/BRANDZ/METHODOLOGY

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INTRODUCINGKANTAR’SMEANINGFULDIFFERENTANDSALIENTFRAMEWORK

Different

Don’tjusttakeourwordforit

TheUniversityofOxford’sSaïdBusiness

SchooIhasstudiedKantarBrandZbrand

vaIuationsandcomparedthemagainstthereaI-worIdupsanddownsofbusiness.

ThemostvaIuabIebrandsin

Salient

ComestomindquickIyandreadiIywhenactivatedbyideasaround

retaiIerorcategorychoice.Thesharpendofthebrand/thememorabIe

connectionthatpiercesthroughtheconfusionofchoices.Thetriangle.

ThebrandfeeIsdifferentfromothers

orisatrendsetterinthecategory.

Itexpandsoutsidetheboxinanydirection/notconstrainedbyanyonedimension.Thecircle.

theworIdhavebuiItpowerfuI

connections/turninginteIIigenceintoactionandactioninto

growth.BrandswithpowerfuI

connectionshavethreeessentiaIquaIities:MeaningfuI/Different/andSaIient.

TheyfoundthatKantarBrandZequity

metricsareanexceIIentpredictorof

,abnormaI’businessreturns-those

notexpIainedbyhistoricaIshareprice

Meaningful

ConsumersfeeIanaffinityforthebrandoritmeetstheirneeds.

ThefoundationofthebrandissoIidandtangibIe.ThefourwaIIsofthebrand’shometerritory.Thesquare.

BehaviouraIsciencehastaughtusthatourbrainsstorememoriesusingthreetypesofmentaIconnection:

KnowIedge/feeIings/andexperience.BrandswithabaIanceofeachcometomindmosteasiIy-quickIyactivatingthebrain’smemory-retrievaIprocesses.

performanceandcompanyresuItsaIone-andthataddingKantarBrandZmeasurestotheirmodeIsaIIowedthemtopredict

businessperformancewith99.5%accuracy.

EffectivemarketingdeIiversaIIthree.TheMDSframeworkisthepredictiveengineembeddedacrossaIIpIatformstoachievethis.

Abrand’sequitycanimpactconsumerbehaviourandcontributevaIuetoacorporationinthreeways:

TheyaIsofoundthatDifferencecontributedmosttothebestbusinessresuIts.

1.DemandPower(Currentdemand)

2.PricingPower(Pricepremium)

3.FuturePower(Futuredemandandprice)

©Kantar2026|5

©Kantar2026|6

ExecutiveSummary

STRONGHERITAGEMEETSACHANGINGWORLD

ThebusinesscIimatehasturnedIargeIypositive

inSouthAfricainrecentyears.OureconomyandfinanciaIoutIookbearIittIeresembIancetothe

situationthatdrewtheireofratingsagencies

justafewyearsago.GDPinchedup1.1%in2025/whiIeIargecompaniesoutperformedexpectations/withtheFTSE/JSEAIIShareIndexrisingroughIy

45%inthepasttwoyears.

However/corporateperformancedoesnot

aIwaysreflecthumanexperience.PersonaI

finances-andespeciaIIyconsumers’

perceptionofthem-matterdeepIytobrands/andhere/therecoveryhasbeenIesssure-

footed.Inflationsitsataround4%/drivenupbyhighenergycostsstemmingfromconflictintheMiddIeEast/whiIeKantar’sMzansi

Barometerfindsthatconsumersentimenthasturnednegativeinthepastyear.NearIysixintenSouthAfricansarenow’repertoirebuyers’/choosingfromaseIectionofbrands/rather

thanIoyaItoanysingIeone.

ThisobviousIypresentschaIIenges/butthemostvaIuabIeSouthAfricanbrandsare

showingacIearpathforward.Since2024/theyhaveadded47%invaIueandarenowworth$43.8biIIion/whichissimiIartothe

GDPofsomesmaIIerEuropeancountries/IikeLatviaandEstonia.

FinanciaIServicesandTeIecomProviders/

incIudingthisyear’sIeader/MTN/areriding

awaveofincreasedonIineengagement/

expandedservices/andnewbusiness

modeIs.ThesetwocategoriesdominatetherankingintermsofvaIueandgrowth-and

arebenefitingasanincreasingIyonIine

consumerbaseresonateswiththeirofferings.

ButthisreportoutIinesstrategiesnotjustforbrandsinrisingsectors/butwhereverthey

sitonthespectrum.InparticuIar/itreveaIs

threekeyfactorsdrivingtopbrands’success:

SignaIInteIIigence/DecisionInteIIigence/andStrategicInteIIigence.

ExecutiveSummary

©Kantar2026|7

01

SignalIntelligence

SouthAfrica’smostvaIuabIebrandshave

exceptionaIFuturePower.ThismetricresuItsfrombeingexceptionaIIyMeaningfuIand

Differentandservesasastrongpredictorofgrowthtocome.ForexampIe/WeBuyCars

signaIIeditspotentiaIwithhighFuturePowerin2025andjoinedtherankingin2026/

despiteshiftingcategorydynamicsthatchaIIengeditsbusinessmodeI.

Implication:

Growthyesterdaymaynotensureresiliencetomorrow.Brandsneedtoobsessively

monitortheirconsumers/competitors/andcategoryshiftstoprotecttheirequity.

02

DecisionIntelligence

Astunning74%ofSouthAfrica’smost

vaIuabIebrandsareMeaningfuIIyDifferent/

andsuchbrandshavegrowntwiceasfast

asthosethatIackthisessentiaIquaIity.FirstNationaIBankandBrutaIFruit-different

brandswithasimiIarpropensityforresiIience-demonstratetheimportanceofcombiningfunctionaIexceIIence/emotionaIconnections/andcuIturaIreIevance.

Implication:

Don/tmerelydeliverwhatcustomersneed;

speaktotheiremotionsandbuildcultural

connectionstomaintainmomentumandsetthestageforfutureexpansion.

03

StrategicIntelligence

ThemostvaIuabIeSouthAfricanbrandshaveputinthehardworktobuiIdPricingPowerinacost-consciousmarket.ButmanySAbrandshaveworktodointhisarea.WooIworths

standsouthereasconsumersacknowIedgeitshighpricesbutbeIieveitisdeIivering

exceptionaIvaIue.ThisdemonstratesthatsoIidDifferencejustifiespayingmore/evenforamarketunderpressure.

Implication:

Brandsmustconnecttheirbrandstrategytocommercialoutcomes.Meaningful

DifferenceservesastheengineforPricingPower/whichbrandsneediftheywanttohavesustainablemarginsandlong-termbusinesssuccess.

©K©anKtat2a0r2602|

BRAND

ANALYSIS

10

TOP30SOUTHAFRICANBRANDS

11

KEYRESULTS&NEWS

15

SIGNALINTELLIGENCE

17

DECISIONINTELLIGENCE

20

STRATEGICINTELLIGENCE

23

SECTORSPOTLIGHT-

FINANCIALSERVICES

©Kantar2026|9

TOP30MOSTVALUABLE

SOUTHAFRICANBRANDS2026

BrandEquity*

Rank

Brand

BrandEquity*

BrandValue

Changevs2024

Category

Rank

Brand

BrandValue2026(US$M)

BrandValue

Changevs2024

Category

16

OUTSURANCE

795

132%

FinancialServices

17

DSTV2

668

N/A

MediaandEntertainment

18

FLYINGFISH

668

8%

Alcohol

19

CLICKS

651

38%

Retail

20

OLDMUTUAL

648

33%

FinancialServices

21

LIBERTY

567

57%

FinancialServices

22

BRUTALFRUIT

557

16%

Alcohol

23

SASOL

552

46%

Energy

24

WEBUYCARS

530

N/A

Retail

25

DIS-CHEMPHARMACIES

492

N/A

Retail

26

TAKEALOT

487

47%

Retail

27

SAVANNA

469

-14%

Alcohol

28

MRPRICE

465

29%

Retail

29

PICKNPAY3

435

17%

Retail

30

SANTAM

393

N/A

FinancialServices

BrandValue2026(US$M)

1

MTN

5,345

124%

TelecomProviders

2

STANDARDBANK

4,724

54%

FinancialServices

3

FIRSTNATIONALBANK

4,461

45%

FinancialServices

4

VODACOM

4,399

79%

TelecomProviders

5

CAPITECBANK

3,290

158%

FinancialServices

6

DISCOVERY

1,996

88%

FinancialServices

7

NANDO'S

1,816

0%

FastFood

8

CASTLE1

1,787

-10%

Alcohol

9

ABSA

1,757

36%

FinancialServices

10

SANLAM

1,173

68%

FinancialServices

11

SHOPRITE

1,061

21%

Retail

12

WOOLWORTHS

1,025

12%

Retail

13

NEDBANK

981

30%

FinancialServices

14

INVESTEC

812

-12%

FinancialServices

15

CHECKERS

806

39%

Retail

1BrandvalueofCastleincludesCastleLagerandCastleLite

2Brandisrestated

3BrandvalueofPicknPayincludesPicknPayClothing

©Kantar2026|10

*TheBrandEquitycolumnsummarisesperformanceforeachbrandona4-pointscale,basedonKantar’smetricofDemandPower:thebrand’sabilitytocommandcurrentmarketshare.

©Kantar2026|11

KeyResultsandNews

KEYRESULTS&NEWS

REACHINGNEWHEIGHTS

TheKantarBrandZTop30MostValuableSouthAfricanBrands

haveincreasedtheirbrandvalueby47%to$43.8billionsince2024.Thismarksthefirstyearofgrowthsince2022,surpassing2018’s

previousrecordforthehighestvaluationintheranking’shistory.

Thiswelcomeresultisdrivenbyimprovedbusinessperformance,

especiallyintheFinancialServicesandTelecomProvidercategories,whicharebenefitingfromstrongmarkettailwinds.TheriseinbrandvaluealsomirrorstheincreaseintheFTSE/JSEAllShareIndexover

thesametimeperiod.

Atleastbythenumbers,SouthAfricaisexperiencingamorepositiveeconomicandbusinessclimatethanithasintherecentpast.Its

currencyisstronger,itspowersupplymorestable,anduntilrecently,inflationhadbeenfalling.Fingerscrossedformoreofthesame.

TopSouthAfricanbrands:Valueovertime

Annualmovement

$42.6bn

$29.7bn

$43.8bn

$37.1bn

$29.7bn

$28.8bn

$34.9bn

$31.6bn

20182019202020212022202320242026

Source:KantarBrandZMostValuableSouthAfricanBrands

AHEALTHYPACE

SouthAfricanbrandsmayseemtobe

growingfastbutunderstandingjusthow

fastrequirescontext.ThegoldstandardforgrowthtodayistheKantarBrandZTop100MostValuableGlobalBrands.Drivenbya

meteoricriseinthevalueofAI-driventech

brands,theysoared66.2%inthepasttwo

years.Butleavingthegiantsaside,noothercountry’stopbrandsoutperformedSouth

Africa’soverthatperiod.TheSouthAfricanTop30edgedouttheircounterpartsinSpainandtheNetherlands,whilenearlydoublingthegrowthrateseeninChinaandJapan.

SouthAfricamaybeusedtoascending

thepodiuminsport,butperhapsit’sfoundanotherareainwhichtoexcel.

Edgingoutthebest:twoyeargrowth

66.2%

Global

47.3%

46.7%

45.1%

45.0%

39.1%

27.1%

25.4%

23.6%

16.0%

12.9%

12.7%

8.4%

4.0%

0.2%

-0.8%

Source:KantarBrandZ100MostValuableGlobalbrandsandTop30MostValuableSouthAfricanBrands/notincludingneworrestatedbrands

KeyResultsandNews

©Kantar2026|12

MTNRETAKES#1

TelecomproviderMTNmakesatriumphantreturntothe#1position,whichitlastoccupiedin2022.Withabrandvalueof$5,3billion,

ithasgrown124%inthepasttwoyears.

Hardworkandplanninghavemuchtodowithitssuccess.Followingastrategicreviewinlate2020,thebrandannouncedanAmbition

2025strategy.Theplanwasboldand,inretrospect,prescient.WiththeoverarchinggoalofleadingdigitalsolutionsforAfricasprogress,itfocusedonthreeprincipalinitiativestodrivegrowth:Fintech,

connectivity,anddigitalinfrastructure.

Toreachthesegoals,MTNexpandednetworkcoverage,improvedcustomerexperience,andstrengtheneditsroleindigitaland

financialinclusion.Bytheendof2025,ithadtransformedambitionintomomentum.Servicerevenuehadrisenbyover20%,driven

bysolidperformanceinkeymarketsandrapidexpansionindataandfinancialservices.Thebusinesshadalsoscaledmeaningfully,surpassing300millioncustomers,whileincreasingdatausageandmobiletransactionsacrossitsfootprint.

Unsurprisingly,in2026,thebrandevolveditsfocustoAmbition2030.Ratherthanacompletereboot,thisisarefinementoftheoriginal,

successfulstrategy,butwithastrongerfocusonAI,datacentres,fibrenetworks,andexpandingtowerassets.

OLDFRIENDS

ANDANEWFACE

Therankingwelcomedtwore-entrantsandonenewcomerthisyear.Oneofthem,Dis-ChemPharmacies,isfamiliartoanySouthAfrican.Thepopularretailerwhosevaluetendstofluctuate,butwhoserecentoutlookhasimproved.In2025,itopened20newstores.Italso

recentlydebuteditsMelroseArchHealthHubinJohannesburg,whichfeaturesaninnovativeT-shapeddesignthatshouldserveasamodelforallfuturestores.

InsurerSantamhasalsorejoinedtheranking.Despiteweather-relatedchallenges,ithasincreaseditsfootprintandrecentlybecamethefirstAfricaninsurertomigrateitsentirecoreplatformtothecloud.

Thelistalsocontainsadisruptivenewname:WeBuyCars.This

breakoutbrandhasrevolutionisedtheusedcarmarketinSouthAfrica,usingahigh-volume,AI-drivenmodeltomakeiteasyforconsumerstobuyandsellpreownedvehicles.Debutingat#24,itmayremainintherankingforsometimetocome.

KeyResuItsandNews

©Kantar2026|13

HIGHRISERS:FINANCIALSERVICESANDTELECOMPROVIDERS

Together/FinanciaIServicesandTeIecomProvidersaccountformorethan70%(72%)of

thetotaIvaIueoftheranking.TheyareaIsoaddingvaIuerapidIy/astheycontainaIIfiveofthehighestrisersthisyear.BotharebenefitingfromavastincreaseindigitaIparticipation.

FinanciaIServicesaresecuringvaIuewitheveryriseindigitaIpayments/mobiIebanking

usage/andthegraduaImigrationfromcashtoapps.TeIecomProvidersIikewisebenefitfromparticipationindigitaItechnoIogy/whetherthroughanexpandingsubscriberbaseorheavierdatausage.WithconnectivitynowessentiaIinSouthAfrica/thesebrandsaresettogrow

fasterthanothersthatreIyonthisdigitaIinfrastructurewithoutowningit.

Top5highestrisers

2026vs2024change

TotalBrandValuebyCategory

(US$)

MTN

Brandrank

#5CAPITEC

#16

#1

#6Discovery

#4vodacom

Growthsince2024

BrandVaIue2026(US$)

+158%

$3,290M

FINANCIALSERVICES

+132%

$795M

FINANCIALSERVICES

+124%

$5,345M

TELECOMPROVIDERS

+88%

$1,996M

FINANCIALSERVICES

+79%

$4,399M

TELECOMPROVIDERS

Energy(1)

$552M

1%

Media&

Entertainment(1)$668M2%

FastFood(1)$1,816M4%

Alcohol(4)

TOTALBRANDVALUE

$43.8BN

$3,480M

8%

Retail(9)

$5,952M

14%

Telecom

Providers(2)

$9,744M

22%

Financial

Services(12)

$21,597M

49%

TREATONOMICS

WantaseatatthePinkTabIe?ThisinitiativefromBrutaIFruitinviteswomentoconnect/ifonIyforabriefmoment/overasharedIove

ofIuxury.Kantarresearchshowsthatthebrandmaybeonto

something.EvenasconsumersfeeIconstrained/Kantar’sGIobaI

MONITORfindsthat36%arewiIIingtogointoshort-termdebtto

spendonthingstheyenjoy.This’treatonomics’/orIittIetreatcuIture/servesasanantidotefornotbeingabIetoenjoysomeofIife’sbiggermiIestones(Iikehavingabigweddingorpurchasingafirsthome).

Tostayontopofthis/brandsneedtopaycIoseattentiontotrendsandpivotquickIytomeetconsumersinthebriefmomentswhen

they’rereadytoinduIge.

ALCOHOLBRANDSDIP

SouthAfrica’saIcohoIbrandsarecurrentIystruggIingwithinflation/affordabiIity/andshiftsinconsumerbehaviour.

Thatsaid/sometopAIcohoIbrandshavefoundgrowth/notabIy

FIyingFishandBrutaIFruit.WhiIeaIcohoIconsumptionisflat/churnisintheair.Consumersareswitchingtonewformats/flavours/

andoccasions(thoughKantar’sMzansiBarometerfindssome

aredefectingtohome-brewedoptions).BrandsIikeBahamaare

succeedingbyaIigningwiththesenewshiftsandtastes.TheyofferaffordabIeoptionsreIativetopremiumbrands/whiIedeIiveringvaIuethroughvarietyandflavourintensity.

TheyareaIsosociaIIyincIusive/whichfitsmodernconsumption

patternsheavyonhouseparties/braais/andcasuaIgatherings/ratherthanpubIicevents.TheirsuccessbuiIdsnotoncategorygrowth/but

portfoIioreaIIocation/wherebrandsareincreasingtheirshareofthepiethroughreIevance/flexibiIity/andaffordabiIity.SouthAfricansmaynotbedrinkingmoreorIess/buttheyaredrinkingdifferentIy.

TOPRISERS

OTHER

D

O

O

F

T

S

A

F

2026

MOSTVALUABLE

SOUTHAFRICANBRANDS

Growthsince2024

BrandValue2026(US$)

+158%

Brandrank

23

L

O

H

O

C

L

17

27

A

#5

TOTALBRANDVALUE

$3,290M

FINANCIALSERVICES

181430

22

+132%

7

$43,809M

AVERAGEBRANDEQUITY

128

122

145

MeaningfulDiferentSalient

BRANDVALUECHANGEOVERTIME

+47%

+21%-3%

202020212022202320242026

MARKETCOMPARISON

TOP30BRANDVALUE(US$M)

547,280

374,958

186,241

43,80972,520

#16

25

1016

$795M

FINANCIALSERVICES

2

21

8

+124%

#1

26

20

$5,345M

TELECOMPROVIDERS

12

5

L

I

A

FI

+88%

19

T

N

#6

E

R

A

$1,996M

FINANCIALSERVICES

28

C

N

9

A

I

11

24

+79%

LSERVIC

#4

$4,399M

TELECOMPROVIDERS

29

3

15

4

E

S

NEWCOMERS&RE-ENTRANTS

13

1

6

-9%-6%

#24

#25

$530M

NEW

$492M

RE-ENTRY

T

E

L

E

C

#30

O

M

P

R

O

V

ID

E

R

S

149,455

$393M

RE-ENTRY

106,160

Other:MediaandEntertainment,Energy©Kantar2026|14

©Kantar2026|15

SignalIntelligence

SIGNALINTELLIGENCE

Buildingmomentum

Historyoffersmanyexamplesofbrandswithstrongequitythatfailedtocapitaliseongoodadvertising,orthatmissedamajordisruptionwhichwentontoupendtheirbusinesses.

Luckily,brandstodayhavenew,AI-driventoolsthatgivethemtheabilitytoquicklypivottowhatsworkingandavoidwhatisnt.Theycancompressdevelopmentcyclesandallownewideastocometomarketfaster.Buttheseadvantagesstilldontanswerthecritical

questionsofwhattheyshoulddoandwhy.Forthis,youneedanewcapability:SignalIntelligence.

YoucanthinkofSignalIntelligenceaskeepingaconstantpulseonyourbrandanditsenvironment.Youneedtobuildadeep

understandingofyourbrandsuniqueequityhowMeaningful,Different,andSalientitis.Butyoualsoneedtomarrythatwithcustomerexpectations.Whatdoesyouraudiencewantfromyouandthelargercategoryinwhichyousit?

SignalIntelligencedeliversinsightintobothoftheseareas.Whileitcontributestosalesandconversionsinthemoment,itsultimatevalueliesincreatinglonger-termbrandmomentum.Brandsthatcanaligntheirofferingsperfectlywithwhatpeoplewanteveniftheydontknowityetareinthesweetspotforbuildingvalue.

Thesecrettobuildingmomentum

CUSTOMERCENTRICITY

BRANDCENTRICITY

isaboutreflectingwhat

peoplewant,needand

expect.Adapting

What’simportant

forthecategory?

MOMENTUM

What’simportantformybrand?

isaboutknowingyour

brand:Havingadeep

understandingofwhatit

toculture.Maintaining

bringstotheworld,what

know-howandmomentum.

peoplealreadyexpectofit,whatsetsitapartandhowitresonatesatan

emotivelevel.

BrandswithstrongFuturePowertendtobeMeaningulorDifferent.BrandswithexceptionalFuturePoweraremorelikelytohaveboth.

%ofbrandswithbrandequitycharactiristics

BrandswithstrongFuturePower

110+

58%57%

41%

26%

Extra

Meaning

Extra

Diference

Extra

Salience

Extra

Meaningand

Diference

Source:KantarBrandZdatabase/analysisof70/370brands/2014-2025

BrandswithexceptionalFuturePower

120+

79%

74%

53%

46%

Extra

Meaning

Extra

Diference

Extra

Salience

Extra

Meaningand

Diference

©Kantar2026|16

Marketingimpact

Measuringpotentialforgrowth

BrandswithexcellentSignalIntelligencesetthestageforfuturegrowth.AtKantar,we

measurethispotentialthroughabrands

FuturePower.Thismetric,basedonwhetherabrandhasexcessMeaning,Difference,

andSalience,canhelpusunderstandwhichbrandshavethestrongestpotentialtogrow.

InSouthAfrica,highFuturePowercorrelatesstronglywithbrandvalue.AmongthemostvaluableSouthAfricanbrands,forexample,theTop10havemoreFuturePowerthantheTop30asawhole,whichinturnoutpaces

theaveragebrandinthemarket.

Onthebrandlevel,FlyingFishleadsthe

rankingbythismeasure,eventhoughitsitsinacategoryunderpressure.FirstNationalBankhasalsoamassedconsiderable

Futur