Only 14% of Africans are loyal to local brands

Source: Capital FM Kenya
Author: Agence France-Presse, Laban Wanambisi, Ann Kamau, Sharon Resian

NAIROBI, Kenya, MAY 28 - A majority of Africans prefer international brands, a new analysis shows, highlighting their preference for international brands.

For the second time in a row, Brand Africa's 14 annual Brand Africa 100 shows that the most popular brands in Africa are South African telecommunications group MTN, Nigerian conglomerate Dangote, and Zambian consumer group Trade Kings.

Others are Nigerian telecommunications group Glo, South African media group DStv, and Ethiopian Airlines.

South Africa (5) and Nigeria (5), along with Ethiopia (1), Zambia (1), Zimbabwe (1), and Tanzania (1), are the only six African nations that make up the 14 percent share of the Top 100.

"While the share of African brands remain a disappointing 14%, with Africans overwhelmingly believing that mostly Africa will contribute to a better Africa, as nations continue to create an enabling environment for African entrepreneurs and the AfcFTA opportunity is realized, it's just a matter of time, but ultimately the share of African brands will increase," says Thebe Ikalafeng, founder and chairman of Brand Africa.

In contrast, European products and firms account for 37 percent of the Top 100, while North America declined 12,5 percent to 28 percent as Asia grew its share by 23,5 percent to capture 21 percent of the African market.

Nike, Adidas, Samsung, Coca-Cola, and Apple have all retained their positions for the fifth consecutive year as the top five most admired brands in Africa.

Kenya's Equity Bank leapfrogs African banking giants to take pole position as the most admired financial services brand in Africa.

"African nations account for 64% of the Top 50 most admired countries, with South Africa, Nigeria, United States, China and Kenya the top 5 countries perceived to contribute to a better Africa," the report says.

"All members of the newly expanded 9-member BRICS block, except Iran made the list, that's dominated by Southern and West Africa which account for 44% of the Top 50 nations Africans admire globally."