MTN tops most valuable, admired African brand charts

South African mobile operator MTN has been voted as the most ‘admired’ and most valuable African brand in the 2014 Brand Africa 100 survey, a ranking of the most admired and most valuable brands on the continent.

In a list dominated by electronics (17%), beverages (14%), auto manufacturers (14%), apparel (12%) and telecommunications (10%), MTN, topped the African list as the most valuable and most admired African brand.

Valued at over $5.4 billion, MTN is the only African brand valued over a billion dollars, the report said.

On a global level, Apple, at $105 billion replaced Samsung as the most valuable non-African brand, while Coca Cola retained its position as the most admired non-African brand in Africa.

Brand Africa 100: Top 10 most valuable brands outside Africa
Admiration rank Global Brand Value Rank Brand Brand value (USDm) Domicle Industry group Change in value%
14 1 Apple 104,660 United States Electronics/Computers 20%
3 2 Samsung 78,752 South Korea Electronics/Computers 34%
94 3 Google 68,620 United States Media 32%
56 4 Microsoft 62,783 United States Electronics/Computers 38%
5 5 Toyota 34,903 Japan Auto Manufacturers 34%
1 6 Coca-Cola 33,722 United States Beverages -1%
29 7 BMW 28,962 Germany Auto Manufacturers 25%
69 8 Volkswagen 27,062 Germany Auto Manufacturers 14%
49 9 Mtsubishi 26,145 Japan Diversified Manufacturer 33%
78 10 McDonalds 26,047 United States Retail 20%

Coca-Cola toppled Nokia as the overall most admired brand in Africa, while MTN moved up a spot in the admiration ranks among Africans.

Non-African brands have continued to set the pace, commanding 77 of the 100 entries in the most admired brands and 99% of the value.

While African brands have retained a similar number of brands among the most admired (23 in 2014 compared to 24 in 2013) and African brands have not lost any value year to year ($11 billion), their brands have not gained any market share and their worth has declined in relative terms (from 2% of total value in 2013 to only 1%).

South Africa, with 11 of the 23 African brands, remains the most dominant branding nation, accounting for 91% of the value of the brands. Kenya at 5% and Nigeria at 3% round off the top 3 which make up 99% of the value of African brands.

Brand Africa 100: Top 10 most valuable brands in Africa
Admiration rank Global Brand Value Rank Brand Brand value (USDm) Domicle Industry group Change in value%
2 36 MTN 5,381 South Africa Telecommunications 4%
91 64 Woolworths 885 South Africa Retail -32%
35 66 Shoprite 834 South Africa Retail -25%
59 67 DStv 827 South Africa Media 18%
83 68 Spar 679 South Africa Retail -26%
82 69 Castle 655 South Africa Beverages -10%
45 70 Pick ‘n Pay 647 South Africa Retail -24%
70 74 Safaricom 357 Kenya Telecommunications 30%
23 75 Tusker 263 Kenya Beverages 18%
36 76 Dangote 253 Nigeria Consumer, Non-Cyclical 17%

The most admired regional brands are MTN (Southern Africa), Glo (West Africa), Tusker (East Africa) and Marsavco (Central Africa).

The most valuable regional brands are MTN (Southern Africa), Dangote (West Africa), Safaricom (East Africa) and Marsavco (Central Africa).

The 2014 Brand Africa 100 is based on a survey among a representative sample of eight countries, covering the major sub-Saharan Africa (SSA) regions to establish the base top 100 most admired brands.

These countries, Ghana and Nigeria (West Africa; Kenya, Tanzania and Uganda (East Africa); DRC (Central Africa) and Mozambique and South Africa (Southern Africa).

Collectively, these countries represent 51% (477 million) of SSA population and 67% ($1,065 trillion) of Africa’s GDP.

Brand Africa 100: Top 10 admired brands
Admiration rank Global Brand Value Rank Brand Admiration score Domicle Industry group Change in rank
1 6 Coca-Cola 827 United States Beverages +1
2 36 MTN 635 South Africa Telecommunications +1
3 2 Samsung 617 South Korea Electronics/Computers +2
4 51 Nokia 459 Finland Electronics/Computers -3
5 5 Toyota 432 Japan Auto Manufacturers -1
6 Glo 345 Nigeria Telecommunications +4
7 27 Adidas 289 Germany Apparel +6
8 59 Tigo 278 Luxemborg Telecommunications +33
9 21 LG 251 South Korea Electronics/Computers -3
10 14 Nike 236 United States Apparel -1

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MTN tops most valuable, admired African brand charts