Connecting Africa is part of the Informa Tech Division of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them. Informa PLC's registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 3099067.

4G/5G

MTN Is Most Admired African Brand, Survey Finds

Article Image
MTN has come out on top in a "most admired African brand" league and was also rated one of the most admired global brands in a new survey published by Brand Africa.

The survey report, "Brand Africa 100," analysed the brand equities of those companies operating in Africa across a dozen industries.

On the overall "most admired" brand list, Nike edged Samsung to the top, while MTN came in the sixth place, up by three places from a year ago, and retained its position as the highest-ranked African brand on the list. The South Africa-based telco was also the highest-ranked telecom brand from all countries. Another accolade for MTN was the number one position on the table of most admired African brands ranked by unprompted consumer mentions.

"While it is true that the deeper pockets of global brands ensure that they remain the stronger brands on the continent, a new generation of Africans have studied the brand building formula and Africa continues to give birth to strong local brands at a growing pace," the report author commented.

Trailing MTN on the most admired telecom brands are Airtel and Vodacom/Safaricom. Another big telco brand, Orange, came in sixth place on the top ten telecom brand list. On the electronics and computer list, hard on Samsung's heels are Apple and the Chinese affordable smartphone brand Tecno (one of three front brands from the Chinese company Transsion). Huawei, coming in eighth place, is behind the traditional electronics brands LG, Sony, as well as other smartphone brands Nokia and Itel (another of the Transsion brands).

The report also highlighted the importance of local relevance of the brand-building campaigns. "It is often difficult to ascertain which brands are home grown and which are foreign. Local telecoms companies are known to be dishing out reduced market share to the foreign 'experts' as their advertising campaigns are more localized and equally professional," the report author added.

On the table of the most admired financial service brands, M-Pesa came ninth. All the brands ranked higher are banks. MTN Mobile Money, Airtel Money and Orange Money also featured among the top 25.

The research was carried in 23 African countries, with over 2,200 brands mentioned. The report's authors claim that the samples represented 75% of the continent's population and GDP values. Because it was a consumer-led survey, the results invariably favored the consumer brands while those B2B-focused brands, such as Huawei, were not fully recognized.

Wei Shi, Site Editor, Connecting Africa

Innovation hub

Story

Hot startup of the month: Kenya's Swifttdial

Kenyan company Swifttdial is helping companies in Kenya and Nigeria set up cloud-based virtual call centers, with plans to expand further into West Africa.

Story

Hot startup of the month: Egyptian telemedicine platform Vezeeta

Vezeeta, an Egyptian telemedicine platform, had a big 2020, raising US$40 million in Series D funding and expanding its healthtech services into Kenya and Nigeria.

More Innovation hub

Industry announcements

More Industry announcements

Flash poll

All polls

Latest video

More videos

Upcoming events

East Africa Com
May 11-12, 2021
Virtual Event
Africa Tech Festival
November 8-12, 2021
Cape Town, South Africa
More Upcoming events

Sponsored video

More videos

AfricaCom perspectives

Story

AfricaCom Interview: Onica Makwakwa on closing the digital gender gap

The Alliance for Affordable Internet's head of Africa, Onica Makwakwa, shares her views on how to narrow the digital gender gap and the challenges keeping women offline on the continent.

Story

AfricaCom Interview: Tunde Fafunwa on how the ACIP is fighting COVID-19

Tunde Fafunwa from the UN Economic Commission for Africa explains how the Africa Communication and Information Platform (ACIP) is helping Africa's battle against COVID-19.

Story

AfricaCom Interview: Temidayo Oniosun on Africa's space and satellite industry

Space in Africa founder, Temidayo Oniosun, shares his views on the challenges and opportunities in the African space and satellite industry.

More AfricaCom perspectives

Partner perspectives

How mobile operators in Africa can address signalling threats and secure the network
By Katia Gonzalez, Head of Fraud and Security at BICS

SD-WAN and satellite how MNOs and telcos can enjoy the best of both worlds
By Ofer Asif, SVP BizDev, marketing and strategy at Spacecom

Africa's mobile operators need better roaming monetization for growth
By Damion Rose, product manager for Mobile Signaling and Roaming Solutions at BICS

All Partner Perspectives

Like us on Facebook

Newsletter Sign Up


Sign Up