South African mobile operator MTN has been voted as the most ‘admired’ and most valuable brand in Africa.
This is according to Brand Africa’s 2014 Brand Africa 100, a ranking of the most admired and most valuable brands.
In a list dominated by electronics (17%), beverages (14%), auto manufacturers (14%), apparel (12%) and telecommunications (10%), MTN, topped the African list as the most valuable and most admired African brand.
Valued at over $5.4 billion, MTN is the only African brand valued over a billion dollars, the report said.
On a global level, Apple, at $105 billion replaced Samsung as the most valuable non-African brand, while Coca Cola retained its position as the most admired non-African brand in Africa.
Coca-Cola toppled Nokia as the overall most admired brand in Africa, while MTN moved up a spot in the admiration ranks among Africans.
Non-African brands have continued to set the pace, commanding 77 of the 100 entries in the most admired brands and 99% of the value.
While African brands have retained a similar number of brands among the most admired (23 in 2014 compared to 24 in 2013) and African brands have not lost any value year to year ($11 billion), their brands have not gained any market share and their worth has declined in relative terms (from 2% of total value in 2013 to only 1%).
South Africa, with 11 of the 23 African brands, remains the most dominant branding nation, accounting for 91% of the value of the brands. Kenya at 5% and Nigeria at 3% round off the top 3 which make up 99% of the value of African brands.
The most admired regional brands are MTN (Southern Africa), Glo (West Africa), Tusker (East Africa) and Marsavco (Central Africa).
The most valuable regional brands are MTN (Southern Africa), Dangote (West Africa), Safaricom (East Africa) and Marsavco (Central Africa).
The 2014 Brand Africa 100 is based on a survey among a representative sample of eight countries, covering the major sub-Saharan Africa (SSA) regions to establish the base top 100 most admired brands.
These countries, Ghana and Nigeria (West Africa; Kenya, Tanzania and Uganda (East Africa); DRC (Central Africa) and Mozambique and South Africa (Southern Africa).
Collectively, these countries represent 51% (477 million) of SSA population and 67% ($1,065 trillion) of Africa’s GDP.