According to the 14th annual Brand Africa 100: Africa’s best brands report from Brand Africa, 64% of Africans expressed confidence in the continent but remain loyal to non-African brands, which have maintained a low 14% of the most admired brands in Africa.
Details
Account of African nations for 64% of the Top 50 most admired countries, with South Africa, Nigeria, United States, China, and Kenya as the top 5 countries see themselves as contributing to a better Africa.
Data
African brands maintained a 14% share of the top 100 most admired brands in Africa for the second consecutive year.
African brands, led by the 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 they retain their respective positions as the Top 5 African Brands That Were Spontaneously Admired.
South Africa (5) and Nigeria (5), with Ethiopia (1), Zambia (1), Zimbabwe (1) and Tanzania (1), are the only 6 African nations to account for the 14% share of the Top 100.
Europe maintained its share of the Top 100 at 37%, while North America fell by 12.5% to 28%, as Asia increased its share by 23.5% to capture 21% of the African market.
Nike, Adidas, Samsung, Coca-Cola, and apple they kept all their positions for the 5u consecutive year as the Top 5 Most Admired Brands in Africa.
In an interesting picture, confirming how entrenched non-African brands are in Africa, many like Coca-Cola, Pepsi, Samsung, Lacoste, Total (Energies), and Guinness mistakenly remembered among the most admired”African” brands when the question is asked, “Which African brands do you admire?’
Among organizations leading the charge 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 United Nations ranked as the number 1 NGO, Coca Cola the number 1 non-African organization and MTN the number 1 African brands maintained their positions among the most popular brands in Africa.
What they say
“While the share of African brands remains a disappointing 14%, with Africans overwhelmingly believing that Africa in particular will contribute to a better Africa as nations continue to create an enabling environment for African entrepreneurs and the opportunity of AfcFTA becomes a reality, it’s just a matter of time, but eventually the share of African brands will increase“, says Thebe Ikalafeng, its founder and president Brand Africa.
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