African brands’ ranking falls to an all-time low


African brands' ranking falls to an all-time low
A screen grab from the upcoming African Business magazine-June issue

In Summary

  • On Monday, Brand Africa announced its Africa’s 100 best brands in 2020 during the tenth anniversary of the rankings revealing a mere 13 local names on the list.
  • South Africa led the way with five of its firms on the list including Shoprite and DSTV. Nigeria closely followed with six brands on the list including Dangote and Jumia. Kenya’s only representative on the illustrious list was Tusker.
  • American based sports and fitness giant Nike took the top spot for the third year in a row as non-African brands scooped 87 percent of the top 100 brands in Africa.
 

African brands rank on the continent fell to an all-time low as the admiration for continent based companies continue to take a dent from the competition.

On Monday, Brand Africa announced its Africa’s 100 best brands in 2020 during the tenth anniversary of the rankings revealing a mere 13 local names on the list.

South Africa led the way with five of its firms on the list including Shoprite and DSTV. Nigeria closely followed with six brands on the list including Dangote and Jumia.

Kenya’s only representative on the illustrious list was Tusker while Ethiopia took the only other spot with apparel label Anbessa.

American based sports and fitness giant Nike took the top spot for the third year in a row as non-African brands scooped 87 percent of the top 100 brands in Africa.

On the overall listing, African brands have continued to decline in appeal falling by over 60 percent in the past decade.

Lamenting the outturn of own brand awareness on the continent, Brand African Chairman and Founder Thebe Ikalafeng worries the continent is losing its entrepreneurial competitive edge.

“It’s concerning that in the 10 years since the triumphant FIFA World Cup in South Africa which globally highlighted the promise and capability of Africa, and despite the vibrant entrepreneurial environment, Africa is not creating more competitive brands to meet the needs of its growing consumer market,” he said.

Chris Diaz a trustee of Brand Africa says African brands have the opportunity to enhance their brand leadership and revenues over the competition but need to invest in more brand strategies to give value to their consumers .

“The brands index changes saw market leadership based on consistent brand equity investments. Brands that positioned their innovation, brand emotional long term connections, competitive promotions with an excellent marketing mix, also resulted in growing new consumers and markets,” he said.

“South African , East and West African and Ethiopian brands showed consistent aggressive brand growth in Africa and scored high brand values and consumers experienced consistency in product and service quality.”

The Brand Africa survey is conducted among a representative sample of respondents 18 years and older, in 27 countries which collectively represent 50% of the continent.

The 2020 survey was conducted between February and April 2020 and yielded over 15,000 brand mentions and over 2,000 unique brands.

Here is the full list of Top 100 Most Admired Brands in Africa:

  1. Nike-USA
  2. Adidas-Germany
  3. Samsung-South Korea
  4. Coca-Cola-USA
  5. Tecno-China
  6. Apple-USA
  7. MTN-South Africa
  8. Puma-Germany
  9. Gucci-Italy
  10. Airtel-India
  11. Toyota Japan
  12. LG – South Korea
  13. Vodafone/com/Safaricom/Mpesa – UK
  14. Nestle – Switzerland
  15. Dangote – Nigeria
  16.  Zara – Spain 
  17. Unilever – UK 
  18. Pepsi -USA 
  19. Mercedes Benz – Germany
  20. Nokia Electronics – Finland
  21. Itel Mobile – China
  22. Orange – France
  23. Sony Electronics – Japan
  24. Huawei Electronics – China 
  25. Google – USA
  26. Anbessa – Ethiopia
  27. Infinix Mobile China
  28. Glo – Nigeria
  29. Louis Vuitton – France
  30. Danone – France
  31. Chanel – France
  32. Hewlett-Packard/HP Electronics – USA 
  33. H&M – Sweden 
  34. Indomie – Indonesia
  35. FILA – Italy
  36. DSTV – South Africa
  37. Nivea – Germany
  38. Blue Band Margarine – UK
  39. Microsoft – USA
  40. BMW – Germany
  41. Lacoste – France
  42. Versace – Italy
  43. Fanta – USA 
  44. Polo – USA 
  45. Vlisco – Netherlands
  46. Nasco – Nigeria
  47. Tigo – Luxemburg
  48. Converse All Star – USA 
  49. OMO – UK 
  50. Shoprite – South Africa 
  51. KFC – USA 
  52. Auchan – France
  53. PZ Cussons – UK
  54. Facebook – USA
  55. Ford – USA
  56. Amazon – USA
  57. Guinness – Ireland 
  58. Honda – Japan
  59. Colgate – USA
  60. Star Beer – Nigeria
  61. Tiger – South Africa
  62. Dell – USA
  63. Vans – USA 
  64. Toshiba – Japan
  65. Jumia – Nigeria
  66. Christian Dior – France
  67. McDonalds – USA 
  68. Always – USA
  69. Reebok – Germany
  70. Sunlight – UK
  71. Close-Up – UK 
  72. Cadbury – UK
  73. Tusker – Kenya
  74. Calvin Klein – USA 
  75. Guess – USA
  76. Oral B – USA 
  77. Mirinda – USA
  78. Philips – Netherlands
  79. Victoria Secret – USA
  80. Levi’s – USA
  81. Prada – Italy
  82. Clover – South Africa
  83. Volkswagen – Germany
  84. Audi – Germany
  85. Sharp – Japan
  86. BATA – Switzerland
  87. Lipton Tea – UK
  88. 7 UP – USA
  89. Dettol – UK
  90. Maltina – Nigeria
  91. Ariel – USA
  92. Alibaba – China
  93. Jeep – USA
  94. Nissan – Japan
  95. Milo – Switzerland
  96. Hisense – China
  97. Ferrari – Italy
  98. Dolce & Gabanna – Italy
  99. LC Waikiki – Turkey
  100. Sprite – USA

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Story By Kepha Muiruri
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