The 12th edition of Brand Africa’s annual Brand Africa 100 released today has revealed the top 100 brands in Africa, among which MTN has emerged as the top African brand in the continent, displacing Dangote Group.
The 2022 Brand Africa 100: Africa’s Best Brands were organised by Brand Africa partners in Nigeria, AT3 Resources and Open Squares Africa, and supported by the Central Bank of Nigeria, South African Tourism, NQR, Africa Media Agency and BCW Africa.
The 2022 survey was conducted between March and April 2022 and yielded over 80,000 brand mentions and over 3,500 unique brands. The unveiling ceremony which had the theme, “Building Powerful and Resilient Brands in Africa”, was held at Eko Hotels and Suites, Victoria Island, Lagos.
Chief Marketing Officer, Adia Sowho who received the award on behalf of MTN promised that of the company will continue to do its best to keep up with customer expectations through excellent service delivery and by consistently creating innovative solutions.
Now in its 12th year, every year on or around Africa Day, 25 May, Brand Africa releases the results of the survey on the most admired brands in Africa based on a survey across 29 countries that represent as much as 85% of the continent’s GDP and population.
The ranking which is meant to project the most admired brands in Africa in line with their contribution to the GDP of African countries, reveals that there has been a 4% surge in the contribution quota of these brands from a reported all-time low of 13% in 2020 (owing to the pandemic) to 17% in 2021.
The categories for which winners emerged include the most admired African brand, as well as the most admired African brand that symbolises African pride. Others are the most admired African media brand category; the most admired finance brand in Africa; the leading brands in West Africa; leading brands in Nigeria, the most admired African brand.
Nigerian brands, Dangote (#22), Glo (#32), Jumia (#42) and Nasco (#75) are among the 17 African brands that have heralded a 4% surge by African brands to 17% share of the Top 100 brands in Africa.
Non-African brands, led by overall pace-setter Nike for the 5th consecutive year, continue to dominate with a share of 83% of the most admired brands in Africa. Coca Cola, which has been in the Top 5 for 10 consecutive years, is the #1 overall most admired brand in Nigeria.
The inners include MTN – the most admired African brand category, DSTV which emerged first as the most admired media brand in Nigeria, Dangote – the most admired brand that symbolises the African pride and Guaranty Trust Bank (GTB) which emerged as Africa’s most admired brand in finance.
MTN’s continuous rise in Africa
MTN Group has been on the news lately for more of its successes in countries across the African continent. In Nigeria for instance, the telecommunication and fintech company became one of the two telco companies to champion Nigeria’s 5G broadband provision after winning the auction by the Nigeria Communications Commission.
The company also registered as a financial payment service recently, after it was granted license by the Central Bank of Nigeria to operate its MoMo Financial Payment Service Bank, becoming one of two telco companies along Airtel Nigeria to operate a PSB.
The company’s market share continually rises as it remained the leading telecom company with the highest number of active subscribers in all of the six geo-political zones in the country, recording a significant total accumulation of 58,812,428 active internet users in Q4 of 2021. Also, recently, it issued Nigeria’s largest Commercial Paper worth ₦127bn.
Becoming the most admired African brand in the continent, displacing a company like Dangote Group, comes as no surprise as the company has consistently shown growth in terms of subscriber strength and profitability. This explains its rising capitalization value on the Nigerian exchange (NGX)
Organizers express optimism about African brands
The founder and organiser of the Brand Africa 2022, in his speech noted that it was important that the continent was rising out of the challenges and hurdles posed by the pandemic – covid 19, hence bringing marketable products and services to Africans who are beginning to appreciate African brands.
As we emerge out of the pandemic and Africa seeks to assert itself, the results are very inspiring and bode well of an African renaissance led by competitive world class AfricanThebe Ikalafeng, Founder and Chairman of Brand Africa and Brand Leadership.
In his remarks, the Director of Research GeoPoll, which has been the lead data collection partner since 2015, added:
“With an increased number of countries and greater sample size this year, more than ever, and especially so during the pandemic, mobile proved to be the effective tool for us to reach and access respondents across the continent”
Karin Du Chenne, Chief Growth Officer Africa Middle East for Kantar, which has been the insight lead for Brand Africa since its inception in 2010 says, “despite volumes of brands analysed as a result of increased sample size in terms of respondents and countries, the survey continues to yield a very consistent picture of brands and trends that are transforming the continent.”
Brand Africa this year also recognized leaders who are the catalyst for growth for these Made in Africa brands both in corporate and those who have championed and supported the development of great local brands. Notable among the honourees is Dr Biodun Shobanjo, founder of Insights and the Chairman of Troyka group who was presented with the Brand Leadership Excellence Award.
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