Today, on Africa Day, Brand Africa released the 13th list of the most admired brands in Africa based on a survey and rankings conducted by Geopoll, Kantar and Brand Leadership, across 32 African countries that account for more than 85% of the continent’s GDP and population.
The Brand Africa 100 | Africa’s Best Brands research took place between February and and covered 32 countries across all economic regions in the continent. The 2023/24 research is once again being conducted by Brand Africa partners, Geopoll covered sub-Sahara Africa, Analysis, a Kantar affiliate in Mauritius covered the sub-Sahara Islands, and Morocco’s Integrate, an affiliate of Kantar covered North Africa. Kantar and Brand Leadership produced the rankings, while the Brand Africa Scientific Committee convened to review, analyse and validate the results.
“It is concerning that despite the momentum in operationalising the AfCFTA, rising internal pride in continent albeit against global economic challenges, that African consumers have reverted to their trusted, mostly non-Africa brands, rather than give African brands a chance,” says Thebe Ikalafeng, the founder and chairman of Brand Africa. “Nonetheless, this is the state of brands in Africa, and an urgent need to build trust in Made in African brands.”
“With an ever increasing number of countries, greater sample size, and the growth of mobile across the continent, more than ever, using mobile continues to prove to be an effective tool to reach and access respondents across the continent,” said , Bernard Okasi, Director of Research, GeoPoll, which has been the lead data collection partner since 2015.
Karin Du Chenne, Chief Growth Officer Africa Middle East for Kantar, which has been the insight lead for Brand Africa since inception in 2010 says, “despite the increased countries and sample sizes which have invariably grown the volumes of brands analysed, the survey continues to yield a very consistent picture of the leading brands in the continent, albeit not yet to Africa’s advantage.”
As a non-profit initiative and to ensure the objectivity and independence of the rankings, the Brand Africa 100 | Africa’s Best Brands research to determine the most admired top-of-mind brands in Africa are not funded by any brand.
The research for the 2022/23 survey was carried out between February and April 2023 across 32 countries in Africa. The research is once again conducted by Brand Africa partners, Geopoll who led the fieldwork, and Kantar and Brand Leadership who led the analysis and rankings.
For the 10th consecutive year, the full results, including the Top 100, category rankings and comprehensive analysis will be published in the July issue of African Business magazine out in June and Top 100 rankings in www.brand.africa on 1 July 2023.
Over the next few weeks, starting on 6 June in Ivory Coast, Brand Africa will be releasing country specific rankings of the most admired brands and the most admired brand-builders in the leading countries across the continent.
Now in its 13th year, and every year on or around Africa Day, 25 May, Brand Africa releases the results of the survey on the most admired brands in Africa based on a survey across more than 30 countries which represent as much as 85% of the continent’s GDP and population.
Distributed by African Media Agency (AMA) on behalf of Brand Africa.