2024 Brand Africa 100: A Ranking of Africa’s Best Brands

GeoPoll is excited to join Brand Africa in the release of the 14th annual Brand Africa 100: Africa’s Best Brands research and rankings. Since 2011, Brand Africa 100 has been a leading authority on brand research across the continent, providing invaluable insights into African consumers’ brand preferences and perceptions. The annual study leverages the expertise of Brand Africa, GeoPoll, Kantar, Integrate, Analysis, and other partners to conduct extensive surveys across more than 30 African countries that account for 85% of Africa’s GDP and population, ensuring a robust and representative dataset.

Paradox: While 64% of Africans express confidence in the continent’s potential, their brand loyalty largely lies with non-African brands. African brands have maintained a modest 14% share among the most admired brands in Africa for the second consecutive year.

Key Findings of the 2024 Brand Africa Report

Performance of African Brands

African brands have retained a 14% share of Top 100 most admired brands in Africa for the second year in a row. African brands, led by South African telecommunications group, MTN, Nigerian conglomerate, Dangote, Zambian consumer group, Trade Kings, Nigerian telecommunications group, Glo, South African media group, DStv and Ethiopian Airlines retain their respective positions as the Top 5 most admired African brands spontaneously recalled.  South Africa (5) and Nigeria (5), with Ethiopia (1), Zambia (1), Zimbabwe (1) and Tanzania (1), are the only 6 African nations that make up the 14% share of the Top 100.  Europe retained its 37% share of the Top 100, while North America declined 12,5% to 28% as Asia grew its share by 23,5% to capture 21% of the African market. 

	African Brands
#1	MTN
#2	Dangote
#3	DStv
#4	Ethiopian Airlines
#5	Bathu Shoes

These brands represent the only six African nations contributing to the 14% share in the Top 100, with South Africa and Nigeria each contributing five brands, and Ethiopia, Zambia, Zimbabwe, and Tanzania each contributing one.

Global Brand Influence

European brands have retained a 37% share of the Top 100, while North American brands saw a decline of 12.5% to 28%. Asian brands increased their presence by 23.5%, capturing 21% of the African market. For the fifth consecutive year, Nike, Adidas, Samsung, Coca-Cola, and Apple have remained Africa’s Top 5 most admired brands. Interestingly, respondents often mistakenly identify many non-African brands such as Coca-Cola, Pepsi, Samsung, Lacoste, Total (Energies), and Guinness as African brands.

	Overall (Top 100)
#1	Nike
#2	Adidas
#3	Samsung

Top Media Brands

In the media category, the British Broadcasting Corporation (BBC) stands out as the most admired brand. DStv, CNN, Al Jazeera, and Facebook also feature prominently in this category, reflecting their strong influence in Africa.

	Media Brands
#1	BBC
#2	DStv
#3	CNN
#4	Al Jazeera
#5	Facebook

Top Financial Services Brands

Kenya’s Equity Bank led in the financial services category, followed by Standard Bank, ABSA, First National Bank (FNB), and the United Bank for Africa (UBA).

	Financial Services Brands
#1	Equity Bank
#2	Standard Bank
#3	ABSA
#4	FNB
#5	UBA

 Brands with a Purpose

Among organizations that are driving to do good while doing well, focusing as much on social and environmental concerns as on profits, UNICEF/UN, the #1 NGO, Coca-Cola, the #1 non-African organization, and MTN, the #1 African brand retained their positions among the most admired brands in Africa.

	NGO	African	Non-African
#1	UNICEF/UN	MTN	Coca Cola
#2	WHO/OMS	Dangote	Vodafone/Vodacom/Safaricom
#3	USAID	Azam	Nike
#4	Red Cross/Croix Rouge	Trade Kings	Unilever
#5	ONU	DStv	Samsung

Top Countries Contributing to a Better Africa

In this year’s edition, we included countries as brands, asking respondents to name the countries they felt contribute most to a better Africa. Here, African nations comprise 64% of the Top 50 most admired countries. South Africa, Nigeria, the United States, China, and Kenya are perceived as the top five countries contributing to a better Africa. Notably, all members of the newly expanded 9-member BRICS block, except Iran, are included in the list, that is dominated by Southern and West Africa, which account for 44% of the Top 50 nations Africans admire globally.

	Country Brands
#1	South Africa
#2	Nigeria
#3	USA
#4	China
#5	Kenya

Most admired brands in Africa: the Top 100

Here is the full ranking of the top 100 Most Admired Brands in Kenya:

2024	Brand Africa 100	Category	Country	Continent	Changes
1	Nike	Sports & Fitness	USA	North America	0
2	Adidas	Sports & Fitness	Germany	Europe	0
3	Samsung	Electronics/Computers	South Korea	Asia	0
4	Coca Cola	Non-alcoholic Beverages	USA	North America	0
5	Apple	Electronics/Computers	USA	North America	0
6	Gucci	Luxury	Italy	Europe	0
7	Toyota	Auto-Manufacturers	Japan	Asia	1
8	Tecno	Electronics/Computers	China	Asia	1
9	Zara	Apparel	Spain	Europe	−2
10	Puma	Sports & Fitness	Germany	Europe	0
11	MTN	Telecommunications	South Africa	Africa	0
12	Vodafone	Telecommunications	UK	Europe	2
13	Nestle	Consumer, non-cyclical	Switzerland	Europe	3
14	Pepsi	Non-alcoholic Beverages	USA	North America	−1
15	LG	Electronics/Computers	South Korea	Asia	−3
16	Louis Vuitton	Luxury	France	Europe	1
17	Mercedes Benz	Auto-Manufacturers	Germany	Europe	−2
18	Google	Technology	USA	North America	8
19	Orange	Telecommunications	France	Europe	−1
20	Airtel	Telecommunications	India	Asia	1
21	Amazon	Technology	USA	North America	14
22	H&M	Apparel	Sweden	Europe	−3
23	Nokia	Electronics/Computers	Finland	Europe	1
24	BMW	Auto-Manufacturers	Germany	Europe	1
25	Infinix	Electronics/Computers	China	Asia	4
26	Sony	Electronics/Computers	Japan	Asia	−3
27	Huawei	Electronics/Computers	China	Asia	−5
28	Dangote	Consumer, non-cyclical	Nigeria	Africa	−1
29	Chanel	Luxury	France	Europe	3
30	Trade Kings	Consumer, non-cyclical	Zambia	Africa	8
31	Itel	Electronics/Computers	China	Asia	−1
32	Jordan	Sports & Fitness	USA	North America	10
33	Christian Dior	Luxury	France	Europe	−5
34	Unilever	Consumer, non-cyclical	UK	Europe	−14
35	KFC	Fastfood/Restaurant	USA	North America	−2
36	Glo/Globacom	Telecommunications	Nigeria	Africa	12
37	Tesla	Auto-Manufacturers	USA	North America	−1
38	Microsoft	Technology	USA	North America	8
39	Nivea	Personal Care	Germany	Europe	22
40	LC Waikiki	Retail	Turkey	Europe	23
41	DSTV	Media	South Africa	Africa	−1
42	Lacoste	Luxury	France	Europe	−3
43	Ethiopian Airlines	Aviation	Ethiopia	Africa	−2
44	Hisense	Electronics/Computers	China	Asia	3
45	Xiaomi	Electronics/Computers	China	Asia	7
46	Hewlett-Packard/HP	Electronics/Computers	USA	North America	−1
47	Guinness	Alcoholic Beverages	Ireland	Europe	−3
48	Fanta	Non-alcoholic Beverages	USA	North America	8
49	Polo	Luxury	USA	North America	0
50	Reebok	Sports & Fitness	UK	Europe	3
51	Azam group	Consumer, non-cyclical	Tanzania	Africa	9
52	Jumia	Technology	Nigeria	Africa	2
53	Ford	Auto-Manufacturers	USA	North America	−3
54	Versace	Luxury	Italy	Europe	−23
55	Mc Donald’s	Consumer, non-cyclical	USA	North America	13
56	Blue Band	Consumer, non-cyclical	UK	Europe	16
57	Econet	Telecommunications	Zimbabwe	Africa	0
58	Oppo Mobile	Electronics/Computers	China	Asia	6
59	Colgate	Personal Care	USA	North America	−16
60	Total Energies	Energy	France	Europe	13
61	Indomie Noodles	Consumer, non-cyclical	Indonesia	Asia	20
62	Nasco Brands	Consumer, non-cyclical	Nigeria	Africa	23
63	Dettol	Consumer, non-cyclical	UK	Europe	−26
64	Bathu Shoes	Apparel	South Africa	Africa	−6
65	Shein	Retail	China	Asia	5
66	Heineken	Consumer, non-cyclical	USA	North America	0
67	Honda	Auto-Manufacturers	Japan	Asia
68	Shoprite/Checkers	Retail	South Africa	Africa	−1
69	Omo	Consumer, non-cyclical	UK	Europe	−14
70	Rolex	Luxury	Switserland	Europe	4
71	Land Rover/Range Rover	Auto-Manufacturers	UK	Europe	20
72	Fila	Sports & Fitness	Italy	Europe	22
73	Alibaba/express	Technology	China	Asia
74	Philips	Electronics/Computers	Netherlands	Europe	−3
75	Facebook	Technology	USA	North America	−13
76	Under Armour	Sports & Fitness	USA	North America	−7
77	Netflix	Technology	USA	North America	11
78	Toshiba	Electronics/Computers	Japan	Asia	−3
79	Sunlight	Consumer, non-cyclical	UK	Europe	20
80	Shell	Energy	UK	Europe	9
81	Oraimo	Electronics/Computers	China	Asia	15
82	Prada	Luxury	Italy	Europe	−2
83	Calvin Klein	Apparel	USA	North America	−1
84	Nissan/Dacia	Auto-Manufacturers	Japan	Asia	−25
85	Peak Milk	Consumer, non-cyclical	Nigeria	Africa
86	Volkswagen	Auto-Manufacturers	Germany	Europe	12
87	Fendi	Luxury	Italy	Europe	6
88	Lenovo	Electronics/Computers	China	Asia
89	Oral b	Personal Care	USA	North America	−55
90	DeFacto	Retail	Turkey	Europe	–
91	Vaseline/ Blue seal	Personal Care	USA	North America	–
92	Balenciaga	Luxury	Spain	Europe	–
93	Sketchers	Apparel	USA	North America	−10
94	Woolworths	Retail	South Africa	Africa	–
95	Hyundai	Auto-Manufacturers	South Korea	Asia	–
96	Converse Allstar	Apparel	USA	North America	0
97	Bata Shoes	Apparel	Switzerland	Europe	–
98	Dell	Electronics/Computers	USA	North America	−16
99	Avon	Personal Care	USA	North America	–
100	Always	Personal Care	USA	North America	−10

The bottom line

The 2024 Brand Africa Report paints a clear picture of the evolving landscape of African consumer preferences and brand perceptions. While non-African brands continue to dominate, the increasing confidence in local brands and the opportunities presented by initiatives like the African Continental Free Trade Area (AfCFTA) signal a promising future for African brands. As African nations continue to support local entrepreneurship and embrace economic integration, we can anticipate significant growth in the presence and influence of African brands. These findings not only capture current trends but also forecast future shifts in brand loyalty and admiration. For more in-depth insights, read the full report on African Business.