MTN and Industrial Conglomerate Dangote & USA Sports Apparel – Nike taken top: For most Admired Brand in Africa
By Abdul Rahman Bangura–
NEW AFRICA DAILY NEWS (NADN) Freetown, Sierra Leone- The originator of Africa-focused advisory firm, Brand Leadership – Thebe Ikalafeng established Brand Africa in 2009 as a non-profit civil institution primarily to marshal an agenda for the African continent.
May 25th, 2020 the Brand Leadership declared American sports outfits and gear Nike – Nike had carried the top spot for the third year in a row as the most adored brand in Africa, with mobile telecommunications group MTN and industrial conglomerate Dangote seizing top honors among homegrown brands.
Established over a decade to occur simultaneously with the 2010 FIFA World Cup which was hosted for the first time on the continent by South Africa, the ‘Brand Africa 100: Africa’s Best Brands” rankings show that African companies only occupied thirteen spots in the 2020 survey, seven less than last year.
“It’s concerning that in the 10 years since the triumphant FIFA World Cup in South Africa which globally highlighted the promise and capability of Africa, and despite the vibrant entrepreneurial environment, Africa is not creating more competitive brands to meet the needs of its growing consumer market,” stated founder Thebe Ikalafeng – Chairman of advisory firm Brand Leadership.
“African brands have an important role in helping to build the image, competitiveness, and transforming the continent’s promise into a real change.”
In the circumstance, Nigeria’s Guaranty Trust Bank (GT Bank) resulted in the top spot in monetary employment.
The consumer-led survey was administered among a democratic category of respondents aged 18 years and above in twenty-seven nations, exemplifying 50% of the continent, encircling all financial regions and accounting for an estimated 80 % of the population and gross domestic product of Africa.
Out of the top 100 brands in 2010/2011, only half still seemed in this year’s list, due to consolidations, accessions, and the obsolescence of many brands.
The 2020 rankings saw a powerful operation from payment service firms PayPal, Western Union and Visa, as digitization and digital-led economies are expected to expedite acutely the more, thus the COVIDd-19 pandemic which has necessitated physical distancing.
For New Africa Daily News Abdul Rahman Bangura Reports, Africa Correspondent