Skip to main content

Game named one of SA’s top ten strongest brands

| Awards and achievements

Local retailer, Game, was this month named South Africa’s tenth strongest brand according to Brand Finance’s 2023 ‘South Africa 100’ report – up from 92nd place just last year, after a 36-point increase in its Brand Strength Index score.

This is the first time the 53-year-old brand has entered the top ten, amongst other brands such as FNB, Capitec, Woolworths, Checkers and Pick n Pay. Katherine Madley, Massmart’s Vice President of Brand Marketing, attributes this achievement to a creative environment and a strong team of strategists and marketers.

“The Game brand was strong from inception in the 70’s through to the 90s,” she says. “It was well-known and considered the home of electronics and appliances, while being a destination for things like snacks, music, and outdoor products. However, the brand lost its way in the 2000s and was in a dire state come 2019.”

Madley notes that the brand was repositioned bravely by former Game Vice President, Andrew Stein, who trusted Madley’s marketing team. “He invested time and effort into repositioning the brand, while we continued on our Turnaround Strategy. Together, we created an environment where creativity could thrive – which involved putting together a team of strong marketers, who worked toward a clear brand positioning strategy.”

The team then partnered with The Odd Number as their lead creative agency, who leaned into the brand’s rebellious tone and introduced the tag line “You’ve got Game”. King James and Atmosphere were also introduced as partners, working as digital experts and PR specialists, respectively – which Madley said helped to bring the brand back to life. “The Odd Number continue to build our brand and bring it into our product and price promotions,” she adds.

While positioning was incredibly important in resurrecting the brand, Madley notes that in the background Game remained true to its customer proposition – offering unbeatable deals and its Price Beat Promise on every item that it stocks. The retailer has also invested in improving customer service, and refreshed both its in-store and online offering.

“The truth is that our work has only really begun, as we continue to put in the work to remain one of South Africa’s most-loved brands,” she concludes.


Pin It

Related Articles

Shoprite is News24's Company of the Year

This year's News24 Company of the Year is Shoprite Group, Africa's largest supermarket retailer. 

Makro makes history: Tallest trolley stacked in SA

Inspired by the iconic Makro Mood TV commercial, on Leap Day at the Centurion store, Makro partnered with renowned magician Wian van den Berg to stack the tallest trolley in SA in 3 hours, 6 minutes, and 6 seconds.  The event, which went live at ...

Massmart is officially a Top Employer…for the t...

On the 18th of January 2024, the Top Employers Institute announced Massmart as a Top Employer in South Africa for the third consecutive year, ranking the organisation in the 25-50th percentile of participating employers globally.

Meet the Shoprite Group’s top suppliers of the ...

Small suppliers Hope Sonic, Jacobs Jam and Crispe Cookies are among the exceptional suppliers honoured at the Shoprite Group's 2023 Supplier of the Year Awards. 

Woolworths notches up 13 wins at the World Chee...

In a display of excellence, a number of Woolworths' exceptional cheese suppliers racked up an array of impressive accolades at the prestigious World Cheese Awards. These included three gold, three silver and eight bronze awards. The ceremony was h...