Top Brands in Africa

Which Are The Top Brands in Africa?

South African telecommunication brand MTN has retained the position of the most admired African brand on the continent, according to a Brand Africa survey. The top brand on the continent, for the seventh consecutive year, is Nike.

International Brands

The 14th annual Brand Africa 100: Africa’s Best Brands research and rankings report showed that despite 64% of Africans expressing confidence in the continent, they remain loyal to international brands. Only 14% of African brands held a share of the Top 100 most admired brands in Africa.

The research for the 2024 Brand Africa 100: Africa’s Best Brands covered 31 countries across every economic region in the continent, including South Africa. These countries account for as much as 85% of the continent’s GDP and population.

The research is independently conducted by Brand Africa partners of the past 14 years, Geopoll who lead the fieldwork, and Kantar and Brand Leadership, who lead the analysis and rankings.

African brands, led by 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.

South Africa, Nigeria, Ethiopia, Zambia, Zimbabwe and Tanzania are the only African nations that make up the 14% share of the Top 100. The remainder is divided up between Europe (37%), North America (28%), and Asia (21%).

Along with Nike, Adidas, Samsung, Coca Cola and Apple all retained their positions for the fifth consecutive year as the Top 5 most admired brands in Africa.

“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 realised, 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.

Locals Show Love For SA Brands

The results locally were above the continental average. The survey found that 68% of South Africans believe in Africa, but only 33% are loyal to South African brands.

While global brands are still favoured, South African breakthrough brand Bathu Shoes emerged as the top South African brand. The brand was established only in 2015.

The survey found that youth-founded brands established in the past decade made an audacious entry among the Top 10, accounting for 40% of the rankings, and upstaging established South African brands. The top brands in South Africa included Maxhosa, Woolworths, and Drip. Maxhosa, the culture-inspired global African luxury knitwear brand is leading the pack among South African brands admired for their strong African identity.

In reflecting on the 30 years of the new democratic SA, Brand Africa and Brand South Africa, the agency responsible for positioning South Africa as a preferred investment destination, convened over 30 diverse eminent South Africans who’ve built and/or led some of the most iconic brands in pre- and post-democratic SA to debate and determine the 30 most admired brands, events, ideas and people who have shaped South Africa over the past 30 years.

Kruger National Park, Soweto and Cape Town are among the 30 brands, places, campaigns, events and people. “The South African rankings and the 30 brands, events, campaigns and people are an insightful lens into the country’s creativity, global African leadership, competitiveness and influence,” says Thebe Ikalafeng, Founder and Chairman – Brand Africa.

“The South African rankings and the 30 brands, events, campaigns and people are an insightful lens into the country’s creativity, global African leadership, competitiveness and influence,” says Thebe Ikalafeng, founder and chairman – Brand Africa.

“In particular, the performance of youth-founded brands is an inspiration for the growth of relevant made in South Africa brands and industrialisation.” Across the continent, South Africa, Nigeria, the United States, China, and Kenya are among the top five countries that are perceived to contribute to a better Africa. African nations account for 64% of the top 50 most admired countries. South Africa, Nigeria, the United States, China, and Kenya are the top 5 countries perceived to contribute to a better Africa.

All members of the newly expanded nine-member BRICS block, except Iran, made the list. The list was dominated by Southern and West Africa, which account for 44% of the top 50 nations that Africans admire globally.

Source: Brand Africa