Brand Africa 100 is the most comprehensive and authoritative survey and ranking of the most admired brands in Africa.

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THE MOST AUTHORATATIVE SURVEY AND RANKING OF THE MOST ADMIRED BRANDS ACROSS AFRICA.

Brands are a catalyst and a vector of the image, reputation and value of organisations and ultimately of their nations and continents of origin.

Conceived by global African branding authority and the founder of Brand Africa and Brand Leadership Group, Thebe Ikalafeng, to provide an objective metric for brands that Africans admire and drive the continent’s image and reputation, the global results and rankings report were launched on 30 September 2011 at a Brand Africa FORUM hosted by Brand South Africa in Johannesburg, South Africa. The results and rankings report were published by the Mail & Guardian, a South African based weekly newspaper.

The 2nd Brand Africa 100: Africa’s Best Brands global results and rankings report was launched on

B R A N D A F R I C A 1 0 0 : A F R I C A’ S B E ST B R A N D S

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20 September 2013 within the African Business Awards program in New York, USA, on the sidelines of the United Nations General Assembly.

The Brand Africa 100: Africa’s Best Brands survey and rankings are based on a comprehensive pan-African survey across at least 25 countries spanning all the five economic regions. Collectively they account for over 80% of the population and over 80% of the GDP of Africa.

The survey is conducted by Brand Africa research partner, Geopoll, the leading global provider of fast, high quality market research in emerging markets, and analysis and ranking is undertaken by Brand Leadership and Kantar, the world’s leading data, insights and consulting company.

Thebe Ikalafeng, Geopoll’s Patricia Githua, Kantar’s Ivan Moroke and the JSE’s Mpho Ledwaba joined by fellow African brand builders, Jonathan Lyamgohn and Tunde Owolabi (Nigeria), Gina and Naythan Din Kariuki (Kenya), Ivan Mweene (Zambia) and Lazarus Jacobs (Namibia) at the announcement of the 2019 Brand Africa 100 announcement at the JSE.

Thebe Ikalafeng, founder and chairman of Brand Africa, signalling the opening of the markets and announcement of the 2019 Brand Africa 100 results at the JSE.

Broadcaster Ashraf Garda facilitating a debate on the state of and opportunity for African brands at the JSE post the announcement of the 2019 Brand Africa 100.

JSE Director: Marketing and Corporate Affairs, Zanele Morrison, welcoming guests to the 2019 Brand Africa 100 at the JSE.

In recognition of the role of brands as catalysts and repositories of value, the 3rd Brand Africa 100: Africa’s Best Brands global results and rankings report was launched at a media event hosted by the Nairobi Securities Exchange and africa practice in Nairobi, Kenya to open the markets on 20 November 2014.

To strengthen the alignment of the initiative with the pan-African agenda, in 2018 the results and report launch were moved to be on or around 25 May, the day designated by the Organisation of African Unity (OAU), the precursor to the African Union (AU), as Africa Day since 1963.

Consequently, the 6th Brand Africa 100: Africa’s Best Brands global results were launched in partnership with the JSE to open the markets on Africa Day, 25 May 2018 and in 2019, they were launched on the eve of Africa Day, on 24 May 2019.

In 2019, Brand Africa introduced a category for the Most Admired Listed Brands on African bourses, in recognition of the alignment of brand reputation and market value of businesses. MTN, listed on the JSE, Safaricom, listed on the Nairobi Securities Exchange (NSE) and Dangote, listed on the Nigeria Securities Exchange (NSE) were recognized as the Most Admired Listed Brands in Africa.

The first regional Brand Africa 100: Africa’s Best Brands results focused on highlighting local host country and economic region’s brands were announced in Accra, Ghana on the sidelines of the International Advertising Association (IAA) 2nd Leadership Conference for Africa in Ghana on 28 May 2018, and in Kenya in partnership with the Nairobi Securities (NSE) and africa practice at the NSE on 25 June 2019.

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R ECO G N I Z I N G L E A D I N G LO C A L A N D R EG I O N A L B R A N D S

R ECO G N I Z I N G B R A N D S ’ I M PAC T O N S H A R E H O L D E R VA LU E

Nairobi Securities Exchange CEO, Geoffrey and Brand Africa chairman, Thebe Ikalafeng flanked by brands honoured at the 2019 Brand Africa 100 at the NSE in Nairobi, Kenya

On 22 October 2015, Brand Africa 100: Africa’s Best Brands launched the “Brand of the Year,” “Emerging Brand of the Year” and “Lifetime Achievement” awards to recognize organisations and individuals driving brand leadership across Africa at a Gala evening at the Sandton International Convention Centre, in Johannesburg, South Africa.

Nigerian industrial brand, Dangote, was recognized with the inaugural “Brand of the Year” award for their $600m investment in a cement plant in Ethiopia and overall excellence in building the brand across Africa.

Zimbabwean entrepreneur and founder chairman of Econet and Liquid Telecom, Strive Masiyiwa, was recognized with a “Lifetime Achievement”

C E L E B R AT I N G A F R I C A’ S B E ST B R A N D S A N D B R A N D B U I L D E R S

“IN 2025 YOU WILL SEE MORE AFRICAN BRANDS, ESPECIALLY ON THE NEW YORK STOCK EXCHANGE” Strive Masiyiwa – Founder and Chairman, Econet Wireless 2015 Brand Africa Lifetime Achievement Laurate

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award for his leadership in establishing, promoting and sustaining the mobile brand, Econet and other brands over the past 25 years.

Luxury tea brand, Yswara, retailed in premier global establishments such as Galeries Lafayette and Selfridges in Europe, founded by Ivorian entrepreneur Swaady Martin; fashion and retail brand, Kisua, with a growing retail footprint and value chain partnerships across in key African markets, founded by Ghanaian entrepreneur Sam Mensah, and Nigeria’s first major e-commerce platform, Konga, founded by Nigerian entrepreneur, Shingi Shagaya, were recognized as “Emerging Brands of the Year” for their strides in establishing and growing African-made brands.

While brands such as Safaricom’s Mpesa (Vodafone), East Africa Brewers Limited’s Tusker (Diageo, UK) and Jumia (Germany) are categorized in the Brand Africa 100: Africa’s Best Brands as African brands, they are technically not African. Many brands such as these, while originally made in Africa, due mergers, acquisitions or other corporate actions, are no longer predominantly African owned. However they are recognized as African brands because they were built in Africa and inspired by African insights and conditions, and in many cases serve predominantly African consumers.

Therefore, Brand Africa has resolved a convenient and rational approach to determining what is an African brand: a brand that is inspired by African conditions and needs, built in Africa and trades primarily in Africa.

W H AT I S A N A F R I C A N B R A N D ?

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SINCE THE SURVEY AND RANKINGS WERE LAUNCHED IN 2011, BRAND AFRICA 100: AFRICA’S BEST BRANDS HAS YIELDED REMARKABLY CONSISTENT RESULTS

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The survey yields more than 15,000 brand mentions and 2,000 unique brand mentions on average.

The 25 countries sample in the Brand Africa survey collectively account for over 80% of the population and over 80% of the GDP of Africa.

South African, Kenyan and Nigerian made brands account for more than 50% of the Made in Africa brands in the Top 100 most admired brands in Africa.

About 20% of the brands that Africans recall spontaneously are made in Africa brands.

The Top 100 brands cover over 15 categories with technology, non-cyclical consumer, automotive, luxury and apparel brands accounting for more than 60%.

At least 80% of the leading brands in each country are non-African.

Media brands are fragmented and dominated by local brands. However, of the brands that are accessible across more than one market, 80% are non-African.

More than 60% of the Financial Services brands recalled when prompted for the category and continent are made in Africa.

Spontaneous and prompted responses have tended to yield different outcomes. For example, Dangote is often the leading African brand when respondents are prompted for a brand’s continent of origin, but MTN is often the leading African brand spontaneously recalled. Dangote is highly recalled as an African brand possibly because of the strong visibility, recognition, identification and association of the founder and the brand.

T H E TO P 1 0 0 B R A N D L I ST I S M A D E U P O F :

Europe (+/- 40%)

USA (+/- 25%)

Asia (+/- 15%)

African (20%)

It is a random mobile survey using Geopoll’s sophisticated SMS-based research platform conducted among individuals aged 18 and older, in at least 25 countries covering all five economic regions in Africa which represent just under 50% of the continent’s countries but account for an estimated 80% of its population and 80% of its GDP.

A mobile research platform is used due to mobile’s high penetration, effectiveness and expediency in reaching consumers across Africa.

Respondents are probed to spontaneously identify and rank their brand preferences irrespective of country of origin or domicile and then prompted to specifically identify African brands.

The survey results in over 15,000 brand mentions and over 2,000 unique brand mentions which are coded and analysed to ensure there are no duplications or anomalies. Kantar then calculates a score for each brand and a weighted average index that takes into account the sample and population sizes of each country covered. To make the list for the Top 100, the brands have to be recalled in at least one other country other than the domicile market.

Finally, Kantar and Brand Leadership produce rankings for the Top 100 brands in Africa, Top Financial Services Brands, Top Media Brands, Top Sectors, Top Categories and Geographical spread of the Most Admired Brands in Africa and the Most Admired Listed Brands (on African bourses), in recognition of the alignment of brand reputation and the market value of businesses.

The Brand Africa 100: Africa’s Best Brands research is the most comprehensive and most representative consumer-focused survey of brands across Africa based on the most rigorous methodology consistent with global best practices and accepted protocols.

The survey is conducted independently by Geopoll (www.geopoll.com), the world’s leading mobile surveying platform with a database of over 250 million respondents in emerging markets around the globe. Strategic analysis and insights is conducted by Kantar (www.kantar.com), the globally respected consumer knowledge and information company. Strategy and branding is led by Brand Leadership (www.brandleadership.africa), Africa’s leading brand development, integrated marketing communication and activation advisory.

M E T H O D O LO GY

BRAND AFRICA 100: AFRICA’S BEST BRANDS IS AN INDEPENDENT SURVEY CONDUCTED AND ANALYSED BY GLOBALLY RESPECTED SPECIALISTS.

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The results and report are always eagerly anticipated and published annually since November 2013, the Brand Africa 100: Africa’s Best Brands global results and rankings report have been published annually as the lead cover by African Business, the most respected and best-selling pan-African business magazine since 1966, in English. In 2019, it was published in both the English and French editions of African Business.

G LO BA L M E D I A COV E R AG E

Brand Africa is an independent Non-Profit Organisation registered in the Republic of South Africa (NPC 2013/146300/08). It is a signatory of the Independent Code of Governance for Non-Profit Organisations in Africa.

B R A N D A F R I C A

Brand Africa is an intergenerational initiative to inspire a great Africa. It seeks to mobilize African and the diaspora decision makers, thought-leaders, influencers and youth to champion a positive image of Africa, celebrate its diversity and drive its competitiveness. It was launched on 16 September 2010 in South Africa immediately post the FIFA World Cup South Africa to build off the positive sentiments and momentum of the first World Cup in Africa. It is a brand-led movement which recognizes that in the 21st century, brands are a universal vector of the image, reputation and competitiveness of nations and the collective continent.

The inauguration, headlined by renowned Zambian-born economist and best-selling author of Dead Aid, Dr. Dambisa Moyo, and nation branding pioneer and best-selling author of Brand America, Simon Anholt and Professor Vijay Mahajan, best-selling of Africa Rising, was hosted by Brand South Africa in a multi-stakeholder Brand Africa Forum in Johannesburg.

Brand Africa 100 media and communications partners, African Media Agency (AMA) (www.amediaagency.com) and BWC I Burson Cohn & Wolfe (www.bcw-global.com) manages Brand Africa 100 media relations and monitor news across the world.

Over the years, Brand Africa 100: Africa’s Best Brands have been featured on global media channels such as CNN Africa, BBC Africa, CNBC Africa and FT, and the leading local and pan-African multi-media channels.

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Geopoll’s Patricia Githua and Brand Africa’s Thebe Ikalafeng on CNBC Africa discussing the 2019 Brand Africa 100 methodology, results and insights with CNBC Africa’s Nozipho Mbanjwa.

TECHNICAL PARTNERS

MEDIA AND COMMUNICATIONS PARTNERS

HOST AND ORGANIZING PARTNERS

B R A N D A F R I C A 1 0 0 K E Y PA RT N E R S

Brand Leadership is a pan-African brand development, integrated marketing communications and activation partner for decision-makers and brand builders interested in and/or invested in Africa. Established in 2002, Brand Leadership has over the years delivered brand solutions that respond to African conditions, needs and ambitions for brands in diverse industries and markets in the private and public sector brands across Africa www.brandleadership.africa

African Business is an award-winning and best-selling pan-African business magazine. Since its founding in London, United Kingdom, in 1966, it has been the most respected report on African business, providing decision makers with insights and tools to enable them to maintain a critical edge in a continent that is changing the world. www.africanbusinessmagazine.com

The JSE is based in South Africa where it has operated as a market place for the trading of financial products for over 132 years. It connects buyers and sellers in equity, derivative and debt markets. It is one of the top 20 exchanges in the world in terms of market capitalization and is a member of the World Federation of Exchanges (WFE) an dthe Association of Futures Markets (AFM). www.jse.co.za

GeoPoll is a leader in providing fast, high quality market research from areas that are difficult to access using traditional methods. GeoPoll combines a robust mobile surveying platform that has the ability to conduct research via multiple modes with a database of over 250 million respondents in emerging markets around the globe. www.geopoll.com

BCW (Burson Cohn & Wolfe), one of the world’s largest full-service global communications agencies, is in the business of moving people on behalf of clients. Founded by the merger of Burson-Marsteller and Cohn & Wolfe, BCW Africa offers an unequalled footprint across all of Africa. BCW is a part of WPP), a creative transformation company. www.bcw-global.com.

The Nairobi Securities Exchange (NSE) is a leading African Exchange, based in Kenya. Founded in 1954, it offers a world class trading facility for local and international investors looking to gain exposure to Kenya and Africa’s economic growth. It is al member of the World Federation of Exchange, the African Securities Exchanges Association (ASEA), the East African Securities Exchanges Association (EASEA), and the Association of Futures Market and is a partner exchange in the United Nations-led SSE initiative. www.nse.co.ke

Kantar is the world’s leading data, insights and consulting company. We understand more about how people think, feel, shop, share, vote and view than anyone else. Combining our expertise in human understanding with advanced technologies, Kantar’s 30,000 people help the world’s leading organisations succeed and grow. www.kantar.com

African Media Agency (AMA) is a multilingual pan-African Communications agency with a deep knowledge and understanding of the continent. It is recognized as an authoritative source of news for the most influential media houses in every African country. www. amediaagency.com

africapractice is a strategic advisory and communications consultancy that exists at the nexus between the private and public sectors. Dedicated to supporting positive developmental impact and enabling clients to undertake transformative change through effective communications and engagement, africapractice advises some of the largest investors, intergovernmental bodies, international development partners, and governments across the Africa. www.africapractice.com

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www.brand.africa

Brand Africa is incorporated in the Republic of South Africa as a Non Profit Company (NPC 2013/146300/08).