JEREMY SAMPSON: Where is SA’s brand buying power?
It is no coincidence that the location of a country’s top brands coincides with the areas where there is the most growth, jobs and investment
So why is Gauteng the economic powerhouse of SA, you ask? One answer is that it is home to 62% of the country’s most valuable brands. We know the strength of a country’s economy can be measured by the strength of its brands: the companies that own these brands not only generate above-average income, they create jobs, need suppliers, require top professional advice, assist the local communities, pay their way generally, and act as ambassadors for the country. Brands are important not just for the nation but for the geographic areas in which they "live". Consider that Apple is American, most of its production is in China, but all its marketing material clearly states it is "Proudly Californian". Look at the "FAANGs" (Facebook, Apple, Amazon, Netflix, Google) on the US west coast. Visit the area and it is arguably the most prosperous in the whole world. The purpose of a brand is to attract customers, build loyalty, attract the best talent, motivate staff and make money — a reason that ...
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