According to Brand Africa, African nations account for 64% of the Top 50 most admired countries, with South Africa, Nigeria, United States, China and Kenya as the top five countries perceived to contribute to a better Africa.

All members of the newly expanded nine-member BRICS block, except Iran, made the list, and is dominated by Southern and West Africa, which account for 44% of the Top 50 nations Africans admire globally. 

African brands have retained a 14% share of the Top 100 most admired brands in Africa for the second year in a row. The following African brands retain their respective positions as the five most admired African brands spontaneously recalled:

  • 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. 

South Africa (5) and Nigeria (5), with Ethiopia (1), Zambia (1), Zimbabwe (1) and Tanzania (1), are the only six African nations that make up the 14% share of the Top 100.

Europe retained its 37% share of the Top 100, while North America declined 12.5% to 28% as Asia grew its share by 23.5% to capture 21% of the African market.

Nike, Adidas, Samsung, Coca Cola and Apple have all retained their positions for the fifth consecutive year as the Top 5 most admired brands in Africa.  

Brand Africa says in an interesting insight, affirming how entrenched non-African brands are in Africa, many are mistakenly recalled among the most admired 'African' brands when the question is asked, "What African brands do you admire?" These include: 

  • Coca-Cola
  • Pepsi
  • Samsung
  • Lacoste
  • Total (Energies), and
  • Guinness.

Among organisations that are driving to do good while doing well, focusing as much on social and environmental concerns as on profits, UNICEF (originally called the United Nations International Children's Emergency Fund) and UN, the #1 NGO, Coca Cola the #1 non-African organisation and MTN the #1 African brands retained their positions among the most admired brands in Africa.  

"While the share of African brands remains a disappointing 14%, with Africans overwhelmingly believing that mostly Africa will contribute to a better Africa, as nations continue to create an enabling environment for African entrepreneurs and the AfcFTA opportunity is realised, 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. 

Recognising that brands are a vector of a nation or organisation's identity and reputation competitiveness, every year, since 2011, Brand Africa conducts research in over 30 markets which account for as much as 85% of the continent's GDP and population. This is done through its independent research partners:

  • Kantar
  • Geopoll across sub-Sahara Africa
  • Integrate in North Africa, and
  • Analysis in the East African Islands.

The results are published as the lead cover story in the June edition of African Business, the continent's foremost business magazines since 1966, Brand Africa says. 

Brand Africa concludes that over the next few weeks, Brand Africa will release country-specific results in key countries across the continent.

For Information, visit www.brandafrica.org. You can also follow Brand Africa on X or Instagram.

*Image courtesy of Brand Africa