GeoPoll has teamed up with Brand Africa to release the 14th annual Brand Africa 100: Africa’s Best Brands rankings. This study, since 2011, has provided essential insights into African consumer preferences.
The survey is conducted across more than 30 African countries, covering 85% of Africa’s GDP and population. Partners like GeoPoll, Kantar, Integrate, and Analysis contribute to this extensive research.
Despite 64% of Africans having confidence in the continent’s potential, their loyalty remains with non-African brands. African brands hold a modest 14% share of the top 100 admired brands for the second year in a row.
Leading African brands include MTN, Dangote, Trade Kings, Glo, DStv, and Ethiopian Airlines. South Africa and Nigeria contribute the most, each with five brands in the top 100. Other contributing countries are Ethiopia, Zambia, Zimbabwe, and Tanzania.
Also Read: Samsung Electronics Ranked 3rd Top Brand in Africa by Brands Africa 100
Performance of African Brands
MTN, Dangote, DStv, Ethiopian Airlines, and Bathu Shoes are the top five African brands. These brands are from six African nations, contributing to the 14% share.
European brands maintain a 37% share, while North American brands have dropped to 28%. Asian brands have increased their presence to 21%. Nike, Adidas, Samsung, Coca-Cola, and Apple remain the top five most admired brands in Africa.
European brands continue to lead with a 37% share. North American brands have seen a decline, while Asian brands have grown to capture 21% of the African market. Many non-African brands like Coca-Cola, Pepsi, and Samsung are often mistaken for African brands by respondents.
In the media category, BBC is the most admired, followed by DStv, CNN, Al Jazeera, and Facebook. Kenya’s Equity Bank leads in the financial services sector, followed by Standard Bank, ABSA, FNB, and UBA.
Brands with a Purpose
Brands focusing on social and environmental concerns are also recognized. UNICEF/UN is the top NGO, Coca-Cola is the top non-African organization, and MTN is the top African brand. Other notable brands include WHO, Dangote, Azam, and Nike.
South Africa, Nigeria, the USA, China, and Kenya are seen as the top countries contributing to a better Africa. Southern and West Africa dominate the list of admired nations globally.
The 2024 Brand Africa Report highlights the evolving preferences of African consumers. Non-African brands still dominate, but local brands are gaining confidence.
Initiatives like the African Continental Free Trade Area (AfCFTA) promise growth for African brands. These findings indicate current trends and forecast future shifts in brand loyalty.