Exploring Expanding Brands in South Africa

Expanding Branding is an activation agency that specializes in executing brand plans to reach specific target audiences. With more than 25 years of experience and branches in the country's major cities and towns and neighboring states, they have more than 6500 brand ambassadors and more than 12,000 locations in their database. Their business is powered by cutting-edge technology that links all stakeholders in the chain, from promoters to customers. The South African Reserve Bank (SARB) manages the banking services industry, while the Financial Services Board (FSB) oversees the non-banking financial services industry.

The transformations of recent years in the financial and banking sector have attracted many foreign banks and financial institutions to the South African market. Africa has 30 per cent of the world's nature reserves, and South Africa has the largest share of that percentage. The country also boasts that it is the world's largest producer of platinum and gold, the fourth largest diamond producer in the world, and home to the highest quality base metals and coal. The South African Insurance Association (SAIA) revealed that 35% of the country's cars have short-term insurance.

However, insurance companies must invest in technology to improve transparency, as this will benefit both policyholders and insurers to benefit in the long term. The fastest growing industries in South Africa promise you a fortune if you are a smart investor. Don't refrain from investing when you have the opportunity. Save money or apply for financial aid from financial institutions and start your path to success.

When analyzing the South African brand landscape, it seems to offer a possible explanation for the lack of major brands. As such, brands succeed if they offer customers opportunities to express themselves and should be leveraged to enable the same in the South African market. Time and again, data from Kantar BrandZ has shown that brands that continue to invest in building a strong brand are the ones that grow the fastest. Brand value is the reputation asset that any successful company builds in the minds of customers and other stakeholders.

PwC economists predicted a 75% chance of improving economic growth in South Africa under the leadership of President Cyril Ramaphosa. Kantar BrandZ is the global currency when assessing brand value, quantifying the contribution of brands to the financial performance of companies. The newly ranked AngloGold Ashanti (brand value R4.1 billion) ranked 39th, immediately ahead of Kumba Iron Ore (brand value R3.9 billion) in 40th place, and Gold Fields (brand value R3.2 billion) ranked 43rd. South Africa is one of the main tourist destinations; therefore, there is a high demand for holiday homes, resorts and hotels, and companies need offices. In short, this refers to the country of origin effect and has huge implications for a brand's success. Every year, Brand Finance tests 5000 of the biggest brands and publishes nearly 100 reports that rank brands across industries and countries.

In fact, it is a rarity on the current world stage for a country to have such a powerful brand ambassador. This segment also shows great promise for being a very lucrative segment in the long term, but South African companies and brands must be willing to invest in them for long-term benefits and rewards. South Africa is a regional hub and supply base for ICT products and services to neighbouring countries.

Esther Woodcock
Esther Woodcock

Esther has been in Marketing field for 15 years