DStv was ranked as South Africa’s eighth most valuable brand, moving up two positions from its 2020 placement. As the only brand in the Media and Entertainment category in the Top 10 brands it is valued at $1.252 billion and makes up 4.3% of the Top 10’s total value of $18.7 billion.
“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.”
Jabavu Heshu, Group Executive for Corporate Affairs, MultiChoice Group
Kantar is a leading data, insights and consulting company which conducts the BrandZ ranking, an annual survey that is widely regarded as the most definitive study of brand value, quantifying the contribution of brands to business’ financial performance.
Heshu points out that 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.
This year, Kantar included new brand structures analysis to identify the drivers behind building a meaningfully different and salient brand. This revealed four brand-building fundamentals that drive consumer demand. They include: Experience – offering superior experiences across all branded touchpoints; Function – creating a range of well-designed products and services; Convenience – ensuring that said products and services fit well into consumers’ everyday lives; and Exposure – cutting through with advertising which features memorable icons and messaging.
As Ivan Moroke, CEO of Kantar South Africa, points out, 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.
“Money is not the only currency in the value equation. Given our hectic lives and often lengthy commutes on public transportation, South Africans increasingly value things like trust and convenience.”
Ivan Moroke, Chief Executive Officer, Kantar South Africa
MultiChoice Group prides itself in being Africa’s most loved storyteller and through platforms like DStv, it has held its standing as a pioneer in video entertainment. Some of its unique differentiators being unparalleled local content, expanding beyond linear TV and being digitally driven and innovative through it’s Over The Top (OTT) and Video on Demand (VoD) offerings amongst others.
