Brand Africa’s unveiling of top 100 most admired brands on the continent has thrown up Nike, South Africa’s MTN and DSTV as well as Nigeria’s Dangote Group and Guaranty Trust Bank (GTB) as leaders.
Brand Africa had on Tuesday, May 25, 2021, released a list of brands which, according to a survey, are the most admired by customers.
Of all the top 100 brands listed, Africa has a more than fair share of 13 percent, indicating that the continent is becoming more and more competitive in the sphere of marketing and service delivery.
Despite the COVID-19 pandemic that has forced markets adapt to new reality, African brands retained their 13% share of the Top 100 most admired brands in Africa.
Although there was increase in sample size and countries, the Top 10 Most Admired Brands show little change from previous years. MTN, consistently the only African brand among the Top 10 brands overall, dropped to #11 for the first time in a decade. American sports and fitness giant, Nike retains the top spot for the fourth year in a row. MTN and Dangote retain their status as the most admired African brands recalled spontaneously and when prompted, respectively. Nigeria’s GT Bank retains its position as the most admired financial services brand in Africa.
With COVID limiting entertainment options beyond the house, while many businesses struggled, many digital businesses such as streaming services thrived. This undoubtedly explains South Africa’s DSTV, knocking off BBC from its long held position as the most admired media brand in Africa.