GeoPoll is excited to join Brand Africa in the release of the 14th annual Brand Africa 100: Africa’s Best Brands research and rankings. Since 2011, Brand Africa 100 has been a leading authority on brand research across the continent, providing invaluable insights into African consumers’ brand preferences and perceptions. The annual study leverages the expertise of Brand Africa, GeoPoll, Kantar, Integrate, Analysis, and other partners to conduct extensive surveys across more than 30 African countries that account for 85% of Africa’s GDP and population, ensuring a robust and representative dataset.
Paradox: While 64% of Africans express confidence in the continent’s potential, their brand loyalty largely lies with non-African brands. African brands have maintained a modest 14% share among the most admired brands in Africa for the second consecutive year.
Key Findings of the 2024 Brand Africa Report
Performance of African Brands
African brands have retained a 14% share of Top 100 most admired brands in Africa for the second year in a row. African brands, led by South African telecommunications group, MTN, Nigerian conglomerate, Dangote, Zambian consumer group, Trade Kings, Nigerian telecommunications group, Glo, South African media group, DStv and Ethiopian Airlines retain their respective positions as the Top 5 most admired African brands spontaneously recalled. South Africa (5) and Nigeria (5), with Ethiopia (1), Zambia (1), Zimbabwe (1) and Tanzania (1), are the only 6 African nations that make up the 14% share of the Top 100. Europe retained its 37% share of the Top 100, while North America declined 12,5% to 28% as Asia grew its share by 23,5% to capture 21% of the African market.
African Brands
#1
MTN
#2
Dangote
#3
DStv
#4
Ethiopian Airlines
#5
Bathu Shoes
These brands represent the only six African nations contributing to the 14% share in the Top 100, with South Africa and Nigeria each contributing five brands, and Ethiopia, Zambia, Zimbabwe, and Tanzania each contributing one.
Global Brand Influence
European brands have retained a 37% share of the Top 100, while North American brands saw a decline of 12.5% to 28%. Asian brands increased their presence by 23.5%, capturing 21% of the African market. For the fifth consecutive year, Nike, Adidas, Samsung, Coca-Cola, and Apple have remained Africa’s Top 5 most admired brands. Interestingly, respondents often mistakenly identify many non-African brands such as Coca-Cola, Pepsi, Samsung, Lacoste, Total (Energies), and Guinness as African brands.
Overall (Top 100)
#1
Nike
#2
Adidas
#3
Samsung
Top Media Brands
In the media category, the British Broadcasting Corporation (BBC) stands out as the most admired brand. DStv, CNN, Al Jazeera, and Facebook also feature prominently in this category, reflecting their strong influence in Africa.
Media Brands
#1
BBC
#2
DStv
#3
CNN
#4
Al Jazeera
#5
Facebook
Top Financial Services Brands
Kenya’s Equity Bank led in the financial services category, followed by Standard Bank, ABSA, First National Bank (FNB), and the United Bank for Africa (UBA).
Financial Services Brands
#1
Equity Bank
#2
Standard Bank
#3
ABSA
#4
FNB
#5
UBA
Brands with a Purpose
Among organizations that are driving to do good while doing well, focusing as much on social and environmental concerns as on profits, UNICEF/UN, the #1 NGO, Coca-Cola, the #1 non-African organization, and MTN, the #1 African brand retained their positions among the most admired brands in Africa.
NGO
African
Non-African
#1
UNICEF/UN
MTN
Coca Cola
#2
WHO/OMS
Dangote
Vodafone/Vodacom/Safaricom
#3
USAID
Azam
Nike
#4
Red Cross/Croix Rouge
Trade Kings
Unilever
#5
ONU
DStv
Samsung
Top Countries Contributing to a Better Africa
In this year’s edition, we included countries as brands, asking respondents to name the countries they felt contribute most to a better Africa. Here, African nations comprise 64% of the Top 50 most admired countries. South Africa, Nigeria, the United States, China, and Kenya are perceived as the top five countries contributing to a better Africa. Notably, all members of the newly expanded 9-member BRICS block, except Iran, are included in the list, that is dominated by Southern and West Africa, which account for 44% of the Top 50 nations Africans admire globally.
Country Brands
#1
South Africa
#2
Nigeria
#3
USA
#4
China
#5
Kenya
Most admired brands in Africa: the Top 100
Here is the full ranking of the top 100 Most Admired Brands in Kenya:
2024
Brand Africa 100
Category
Country
Continent
Changes
1
Nike
Sports & Fitness
USA
North America
0
2
Adidas
Sports & Fitness
Germany
Europe
0
3
Samsung
Electronics/Computers
South Korea
Asia
0
4
Coca Cola
Non-alcoholic Beverages
USA
North America
0
5
Apple
Electronics/Computers
USA
North America
0
6
Gucci
Luxury
Italy
Europe
0
7
Toyota
Auto-Manufacturers
Japan
Asia
1
8
Tecno
Electronics/Computers
China
Asia
1
9
Zara
Apparel
Spain
Europe
−2
10
Puma
Sports & Fitness
Germany
Europe
0
11
MTN
Telecommunications
South Africa
Africa
0
12
Vodafone
Telecommunications
UK
Europe
2
13
Nestle
Consumer, non-cyclical
Switzerland
Europe
3
14
Pepsi
Non-alcoholic Beverages
USA
North America
−1
15
LG
Electronics/Computers
South Korea
Asia
−3
16
Louis Vuitton
Luxury
France
Europe
1
17
Mercedes Benz
Auto-Manufacturers
Germany
Europe
−2
18
Google
Technology
USA
North America
8
19
Orange
Telecommunications
France
Europe
−1
20
Airtel
Telecommunications
India
Asia
1
21
Amazon
Technology
USA
North America
14
22
H&M
Apparel
Sweden
Europe
−3
23
Nokia
Electronics/Computers
Finland
Europe
1
24
BMW
Auto-Manufacturers
Germany
Europe
1
25
Infinix
Electronics/Computers
China
Asia
4
26
Sony
Electronics/Computers
Japan
Asia
−3
27
Huawei
Electronics/Computers
China
Asia
−5
28
Dangote
Consumer, non-cyclical
Nigeria
Africa
−1
29
Chanel
Luxury
France
Europe
3
30
Trade Kings
Consumer, non-cyclical
Zambia
Africa
8
31
Itel
Electronics/Computers
China
Asia
−1
32
Jordan
Sports & Fitness
USA
North America
10
33
Christian Dior
Luxury
France
Europe
−5
34
Unilever
Consumer, non-cyclical
UK
Europe
−14
35
KFC
Fastfood/Restaurant
USA
North America
−2
36
Glo/Globacom
Telecommunications
Nigeria
Africa
12
37
Tesla
Auto-Manufacturers
USA
North America
−1
38
Microsoft
Technology
USA
North America
8
39
Nivea
Personal Care
Germany
Europe
22
40
LC Waikiki
Retail
Turkey
Europe
23
41
DSTV
Media
South Africa
Africa
−1
42
Lacoste
Luxury
France
Europe
−3
43
Ethiopian Airlines
Aviation
Ethiopia
Africa
−2
44
Hisense
Electronics/Computers
China
Asia
3
45
Xiaomi
Electronics/Computers
China
Asia
7
46
Hewlett-Packard/HP
Electronics/Computers
USA
North America
−1
47
Guinness
Alcoholic Beverages
Ireland
Europe
−3
48
Fanta
Non-alcoholic Beverages
USA
North America
8
49
Polo
Luxury
USA
North America
0
50
Reebok
Sports & Fitness
UK
Europe
3
51
Azam group
Consumer, non-cyclical
Tanzania
Africa
9
52
Jumia
Technology
Nigeria
Africa
2
53
Ford
Auto-Manufacturers
USA
North America
−3
54
Versace
Luxury
Italy
Europe
−23
55
Mc Donald’s
Consumer, non-cyclical
USA
North America
13
56
Blue Band
Consumer, non-cyclical
UK
Europe
16
57
Econet
Telecommunications
Zimbabwe
Africa
0
58
Oppo Mobile
Electronics/Computers
China
Asia
6
59
Colgate
Personal Care
USA
North America
−16
60
Total Energies
Energy
France
Europe
13
61
Indomie Noodles
Consumer, non-cyclical
Indonesia
Asia
20
62
Nasco Brands
Consumer, non-cyclical
Nigeria
Africa
23
63
Dettol
Consumer, non-cyclical
UK
Europe
−26
64
Bathu Shoes
Apparel
South Africa
Africa
−6
65
Shein
Retail
China
Asia
5
66
Heineken
Consumer, non-cyclical
USA
North America
0
67
Honda
Auto-Manufacturers
Japan
Asia
68
Shoprite/Checkers
Retail
South Africa
Africa
−1
69
Omo
Consumer, non-cyclical
UK
Europe
−14
70
Rolex
Luxury
Switserland
Europe
4
71
Land Rover/Range Rover
Auto-Manufacturers
UK
Europe
20
72
Fila
Sports & Fitness
Italy
Europe
22
73
Alibaba/express
Technology
China
Asia
74
Philips
Electronics/Computers
Netherlands
Europe
−3
75
Facebook
Technology
USA
North America
−13
76
Under Armour
Sports & Fitness
USA
North America
−7
77
Netflix
Technology
USA
North America
11
78
Toshiba
Electronics/Computers
Japan
Asia
−3
79
Sunlight
Consumer, non-cyclical
UK
Europe
20
80
Shell
Energy
UK
Europe
9
81
Oraimo
Electronics/Computers
China
Asia
15
82
Prada
Luxury
Italy
Europe
−2
83
Calvin Klein
Apparel
USA
North America
−1
84
Nissan/Dacia
Auto-Manufacturers
Japan
Asia
−25
85
Peak Milk
Consumer, non-cyclical
Nigeria
Africa
86
Volkswagen
Auto-Manufacturers
Germany
Europe
12
87
Fendi
Luxury
Italy
Europe
6
88
Lenovo
Electronics/Computers
China
Asia
89
Oral b
Personal Care
USA
North America
−55
90
DeFacto
Retail
Turkey
Europe
–
91
Vaseline/ Blue seal
Personal Care
USA
North America
–
92
Balenciaga
Luxury
Spain
Europe
–
93
Sketchers
Apparel
USA
North America
−10
94
Woolworths
Retail
South Africa
Africa
–
95
Hyundai
Auto-Manufacturers
South Korea
Asia
–
96
Converse Allstar
Apparel
USA
North America
0
97
Bata Shoes
Apparel
Switzerland
Europe
–
98
Dell
Electronics/Computers
USA
North America
−16
99
Avon
Personal Care
USA
North America
–
100
Always
Personal Care
USA
North America
−10
The bottom line
The 2024 Brand Africa Report paints a clear picture of the evolving landscape of African consumer preferences and brand perceptions. While non-African brands continue to dominate, the increasing confidence in local brands and the opportunities presented by initiatives like the African Continental Free Trade Area (AfCFTA) signal a promising future for African brands. As African nations continue to support local entrepreneurship and embrace economic integration, we can anticipate significant growth in the presence and influence of African brands. These findings not only capture current trends but also forecast future shifts in brand loyalty and admiration. For more in-depth insights, read the full report on African Business.