Africans believe in African brands but loyalty is in Europe

Study shows African nations account for 64 percent of the Top 50 most admired countries, with South Africa, Nigeria, the United States, China, and Kenya topping the list.

SPECIAL REPORT  | THE INDEPENDENT | Most African consumers have no loyalty to African brands, though a good number say they believe in “Made in Africa”, according to a new study. A survey by Brand Africa shows in its report that despite 64 percent of Africans saying they believe in African brands, only 14 percent say they are loyal to them.

The 14th annual “Brand Africa 100: Africa’s Best Brands Research and Rankings”, shows three-quarters of respondents expressing confidence expressing confidence in the products and services of companies on the continent. However, only 14 percent would leave other brands and look for African brands, according to the report that ranks the best 100 brands on the continent.

African nations account for 64 percent of the Top 50 most admired countries, with South Africa, Nigeria, the United States, China, and Kenya topping the list. All members of the newly expanded 9-member BRICS block, except Iran, made the list, that’s dominated by Southern and West Africa.

These also account for 44 percent of the Top 50 nations Africans admire globally.

African brands have retained a 14 percent share of the 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.

South Africa and Nigeria, with five top brands each as well as Ethiopia, Zambia, Zimbabwe, and Tanzania with one each, are the only six African nations that make up the 14 share of the Top 100.

Generally, Europe retained its 37 percent share of the Top 100 brands, while North America declined to 28 as Asia grew its share to 21 percent of the African market.

Leading global brands Nike, Adidas, Samsung, Coca Cola and Apple have all retained their positions for the fifth consecutive year as the Top five most admired brands in Africa. The report says respondents even mistakenly named their favorite non-African brands as African, including Coca-Cola, Pepsi, Samsung, Lacoste, Total (TotalEnergies), and Guinness when they were asked to name their most admired African brand.

The study also asked respondents to name which organisations drive to do good, while doing well, focusing as much on social and environmental concerns as on profits. Here, UNICEF and UN took the NGO category while Coca-Cola was the best non-African and MTN the best African brand named most admired.

“The share of African brands remains a disappointing 14 percent, with Africans overwhelmingly believing that mostly Africa will contribute to a better Africa. However, as nations continue to create an enabling environment for African entrepreneurs and the AfCFTA (African Continental Free Trade Agreement) opportunity is realized, it’s just a matter of time, but ultimately the share of African brands will increase,” says Thebe Ikalafeng, founder and chairman of Brand Africa.

Kenya’s Equity Bank leapfrogged African banking giants to take pole position as the most admired financial services brand in Africa, while BBC retains the top most admired media brand in Africa. Since 2011, Brand Africa, through its independent research partners, Kantar, and Geopoll across sub-Sahara Africa, Integrate in North Africa, and Analysis in the East African Islands, conducted research in over 30 markets which account for as much as 85 percent of the continent’s GDP and population.

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