MTN touted as top brand in Africa along with Dangote
May 31, 2018— South African-based telecom multinational MTN Group, has been touted the most admired home-grown brand in Africa, according to recent research done by Brand Africa in association with the Johannesburg Stock Exchange.
Apart from MTN, other most admired brands include Nigeria’s Dangote Group and Glo, South Africa’s Shoprite, Kenya’s Tusker and Ethiopia’s Anbessa. Overall, the 2017/18 Brand Africa 100 list, started out with over 15,500 brand mentions covering over 2,200 admired brands.
Thebe Ikalafeng, founder, and chairman of Brand Africa and Brand Leadership said.”African brands have an important role in helping to build the African brand. These rankings are an important metric of the progress Africa is making in creating home-grown world-class brands that are changing the narrative on African competitiveness, image, and reputation and contributing to its socio-economic transformation.”
MTN is known across much of Africa for its mobile telephone network services while Dangote is best associated with its quick rise to top cement manufacturing on the continent. Dangote was voted as the #1 most admired African brand recalled when consumers are prompted about the continent of origin while MTN retained its position as the #1 Most Admired African brand spontaneously recalled irrespective of country of origin.
Brand Africa 100 was developed by pan-African branding and reputation advisory firm, Brand Leadership Group supported by GeoPoll, the leader in mobile-based market research throughout Africa, and strategic analysis and insights by Kantar TNS, the world’s largest information research firm and Brand Leadership, Africa’s premier brand, and reputation consultancy.
Kantar CEO Karin Du Chenne said, “Success for brands is about establishing an emotional connection, creating intimacy and being more present in consumer’s everyday lives. This survey is a critical assessment of the various brands that play that vital role in Africa.”
GeoPoll used their special mobile survey platform to identify the most admired brands in Africa among a representative sample of African consumers in 23 African countries. These countries collectively represent an estimated 75% of Africa’s population across all political and economic regions.
Zeona Jacobs, director marketing, and corporate affairs at the JSE, said, “The JSE is a platform of African and global companies alike to raise capital and grow their businesses and brands. It is our continuous aim that as an exchange we continue to provide a platform for growth with innovative products to meet the needs of our clients and grow the African continent from strength to strength.”