Case Study: TNS and Brand Africa
Top Brands in Africa 2015
Established in 2011, Brand Africa 100 measures and ranks the brands that consumers admire and their corresponding value. Brand Africa 100 was developed by Brand Africa in partnership with Brand Finance plc, the world’s leading independent valuation consultancy, and TNS, the globally respected consumer knowledge and information company. The Brand Africa 100 is a unique index and ranking that recognizes the most admired and valuable brands in Africa. In 2014 Brand Africa and TNS partnered with GeoPoll to collect data through SMS surveys in eight countries: Ghana, Nigeria, Kenya, Tanzania, Uganda, DRC, Mozambique, and South Africa.
Responses were gathered from a total of 2674 people across all eight countries in only four days. The minimum sample size per country was 200. This SMS-based mobile methodology was also significantly faster than the face to face approach that is typically adopted for surveys of this nature.
Research partner TNS calculated the scores of each brand, finding that MTN was the most valuable African brand valued at over $5.4bn and Coca-Cola was the most admired overall brand in Africa. MTN was the second-most admired brand, and African telecommunications companies Glo and Tigo were also in the top 10 admired brands. The full list can be viewed here: Brand Africa Rankings.
- In Only 4 Days, GeoPoll Reached 2,674 People Across 8 Countries
- MTN Was Found To Be Most Valuable African Brand
- Coca-Cola Was Most Admired Overall Brand In Africa