African brands rank on the continent fell to an all-time low as the admiration for continent based companies continue to take a dent from the competition.
On Monday, Brand Africa announced its Africa’s 100 best brands in 2020 during the tenth anniversary of the rankings revealing a mere 13 local names on the list.
South Africa led the way with five of its firms on the list including Shoprite and DSTV. Nigeria closely followed with six brands on the list including Dangote and Jumia.
Kenya’s only representative on the illustrious list was Tusker while Ethiopia took the only other spot with apparel label Anbessa.
American based sports and fitness giant Nike took the top spot for the third year in a row as non-African brands scooped 87 percent of the top 100 brands in Africa.
On the overall listing, African brands have continued to decline in appeal falling by over 60 percent in the past decade.
Lamenting the outturn of own brand awareness on the continent, Brand African Chairman and Founder Thebe Ikalafeng worries the continent is losing its entrepreneurial competitive edge.
“It’s concerning that in the 10 years since the triumphant FIFA World Cup in South Africa which globally highlighted the promise and capability of Africa, and despite the vibrant entrepreneurial environment, Africa is not creating more competitive brands to meet the needs of its growing consumer market,” he said.
Chris Diaz a trustee of Brand Africa says African brands have lost out on the competition due to limited brand strategies.
“The fall of some brands was due to limited brand strategies that positioned their innovation and brand connections emotionally with growing new consumers and markets same this was seen by pressure from prominent brands such as Ethiopian airlines aggressive brand growth in Africa was a food example,” he said.
“Brands need to increase investments to engage with their customers and be able to be more competitive both in value but a committed digital engagement due to growth of internet penetration and using online social brand communications and strategic long term product innovations.”
The Brand Africa survey is conducted among a representative sample of respondents 18 years and older, in 27 countries which collectively represent 50% of the continent.
The 2020 survey was conducted between February and April 2020 and yielded over 15,000 brand mentions and over 2,000 unique brands.
Here is the full list of Top 100 Most Admired Brands in Africa:
- Nike-USA
- Adidas-Germany
- Samsung-South Korea
- Coca-Cola-USA
- Tecno-China
- Apple-USA
- MTN-South Africa
- Puma-Germany
- Gucci-Italy
- Airtel-India
- Toyota Japan
- LG – South Korea
- Vodafone/com/Safaricom/Mpesa – UK
- Nestle – Switzerland
- Dangote – Nigeria
- Zara – Spain
- Unilever – UK
- Pepsi -USA
- Mercedes Benz – Germany
- Nokia Electronics – Finland
- Itel Mobile – China
- Orange – France
- Sony Electronics – Japan
- Huawei Electronics – China
- Google – USA
- Anbessa – Ethiopia
- Infinix Mobile China
- Glo – Nigeria
- Louis Vuitton – France
- Danone – France
- Chanel – France
- Hewlett-Packard/HP Electronics – USA
- H&M – Sweden
- Indomie – Indonesia
- FILA – Italy
- DSTV – South Africa
- Nivea – Germany
- Blue Band Margarine – UK
- Microsoft – USA
- BMW – Germany
- Lacoste – France
- Versace – Italy
- Fanta – USA
- Polo – USA
- Vlisco – Netherlands
- Nasco – Nigeria
- Tigo – Luxemburg
- Converse All Star – USA
- OMO – UK
- Shoprite – South Africa
- KFC – USA
- Auchan – France
- PZ Cussons – UK
- Facebook – USA
- Ford – USA
- Amazon – USA
- Guinness – Ireland
- Honda – Japan
- Colgate – USA
- Star Beer – Nigeria
- Tiger – South Africa
- Dell – USA
- Vans – USA
- Toshiba – Japan
- Jumia – Nigeria
- Christian Dior – France
- McDonalds – USA
- Always – USA
- Reebok – Germany
- Sunlight – UK
- Close-Up – UK
- Cadbury – UK
- Tusker – Kenya
- Calvin Klein – USA
- Guess – USA
- Oral B – USA
- Mirinda – USA
- Philips – Netherlands
- Victoria Secret – USA
- Levi’s – USA
- Prada – Italy
- Clover – South Africa
- Volkswagen – Germany
- Audi – Germany
- Sharp – Japan
- BATA – Switzerland
- Lipton Tea – UK
- 7 UP – USA
- Dettol – UK
- Maltina – Nigeria
- Ariel – USA
- Alibaba – China
- Jeep – USA
- Nissan – Japan
- Milo – Switzerland
- Hisense – China
- Ferrari – Italy
- Dolce & Gabanna – Italy
- LC Waikiki – Turkey
- Sprite – USA
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