Brand Africa, publishers of African Business Magazine, in its special edition published in June has declared national telecommunications operator, Globacom, 4th most admired African brand.
Globacom which emerged 4th in the Top 10 Most Admired African Brands (unprompted) in the 2017/2018 survey conducted by Brand Africa and published in African Business magazine was also rated 5th in the Top 25 Most Admired African Brands (prompted).
According to the report, there was “an incredible consistency among the companies that featured in the survey with 60% of the top brands being present in both the unprompted and prompted surveys”.
The brands in this category include Globacom, Dangote, Shoprite, Safaricom and Tusker of Kenya and Ethiopia’s Anbessa.
Explaining the details of the survey, Thebe Ikalafeng, Brand Africa founder and Chairman, stated that the study was conducted by GeoPoll, Brand Africa’s partner and a leading research firm in emerging markets.
He added that the analysis and insights were undertaken by the world’s largest insight information research firm, Kantar TNS, and Brand Leadership, Africa’s premier branding advisory firm.
Ikalafeng who stated that Brand Africa 100 is a valuation and ranking of the Best Brands in Africa further explained that “the valuation is a multi-tier royalty relief methodology that blends a brand’s financial performance and consumer admiration to create a unique index and ranking.
One of the primary drivers of Africa’s growth lies in stimulating and growing thriving African and global businesses and brands in Africa. Consumers are the ultimate arbiters of that success. Thus the Brand Africa 100 signals which brands are getting it right on the continent”,
The Top 25 companies include the following African brands – Jumia and UBA of Nigeria, MTN, DSTV, Tiger Brands and Amarula of South Africa, Econet and Kwese of Zimbabwe, Ankara Clothing of Ghana, Tusker of Kenya, Africell of Gambia and Ecobank of Togo.
Other categories include the Most Admired foreign brand in Africa which went to Nike of the USA, with Samsung, Adidas of Germany, Coca-Cola of USA and Apple also of USA in second, third, fourth and fifth places respectively.