According to Brand Finance, the Strongest Brand in South Africa accolade was determined by a combination of factors which include the bank's strategic shift towards positioning itself as more advisory-focussed rather than merely product-oriented.

The strength of the brand within South Africa was further evidenced by its high levels of familiarity and consideration among consumers. Lastly, the bank's strategy has enabled it to maintain a pervasive presence, ensuring it remains top-of-mind among South Africans, says the awards. 

FNB chief marketing officer Faye Mfikwe says, "Our brand refresh in 2022 was a pivotal moment and has borne fruit. Our unwavering promise of help has resonated deeply with our customers, forging a powerful connection that transcends transactional boundaries. We now proudly occupy the top spot in brand love, a testament to the effectiveness of our engagement strategy, which weaves emotional resonance, loyalty and trust into the fabric of our brand." 

"For over 185 years, we have been in the business of helping people. Whether it's enabling them to reach their potential, realise their dreams, ease their daily lives or safeguard their futures, our commitment remains unwavering. We are not just a bank; we are a force for positive change," adds Mfikwe. 

"Our advice-led approach to financial services offers customers the full benefits of personalised help across our range of solutions. This helps customers make more informed financial decisions, such as identifying potential financial risks and opportunities. Overall, we aim to help customers achieve their goals and aspirations by improving their financial well-being," Mfikwe says. 

Brand Finance provides annual analysis on both the Most Valuable Brand and Strongest Brand that was awarded to FNB. 

The bank says that FNB's commitment to partner in building sustainable communities has also contributed to its strong brand. The bank has implemented various initiatives to support sustainable development, with an emphasis on environmental and social responsibility.

Over the years, FNB has concluded that it has increased its efforts to broaden financial inclusion across the African continent, investing in local markets to open purpose-built branches and other points of presence. Similarly, there have been strong partnerships with local businesses through agile business models that enable communities and the bank to derive shared value. 

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*Image courtesy of contributor