According to the 14th annual Brand Africa 100: Africa’s Best Brands report by Brand Africa, 64% of Africans expressed confidence in the continent but they remain loyal to non-African brands, which have retained their lowly 14% of the most admired brands in Africa.
Details
African nations account for 64% of the Top 50 most admired countries, with South Africa, Nigeria, United States, China, and Kenya as the top 5 countries perceived to contribute to a better Africa.
Data
African brands retained a 14% share of Top 100 most admired brands in Africa for the second year in a row.
African brands, led by South African telecommunications group, MTN, Nigerian conglomerate, Dangote, Zambian consumer group, Trade Kings, Nigerian telecommunications group, Glo, South African media group, DStv, and Ethiopian Airlines retain their respective positions as the Top 5 most admired African brands spontaneously recalled.
South Africa (5) and Nigeria (5), with Ethiopia (1), Zambia (1), Zimbabwe (1) and Tanzania (1), are the only 6 African nations that make up the 14% share of the Top 100.
Europe retained its 37% share of the Top 100, while North America declined 12,5% to 28% as Asia grew its share by 23,5% to capture 21% of the African market.
Nike, Adidas, Samsung, Coca-Cola, and Apple have all retained their positions for the 5th consecutive year as the Top 5 most admired brands in Africa.
In an interesting insight, affirming how entrenched non-African brands are in Africa, many such as Coca-Cola, Pepsi, Samsung, Lacoste, Total (Energies), and Guinness are mistakenly recalled among the most admired ‘African’ brands when the question is asked, “What African brands do you admire?”
Among organisations that are driving to do good while doing well, focusing as much on social and environmental concerns as on profits, UNICEF (originally called the United Nations International Children's Emergency Fund) and UN are ranked as number 1 NGO, Coca Cola the number 1 non-African organisation and MTN the number 1 African brands retained their positions among the most admired brands in Africa.
What They're Saying
“While the share of African brands remain a disappointing 14%, with Africans overwhelmingly believing that mostly Africa will contribute to a better Africa, as nations continue to create an enabling environment for African entrepreneurs and the AfcFTA opportunity is realized, it’s just a matter of time, but ultimately the share of African brands will increase,” says Thebe Ikalafeng, founder and chairman of Brand Africa.
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