21/06/2018
African Business magazine releases its ranking of Africa’s Most Admired Brands
African Business Magazine recently released its annual listing of Africa’s most admired brands. This rankings were informed by a survey conducted by the magazine in partnership with Brand Leadership, Kantar TNS and GeoPoll.
The consumer led survey was carried out in 23 countries. Using GeoPoll’s modal survey platform to collect data via SMS, individuals, aged 18 or over, were asked to report on their top three most admired brands. They were then prompted to select their most admired African brand and also their most admired brand in financial services.
According to the poll, Nigerian industrial brand Dangote ranked the number one African most admired brand while the South African tele-communications brand, MTN, came a second place. Nigeria’s GTB (Guaranty Trust Bank) also clinched the position of the most admired brand in financial services.
According to Thebe Ikalafeng, Brand Africa founder and Brand Leadership chairman, in his analysis of this year’s results, “ brand building requires long-term investment, research and access to skills and resources, hence why we are still seeing non-African brands dominate the rankings.”
Ikalafeng stated that African brands had an important role in helping to build the Africa, adding that these rankings are an important metric of the progress Africa is making in creating home-grown world-class brands that are changing the narrative on African competitiveness, image and reputation, and contributing to its socio-economic transformation.
However, Nike topped the main listing of Africa’s most admired brands, while Smasung came in as second place. Dangote ranked 21st while MTN came off as the 6th most admired brand in Africa.
Source: African Business Magazine
