Press Release

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

24 June 2020

Porto-Novo, Benin, 24 June 2020: Local beverage brand, Sobebra, was today recongized as the most admired benin brand. The inaugural Benin’s Best Brands, announced in a virtual event hosted by Opinion and Public in partnership with Brand Africa, are based on the 2020 Brand Africa 100: Africa’s Best Brands research and ranking of brands across Africa. The global results were released on Africa Day, 25 May 2020.

Post the virtual announcement, the leading Benin brands were recognised at a reception hosted at Opinion & Public offices and attended by a few representatives of the leading brands and media representatives in compliance with the country’s Covid regulations for public gatherings.

Sobebra leads the local listing that included IRA at #2, Palmida at #3, Lolo Andoch at #4 and Ma Tanti at #5. Nigerian conglomerate, Dangote was recognized as the #1 African brand in Benin ahead of South Africa’s telecommunications giant MTN at #2 and Benin’s personal care brand Palmida at #3, with Lolo Andoch at #4 and Nanawax rounding off the Top 5.

Global sport and lifestyle brand, Nike is the most admired brand overall in Benin, a positon it has retained across the continent for 3 years running.

In the media sub-survey dominated by local brands, ORTB #1 is the most admired media brand overall and Canal+, at #2, is also the most admired non-Benin medioa brand.

In the financial services sub-survey, West African financial service providers had an overwhelming 80% representation, with Bank of Africa the most admired financial services brand in Benin,

Similar to the global Brand Africa 100: Africa’s Best Brands rankings where 90% of the Top 10 brands are non-African, 90% of the most admired brands in Benin are non-African – led by Nike in both tables and giant MTN (#6) the only non-African brand..

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 are the continet’s standard bearers in their respective categories and overall across the continent.

The announcement included a panel discussion to reflect on the results, Benin brands and the impact of Covid on local and Afrcan businesses with Canal + communications manager, Afoussat Salifou-Traore and local brand expert Cyrille Olivier Akpi. The panel was facilited by Kwame Senou, vice-president at Opinion and Public vice president, who co-hosted the event.

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.

Thebe Ikalafeng, Founder and Chairman of Brand Africa and Brand Leadership says, “Benin has an incredible range of preferred local brands they can leverage to beyond their borders. With increased investment and commercialization, it’s a good foundation for great made in Africa brands and an exciting future prospects as the continent gears for broadening opportunities for intra-Africa trade.”

In reflecting on the Benin results, Opinion and Public vice president, Kwame Senou, says, "________________________."

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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