Old Mutual ranked among South Africa’s most valuable brands

Andisa Ntsubane, Interim Chief Marketing Officer at Old Mutual

Old Mutual has been ranked as one of South Africa’s oldest, most recognised and most valuable brands, taking fifth place in this year’s authoritative Brand Finance South Africa 50 Report on the country’s 50 leading brands. It is also the only insurer to make it into the ‘Top 10’ ranking.

The 2020 report shows that Old Mutual has moved up three places with a current brand value in excess of R 20.2 billion. Old Mutual’s brand value has increased by R2.7 billion (15.4%) since 2019 despite tough trading conditions exacerbated by the Covid-19 pandemic.
“Ultimately, our brand value is the result of the trust that customers place in us as well as the employees that deliver on our promises. This is a fitting achievement as we mark our 175th anniversary this year. The key to Old Mutual’s success is being resolute on our purpose of championing mutually positive futures every day,” says Andisa Ntsubane, Interim Chief Marketing Officer at Old Mutual.

The annual survey quantifies the financial value of brands. Since 1996, it has been bridging the gap between marketing and finance to help businesses across the globe connect the value of their brands to their bottom lines. To arrive at a monetary brand value, Brand Finance analyst teams examine a wide range of performance indices, evaluating marketing investment, stakeholder equity, and business performance; drawn from proprietary market research and publicly available data.

The drivers of Old Mutual’s improved score are:

• Reported revenue increased year on year
• Analyst revenue forecasts were higher year on year (Source: Institutional Brokers Estimates System)
• The brand strength improved from 79.5 to 82.8 – drivers of this were strong ratings for brand equity, innovation and quality
• The brand also scored highly in overall reputation

“Old Mutual is a unique brand – effortlessly marrying rich heritage and 175 years of history with innovation and a user-friendly digital experience. Loyalty is earned not owed, and many other established brands could learn from Old Mutual how to remain well-regarded by customers and successfully adapt to their ever-changing needs,” remarked David Haigh, CEO of Brand Finance.

These results follow the findings of the 2020 Brand Finance Insurance 100 Report (launched in May this year), which ranked Old Mutual 73rd overall globally. As the only African brand in the Top 100, Old Mutual was also confirmed as the most valuable Insurance brand on the African continent.

“We want to thank our customers and stakeholders for placing their trust and confidence in us. We are grateful for your support. It is our company’s aligned brand and financial strengths that enable us to remain resilient and focused on our purpose. Today, as our world faces unprecedented health and economic challenges, we believe it is the relationships and reputations built on trust and mutual respect that will lead the way towards a better future,” concludes Ntsubane.