Africa’s Top 100 Brands in 2021- Brand Africa 100

Now in its 11th year, Brand Africa 100 is a consumer-led survey which seeks to establish brand preferences across Africa. Conducted in 28 countries covering all economic regions in Africa, which collectively account for over 80% of the continent’s population and GDP,  it is the most comprehensive survey on brands in Africa.

The research, which yielded over 80,000 brand mentions and over 2,000 unique brands, was conducted independently using Geopoll’s sophisticated digital survey platform, during the first quarter of 2021, by Brand Africa partners Geopoll, the world’s leading provider of remote market research solutions in Africa with a database of over 250m respondents in emerging markets, with strategic analysis and insights by Kantar, the globally respected consumer knowledge and information company, and Brand Leadership, Africa’s leading brand research, strategy and activation advisory firm.

Brand Africa has been using GeoPoll’s research platform for data collection since 2015 due to the high penetration, convenience and effectiveness of mobile across Africa. Conducting interviews via mobile ensured a wider reach and expediency in conducting research across the continent than would be possible with face-to-face interviews. 

Individuals aged 18 and older in the sample countries were asked to report on their top three most admired brands, irrespective of country of origin or domicile. In 2021, due to the pandemic, a new question was added, to understand the one brand that Africans perceive to be the most helpful during the on-going pandemic. In addition, because of their catalytic impact or influential role, respondents were further asked to rank their top three most admired media and financial services brands respectively.

As an African-focused survey and given the growing number of African brands, since 2017/8 a new question was introduced specifically focusing on identifying “the Most Admired African brand”.

With the final coded data, Kantar calculated a score for each brand and created an index that takes into account the sample and population sizes of each country, weighted on gender and population of the countries covered. The brands were analysed to ensure there are no duplications and no generic categories rather than trading brand mentions.

Where the brand operated under different names in different names in different markets such as Stanbic/Standard Bank and Vodacom/Vodafone/Safaricom, or where the brands were sub-brands of a dominant brands such as Apple’s iPod, iPhone and iPad, the results where consolidated under one score for the group brand.

In identifying the list for the Most Admired African brands, where the brands had a dominant African residual equity or identity derived from their origins in Africa such as Safaricom, Mpesa and Tusker from Kenya or Castle from South Africa, irrespective of its ownership or shareholding the brand was recognised as an African brand.

To make the list of the Top 100 Most Admired Brands in Africa and the Most Admired African brands, the brands had to be available or recalled in at least one country other than their domicile market. Given the fragmentation and proliferation of local media, the media list is based only on truly pan-African media with reach across a significant number of African countries.

Finally, in recognising the impact of brand reputation on the value of brands, since 2019, Brand Africa 100 analysis has been identifying the most admired brands listed on leading African bourses.  

Overall, since its founding in 2011, the Brand Africa 100: Africa’s Best Brands has been based on the most rigorous consumer-led methodology consistent with global best practices. Over the years, despite the increase in the sample number of countries and doubling the sample, the survey has yielded relatively consistent results and has become a trusted barometer of brands in Africa.

Analysis

– European brands continue to dominate Africa’s 100 Most Admired Brands – 41%

– Followed by North American brands 30%

– Asian brands 16%

– African brands 13%

Stubbornly, foreign brands continue to dominate our continental ranking. When the brands are broken down by origin, the make-up is also largely unchanged. Bringing about the compilation of African brands based on African origin

Admired African Brands

Entering a list dominated by stalwart brands Dangote (#1), MTN (#2) and DStv (#3), is a relatively new brand, South Africa’s Bathu, at #10. The sneaker brand  was founded only five years ago by accountant Theo Baloyi, who quit his job at PwC to start the brand. During the Covid period, the firm grew its footprint by more than 50%. The brand now operates 24 standalone flagship stores with a staff complement of over 250 to deliver over 100,000 pairs of shoes annually to adoring “sneaker heads”.  

While the brand has no physical presence outside South Africa, e-commerce, sustained and inspirational social media and collaboration with celebrated artists such as the well-known singer, dancer and influencer Somizi Mhlongo have helped boost the brand beyond its home market. As Baloyi puts it, Bathu brand is “a shoe with which Africans can proudly affiliate… and a journey to reignite hope and create sustainable jobs”. 

South Africa’s popular streetwear and lifestyle brand Loxion Kulca, whose co-founder, Wandi Nzimande, died earlier in the year, made a resurgent entry at #16. Available in more than 150 outlets in South Africa, Botswana, Swaziland and Namibia primarily, it is among the iconic brands inspired by local lifestyle and culture. 

These South African brands reflect a rise and appreciation of local heritage and lifestyle among African apparel brands. Rounding the three apparel category brands is Ethiopia’s made-to-order sustainable and ethically handcrafted brand, soleRebels (#19), created by Ethiopian entrepreneur Bethlehem Tilahun Alemu in 2005. Like many daring African brands, soleRebels has benefited from global media coverage. 

Ghana’s Kantanka Automobile, established in 1994 by Kwadwo Safo Kantanka, makes its way into the Top 25 at #24, representing a category where African brands hardly participate due to high investment and technical expertise requirements. In the middle of the pandemic in 2020, Kantanka announced a shift to producing smaller, less expensive cars to compete with new and used global brands in Africa.

The used car market has found a lucrative secondary market in Africa. But as Innoson Motors, at #13, one of Africa’s first and few automotive manufacturing companies, put it, “Africa has literally become a dumping ground for foreign used automobiles. We are not second class people that should only drive second hand vehicles.”

In 2018 Rwanda banned the importation of second-hand clothing to protect its nascent garment and textile industry. Politicians hope these actions will raise the opportunity for more “Made in Africa” brands, especially with the AfCFTA drive to increase intra-Africa trade.