South African mobile operator MTN has been voted as the most ‘admired’ brand in Africa, and most valuable African brand.
Brand Africa’s 2015 Brand Africa 100 found that African brands accounted for 23% of best brands on the continent.
The most valuable top 5 brands globally were as follows:
Electronics (16%) related companies featured most prominently on the top 100 list, followed by apparel (14%), auto manufacturers (13%), telecommunications (11%) and alcoholic beverages (10%).
In Africa, Nigeria surpassed South Africa for the number of brands featured on the list (11%), with South Africa and Kenya based companies making up 4% of the total, each.
Although voted as the most valuable brand in Africa, MTN was only 40th on the overall list. Vodafone, and by association, Vodacom, was ranked as the 9th most valuable brand, with a value of US$27.287 billion, ahead of social media giant, Facebook with a value of US$24.118 billion.
|#||Brand||Country||Brand value $BN||Value change|
|8||Golden Penny Foods||Nigeria||215||–|
Additional South African brands to feature on the list were Sasko (80th), and Tiger Brands (82nd), with values of US$144 million and US$82 million respectively.
|7||Zenith Bank||Financial Services||Nigeria||43|
|10||Star Beer||Alcoholic Beverages||Nigeria||55|
DStv/Gotv/Multichoice was ranked 71st on the admired list Tiger Brands was placed 97th out of 100 companies.
Overall, the top five admired brands on the continent were as follows:
The research was conducted by Geopoll, using mobile SMS technology to identify the most admired local and non-local brands in Africa among a representative sample of African countries’ consumers in 22 Africans countries which collectively account for 77% of Africa’s GDP and 77% of Africa’s population.