Brand Africa 100
4 min read
Les archives de Maurice Info
At the JSE, at an event with industry leaders from across Africa, hosted by the JSE in partnership with Geopoll, Kantar and Brand Leadership, Brand Africa announced the Top 100 brands in Africa in their 7th annual Brand Africa 100: Africa’s Best Brands. Nike, MTN, Dangote, Ecobank and BBC were recognised as the most admired brands on the continent.
Since 2011, the Brand Africa 100 has been surveying and ranking the most admired brands spontaneously recalled by African consumers. In a relatively stable Top 100 list, the US sports and fitness mega brand, Nike, retains the overall #1 brand in Africa spontaneously recalled by consumers. South African telecoms brand MTN is the #1 African brand spontaneously recalled brand, while surging Ethiopian brand Anbessa Shoes, at #2, swopped positions with Nigerian conglomerate, Dangote, which is the #3 most admired brand of African of origin. However, when consumers are prompted to recall the most admired African brand, Dangote retains the #1 position.
The Brand Africa 100 rankings are based on a survey among a representative sample of respondents 18 years and older, conducted in 25 countries across Africa. Covering all African economic regions, collectively these countries account for an estimated 80% of the continent’s population and 75% of the GDP.
In a reconfigured category listing where technology and electronics and telecoms categories were separated and new categories of luxury and personal care were introduced or re-introduced, the Top 100 is dominated by technology and electronic brands (18%) and telecoms (7%), consumer (non-cyclical) (16%), auto manufacturers (11%), luxury (10%), automobile (11%), apparel (8%), retail (7%), food (4%), non-alcoholic beverages (5%), personal care (4%), sports & fitness (4%) and media (1%) categories are the top categories.
Overall, the 2018/19 Brand Africa 100 list, which is calculated from 15,000 brand mentions illustrates a very diversified range of brands in Africa and shows year on year consistency with 80% of the Top 100 brands having been in the Top 100 Most Admired Brands in previous years.
The highest gains are dominated by apparel and luxury brands Vans (+65), FILA (+50) and a resurgent Levi’s (+29). The sports category, led by Nike (#1), remains a strong performer, due to strategic repositioning or expansion in their positioning towards lifestyle high profile endorsements, and partnerships which have freshened and broadened the brands’ appeal, particularly to youthful and young consumers. The biggest faller was Peak Milk, dropping from 33 to 98, possibly due to the dairy industry globally seeing a significant drop in sales of cows’ milk as alternatives are becoming more and more popular amongst consumers. Victoria’s Secret and Indomie dropped 36 and 33 spots respectively.
Because of the transformational and catalytic impact of media and financial services in Africa, Brand Africa has a separate promoted question of the Most Admired Financial Services Brands and Most Admired Media Brands.
In the media sub-survey, DStv (incorporating GoTV, Multichoice and Supersport) has welcomed its brother the SABC onto the Top 10 media list. The media list is led by BBC, which has an extensive history and coverage of Africa through its BBC Worldservice radio and specific African programming. The media list is dominated by Europe (40%), North America (20%) and Asia (20%). A deeper analysis of the media category shows high levels of fragmentation, with many local and regional players – thus in general only global players with extensive African reach and resources dominate the top of the list.
Highlights - Most Admired Brands in Africa:
Nike retains the #1 spot as the most admired brand in Africa.
African brands fall by 18% to an all-time low of 14% share of the Top 100 most admired brands in Africa relative to non-African brands
Europe leads the table with 40/100 (-1), North America with all-USA brands 28/100 (+ 4) and Asia with 18/100 (-1)
Top 3 spontaneously recalled African brands are South Africa's MTN (#8), Ethiopia's Anbessa Shoe (#12) and Nigeria's Dangote (#25)
Dangote retains rank as #1 most admired African brand recalled when consumers are prompted for African brands.
MTN is the highest listed brand on the JSE among the Top 100 most admired brands in Africa.
MTN (South Africa), Dangote (Nigeria) and Safaricom (Kenya) are the highest brands listed on the leading sub-Saharan bourses, the JSE, Nigeria Stock Exchange and Nairobi Securities Exchange.
FILA (+50), Auchan (+40),) and LC Waikiki (+31) made the most gains.
Peak Milk(-65) , Victoria's Secret (-36) and Indomie (-33) lost the most ground.
USA's Vans (#35) made most spectacular entry into the Top 100.
Technology brands (18%), consumer (non-cyclical) (16%), Auto Manufactures (11%), automobile (8%), Luxury (10%) and Apparel (8%) categories are the top categories.
Highlights - Most Admired African Brands:
Dangote retains rank as #1 most admired African brand recalled when consumers are prompted for African brands.
MTN retains the #1 spot as the Most Admired African brand spontaneously recalled across Africa.
Southern Africa (7) leads with South African brands (5) leads the tables, West Africa (4) leads with Nigerian brands (4) and East Africa (3) leads with Kenya (1) among brands recalled spontaneously.
South Africa (5) and Nigeria (4) lead the 7 African countries including Ethiopia, Kenya, Uganda, Zambia and Zimbabwe, each with one brand in the Top 100 among brands recalled spontaneously.
Southern Africa (10) leads with South Africa (6), East Africa (8) leads with Kenya (4) and West Africa (7) leads with Nigeria (4) among brands recalled when prompted for most admired African brands.
