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2020 Brand Africa 100: Africa’s Best Brands Highlights

2020 Brand Africa 100: Africa’s Best Brands Highlights

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  • AFRICAN BRANDS DROP TO ALL TIME LOW 13% 
  • NON-AFRICAN BRANDS ACCOUNT FOR 87% OF THE TOP 100 BRANDS IN AFRICA 
  • NIKE RETAINS #1 IN AFRICA FOR THIRD YEAR IN A ROW
  • AFRICAN BRANDS DROP BY OVER 60% IN 10 YEARS
  • OUT OF THE TOP 100 BRANDS IN THE 2010/11 RANKINGS, ONLY HALF REMAIN IN THE TABLES DUE TO MERGERS, ACQUISITIONS AND OBSOLECENSE
  • EUROPE RETAINS CONTINENTAL LEAD WITH 42/100 (+5%), NORTH AMERICA WITH ALL-USA BRANDS 29/100 (+3,5%) AND ASIA WITH 16/100 (-6%)
  • DANGOTE AND MTN RETAIN RANKINGS AS AFRICA’S MOST ADMIRED AFRICAN BRANDS.
  • MTN IS #1 BRAND RECALLED AFRICAN BRAND SPONTANEOUSLY RECALLED AMONG THE TOP 100.
  • DANGOTE IS #1 AFRICAN BRAND WHEN CONSUMERS ARE PROMPTED TO RECALL AN AFRICAN BRANDS. 
  • CHINA’S ALIBABA (92) AND USA’S AMAZON (#56) ARE THE MOST HIGH PROFILE TECHNOLOGY/E-COMMERCE NEW ENTRIES.
  • 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.
  • SOUTH AFRICAN (5), NIGERIAN (6), KENYAN(1) AND ETHIOPIAN (1) ARE LEADING COUNTRIES OF ORIGIN FOR AFRICAN BRANDS.

LONDON, UK, May 25th, 2020 -/African Media Agency (AMA)/- Today Brand Africa announced the 10th anniversary rankings of Brand Africa 100: Africa’s Best Brands, the pre-eminent survey and ranking of the Top 100 most admired brands in Africa. The rankings were announced in a novel global virtual event that incorporated the market openings of Kenya, South Africa and Nigeria. The rankings will be published in the June issue of African Business magazine and can be downloaded here.

American sports and fitness giant, Nike takes the top spot for the third year in a row. MTN and Dangote are the most admired African brands recalled spontaneously and when prompted, respectively. Nigeria’s GT Bank returns to the top spot in financial services and the United Kingdom’s BBC retains its media category ranking as the most admired media brand in separate category sub-surveys of the most admired financial services and media brands in Africa. African brands only occupy 13 of the 100 entries, 7 less from last year.

Established 10 years ago to coincide with the 2010 FIFA World Cup, the world’s biggest single sporting event, the Brand Africa 100: Africa’s Best Brands survey and rankings have established themselves as the most authoritative survey, analysis, and metric of brands in Africa.

It is a consumer-led survey which seeks to establish brand preferences across Africa. The survey is conducted among a representative sample of respondents 18 years and older, in 27 countries which collectively represent 50% of the continent, covering all economic regions and accounting for an estimated 80% of the population and the GDP of Africa. The 2020 survey was conducted between February and April 2020 and yielded over 15,000 brand mentions and over 2,000 unique brands.

Out of the top 100 brands in 2010/11, only half still appear in this year’s list due to mergers, acquisitions and the obsolescence of many brands. The most prominent changes are in the technology category with the demise Blackberry (#32 in 2010/11), the consolidation of Vodafone (#54 in 2010/11 and now #13 in 2020) which acquired Vodacom in 2008 and rebranded in 2011, Etisalat (#40 in 2010/11) rebranding to 9 Mobile in 2017 and Motorola (#39) being acquired by Lenovo in 2014. Chinese brand, Tecno, has raced up the ranking from #33 to #5 in the rankings – a dominant performance for one of China’s premier global brands that’s not even sold in China.

Computer/electronics (15%), consumer (non-cyclical) (14%), luxury (10%), auto manufacturers (10%), and apparel (8%) make up the top 5 categories.

In the sub-survey focused on financial services, GTBank re-claimed the #1 spot after falling out of the top 5 in 2019. This year’s rankings included a strong presence of payment service brands PayPal, Western Union and Visa, as digitisation and digital-led economies are expected to accelerate more acutely because of the pandemic.

“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,” says Thebe Ikalafeng, Founder and Chairman of Brand Africa and Brand Leadership. “African brands have an important role in helping to build the image, competitiveness and transforming the continent’s promise into a real change.”

“The reach and accessibility of mobile across the continent enabled us to survey respondents across a representative sample of countries quickly and effectively, giving us vital and timeous results at a critical time,” said Caitlin van Niekerk, Global Client Development Manager, GeoPoll.

Kantar has been the insight lead for Brand Africa since inception in 2010. Karin Du Chenne, Chief Growth Officer Africa Middle East says, “The complex task of analyzing a vast amount of diverse data, countries and trends over 10 years has given us a deep insight into how brands have changed, adapted and kept in step with the changing African environment and consumer who demands more from their brands.”

The Brand Africa 100 results will be published in the June issue African Business Magazine which on sale globally from 2nd May 2020 and is available online to subscribers on www.africanbusinessmagazine.com.

You can download the report here.

Happy Reading. Happy Africa Day.

Distributed by African Media Agency (AMA) on behalf of Brand Africa 2020.

Media Inquiries

Kamogelo Mmako
bcw | burson cohn & wolfe 
o: +27.11.480.86.19 
m: +27.79.128.4242
kamogelo.mmako@bcw-global.com
Charmaine Lodewyk
GM: PR and Events
Brand Leadership
(o) +27 11 463 5091
(m) +27 71 490 6559
charmaine@brandleadership.com


Brand Africa Contacts

Brand Africa
www.brandafrica.org
Thebe Ikalafeng
Chairman, Brand Africa and Brand Leadership Group
+27 82 447 9130
Thebe@Brand.Africa
GeoPoll
www.geopoll.com
www.GeoPoll.com
Roxana Elliott
VP, Marketing & Content, GeoPoll
roxana@geopoll.com
Kantar
www.kantar.com
Karin Du Chenne
Chief Growth Officer Africa Middle East
m +27 83 6314870
e Karin.duchenne@kantar.com
African Business
www.icpublications.com
Omar Ben Yedder
Group Publisher and Managing Director
+44 774 704 6670
o.benyedder@icpublications.com
African Media Agency
www.africanmediaagency.com
Eloine Barry
CEO, African Media Agency
m +1 917 244 8984
Eloine@africanmediaagency.com

Brand Africa

Brand Africa is an intergenerational movement to inspire a great Africa through promoting a positive image of Africa, celebrating its diversity and driving its competitiveness. It is a brand-led movement which recognizes that in the 21st century, brands are an asset and a vector of image, reputation and competitiveness of nations. Brand Africa seeks to inspire a brand-led African renaissance.
Brand Africa 100: Africa’s Best Brands is a Brand Africa initiative to survey, rank and recognize the best brands in Africa.
Brand Africa is an independent Non-Profit Organisation registered in the Republic of South Africa (NPC 2013/146300/08) and a signatory to the Independent Code of Governance for Non-Profit Organisations in Africa (www.governance.org.za).
www.brand.africa

BA 100 Partners

Brand Leadership
Brand Leadership is a pan-African brand development, integrated marketing communications and activation partner for decision- makers invested in Africa. Established in 2002, Brand Leadership has over the years delivered solutions that respond to African conditions, needs and ambitions for brands in the private and public sectors across Africa www.brandleadership.africa

GeoPoll
GeoPoll is a leader in providing fast, high quality market research from areas that are difficult to access using traditional methods. Working with clients including global brands, media houses, and international development groups, GeoPoll facilitates projects that measure ROI of TV advertisements, demonstrate demand for new products, and assess food security around the world. GeoPoll combines a robust mobile surveying platform that has the ability to conduct research via multiple modes with a database of over 250 million respondents in emerging markets around the globe. Strengths lie in GeoPoll’ s ability to target extremely specific populations, deploy surveys remotely, and provide expert guidance on how to collect accurate, reliable data through the mobile phone.  www.GeoPoll.com

Kantar
Kantar is the world’s leading evidence -based insights and consulting company. We have a complete, unique and rounded understanding of how people think , feel act; globally and locally in over 90 markets. By combining the deep expertise of our people, our data resources and benchmarks, our innovative analytics and technology we help our clients understand people and inspire growth.  www.kantar.com

BCW
BCW (Burson Cohn & Wolfe), one of the world’s largest full-service global communications agencies, is in the business of moving people on behalf of clients. Founded by the merger of Burson-Marsteller and Cohn & Wolfe, BCW delivers digitally and data-driven creative content and integrated communications programs grounded in earned media and scaled across all channels for clients in the B2B, consumer, corporate, crisis management, CSR, healthcare, public affairs and technology sectors.

BCW Africa is a truly African agency with a leading global parent and a 30-year heritage of partnership with clients, staff and its extended team. Johannesburg – based BCW boasts an unparalleled reach across Africa through BCW Africa, our network of affiliates across the continent, and international best practice expertise and a global footprint through BCW globally. Our African network, which covers 50+ African countries, is based on partnerships which span more than two decades with local agencies highly regarded in their markets.

BCW is a part of WPP (NYSE: WPP), a creative transformation company. For more information, visit www.bcw-global.com

African Media Agency
AMA is a multilingual pan-African Communications agency with a deep knowledge and understanding of the continent. It is recognized as an authoritative source of news for the most influential media houses in every African country. www.africanmediaagency.com

African Business
African Business is the best-selling pan-African business magazine with an award-winning team widely respected for its editorial excellence. It provides the all-important tools enabling decision makers to maintain a critical edge in a continent that is changing the world. African Business special reports profile a wide range of sectors and industries including transport, energy, mining, construction, aviation and agriculture. www.africanbusinessmagazine.com

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Conférence de Presse en Ligne


Les frontières terrestres ne doivent pas constituer des obstacles à la dissémination de votre message. Grâce à notre service de conférence de presse en ligne, nous vous offrons l’opportunité de vous rapprocher des médias africains, chaque fois que vous en aurez besoin.

Nos services comprennent:

Digital Communications


Today, social networks constitute an organization’s first point of contact with a user and a potential customer. At first glance, you need to convince of the relevance and quality of your content to stimulate and motivate the user to go further. We create consistently inspiring online strategy to meet business objectives, engage stakeholders and enhance our client brand’s reputation internally and externally.

 

Communication​ digitale


Les réseaux sociaux représentent aujourd’hui le premier point de contact d’une organisation avec un utilisateur et un client potentiel. Au premier coup d’œil, vous devez le convaincre de la pertinence et de la qualité de votre contenu pour l’inciter à aller plus loin. Nous créons pour vous une stratégie de communication précise et adaptée sur les réseaux sociaux pour atteindre les objectifs commerciaux, impliquer les parties prenantes et améliorer la réputation de votre marque en interne et en externe.

Promotion​ d’événements


Le succès d’un événement réside en moitié dans sa promotion. Peu importe la beauté de l’événement, la qualité des orateurs et de l’ordre du jour, si personne ne rapporte ou ne parle de votre événement, vos efforts seront vains. Nous vous aidons à façonner votre récit et à créer un engouement autour de votre événement. De l’annonce de l’événement à la tenue de celui-ci, nous accompagnons votre effort de planification et le reflétons sur toutes les plateformes médiatiques.​

Formation​ Médiatique


Nous fournissons à vos porte-paroles les outils nécessaires pour présenter vos principaux messages et répondre avec confiance et cohérence aux questions. Notre formation est organisée soit à distance ou en présentiel, avec des études de cas réels et des répétitions. Nos clients repartent avec le sentiment d’être à l’aise devant les journalistes et d’agir en tant qu’ambassadeurs de la marque.

Veille​ Médiatique


Nous mesurons votre portée en relations publiques et rendons compte des informations de votre industrie et des activités de vos  concurrents en surveillant la majorité des canaux de diffusion dans toute l’Afrique. Une veille médiatique complète et opportune est essentielle pour s’assurer que vous ne manquez aucune référence à votre marque, que vous êtes constamment informé de ce qui se passe dans votre industrie et que vous êtes prêt à saisir les opportunités et à réduire les risques en temps opportun.

Relations​ Média


Peu importe le lieu où ils se trouvent, nous sommes une source d‘informations fiables pour les journalistes qui écrivent sur l’Afrique. Nous nous connaissons mutuellement et ils nous font confiance, car nous leur fournissons un contenu crédible qui les aide dans leurs tâches. Nous nous entretenons quotidiennement avec des journalistes aux quatre coins du continent, ce qui fait de nous l’un des organismes les plus efficaces pour mener des campagnes de relations avec les médias.

Stratégie et développement de contenu


Nous créons des stratégies de communication intelligentes, bien documentées et spécialisées destinées à vous aider à construire un récit fort qui engagera votre audience. Nous travaillons en synergie avec vous afin de rédiger des communiqués de presse et des articles d’opinions qui alimentent le récit de votre entreprise. Notre équipe a une expérience approfondie dans la création de récits et le développement de contenu multimédia.

DIFFUSION DE COMMUNIQUES​ DE PRESSE​


C’est le service phare d’AMA. Nous avons mis en place des canaux de diffusion des communiqués de presse auprès des journalistes des 54 États africains ainsi qu’auprès des journalistes américains et européens couvrant les sujets relatifs aux marchés émergents.​

​Nos services comprennent:​

Event Promotion


Half of the success of an event lays in its promotion. Doesn’t matter how beautiful the event is, how wonderful the speakers and the agenda are, if no one reports or talks about your event, your efforts are gone. We help you shape the narrative and create a drumbeat around your event. From the announce all the way to the outcome of the event, we accompany your planning effort and echo it through all media platforms

Media Training


We provide your spokespeople with the tools to present your key messages and answer questions with confidence and coherence. Our training is organised either remotely or face-to- face, with real case studies and rehearsals. Our clients leave feeling comfortable being in front of reporters and acting as brand ambassadors.

Media Monitoring


We measure and report on
your PR reach, industry news, and competitive activity by monitoring most channels in North, West, Central, East and Southern Africa. Comprehensive and timely media monitoring is critical to ensuring that you don’t miss any reporting of your brand,
you’re constantly informed on what’s going on around your business, and you’re ready to capitalise on opportunities and mitigate
risks in a timely fashion..

Media Relations


We have become an authoritative source of news for reporters writing about Africa, wherever they are. We know them, they know us, and they trust us for providing them with timely and accurate content that helps them do their job. We speak to reporters on a daily basis in all corners of the continent and this makes us one of the most effective agencies in running media relations campaigns.

Strategy & Content Development


We create smart and localised communications strategies to help build a strong narrative that will engage your audiences. We partner with you to create press releases and thought leadership pieces that sustain a drumbeat for your company’s narrative. Our team have deep experience in shaping narratives and developing media content.

PRESS RELEASE WIRE DISTRIBUTION

This is AMA’s flagship service. We have set up channels of distribution towards the journalists of the 54 African states, as well as to American journalists and European journalists covering emerging markets issues.
Our service includes:

Editorial advice

Localised editorial piece when needed

Distribution to the major print, broadcast and online publications along with industry-specific publications

Follow-up calls to secure interview request

Guaranteed distribution to Africa.com

Distribution to Bloomberg, LexisNexis and Thomson Reuters

Social Media Reach: Facebook, Twitter, LinkedIn, Instagram

Full online monitoring and print monitoring when available. Includesreadership stats and Advertising Value Equivalent

Translation in French, Arabic and Portuguese available