The survey which started 10 years ago, is now seen as the most authoritative survey, analysis, and metric of African brands. It is a consumer-led survey that seeks to establish brand preferences across Africa.
The respondents of this survey are 18 years and older, in 27 countries which collectively represent 50% of the continent, covering all economic regions and accounting for an estimated 80% of the population and the GDP of Africa.
American sports and fitness giant, Nike takes the top spot for the third year in a row. MTN and Dangote are the most admired African brands recalled spontaneously and when prompted, respectively. Nigeria’s GT Bank returns to the top spot in financial services and the United Kingdom’s BBC retains its media category ranking as the most admired media brand in separate category sub-surveys of the most admired financial services and media brands in Africa. African brands only occupy 13 of the 100 entries, 7 less from last year.
Out of the top 100 brands in 2010/11, only half still appear in this year’s list due to mergers, acquisitions and the obsolescence of many brands. The most prominent changes are in the technology category with the demise Blackberry (#32 in 2010/11), the consolidation of Vodafone (#54 in 2010/11 and now #13 in 2020) which acquired Vodacom in 2008 and rebranded in 2011, Etisalat (#40 in 2010/11) rebranding to 9 Mobile in 2017 and Motorola (#39) being acquired by Lenovo in 2014. Chinese brand, Tecno, has raced up the ranking from #33 to #5 in the rankings – a dominant performance for one of China’s premier global brands that’s not even sold in China.
Computer/electronics (15%), consumer (non-cyclical) (14%), luxury (10%), auto manufacturers (10%), and apparel (8%) make up the top 5 categories.
The 2020 survey was conducted between February and April 2020 and yielded over 15,000 brand mentions and over 2,000 unique brands.
It is a consumer-led survey which seeks to establish brand preferences across Africa. The survey is conducted among a representative sample of respondents, in 27 countries. The 2020 survey was conducted between February and April 2020 and yielded over 15,000 brand mentions and over 2,000 unique brands.
Below is the ranking of the admired African brands.
Country: South Africa, Rank: 7
Country: Nigeria, Rank: 15
Country: Ethiopia, Rank: 26
Country: Nigeria, Rank: 28
Country: South Africa
Country: Nigeria, Rank: 46
Country: South Africa, Rank: 50
8. Star Beer
Country: Nigeria, Rank: 60
9. Tiger Brands
Country: South Africa, Rank: 61
Country: Nigeria, Rank: 65
Country: Kenya, Rank: 73
Country: South Africa
Country: Nigeria, Rank: 90
The rankings will be published in the June issue of African Business magazine.