What on earth has happened to Nando's?
Maybe it is the advancing years that are taking a heavy toll on our eyesight, but in the recently published Brand Finance guide to South Africa’s Top 100 Brands 2025 - Nando's have gone from position #4 in South Africa last year to 'nowhere to be found' this year.
Is that possible?
Sure, their above-the-line presence feels far less aggressive than what it has been for many years, but how could a brand that made such a splash on the list last year now not be ranked in the first 100 local brands at all?
2024's Top 10 Brands
2025's Top 10 Brands (minus Nando's)
MTN
Besides the missing Nando's, MTN is still South Africa's most valuable brand, but now valued at 20% less than what it was a year ago, and a staggering 43% less than what it was worth 13 years ago. I know MTN are having some business challenges in Nigeria, but isn't this a burning red flag that should have triggered an alternative strategy some time ago?
Capitec
The Stellenbosch-based banking flyer is the fastest growing brand in South Africa right now.
According to the Brand Finance report: Capitec's 'brand value increasing 81% to R18.6 billion, also climbing from 23rd place in 2024 to 14th place.'
'Capitec has successfully expanded from serving previously underserved markets to middle-to-affluent clients with diversified retail offerings, including business banking and insurance, boosting its profitability and engagement. With perfect
10 out of 10 scores across key metrics, like ‘brand consideration’, ‘preferred brand’, ‘brand I love’, and ‘engagement’, it stands as one of South Africa’s leading banking brands, positioned as the bank that makes things simple for everyone.'
BTW - Capitec is also ranked the sixth strongest banking brand globally.
But back to Nando's now - we also see that Nando's South Africa haven't posted a new video on their YouTube channel for over 8 months. What's going on?
[UPDATE: Jeremy Sampson from Brand Finance has thankfully come to the rescue with some updated information about Nando's disappearance from this year's list. As a privately held company, i.e. not a public company listed on any stock exchange, Nando's have asked to be excluded from the annual rankings.]
There's a lot more thanks to Brand Finance:
Other Nando's news...