The most valuable brand in South Africa
The collective brand value of South Africa’s top 30 brands has grown by 47% since 2024 to reach a total value of $43.8 billion, which is about R734 billion.
Among these is MTN, which ranked first, having grown 124% since 2024. This is according to the 2026 Kantar BrandZ Most Valuable South African Brands. BrandZ is Kantar’s brand valuation study.
This study integrates financial performance and consumer perceptions to identify the brands that generate the most value.
The South African ranking is based on interviews with over 49,000 consumers, covering 896 brands across 57 categories.
South Africa’s brand value growth is widespread, with 23 of the top 30 brands recording an increase in value.
Twenty-one of these brands achieved growth exceeding 10%. The competitive landscape among the market leaders is becoming increasingly intense, with one billion dollars separating the top four brands in the ranking.
The top 10 most valuable South African brands for 2026
| # | Brand | Sector | Brand Value |
|---|---|---|---|
| 1 | MTN | Telecom Providers | $5.35 billion |
| 2 | Standard Bank | Financial Services | $4.72 billion |
| 3 | First National Bank | Financial Services | $4.46 billion |
| 4 | Vodacom | Telecom Providers | $4.40 billion |
| 5 | Capitec Bank | Financial Services | $3.29 billion |
| 6 | Discovery | Financial Services | $2.00 billion |
| 7 | Nando’s | Fast Food | $1.82 billion |
| 8 | Castle | Alcohol | $1.79 billion |
| 9 | Absa | Financial Services | $1.76 billion |
| 10 | Sanlam | Financial Services | $1.17 billion |
After last holding the top position in 2022, MTN has regained the number one rank, increasing its brand value by 124%.
This achievement is attributed to its “Ambition 2025” strategy, which emphasises digital inclusion, financial technology, and enhanced connectivity.
MTN has expanded its customer base to over 300 million and increased its service revenue by more than 20% by the conclusion of 2025.
These two sectors—financial services and telecommunications—contribute to nearly three-quarters of the overall ranking value.
Standard Bank in second place
The twelve banking and insurance brands in the ranking account for 49% of the top 30 brands’ total value.
Brands in these sectors occupy all five of the top growth positions: Capitec Bank (+158%), OUTsurance (+132%), MTN (+124%), Discovery (+88%), and Vodacom (+79%).
In terms of notable debuts, WeBuyCars (24th; $0.5 billion) has entered the top 30 by using an AI-driven model to disrupt the used-car market.
Woolworths (12th; +12%) has re-entered the “billionaires’ club” with a brand value of $1.0 billion, illustrating strong pricing power despite its premium positioning.
Dis-Chem Pharmacies (25th; $0.5 billion) and Santam (30th; $0.4 billion) have both returned to the top 30 ranking following their expansion of services and footprints in 2025.
“South Africa’s most valuable brands show that growth comes from staying ahead of change,” said Kantar South Africa Chief Commercial Officer Stacy Saggers.
“They have built strong foundations by investing in brand equity, and are now maintaining momentum by delivering value, creating emotional connections, and staying culturally relevant,” she said.
She explained that as consumers become more cost-conscious, protecting pricing power and identifying new growth opportunities, both locally and internationally, will be critical.
Kantar has also recognised three brands for their “exceptional performance” in key drivers of brand value.
First National Bank (FNB) was named South Africa’s “Most Meaningfully Different Brand,” which reflects its ability to meet customer needs in ways that distinguish it from competitors.
Flying Fish received the award for “Most Future Power,” highlighting its strong potential for future growth.
Woolworths was acknowledged for “Most Pricing Power,” demonstrating its ability to command a premium price due to strong consumer perceptions of value.
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