It could have come up under a lot of flak by social media users in Uganda, especially for most of last year when customers complained of “crocodiles chewing their bundles,” but MTN is still the biggest brand on the African continent.
MTN was announced as the Most Admired and the Most Valuable African brand, valued at US$ 4,672m, by Brand Africa, a South African based NGO.
This is the second time in a row that MTN is emerging as the Africa’s Biggest brand in the four years that the ranking has been going on.
Larry Annetts of MTN South Africa (in centre) with Brand Africa representatives (from left) Kingsley Makhubela, Prof Alinah Kelo Segobye, Thebe Ikalafeng of Brand Africa and Lazarus Jacobs at the Brand Africa 100 event on 22 October 2015. Annetts took home the Grand Prix award for his company.
“We are humbled by the recognition, and dedicate this award to our employees and customers, who continue to make MTN the best brand in our markets. For us, this award is recognition of our unwavering commitment to make a positive change and brighten the lives of our customers and many others in the communities where we operate,” says Albert Fernandez, MTN Group Chief Consumer Officer.
The Brand Africa 100 shows that established brands in Africa have held their ground. Non-African brands are a dominant 77% of the Top 100 brands. While African brands have remained relatively stable at 24%, 25% and 23% in 2013, 2014 and 2015 respectively. The number of non-African countries of origin has steadily diversified from 17 in 2013 to 19 in 2014 to 21 in 2015.
Two thirds (64%) of the Brand Africa 100 list is evenly spread between electronics (16%), apparel (14%), auto manufacturers (13%), telecommunications (11%) and alcoholic beverages (10%).
Thebe Ikalafeng, chairman of Brand Africa, and Lazarus Jacobs, co- founder of Paragon Investment Holdings, at the fourth annual Brand Africa 100 event on 22 October 2015. Ikalafeng says the top 100 brands show how they are adapting to Africans’ conditions and needs.
“Once again MTN has proven to be the standard by which to measure how to build a pan-African brand. They have established a rapport with the African consumer that is the foundation for long-term success built on a quality brand, great campaigns and a singular promised delivered. They are authentically the Grand Prix of world-class African brands – Africa’s Best Brand,” says Thebe Ikalafeng, Founder and Chairman of Brand Africa and Chairman of Brand Finance Africa.
“These rankings are increasingly significant as they are an important metric of the progress Africa is making in creating brands and services that respond to African conditions, needs and ambitions. Simultaneously, they are a reflection and celebration of both non-African and African brands that meet the African consumer standard,” he adds.
Top 10 Most Admired Brands in Africa
#1 MTN (South Africa)
#2 Samsung
#3 Coca Cola
#4 Nike
#5 Adidas
#6 Nokia
#7 Airtel
#8 Toyota
#9 LG
#10 Mercedes Benz
Top 10 Most Valuable Brands – African
#1 MTN
#2 DSTV/GoTV/Multichoice
#3 Safaricom/Mpesa
#4 Dangote
#5 Tusker
#6 Glo/Globacom
#7 Zenith Bank
#8 Golden Penny Foods
#9 Orijin
#10 Star Beer