Brand Africa has announced the 2020 best Africa brands during a novel global virtual event. The company which was established 10 years ago, conducts an annual survey that ranks the Top 100 most admired brands in Africa. The consumer-led survey was carried out between February and April 2020.
The number one brand in Africa according to the survey is American-owned sports apparel and equipment company, Nike. This is the third year in a row that the company is ranked at 1st position. At 2nd place is another Sports & Fitness company Adidas while Samsung rounds up the top 3.
Coca-Cola is ranked 4th place while TECNO Mobile, a popular technology company in the continent is ranked 5th. In 2018, the company was ranked at no. 7, so this is a major win for them. This year TECNO signed one of Nigeria’s biggest artistes- Wizkid as its brand ambassador-a move many believed will boost the brand reputation in Africa.
TECNO is known for producing functional and Mid-range smartphones in Africa. In April this year, it launched its latest Camon 15 smartphones via an online launch due to the ongoing Corona-virus pandemic.
Popular Telecommunications Giant MTN is ranked 6th on the list. The top 10 ranking is in this order: Nike, Adidas, Samsung, Coca-Cola, TECNO, Apple, MTN, Puma, Gucci, and Airtel.
MTN (South Africa) is the first Africa-owned brand on the list and is followed by Dangote Group, a Nigeria-owned conglomerate. Other Nigeria-owned company in the list includes Globacom Limited, Nasco, Star, Jumia and IVM. In terms of Africa as a continent, only Nigeria, South Africa, Ethiopia and Tanzania have representatives. Last year’s edition saw 20 different Africa companies on this list. This year, the number has dropped to just 13. According to the founder of Brand Africa, Thebe Ikalafeng “… Africa is not creating more competitive brands to meet the needs of its growing consumer market.”
The Top 100 most brands in Africa is expected to be published in the June issue of African Business magazine.