African Business
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The Bestselling Pan-African Business Magazine Our Top 100 Who, where, why and how much? Interview Thebe Ikalafeng, Founder, Brand Africa Ecobank Building an iconic brand MTN Taking Africa global African Why local brands need to own the African space INSIDE Breakdown of Africa’s favourite brands BUSINESSAn IC Publication 48th Year Special Edition November 2015 by category, and how much they’re worth The definitive ranking of Africa’s most admired and most valuable brands An independent African Business Brand Africa 100 report supported by MTN TopBrandsCover.indd 2 21/10/2015 09:42 EVERY DAY, OUR ENERGY KEEPS THE WHEELS OF BUSINESS TURNING AND TURNING We set businesses free. Free from worrying about the We have been investing and innovating in sub-Saharan quality and supply of the fuels, lubricants and LPG they Africa for over 25 years. Asking businesses, large and rely on day after day. Free to focus on what they do best. small, what they need most. We then provide the energy solutions that keep them moving and growing. We master every stage of the process from sourcing, blending and storage to distribution, on-site management Our integrated energy platform is simple yet remarkable. and waste disposal. So you can rest assured that we can Our energy keeps the wheels of your business turning help your business run smoothly and reliably. and turning. So you can devote your energy to making it a success. oryxenergies.com TopBrandsCover.indd 4 20/10/2015 15:36 in association with UNITED KINGDOM IC PUBLICATIONS 7 Coldbath Square London EC1R 4LQ Tel: +44 20 7841 3210 Fax: Admin +44 20 7713 7898 Editorial: +44 20 7841 3211 [email protected] www.africanbusinessmagazine. com Contents FRANCE IC PUBLICATIONS 609 Bat A 77 rue Bayen 75017 Paris 4 Number crunching: putting the 2015 17 Most admired brands by category Tel: +33 1 44 30 81 00 Fax: +33 1 44 30 81 11 rankings into perspective [email protected] www.icpublications.com 18 Strongest African brands FOUNDER 7 Tables: The top 10 most valuable and Afif Ben Yedder most admired African brands 20 Interview: Thebe Ikalafeng EDITOR Lanre Akinola ASSOCIATE EDITORS 8 Top 100 most admired brands 22 The MTN story Tom Nevin Gerard Choisnet Ridha Kefi Hichem Ben Yaïche 10 Our Methodology 24 Ecobank: Building an iconic Neil Ford CORRESPONDENT- pan-African brand AT-LARGE Stephen Williams 11 Top 25 most admired financial EDITORIAL ASSISTANT services brands 28 Selected country by country ranking Carole Lambert CORRESPONDENTS Sherelle Jacobs 12 Top 100 most valuable brands 32 Ranking by country of origin Wanjohi Kabukuru Frederick Mordi Richard Seymour Dominique Magada Nasseem Ackbarally 15 Top 25 most admired media brands 34 End note: View from abroad GROUP PUBLISHER Omar Ben Yedder o.benyedder @icpublications.com VP DEVELOPMENT Saliba Manneh [email protected] SENIOR PROJECT MANAGER Darren Moore [email protected] ADVERTISING SALES DIRECTORS Medrine Chitty Nick Rosefield James Olweny ADVERTISING [email protected] DISTRIBUTION [email protected] PRODUCTION MANAGER Richard Briggs All the rankings in our survey are independently produced and advertisers and sponsors have no bearing on the final results. TopBrands.indb 3 21/10/2015 10:08 4 African Business November 2015 Brand Africa’s founder and Brand Finance Africa’s chairman, Thebe Ikalafeng, gives a perspective on the key trends in the 2015 BrandAfrica 100, a proprietary methodology based on the Geopoll, TNS consumer research and Brand Finance valuation. ESTABLISHED BRANDS IN AFRICA HOLD THEIR GROUND While the scope of Brand Africa 100 has broadened from eight countries in 2014 to 22 in 2015, the established non-African brands and their African challengers have maintained their positions in the hearts and wallets of African consumers. An African Business special report. The Pride of Africa The Pride of Africa TopBrandsOpening Publisher Proof Reader TopBrands.indb 4 21/10/2015 10:09 Creation date 06/22/15 Editor Production Manager Modification date October 21, 2015 10:06 AM Art Director Advertising Manager Output date 10/21/15 Subeditor Picture Editor November 2015 African Business 5 in association with he World Bank forecasts that sub-Saharan Africa’s Best Brands Africa growth is likely to slow down to 3.7% in The perennial super brands in Africa, MTN, Samsung 2015 compared to growth of 4.6% last year – its and Coca-Cola are again the undisputed Top Three Most lowest level since 2009 because of factors includ- Admired Brands for the second year in a row. MTN ing the slowdown of growth of China, slumping has moved a position to be the most admired brand in commodity prices and electricity challenges Africa and maintained its rank as the most valuable in countries such as South Africa, Nigeria and African brand. Samsung, number three on the list in Zambia among the contributing factors. Similarly, the 2014, has jumped to number two, and Coca-Cola, the growthT in the value of the Brand Africa 100 top brands most admired brand in 2014, has dropped to the third has decreased to 1.8% compared to a massive 40.3% be- most admired brand. Consistent with the various global tween 2013 and 2014. brand leagues, Apple is the dominant valuable brand – The US accounts for 23% of global GDP, and the US in Africa as it is everywhere. Given the large increase in continues to lead the country of origin table with 21% sample size and country coverage from 2014 to 2015, the of the Brand Africa 100 Most Admired Brands being of stability in the top three is striking, arguably attribut- US origin, with a dominant 50% ($453.8 billion) share of able to their wide penetration on the continent and their the value of the Brand Africa 100 Most Valuable Brands consistent brand strength and investment. ($922bn). Twelve brands – mostly non-African – are admired in In the 2015 Brand Finance Global 500, the US accounts almost all the leading African economies in the survey: for roughly the same share of value (54% or $1,306bn) but Samsung (22/22 countries sampled), Coca-Cola, LG and for more than double the number of brands (46 compared Nokia (21/22), Apple, Toyota and Nike (20/22), Sony and to 21 in Africa), underlining the dominance and penetra- Adidas (19/22) and Mercedes Benz and Puma (18/22). tion of Made in the USA brands in Africa. MTN is the most prominent pan-African brand Led by the dominant ‘branding nations’ - the US, among the Top 100 Most Admired Brands in Africa, UK and Japan - 13 of the 20 Brand Finance Most Valu- operating in 17 and among the Top 10 in seven African able Nation Brands from 2014 are among our top 20 list countries. when we rank brands by country of origin. Brands are Six of these brands, Samsung, Coca-Cola, Apple, increasingly global. Toyota, Nike and Mercedes Benz are also among the While the number of African brands in the Brand top 50 brands on the Brand Finance Global 500 rankings Africa 100 has remained relatively stable – 24%, 25% and underlining these brands’ global dominance, including 23% in 2013, 2014 and 2015 respectively – the number Africa. of non-African brands’ countries of origin has stead- ily diversified from 17 in 2013 to 19 in 2014 to 21 in 2015. Biggest Shifts Similarly, African brands have maintained their negligible Although a year-to-year comparison is difficult given value of a 1% share among the Brand Africa 100 Most the increase in the sample size and countries covered in Valuable Brands. 2015, several brands improved their overall ranking. Out Overall, the leading brands, either African or interna- of the top 10 brands, Mercedes Benz made the biggest tional, have held their ground over the past three years. leap, jumping from #17 in 2014 to #10 in 2015. This was Forty eight brands have featured consistently since 2013, due to the motor vehicle brand’s strong showing in many and comparing this year with the last, 66 brands again countries, including several not included in the 2014 feature in our Top 100. ranking, ranking in the top 15 in Cameroon, Senegal, The lack of real penetration of African brands may be Ethiopia, Malawi, Mozambique, Tunisia and DR Congo. attributed to the very strong drive by non-African brands In the top 50, Google had the largest improvement in to focus, invest and grow their investments in Africa – the ranking overall, moving from #94 last year to the #30 continent with the greatest opportunity for growth out- most admired brand in 2015. This can also be attributed side of the more mature western and developed markets. to its high ranking in the North African countries not Overall, the 2015 Brand Africa 100 list shows the di- included in last year’s study: the technology giant came in versity of brands operating on the continent, with apparel at #4 in Morocco, #7 in Egypt, and #13 in Tunisia, show- brands accounting for 14% (19% when combined with ing the brand’s strength in North Africa, where internet the sport category), electronics/computers at 16%, auto penetration is often higher than in the rest of Africa. manufacturers at 13%, telecommunications at 11%, and Unsurprisingly, Google has been quite active in the alcoholic beverages rounding off the Top Five at 10%. continent, launching #GoogleTransitKE in Kenya, which TopBrandsOpening Publisher Proof Reader TopBrands.indb 5 21/10/2015 10:09 Creation date 06/22/15 Editor Production Manager Modification date October 21, 2015 10:06 AM Art Director Advertising Manager Output date 10/21/15 Subeditor Picture Editor 6 African Business November 2015 Top Brands helps people plan public transport trips on the matatu Airtel, and LG, and six within the top 20 brands, includ- (minibus) system – the first informal network to be ing Apple, are in the mobile industry.