Brand Africa, an independent non-profit organisation registered in South Africa, yesterday announced its Africa’s 100 best brands in 2020 during the tenth anniversary of the rankings. African Brands had very little to smile about and only one Kenyan brand survived the tough competition of most admired brands in Africa.
Tusker, a beer brand owned by East African Breweries was the only one that made it to the list sitting at position 73 out of 100, with Telco giant Safaricom and largest financier Kenya Commercial Bank falling off the ranks they proudly held last year. Generally, African brands underperformed. Of the 54 countries only South Africa, Kenya, Nigeria and Ethiopia were featured. South Africa’s Shoprite and was among the five firms that were listed, while Nigeria’s Jumia and Dangote were among the six brands that clinched the top 100 positions. Ethiopia’s apparel label Anbessa at position 26.
Brand Africa Chairman and Founder Thebe Ikalafeng noted that the continent is losing its entrepreneurial competitive edge, from this latest rankings.
“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,” he said.
A trustee of the organization advised that Brands need to increase investments to engage with their customers and be able to be more competitive both in value. A committed digital engagement due to the growth of internet penetration and using online social brand communications and strategic long term product innovations will unlock their limited brand strategies that have cost them in these rankings.