MTN has been named the most valuable and admired African brand as Apple beat Samsung to the honours in the foreing brands category. This is accoding to the Nairobi Stock Exchange Brand Africa 100 ranking results released on Friday. Valued at over $5.4 billion, MTN is the only African brand valued over a billion dollars. Apple is worth $105bn.
Coca-Cola toppled Nokia as the overall most admired brand in Africa, while MTN moved up a spot in the admiration ranks among Africans. Non-African brands have continued to set the pace, commanding 77 of the 100 entries in the most admired brands and 99% of the value. While African brands have retained their numbers among the most admired (23 in 2014 compared to 24 in 2013) and have not lost any value ($11bn), they have not gained any market share and their worth has declined in relative terms – from 2% of total value in 2013 to only 1%.
South Africa, with 11 of the 23 African brands, remains the most dominant branding nation, accounting for 91% of the value of the brands. Kenya at 5% and Nigeria at 3% round off the top three which make up 99% of the value of African brands.
The most admired regional brands are MTN (Southern Africa), Glo (West Africa), Tusker (East Africa) and Marsavco (Central Africa). The most valuable regional brands are MTN (Southern Africa), Dangote (West Africa), Safaricom (East Africa) and Marsavco (Central Africa).
The most admired African nations mentioned spontaneously by Africans were Nigeria (West Africa), Kenya (East Africa) and South Africa (Southern Africa).
“While non-African brands understandably dominate African brands in value because of their sheer volumes, historical admiration and investment, that African brands remain competitive among the most admired brands bodes well for the future of African brands,” Says Thebe Ikalafeng, Founder and Chairman of Brand Africa and Chairman of Brand Finance Africa.
“As African economies grow and Africans become wealthier and grow their brand building capacity, the demand for indigenous brands or non-African brands that are built on African insights will prosper. It’s an appetising opportunity for Made in Africa brands.”
“The Nairobi Securities exchange congratulates all the winners of the 2014 Most Admired and Most Valuable African Brands, specifically our local listed firm East African Breweries (Tusker). We urge other local companies to continue reinforcing their brands, strengthening Kenya’s position as East and Central Africa’s financial services hub.”
Established in 2011, Brand Africa 100measures and ranks the brands that consumers admire and their corresponding value.while Coca Cola retained its position as the most admired non-African brand in Africa.
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