As usual, World Africa Day saw the annual publication of the Brand Africa 100: Africa's Best Brands ranking, which highlights the most admired and useful African brands in 2023.
Since 2010, the Brand Africa 100: Africa’s Best Brands ranking has analyzed and listed brands and companies in Africa, based on a Geopoll study conducted in several countries and data analysis carried out by Kantar and Brand Leadership.
The study covers 32 African countries, which together account for more than 85% of the continent's GDP and population. It is based on a survey conducted between February and April 2023 on brand perception and affinity among a diverse sample of consumers across the continent.
Here are the main findings from this latest ranking:
- Despite the many initiatives carried out across the continent and its dynamism, African brands have fallen in the rankings, accounting for just 14% of the Top 100 most admired brands in Africa. And with good reason: MTN, which remains a highly admired brand in Africa, is still in the rankings in 2023 but has dropped out of the Top 10.
- Europe accounts for 37% of this year's ranking, with Adidas in second place, ahead of North America at 32% thanks to Nike.
- The Asian continent accounts for 17% of this ranking, thanks in particular to Samsung, which ranks third for the third consecutive year.
- In a new category, sustainable and socially responsible brands, we find UNICEF, WHO, and the Red Cross, which are the three most admired NGOs in Africa. In addition, Coca-Cola is the number one non-African brand and MTN is the number one African brand.
- In the category of the 25 most admired media brands, Multichoice Group's DSTV retains its dominant position, ahead of the BBC and CNN as the most admired media brand in Africa. In line with previous rankings, non-African media dominate, accounting for 76% of the 25 most admired media brands.