The June 2018 issue of pan-African business magazine African Business features its annual listing of Africa’s most admired brands, a survey conducted by the magazine in partnership with Brand Leadership, Kantar TNS and GeoPoll.
The survey is the most comprehensive and representative brands study in Africa, a consumer led survey covering 23 countries. Using GeoPoll’s modal survey platform to collect data via SMS, individuals, aged 18 or over, were asked to report on their top three most admired brands. They were then prompted to select their most admired African brand and also their most admired brand in financial services.
The top 10 did not change much from last year, with Nike and Samsung changing places, taking first and second place respectively. When prompted to choose their top African brand, Dangote (which came in at 21 on the main listing) was chosen as the most admired African brand. MTN (which came in at number 6 in the main ranking) came in second. The most admired brand in financial services was Nigeria’s GTB (Guaranty Trust Bank).
Thebe Ikalafeng, Brand Africa founder and Brand Leadership chairman, in his analysis of this year’s results, states that brand building requires long-term investment, research and access to skills and resources, hence why we are still seeing non-African brands dominate the rankings.
The full report and rankings are available in the latest edition of African Business. The results were launched at the Johannesburg Stock Exchange on Africa Day, 25 May 2018.
The June issue of African Business Magazine is available on newsstands in 75 countries and via the app store and the magazine’s digital channels.