Press Release

Brand Africa 100: Nigeria's Best Brands 2019/20

18 June 2020

Lagos, Nigeria, 18 June 2020: Following the global release of the 2020 Brand Africa 100: Africa’s Best Brands on Africa Day, 25 May 2020, today Brand Africa announced the Nigeria’s Best Brands rankings in a virtual event hosted by Open Squares represented by it’s founder and managing partner, Feyi Olubodun and MultiChoice Nigeria represented by its Chief Customer Officer, Martin Mabutho. Post the virtual announcement, the leading Nigerian brands were recocognised at a reception hosted at MultiChoice and attended only by a few media and the brand representatives in accordance with the country’s Covid regulations for gatherings.

The continent’s stalwart brand, Dangote, was unveiled as Nigeria’s Brand of the Year for its cumulative performance across several categories as the most Admired African brand in the global rankings, the most admired African brand in Nigeria, the most admired listed Nigerian brand and the most admired Nigerian brand. Now in its 92nd year on the continent, Coca-Cola, continues to regin supreme in Nigeria, where it was recognised as the overall most admired brand in Nigeria.

Dangote and Coca Cola lead rankings where DStv (overall) and Channels TV (Nigerian) are recongised as the most admired media brands in Nigeria and GTB is the most admired financial services brand.

The Top 10 most admired Nigerian brands, led by Dangote, includes #2 Glo , #3 Star beer, #4 Nasco, #5 GTBank, #6 Maltina, #7 NTA, #7 Jumia, #8 Hero (InBev), #9 Zenith #10.

In a sub-question to establish the most admired African brands in Nigeria, Dangote is the #1 African brand in Nigeria ahead of MultiChoice Nigeria’s DStv at #2 and Telco giant MTN at #3, with fellow Nigerian brands Glo and Innoson Motors rounding off the Top 5.

While NTA Nigeria is the #1 spontaneously recalled media brand, in the media sub-survey, MultiChoice Nigeria’s DStv is the #1 most admired media brand and local broadcaster Channels TV is the most admired Nigeria media brand overall.

In the local financial services sub-survey, Nigerian financial service providers had an overwhelming 80% representation, with GTBank being recognised as the most admired financial services brand in Nigeria with First Bank and UBA rounding off the Top 3. Eco Bank at #6 and MTN Mobile Money at #8 are the only non-Nigerian brands in the Top 10 most admired financial services brands in Nigeria.

In a comparison of the global Brand Africa 100: Africa’s Best Brands rankings where 90% of the brands are non-African, 70% of the most admired brands in Nigeria are non-African, with Coca-Cola leading the non-African brands. The African brands listed among the most admired brands in Nigeria are the continents evergreen brands MTN at #2, Dangote at #4 and Glo at #10.

Established 10 years ago to coincide with the 2010 FIFA World Cup, the world’s biggest single sporting event, the Brand Africa 100: Africa’s Best brands survey rankings have established themselves as the most authoritative survey, analysis, and metric of brands in Africa.

It is a consumer led survey which seeks to establish brand preferences across Africa. The survey is conducted by Geopoll (www.geopoll.com) among a representative sample of respondents 18 years and older, in 27 countries which collectively represent 50% of the continent, covering all economic regions and accounting for an estimated 80% of the population and the GDP of Africa. The 2020 survey was conducted between February and April 2020 and yielded over 15,000 brand mentions and over 2,000 unique brands. The resulting over 15,000 brand mentions were analysed by Kantar (www.kantar.com) and Brand Leadership (www.brandleadership.com) to create a weighted average score and rankings for Africa and the individual countries.

In the global Brand Africa 100: Africa’s Best Brands rankings, African brands have dropped to an all-time lowest ranking of 13/100 (13%) in the Top 100 most admired brands in Africa – a 7% fall from last year. Out of the top 100 brands in 2010/11, only half of the brands still appear in this year’s list due to mergers and acquisitions and the obsolescence of many brands. Nike, Dangote, MTN, GT Bank and BBC were the standard bearers in their respective categories and overall across the continent.

Thebe Ikalafeng, Founder and Chairman of Brand Africa and Brand Leadership says, “The Dangote brand group has illustrated that African brands can transform into conglomerates and challenge their global counterparts by turning Africa’s rich natural resources into finished goods; a role that has been previously fulfilled by the international brands that are dependent on the developing world for natural resouces. Brands like Dangote are reconfiguring the fortunes of Africa for the better. “

In reflecting on the Nigerian results, Feyi Olubodun, Managing Partner: Open Squares says, "The interesting observation over the past 10 years of this survey is the fact that most of the top brands in Africa are foreign brands. With the exception of the few, I truly believe it is time for Nigerian firms, and by extension Africa, have to engage in rigorous and professional brand building efforts. We must raise the bar for African brands now."

Commenting on the motivation for hosting the reception at MultiChoice, Martin Mabutho, the Chief Customer Officer, says, “It is our honour to be associated with Africa’s Best Brands and delighted to co-host this session in conjunction with Brand Africa and Open Squares. I believe that as Africans, we have what it takes to launch our brands to the next level and even compete favourably with global brands. It is what drives us at MultiChoice Nigeria to continuously create and enhance our platforms to showcase these excellent African brands. Congratulations to all winners. ”

Karin Du Chenne, Kantar’s Chief Growth Officer Africa Middle East says, “The complex task of analyzing a vast amount of diverse data, countries and trends over 10 years has given us a deep insight into how brands have changed, adapted and kept in step with the changing African environment and consumer who demands more from their brands.” Kantar has been the insight lead for Brand Africa since it’s inception in 2010.

“The reach and accessibility of mobile across the continent enabled us to survey respondents across a representative sample of countries quickly and effectively, giving us vital and timeous results at a critical time,” said Caitlin van Niekerk, Global Client Development Manager, GeoPoll.

The Brand Africa 100 global results are published in the June issue of the African Business magazine and is available online to subscribers on www.africanbusinessmagazine.com

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