By Our Reporter
MTN has emerged as the Most Admired brand according to a report by the African Business Magazine. Samsung, jumped to number two from number 3 in 2014, while Coca Cola, the most admired brand in 2014, dropped to the third most admired brand. In addition, MTN has been declared the Most Valuable African brand followed by Multichoice and Kenya’s Safaricom respectively.
Speaking at the launch of the Report at 4th Annual Brand Africa 100: Africa’s Best Brands Gala Dinner in Johannesburg, Omar Ben Yedder the African Business Group Publisher said, “This year we have broadened the scope of our survey, tracking 22 countries and casting the net to a much wider audience. This is the most comprehensive research on brands in Africa out there. Surprisingly, the rankings have not changed much and that shows us the increasing globalization of brands and their dominance throughout the world.”
Yedder however noted 77% of Africa’s most admired brands are foreign.
“That needs to change if we are to own our future and to ensure we own our markets and capture the profits emanating from these,” he said.
Making his remarks, Albert Fernandez, the MTN Group Chief Consumer Officer said, “We are humbled by the recognition, and dedicate this award to our employees and customers, who continue to make MTN the best brand in our markets. This award is a recognition of our unwavering commitment to make a positive change and brighten the lives of our customers and many others in the communities where we operate.”
While the scope of Brand Africa 100 has broadened from eight countries in 2014 to 22 in 2015, the established non-African brands and their African challengers have maintained their positions in the hearts and wallets of African consumers. It is no longer South Africa that dominates African brand recognition. Nigeria is now the country with the most brands in the top 100, up from 5 to 11.
This year, the data set were asked to select their most admired financial services brands, which was headed by First Bank of Nigeria. The top Nigerian brand is telecoms giant Glo. Tusker Beer achieved the title of Top Kenyan Brand. In the most admired media brands, BBC came top, ahead of CNN. Consistent with the various global brand leagues, Apple is the dominant valuable brand – in Africa as it is everywhere.
Top 10 Most Admired Brands in Africa
MTN
Samsung
Coca Cola
Nike
Adidas
Nokia
Airtel
Toyota
LG
Mercedes Benz
Top 10 Most Valuable Brands
MTN
DSTV/GoTV/Multichoice
Safaricom/Mpesa
Dangote
Tusker
Glo/Globacom
Zenith Bank
Golden Penny Foods
Orijin
Star Beer
