African brands regressed 20pc from a 10-year high in this year’s Top 100 most admired labels

By Phyllis MUCHOKI

African brands regressed 20 percent from a 10-year high of 17 percent to 14 percent share of the Top 100 most admired brands in Africa, as stalwart African brands, latest study shows.

According to data by Brand Africa, released in partnership with Geopoll, Kantar, and Brand Leadership, MTN dropped out of the Top 10, and all African brands lost ground, except Zambia’s Trade Kings, the highest African mover and new at position 38.

Kenya’s Equity bank emerged the second most admired financial services brands in the latest rankings behind South Africa’s Standard Bank and ahead of ABSA.

MTN is the most admired African brand in the Top 100 brands recalled spontaneously, while Dangote has retaken the lead as the most admired brand when respondents are prompted to recall an African brand specifically.

The extensive research conducted between February and April 2023 meticulously analyzed and evaluated brands from all economic regions within Africa.

Fifteen (15) percent of the Top 100 brands are new entrants, led by USA’s Oral B the highest mover at #34, Zambia’s Trade Kings at #38 and the USA’s Jordan at #42.