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MTN

MTN

Parent Company: MTN Group Ltd.

Brand Value: $2,308 Mil.

Headquarter City: Johannesburg

Year on Year Change: -21 percent

Industry: Telecom Providers

Year Formed: 1994

Since 1994, telecom provider MTN has been helping South Africa transform into a digitally connected and highly integrated society. Today, the brand offers voice, data, and digital services to 233 retail and enterprise customers in 24 countries across Africa and the Middle East. In its home and other markets, MTN is known by its catchy “Everywhere you go” positioning. It also uses a messaging strategy based on the BRIGHT acronym, which emphasizes growth, technology, efficiency, customer experience, and winning hearts and minds. The brand frequently reaches out with humorous advertising and has an impressive 12.5 million lifetime views on its YouTube channel. In its core business, MTN has been rapidly growing, with an impressive 10.7 percent increase in revenue in FY 2018. In spite of this, MTN lost brand value largely because of the financial impact of a massive fine imposed by the Nigerian government.

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