The Independent Uganda: You get the Truth we Pay the Price
African brands must focus on visibility, accessibility, and quality improvement
Kampala, Uganda | PATICIA AKANKWATSA | Sixty-five percent of Ugandans have confidence in their local brands, but only 35% consume them, according to the latest Brand Africa survey, highlighting a significant gap between trust and purchase behavior.
This pattern mirrors broader trends across the continent, where 86% of Africans admire African brands, but only 14% of the most consumed brands originate from Africa.
Speaking at the Brand Africa Uganda’s 2024 Top 100 Brands Awards in Kampala on October 18, Thebe Ikalafeng, founder and chairperson of Brand Africa, noted that this trend is due to limited awareness, availability challenges, and concerns around perceived quality.
“African brands must focus on visibility, accessibility, and quality improvement. Promoting national pride and local support will help bridge the gap between consumer trust and purchase behavior,” he said.
This trend also resonates with locally developed technology start-ups, where consumers prefer embracing foreign-developed solutions.
The Brand Africa Awards honored both global and local brands that have successfully captured the loyalty of Ugandan consumers through quality, innovation, and social impact.
Coca-Cola emerged winner
Coca-Cola emerged as Uganda’s most admired international brand, maintaining its strong presence in the market through strategic marketing, widespread distribution, and its association with moments of joy shared among Ugandans.
On the local front, Mukwano Industries, Uganda’s leading manufacturer of household goods, was named the most admired local brand. With a diverse range of essential products such as cooking oils, soaps, and plastic items, Mukwano has built a reputation for reliability and trustworthiness in Ugandan homes. Its notable efforts in job creation and community development further solidified its standing in this year’s survey.
Ikalafeng reiterated the importance of brand loyalty being tied to societal contributions, noting, “Brands that inspire confidence, innovate, and contribute to societal well-being resonate most with consumers through love, trust, and respect.”
The 2024 Brand Africa survey was the largest to date, collecting more than 200,000 brand mentions from across 31 African countries. Conducted in partnership with Kantar and Geopoll, the research ranks brands based on consumer admiration, covering over 3,000 unique brands. Since 2015, the survey has utilized mobile-based data collection methods, capitalizing on the high penetration of mobile devices across Africa.
Sustainability
A key highlight of the 2024 awards was the focus on sustainability, a category introduced in 2023. MTN Uganda was recognized for its commitment to social and environmental responsibility, including its ambitious goal of achieving net-zero emissions by 2040.
MTN Uganda’s outgoing Chief Marketing Officer, Somdev Sen, emphasized the importance of sustainability in business practices, stating, “We believe businesses have a responsibility to make a positive impact on society and the environment. By investing in sustainable practices, supporting local communities, and promoting responsible consumption, we strive to create a more equitable and sustainable future.”
In addition to sustainability, MTN Uganda was also recognized as the most admired telecommunications brand. Other notable winners included Centenary Bank, which took home awards for the Most Admired Financial Services Bank and Doing Good in Society.
In the personal care sector, Movit was recognized as a leading brand, while Stanbic Bank was lauded for its contributions to the financial services industry.
Uganda, too, won an award
Uganda itself was celebrated in a new “National Brands” category introduced in 2024, which recognizes countries shaping Africa’s narrative. Uganda was named the most admired country by its citizens.
Doreen Katusiime, the Permanent Secretary at the Ministry of Tourism, Wildlife, and Antiquities, expressed pride in the country’s achievements, attributing the recognition to Uganda’s efforts in sustainable tourism, wildlife conservation, and cultural preservation.
“This award reflects the collective efforts of the government, private sector, and local communities in positioning Uganda as a globally recognized tourism destination that balances economic growth with environmental stewardship,” she said.
The awards also saw Nile Breweries named the most admired alcoholic company, while NTV Kenya received the honor of most admired non-Ugandan media brand. Locally, NBS TV emerged as Uganda’s most admired media company. Toyota led in the automotive sector, Samsung dominated the electronics sector, and Google was hailed as the most admired technology brand.
