• African brands retain 14% share of Top 100 most admired brands in Africa.
• South Africa’s MTN retain position as the #1 most admired brand in Africa.
• Kenya’s Equity Bank leapfrogs African banking giants to take pole position as the most admired financial services brand in Africa.
• BBC retains lead as the #1 most admired media brand in Africa.
• South Africa, Nigeria, United States, China and Kenya are the top 5 countries perceived to contribute to a better Africa.
• MTN, Coca Cola and UN/UNICEF lead in ‘doing good for society and environment’.
• Nike is #1 brand in Africa for the 7th consecutive year.

Despite 64% of Africans expressing confidence in the continent, they remain loyal to non-African brands, which have retained their lowly 14% of the most admired brands in Africa, Brand Africa revealed in its 14th annual Brand Africa 100:  Africa’s Best Brands research and rankings.

African nations account for 64% of the Top 50 most admired countries, with South Africa, Nigeria, United States, China and Kenya the top 5 countries perceived to contribute to a better Africa.

All members of the newly expanded 9-member BRICS block, except Iran made the list, that’s dominated by Southern and West Africa which account for 44% of the Top 50 nations Africans admire globally.

African brands have retained a 14% share of Top 100 most admired brands in Africa for the second year in a row.

African brands, led by South African telecommunications group, MTN, Nigerian conglomerate, Dangote, Zambian consumer group, Trade Kings, Nigerian telecommunications group, Glo, South African media group, DStv and Ethiopian Airlines retain their respective positions as the Top 5 most admired African brands spontaneously recalled.

South Africa (5) and Nigeria (5), with Ethiopia (1), Zambia (1), Zimbabwe (1) and Tanzania (1), are the only 6 African nations that make up the 14% share of the Top 100.

Europe retained its 37% share of the Top 100, while North America declined 12,5% to 28% as Asia grew its share by 23,5% to capture 21% of the African market.

Nike, Adidas, Samsung, Coca Cola and Apple have all retained their positions for the 5th consecutive year as the Top 5 most admired brands in Africa.

In an interesting insight, affirming how entrenched non-African brands are in Africa, many such as Coca-Cola, Pepsi, Samsung, Lacoste, Total (Energies) and Guinness are mistakenly recalled among the most admired ‘African’ brands when the question is asked, “What African brands do you admire?”

Among organisations that are driving to do good while doing well, focusing as much on social and environmental concerns as on profits, UNICEF (originally called the United Nations International Children’s Emergency Fund) and UN, the #1 NGO, Coca Cola the #1 non-African organisation and MTN the #1 African brands retained their positions among the most admired brands in Africa.

“While the share of African brands remain a disappointing 14%, with Africans overwhelmingly believing that mostly Africa will contribute to a better Africa, as nations continue to create an enabling environment for African entrepreneurs and the AfcFTA opportunity is realized, it’s just a matter of time, but ultimately the share of African brands will increase,” says Thebe Ikalafeng, founder and chairman of Brand Africa.

Recognising that brands are a vector of a nation or organisation’s identity, reputation competitiveness, every year, since 2011, Brand Africa, through its independent research partners, Kantar, Geopoll across sub-Sahara Africa, Integrate in North Africa, and Analysis in the East African Islands, conducts research in over 30 markets which account for as much as 85% of the continent’s GDP and population.

The results are published as the lead cover story in the June edition of African Business, the continent’s foremost business magazines since 1966.

Over the next few weeks, Brand Africa will release country specific results in key countries across the continent.

Brand Africa 100 | Africa’s Best Brands | Global

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The award, according to Brand Africa was for his contribution to the advertising and communications industry across the continent.

Brand Africa in collaboration with AT3 Resources also recognized other corporate leaders from the marketing, branding, communications, research, and media industry with an Africa Brand Leadership Excellence.

Presenting the award, Thebe Ikalafeng, Founder and Chairman, said  Dr. Shobanjo is an outstanding individual whose leadership in the advertising and communication industry has been a catalyst for sustained brand-led growth for their Made in Africa brands.

He said the award was also in recognition of his works and contribution to the industry over the years.

Receiving the award, Dr. Shobanjo said “I am very surprised and never expected this. I don’t know Brand Africa from anywhere.”

The seasoned advertising maestro said he was happy that some of his deeds in the sector were attracting the interest of others beyond Nigeria.

He thanked the organizers for hosting and recognizing leaders across the sectors and the African brands.

At over 75 years and after retiring from active practice, Shobanjo still commands the aura of an industry chieftain difficult to match on account of the size of his achievements and the impact he made in the advertising and media world in the past five decades.

He created the most successful marketing and advertising group, the Troyka Group, which still retains industry leadership long after he left active practice.

The Troyka Group which is the holding company for Insight Communications, Azzagai, Optimum Exposure, Media Perspectives, MediaCom, The Quadrant Company and Halogen Security, has over seven thousand Nigerians on its payroll.  

The rankings will encompass the Top 100 brands in Africa, and the leading brands in West Africa and Nigeria – and the brands Africans regard as symbolising African pride. 

Despite optimism about the continent over the past 10 years, on average only 20% of the leading brands admired by Africans are made in Africa. 

However, against the backdrop of rebuilding economies devastated by the Covid-19 pandemic, the urgency to respond to the impact of climate change and broader sustainability issues, and the acceleration of AfCFTA’s goal of driving greater intra-African trade there is anticipation that over the medium term, African brands will begin an upward competitive trajectory.  

In Nigeria, Coke, Dangote, DSTV and GT Bank have dominated the rankings over the years. Samsung is the #1 regional brand in West Africa. 

Which brands will lead in 2022? Will the rankings reflect a shift in the share of Top 100 for African brands? Which brands do Africans regard as embracing African pride?

In recognition of the outstanding individuals whose leadership has been a catalyst for sustained brand-led growth for their Made in Africa brands and businesses and their contribution to the industry over the years, this year Brand Africa will recognize a corporate leader and a practitioner from the marketing, branding, communications, research and media industry with an Africa Brand Leadership Excellence award.

The event will be livestreamed from Lagos, Nigeria.

Register here and join a global and African audience of leading thought leaders, media and decision makers focused on building, invested in Africa’s success.  

The results will once again be published as the cover feature of African Business which will be on sale globally from beginning of June 2022.

The 2022 Brand Africa 100: Africa’s Best Brands will be presented by Tecno, organised by Brand Africa partners in Nigeria, AT3 Resources and Open Squares Africa, and supported by Africa Media Agency and BCW in communication globally.