African Business magazine, in partnership with Brand Africa, Brand Finance Africa and TNS release the full results of their exclusive survey highlighting a full listing of Africa’s most valuable brands.
As revealed in October at the African Business Awards, an awards ceremony organised by African Business magazine, Brand Africa awarded MTN and Coca Cola the prize for the best brands in Africa.
In the November issue of pan-African monthly African Business, for the first time, the full findings of a survey conducted by Brand Africa in partnership with Brand Finance Africa and TNS are exclusively listed by category and country.
Africa’s most valuable brands are dominated by South African brands, MTN, and three retailers: Woolworths, Shoprite and Pick n Pay. The Nigerian Globacom comes in at number five with two drinks companies taking the next two spots, Castle beer and Tusker.
The survey was conducted in two parts – one studies the most admired brands on the continent and the other looks at the most valuable brands operating in Africa.
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One surprising finding is that brands originating in Africa are not only holding their own against international household names, but in some instances outperforming international brands. While brands such as Nike and MTN rule the roost, the high placing of expensive brands such as Rolex reflects the growing trend in Africa towards the high-end of the luxury market.
The rankings published by African Business have major implications as they demonstrate why some brands are regarded more highly than others by consumers. The information has been welcomed not only by the brands and brand architects but also by shareholders, investors, marketers, advertising agencies, consumer groups and the media as they provide an easily navigable chart of the current state of the consumer market in Africa.
African Business holds the title of bestselling pan-African business magazine and its award-winning team is widely respected for its editorial excellence.
Brand Africa is a non-profit brand-driven initiative for Africa by Africa to inspire and unlock Africa’s sustainable growth, reputation and competitiveness.
On the other hand, Brand Finance plc, the world’s leading brand valuation consultancy, advises strongly branded organisations on maximising their brand value through effective management of their brands and intangible assets. Founded in 1996, Brand Finance has performed thousands of branded business, brand and intangible asset valuations worth trillions of dollars.
Its clients include international brand owners, tax authorities, Intellectual Property lawyers and investment banks. Its work is frequently peer-reviewed by the big four audit practices and its reports have been accepted by various regulatory bodies, including the UK Takeover Panel.
Brand Finance is headquartered in London and has a network of international offices in Cape Town, Durban, Johannesburg, Amsterdam, Athens, Bangalore, Barcelona, Colombo, Dubai, Geneva, Helsinki, Hong Kong, Istanbul, Lisbon, Madrid, Moscow, New York, Paris, Sao Paulo, Sydney, Singapore, Toronto and Zagreb.
For TNS, it advises clients on specific growth strategies around new market entry, innovation, brand switching and stakeholder management, based on long –established expertise and market–leading solutions. With a presence over 80 countries, TNS has more conversations with the world’s consumers than anyone else and understands individual human behaviour and attitudes across cultural, economic and political region of the world. TNS is part of Kantar, one of the world’s largest insight, information and consultancy group, with 28,500 employees work across 100 countries encompassing the whole spectrum of research and consultancy disciplines, enabling the group to offer clients business insights at each and every point of the consumer cycle. The group’s services are employed by over half of the Fortune 500 companies.
Source: African Confidential
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