MTN wins the most valuable and admired African brand in the 4th Brand Africa 100.
In the 4th Brand Africa 100 MTN wins the most valuable and admired Brands in Africa, the composition of the brands was dominated by non-African brands, while African brands have remained relatively stable at 23%.These rankings are increasingly significant as they are an important metric of the progress Africa is making in creating brands and services that respond to African conditions, needs and ambitions.
Non-African brands are a dominant 77% of the Top 100 brands. While African brands have remained relatively stable at 24%, 25% and 23% in 2013, 2014 and 2015 respectively, the number of non-African countries of origin has steadily diversified from 17 in 2013 to 19 in 2014 to 21 in 2015.
Nigeria has over taken South Africa as the leading African nation. The Top 10 countries with the most number of brands on the Top 100 Most Admired Brands are the United States (21%), Nigeria (11%), UK ( 9%), Japan at 8%, France (6%), Netherlands (5%), Germany (4%), Italy (4%), South Africa (4%) and Kenya (4%).
Two thirds (64%) of the Brand Africa 100 list is evenly spread between electronics (16%), apparel (14%), auto manufacturers (13%), telecommunications (11%) and alcoholic beverages (10%).
Over the past three years, 48 brands were common in the tables between 2013 and 2015, 57 between 2013 and 2014 and growing to 66 between 2014 and 2015 – among the Brand Africa 100 Most Admired Brands.
Because of their transformational importance in Africa, Brand Africa also ran a separate survey for the Most Admired Brands in Media and Financial. In the financial services category, Nigeria’s First Bank leads the Africa and Barclays the non-African list. In the media category, DSTV leads Africa and BBC the non-African list.
Twelve brands – predominantly non-African – are admired across almost all the 22 sample nations in the survey: Samsung (22/22 countries sampled), Coca Cola, LG and Nokia (21/22), Apple, Toyota and Nike (20/22), Sony and Adidas (19/22) and Mercedes Benz and Puma (18/22).
MTN is the most pan-African brand among the Top 100 Most Admired Brands in Africa, operating in 17 and among the Top 10 admired in 7 African countries.
The most admired regional brands are Coca-cola (East Africa), Adidas (West Africa), Nike (North Africa), Samsung (Central Africa), Nike (Southern Africa).
“These rankings are increasingly significant as they are an important metric of the progress Africa is making in creating brands and services that respond to African conditions, needs and ambitions,” says Thebe Ikalafeng, Founder and Chairman of Brand Africa and Chairman of Brand Finance Africa. “Simultaneously, they are a reflection and celebration of both non-African and African brands that meet the African consumer standard.”
“But the time has never been more opportune or urgent for Africa to develop Made in Africa brands. The success of businesses behind these brands will enable Africa to drive its own agenda because they create jobs, contribute tax revenue necessary to fund public goods and help shape the image of Africa as an entrepreneurial and competitive continent.”
Brand Africa 100 was developed by pan-African branding and reputation advisory firm, Brand Leadership Group in partnership with Geopoll, the leading mobile survey platform with a database of nearly 200m users in emerging markets, TNS, the globally respected consumer knowledge and information company and Brand Finance, the world’s leading independent valuation consultancy.
It is a two-phase process that starts with comprehensive consumer research across Africa to establish the list of the 100 admired Brands and concludes with financial valuation to determine the 100 most valuable brands in Africa.
“Given the deep mobile penetration in Africa, the mobile methodology is the most cost-effective and expedient way to reach a wider sample and higher penetration across Africa,” says Cathy Vonderhaar, Vice President – Geopoll.
“It is time brands in Africa are recognised for the value they create for the African continent, embracing and leveraging African values,” concluded Oliver Schmitz, Managing Director – Brand Finance Africa.