As every year on World Africa Day, the Brand Africa 100: Africa's Best Brands ranking, which highlights the most admired African brands in 2023, has just been published.
Created in 2010, the Brand Africa 100: Africa’s Best Brands ranking analyzes and lists 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.
As every year, American and, more broadly, foreign brands continue to dominate the continental market. The five most admired brands remain Nike, Adidas, Samsung, Coca-Cola, and Apple.
While 64% of Africans express confidence in their continent's potential, African brands account for only 14% of the most admired brands in Africa. This is the same score as in 2022.
Among the 100 most admired brands, only five African brands are spontaneously mentioned:
The South African telecommunications group MTN, the Nigerian conglomerate DANGOTE,
the Zambian consumer group TRADE KINGS, the Nigerian telecommunications group GLO, and the South African media group DSTV
In total, South African and Nigerian brands occupy five places each in the TOP 100, in which only 14 African brands are listed.
In the category of most admired media brands, the BBC takes first place from Multichoice Group's DSTV, while CANAL+ Group ranks seventh, making it the top French-language media outlet and the only one in the top 10.
