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Africa's best brands.

We are pleased to renew our partnership with Brand Africa in publishing this unique ranking of all brands active in Africa today. The first annual listing appeared last year in the November 2013 issue.

The listing consists of several elements: 1) The 100 Most-Admired Brands in Africa. The aim was to find out from consumers in the field which brands they liked the most and to rank them. 2) The Most-Valuable Brands: Employing a complex system, Brand Africa and its partners have worked out the current market value of the brands themselves.

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While the listings themselves give us a fascinating idea of how brands are perceived in the African market and what sort of value they have built up, the data is invaluable to the companies themselves, as they present a true image of what consumers think, and also to investors. The tables show that local (and increasingly international) African brands can more than hold their own against the might of the large global multinationals, even if the resources they can deploy in brand building are a fraction of those available to their global rivals.

Global giants reclaim the high ground

Economic growth in Africa, which is expected to register 4.7% this year and 5% in 2015, a faster pace of urbanisation and rapidly expanding middle class, have placed Africa among the new attractive retail and consumer markets in the world. Consumer spending is projected to reach $1 trillion by 2020.

The key trends underpinning Africa's consumer growth includes an expanding pool of the working age population, the rapid growth of cities, changing consumer behaviour, greater mobility, improving business and trade environments and rising incomes.

According to New World Wealth, the rate of increase in millionaires and multimillionaires in Africa is among the highest in the world.

South Africa alone has broken the world record: the number of millionaires has grown by 106% over the last decade and multimillionaires by 102%. This easily beats the global average of 58% for millionaires and 71% for multimillionaires.

Africa is home to about 100,000 dollar millionaires--an increase of 7.4% over last year. The number of Nigerian millionaires is expected to grow by 47% over the next four years.

With Africans becoming wealthier, and travel and technology virtually obliterating borders and barriers, Africans have been exposed to, and are demanding, growing options in local and international brands.

Admired and Valuable

This is the second time that African Business is teaming up with Brand Africa to publish tables that rank all the brands active on the continent. For the purposes of this evaluation, Brand Africa has divided brands into African brands (African in origin) and non-African brands (international brands operative in Africa) which are more likely than not to be major global brands.

There are two major tables (pages 20 to 26) in this report. Using the table of 100 Most-Admired Brands in Africa, we then established the brand value of these brands and created a separate ranking: The Most-Valuable Brands. The value was established by crunching a number of metrics including financial statements. There were 15 private companies whose financials were not available and where the brand value, therefore, could not be established.

The tables that we published last year showed that, contrary to expectations, top African brands not only held their own against the multinational giants, they outperformed them in the Most-Admired brands category. However, non-African brands dominated the listings.

This time around, non-African brands have continued their numerical domination, increasing their presence from 73% on last year's list to 80% this year, compared to a decline of 7% for African brands.

However, African brands have fared poorly in terms of their brand values: the value of African brands has declined by 3% compared to an astounding rise of 18% for non-African brands.

On the face of it, this seems disastrous for the future of African brands. However, if you factor in that the South African rand has lost 23.4% of its value against the dollar and that South African brands represent 65% of the African brands on the list and have a combined value of 91%, the figures begin to tell a different story. Had there been no depreciation of the rand, African brands would have outgrown non-African brands by 20.8%.

Nevertheless, non-African brands, with their long history, well-established systems and brand-development experience, and which dominate the technology and auto sectors (which together represent 59% of the value on the list and 31% of the most-admired brands), would still command a gigantic presence in Africa.

Telecoms hold their own

The 2014 Brand Africa 100 illustrates perfectly that while it is not impossible to build a market-dominant brand from within Africa, it is just more challenging. Among the range of difficulties that a home-grown brand faces is the ever-increasing crowd of global brands, most of them giants of their industries, which are looking for alternative growth markets.

While the top 100 Most-Admired Brands in Africa list contains a respectable 22 African brands, it does highlight the continued dominance of global brands on the continent--or rather the growth opportunity for African brands. One industry where African brands have managed to hold their own, and in some cases lead the way, is in telecommunications. Almost 50% of Africans (more than 500m) own a mobile phone. The likes of MTN, GLO, and Tigo are examples of brands that have grown to giant status on the continent.

Tigo is the most notable success story, adding 82% to its brand value over the year. While it may not have its origins in Africa, the brand has spent much of its life developing in emerging markets and the lessons learned seem to be paying dividends.

It is also worth noting that 28 of the brands in the Most-Admired Brands table come from either the telecommunications or electronics/computer sector, highlighting the importance of these categories in Africa.

African brands have also managed to maintain their strong position in the Food sector with Tiger Brands and Peak Milk emerging as the most-admired brands in the sector. In the beer market, the likes of Tusker and Nile are success stories beyond the obvious SABMiller. Tusker has seen an 18% growth in brand value.

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In contrast to telecommunications, the electronic/computer sector is dominated by global mega brands from North America and the East. Many of the top-performing brands in this sector are those that have managed to join the expanding mobile device market, the likes of Samsung, LG, Sony and Apple.

Not surprisingly, given the high cost of entry, the auto category, which represents 14% of the most-admired brands and 22% of the value of the list, is dominated by global brands.

Equally unsurprising, given the relatively uncompetitive textile and manufacturing industry in Africa, is that the apparel category, at 12% of the most-admired brands and 5% of the value, is also dominated by non-African brands such as Nike and Adidas, and Levi's and the highly aspirational brands such as Gucci and Louis Vuitton--brands which are abundantly present in the counterfeit markets in Africa.

Biggest surprise

The media and financial sectors produced the biggest surprise with obvious media brands such as CNN, CNBC Africa, and Al Jazeera, and the dominant retail banks failing to crack the top 100. Instead, traditional broadcast media such as BBC, which has a long history in Africa and extensive coverage through the BBC World Service radio channel, and DStv, which enables television broadcasts across Africa, feature prominently.

This is probably because this year's survey reached greater numbers of rural and urban citizens, who appear to have greater reliance on these broadcasters. In a largely unbanked continent, where cash is still the main medium of transactions, financial services hardly figure in most people's minds.

While social media brands such as Google, Facebook and LinkedIn are among the most valuable, they hardly register at all among the top 100 Most Admired; only Google, at No. 94 makes the list. The results of the Brand Africa 100 illustrate the startling reality of the admiration, inspiration and aspiration a large global brand may bring to the hearts and minds of an emerging Africa. While smaller African brands are slowly building and growing, it is the larger global brands that are able to capture most of the attention. For example, while DStv has continued to expand across the continent, the broadcaster still ranks 20 places below the BBC in terms of admiration and is dwarfed in brand value--with the DStv brand valued at 5827m and the BBC valued at 55,033m.

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Interestingly, in this survey, respondents spontaneously mentioned countries among the admired brands. Ironically, Africa itself was mentioned as one of the most admired brands.

Of the top 10 most-admired nations (see above), the US ranked the highest. Nigeria, the continent's largest economy and most populous nation, ranked second. Somewhat surprisingly, South Africa, which was ranked the most valuable African nation by brand value at 5270m (ahead of Nigeria at Smm and Egypt at 570m) in the Brand Finance African nation branding list of the most-admired nations by Africans, ranks seventh, behind the likes of Japan, Brazil, China and Ghana (sixth) and Nigeria in second place.

In this year's ranking Brand Africa 100, South Africa, Nigeria and Kenya, collectively account for 98% of Africa's most admired brands. However, while the continent is still very much dominated by large multinational non-African brands with their big budgets and innovative products, it remains to be seen whether they will gobble up the emerging African stars or whether it is these African stars, with their direct understanding and connection to people on the continent who will be able to rise above the noise and lead the way.

As African consumers' incomes and confidence in, and identity with, Africa rise, they will demand and support products that reflect their heritage and accelerate Africa's development. Thus, brands will remain a key catalyst and measure of Africa's growth and development.

$827m

DStv has continued to expand across the continent. The broadcaster still ranks 20 places below the BBC in terms of admiration and is dwarfed in brand value--with the DStv brand valued at $827m and the BBC valued at $5,033m

Why are brands important?

According to Wikipedia a brand is a "name, term, design, symbol, or any other feature that identifies one seller's goods or services as distinct from those of other sellers." Simple? Well not really.

Why are brands important?

A 'brand' is built on expectation and experience. In its simplest form, it is the associations people make when they see, hear or think of your organisation or product.

A brand is not simply a logo or symbol. Though a brand often includes a logo, it is also defined by specific fonts, colour schemes, symbols and even sound. All these elements are developed to collectively represent implicit core values, ideas, and even personality or tone of voice. It also includes how you present yourself to your customers--how you answer the telephone, the signage at the main entrance to your office or shop front, any promotional items or banners, the uniforms your staff wear, any promotional items, newsletters or banners that are used internally and externally. All these elements together form the basis of your overall brand.

So, why are brands so important?

In a highly competitive and visual-led marketplace, the 'look', styling and tone of your brand identity is essential. It should reflect the personality, ethos and spirit of the organisation while visually appealing to a wide audience. The power of a brand derives from a curious mixture of how it performs and what it stands for. When a brand gets the mix right it makes us, the people who buy it, feel that it adds something to our idea of ourselves.

In a world that is bewildering in terms of competitive clamour, in which rational choice has become almost impossible, brands represent: clarity, reassurance, consistency, status, membership. In fact, everything that enables a human being to help to define themselves. Brands represent personal identity.

What makes a brand successful?

A brand's success relies on the repetitive delivery of a consistent message. It is typically designed to cause immediate recognition by the viewer, inspiring trust, admiration, loyalty and an implied superiority.

Therefore, the most important aspects of creating and building a successful brand can be summarised as:

* Consistency

* Instant recognition

* Desirability (aspirational)

* Repetition.

Why do you need your brand to be consistent and repetitive? If you repeat something often enough people will believe the messages that you are communicating.

Creating and sustaining trust is what branding, above everything else, is all about. The best and most successful brands are completely coherent. Every aspect of what they do and what they are reinforces everything else.

A successful, consistent brand identity will distinguish and give recognition to your organisation as well as creating a 'desirability' factor for existing and potential new customers, employees, supporters and stakeholders.

Source: JUMP brand strategy, design and innovation agency

The Methodology

In determining the rankings for the Brand Africa 100: Africa's Best Brands, Brand Africa, uses a two-phase process that integrates consumer research and financial valuation.

In the research phase, Brand Africa's partner, TNS Global, the world's largest information research firm, in partnership with Geopoll, the leading mobile survey platform with a database of nearly 200m users in emerging markets, set out to identity the most admired local and global brands in Africa.

A representative sample of eight countries, covering the major sub-Saharan Africa (SSA) regions were selected for the survey. These are: Ghana and Nigeria (West Africa); Kenya, Tanzania and Uganda (East Africa); DR Congo (Central Africa) and Mozambique and South Africa (Southern Africa).

Collectively, these countries represent 51% (477m) of SSA population and 67% ($1,065 trillion) of Africa's GDP. These countries' brands are also often the dominant brands within their regions.

Using Geopoll's sophisticated mobile SMS technology for data collection, individuals aged 18 and older in these countries were asked to rank their top three 'most admired global or local brands' in order of first to third. The survey resulted in 2,674 respondents across the regions and yielded 8,600 brand mentions, representing over 2,800 brands as each responder provided a list of three brands each.

The mobile methodology is a change from previous years where the consumer input was sourced through face-to-face home interviews. Because of the high penetration of mobile telephony as a primary mode of communication and increasingly for consumer transactions in Africa, this methodology ensures a wider reach and higher penetration and expediency in conducting research.

With the final coded data, TNS calculated a score for each brand and created an index that takes into account the sample and population sizes of each country, weighted on gender and age.

The data from the various countries was then combined and reweighted based on the population size of each country to ensure that the final dataset is not only representative of the population within each country but also sub-Saharan Africa overall.

Due to the large number of brands, the final index scores become relatively low; as one moves down the list in terms of ranking the difference in scores between the brands becomes smaller and smaller. Some of the brands that miss the final 100 cut thus miss it very narrowly.

Valuation Phase

In the valuation phase, Brand Africa's partner, Brand Finance, the world's leading brand valuation and strategy firm, uses the 'royalty relief' methodology to value the identified top 100 Most-Admired brands.

The royalty relief methodology is based on the hypothesis of what anyone would have to pay the brand owner in licence fees (royalties) if they wanted to use their brand.

The royalty relief method is the most accepted in the accounting and legal fields for three main reasons. First, it uses real-life existing agreements and transactions as a reference. Second, it's based on publicly available financial and economic data. Third, it is compliant under the International Valuation Standards Council to determine the fair market value of brands.

The first step is to calculate the Brand Strength Index by benchmarking the brands against each other across three main areas: Brand Support, Brand Equity and Brand Performance.

The next step is to work out the royalty rate that may be applicable to a particular brand referencing databases of existing royalty agreements for brands in various sectors.

The final step is to calculate the brand value. This is done by forecasting future revenues (based on historic revenues, equity analyst forecasts and economic growth rates), then applying the royalty rate to those forecasts to estimate the brand contribution or licence fee for the brand, and to finally tax and discount the contributions to a net present value, which equals the brand value.

In previous years, we have provided global and African brand values for each brand. This task was difficult and relied heavily on segmented reporting by each company, which varied widely. Due to this inconsistency, we have elected to provide only the global brand values going forward. Brands owned privately have also not been valued due to limited availability of required data.

The process by which national brands are quantified is fairly complex. It is based on total value using a royalty relief method that quantifies the royalty that would be payable for a brand's use if it were controlled by a third party.

Each nation brand is assigned a rating between AAA (very strong) to DDD (failing) in a format similar to a credit rating. This grade is the result of Brand Finance's Brand Strength Index (BSD; a measure based on scores in the Nation Brand Impact(tm) Framework segments comprising Investment, Tourism, Product, Talent and a general segment.

The royalty rate is precisely calculated based on different sectors of the economy, and then applied to projected GDP over the next five years. A discount rate is then applied to this total to account for the time value of money and associated risk. This result quantifies the value that the brand brings to the economy.

Overall, the Brand Africa 100 methodology produces a table which uses a rigorous consumer and insights-led methodology which, while globally consistent, is unique for the African market.

The Report was compiled by Thebe Ikalafeng, founder, Brand Africa, Oliver Schmitz, managing director, Brand Finance Africa, and Rupert Kemp, valuation director, Brand Finance Africa.

By Rupert Kemp, valuation director, Brand Finance Africa and Karin Du Chenne--TNS Africa, Mediterranean and Middle East Region
Most-Valuable African Brands

             BRAND
ADMIRATION   VALUE                 BRAND VALUE
RANK         RANK     BRAND        2014 US$M     DOMICILE

2            36       MTN          5,381         SA
91           64       Woolworths   885           SA
35           66       Shoprite     834           SA
59           67       DStv         827           SA
83           68       Spar         679           SA
82           69       Castle       655           SA
45           70       Pick n Pay   647           SA
70           74       Safaricom    357           Kenya
23           75       Tusker       263           Kenya
36           76       Dangote      253           Nigeria

MOST-ADMIRED BRANDS IN AFRICA (1-50)

             BRAND
ADMIRATION   VALUE                       ADMIRATION
RANK          RANK    BRAND              SCORE        DOMICILE

1                 6   Coca-Cola          827          United States
2                36   MTN                635          South Africa
3                 2   Samsung            617          South Korea
4                51   Nokia              459          Finland
5                 5   Toyota             432          Japan
6                --   Glo                345          Nigeria
7                27   Adidas             289          Germany
8                59   Tigo               278          Luxembourg
9                21   LG                 251          South Korea
10               14   Nike               236          United States
11               44   Airtel             193          India
12               22   Sony               129          Japan
13               54   Vodacom/fone       129          United Kingdom
14                1   Apple              125          United States
15               --   Tecno              122          Hong Kong
16               19   Pepsi              99           United States
17               11   Mercedes-Benz      97           Germany
18               60   Guinness           97           United Kingdom
19               12   Honda              88           Japan
20               35   Unilever           77           United Kingdom
21               52   Puma               68           Germany
22               31   Gucci              68           France
23               75   Tusker             66           Kenya
24               29   Amour (Avon)       65           United States
25               46   Etisalat           65           UAE
26               48   Fanta              60           United States
27               15   Nestle             58           Switzerland
28               81   Maltina            57           Nigeria
29                7   BMW                47           Germany
30               39   Mazda              47           Japan
31               57   Amstel Malta       46           Netherlands
32               --   Marsavco           42           DRC
33               82   Tiger Brands       41           South Africa
34               85   Nile beer          41           Uganda
35               66   Shoprite           41           South Africa
36               76   Dangote            38           Nigeria
37               24   Panasonic          35           Japan
38               37   BBC                34           United Kingdom
39               18   HP                 34           United States
40               72   Omo                34           United Kingdom
41               49   Levi's             33           United States
42               --   Toyo Soap          32           Kenya
43               62   Guess              30           United States
44               28   Zara               27           Spain
45               70   Pick n Pay         26           South Africa
46               17   Orange             26           France
47               --   Peak Milk          26           Nigeria
48               50   Jeep               25           United States
49                9   Mitsubishi         25           Japan
50               63   Dolce & Gabbana    25           Italy

ADMIRATION   INDUSTRY                   CHANGE
RANK         GROUP                      ON 2013

1            Beverages                      +1
2            Telecommunications             +1
3            Electronics/Computers          +2
4            Electronics/Computers          -3
5            Auto Manufacturers             -1
6            Telecommunications             +4
7            Apparel                        +6
8            Telecommunications            +33
9            Electronics/Computers          -3
10           Apparel                        -1
11           Telecommunications             +7
12           Electronics/Computers          +3
13           Telecommunications             +6
14           Electronics/Computers          --
15           Electronics/Computers         +24
16           Beverages                      +6
17           Auto Manufacturers             -1
18           Beverages                      +5
19           Auto Manufacturers             -7
20           Consumer, Non-Cyclical         +4
21           Apparel                       +29
22           Apparel                       +26
23           Beverages                     +33
24           Cosmetics/Personal Care        --
25           Telecommunications            +27
26           Beverages                      +6
27           Consumer, Non-Cyclical         +1
28           Beverages                      --
29           Auto Manufacturers             +1
30           Auto Manufacturers             --
31           Beverages                      --
32           Consumer, Non-Cyclical         --
33           Consumer, Non-Cyclical         --
34           Beverages                      --
35           Retail                         --
36           Consumer, Non-Cyclical        -28
37           Electronics/Computers         +10
38           Media                          --
39           Electronics/Computers         +45
40           Consumer, Non-Cyclical        -26
41           Apparel                       +13
42           Cosmetics/Personal Care        --
43           Apparel                        --
44           Retail                         --
45           Retail                        +14
46           Telecommunications             --
47           Food                          -40
48           Auto Manufacturers             +7
49           Diversified Manufacturer       --
50           Apparel                        --

MOST-ADMIRED BRANDS IN AFRICA (51-100)

             BRAND
ADMIRATION   VALUE                       ADMIRATION
RANK          RANK    BRAND              SCORE        DOMICILE

51               16   Ford               25           United States
52               26   Dell               24           United States
53               25   Philips            23           Netherlands
54               61   BlackBerry         23           Canada
55               79   Blue Band          23           United Kingdom
56                4   Microsoft          23           United States
57               43   Lenovo             22           China
58               42   Sprite             22           United States
59               67   DStv               22           South Africa
60               83   PZ Cussons         22           United Kingdom
61               58   HTC                21           Taiwan
62               55   Mirinda            21           United States
63               84   Koo                21           South Africa
64               30   Cadbury            20           United States
65               77   Game               20           South Africa
66               38   Sharp              20           Japan
67               --   Bugatti            19           France
68               56   Reebok             19           Germany
69                8   Volkswagen         19           Germany
70               74   Safaricom          19           Kenya
71               45   RFC                19           United States
72               --   Itel               18           Africa
73               --   Azam               18           Tanzania
74               40   Land Rover         18           India
75               53   Smirnoff           17           United Kingdom
76               20   Toshiba            17           China
77               78   Cell C             17           South Africa
78               10   McDonald's         16           United States
79               71   Revlon             15           United States
80               73   Versace            15           Italy
81               --   Ukwano             15           Uganda
82               69   Castle             14           South Africa
83               68   Spar               14           South Africa
84               41   Alcatel            14           France
85               --   Toyota Prado       14           Japan
86               --   Redbull            13           Austria
87               47   Procter & Gamble   13           United States
88               13   Nissan             13           Japan
89               --   Kakira             13           Uganda
90               34   Louis Vuitton      13           France
91               64   Woolworths         13           South Africa
92               33   Dove               13           United Kingdom
93               32   Nivea              13           Germany
94                3   Google             13           United States
95               80   Star Beer          13           Nigeria
96               --   Kiwi               12           United States
97               65   All Star           12           United States
98               --   Lacoste            12           France
99               23   Porsche            12           Germany
100              --   Hummer             12           United States

ADMIRATION   INDUSTRY                   CHANGE
RANK         GROUP                      ON 2013

51           Auto Manufacturers             --
52           Electronics/Computers         +35
53           Electronics/Computers         -36
54           Electronics/Computers         -18
55           Food                          -26
56           Electronics/Computers          --
57           Electronics/Computers          --
58           Beverages                      --
59           Media                          --
60           Cosmetics/Personal Care        -9
61           Electronics/Computers          --
62           Beverages                      --
63           Food                           --
64           Food                          -37
65           Retail                         --
66           Electronics/Computers         -46
67           Auto Manufacturers             --
68           Apparel                        --
69           Auto Manufacturers             --
70           Telecommunications            -39
71           Retail                         -5
72           Telecommunications             --
73           Food                          -38
74           Auto Manufacturers             --
75           Beverages                      --
76           Electronics/Computers          -9
77           Telecommunications             --
78           Retail                        -10
79           Cosmetics/Personal Care        --
80           Apparel                        --
81           Consumer, Non-Cyclical        -56
82           Beverages                     -11
83           Retail                         --
84           Electronics/Computers          --
85           Auto Manufacturers             --
86           Beverages                      --
87           Consumer, Non-Cyclical         --
88           Auto Manufacturers            -27
89           Food                           +4
90           Apparel                        --
91           Retail                         -1
92           Cosmetics/Personal Care        --
93           Cosmetics/Personal Care       -48
94           Media                          --
95           Beverages                      --
96           Consumer, Non-Cyclical         -1
97           Apparel                        --
98           Apparel                        --
99           Auto Manufacturers             --
100          Auto Manufacturers            -39

Most-Admired Nations by Africans

RANK   COUNTRY        ADMIRATION   BRAND VALUE
       BRAND          SCORE        2013 US$M

1      USA/America    116          17,990
2      Nigeria        96           111
3      Japan          65           2,263
4      Brazil         51           1,478
5      China          26           6,109
6      Ghana          22           20
7      South Africa   20           270
8      Kenya          19           19
9      Dubai (UAE)    14           249
10     Tanzania       12           13

MOST-VALUABLE BRANDS (1-50)

                                         BRAND
             BRAND                       VALUE
ADMIRATION   VALUE                       2014
RANK         RANK     BRAND              US$M      DOMICILE

14           1        Apple              104,680   United States
3            2        Samsung            78,752    South Korea
94           3        Google             68,620    United States
56           4        Microsoft          62,783    United States
5            5        Toyota             34,903    Japan
1            6        Coca-Cola          33,722    United States
29           7        BMW                28,962    Germany
69           8        Volkswagen         27,062    Germany
49           9        Mitsubishi         26,145    Japan
78           10       McDonald's         26,047    United States
17           11       Mercedes-Benz      24,172    Germany
19           12       Honda              22,152    Japan
88           13       Nissan             21,194    Japan
10           14       Nike               20,821    United States
27           15       Nestle             20,273    Switzerland
51           16       Ford               20,236    United States
46           17       Orange             19,851    France
39           18       HP                 19,824    United States
16           19       Pepsi              19,442    United States
76           20       Toshiba            13,709    China
9            21       LG                 12,670    South Korea
12           22       Sony               12,353    Japan
99           23       Porsche            11,370    Germany
37           24       Panasonic          11,087    Japan
53           25       Philips            11,029    Netherlands
52           26       Dell               8,295     United States
7            27       Adidas             7,776     Germany
44           28       Zara               7,317     Spain
24           29       Amour (Avon)       6,384     United States
64           30       Cadbury            6,323     United States
22           31       Gucci              6,303     France
93           32       Nivea              6,079     Germany
92           33       Dove               5,885     United Kingdom
90           34       Louis Vuitton      5,807     France
20           35       Unilever           5,395     United Kingdom
2            36       MTN                5,381     South Africa
38           37       BBC                5,033     United Kingdom
66           38       Sharp              4,852     Japan
30           39       Mazda              4,511     Japan
74           40       Land Rover         4,339     India
84           41       Alcatel            4,331     France
58           42       Sprite             4,260     United States
57           43       Lenovo             3,886     China
11           44       Airtel             3,819     India
71           45       RFC                3,600     United States
25           46       Etisalat           3,452     UAE
87           47       Procter & Gamble   3,106     United States
26           48       Fanta              3,097     United States
41           49       Levi's             2,982     United States
48           50       Jeep               2,508     United States

                                        CHANGE
ADMIRATION                                 IN
RANK         INDUSTRY GROUP              BV %

14           Electronics/Computers        20%
3            Electronics/Computers        34%
94           Media                        32%
56           Electronics/Computers        38%
5            Auto Manufacturers           34%
1            Beverages                    -1%
29           Auto Manufacturers           25%
69           Auto Manufacturers           14%
49           Diversified Manufacturer     33%
78           Retail                       20%
17           Auto Manufacturers           19%
19           Auto Manufacturers           37%
88           Auto Manufacturers           20%
10           Apparel                      39%
27           Consumer, Non-Cyclical       12%
51           Auto Manufacturers            3%
46           Telecommunications           21%
39           Electronics/Computers        23%
16           Beverages                     4%
76           Electronics/Computers        -7%
9            Electronics/Computers        60%
12           Electronics/Computers        29%
99           Auto Manufacturers            1%
37           Electronics/Computers        16%
53           Electronics/Computers        38%
52           Electronics/Computers        33%
7            Apparel                      34%
44           Retail                        8%
24           Cosmetics/Personal Care      24%
64           Food                         13%
22           Apparel                       0%
93           Cosmetics/Personal Care       4%
92           Cosmetics/Personal Care      39%
90           Apparel                      11%
20           Consumer, Non-Cyclical       19%
2            Telecommunications            4%
38           Media                        25%
66           Electronics/Computers       -10%
30           Auto Manufacturers           31%
74           Auto Manufacturers           43%
84           Electronics/Computers        83%
58           Beverages                     7%
57           Electronics/Computers        24%
11           Telecommunications            2%
71           Retail                        8%
25           Telecommunications            9%
87           Consumer, Non-Cyclical        --
26           Beverages                     4%
41           Apparel                       --
48           Auto Manufacturers           39%

MOST-VALUABLE BRANDS (51-85)

                                         BRAND
             BRAND                       VALUE
ADMIRATION   VALUE                       2014
RANK         RANK     BRAND              US$M      DOMICILE

4            51       Nokia              2,421     Finland
21           52       Puma               2,231     Germany
75           53       Smirnoff           2,219     United Kingdom
13           54       Vodacom/fone       1,716     United Kingdom
62           55       Mirinda            1,685     United States
68           56       Reebok             1,684     Germany
31           57       Amstel Malta       1,631     Netherlands
61           58       HTC                1,426     Taiwan
8            59       Tigo               1,413     Luxembourg
18           60       Guinness           1,285     United Kingdom
54           61       BlackBerry         1,041     Canada
43           62       Guess              1,034     United States
50           63       Dolce Si Gabbana   1,020     Italy
91           64       Woolworths         885       South Africa
97           65       All Star           839       United States
35           66       Shoprite           834       South Africa
59           67       DStv               827       South Africa
83           68       Spar               679       South Africa
82           69       Castle             655       South Africa
45           70       Pick n Pay         647       South Africa
79           71       Revlon             561       United States
40           72       Omo                474       United Kingdom
80           73       Versace            410       Italy
70           74       Safaricom          357       Kenya
23           75       Tusker             263       Kenya
36           76       Dangote            253       Nigeria
65           77       Game               191       South Africa
77           78       Cell C             175       South Africa
55           79       Blue Band          147       United Kingdom
95           80       Star Beer          68        Nigeria
28           81       Maltina            62        Nigeria
33           82       Tiger Brands       57        South Africa
60           83       PZ Cussons         25        United Kingdom
63           84       Koo                21        South Africa
34           85       Nile beer          6         Uganda
6            --       Glo                --        Nigeria
15           --       Tecno              --        Hong Kong
32           --       Marsavco           --        DRC
42           --       Toyo Soap          --        Kenya
47           --       Peak Milk          --        Nigeria
67           --       Bugatti            --        France
72           --       Itel               --        South Africa
73           --       Azam               --        Tanzania
81           --       Mukwano            --        Uganda
85           --       Toyota Prado       --        Japan
86           --       Redbull            --        Austria
89           --       Kakira             --        Uganda
96           --       Kiwi               --        United States
98           --       Lacoste            --        France
100          --       Hummer             --        United States

                                        CHANGE
ADMIRATION                                 IN
RANK         INDUSTRY GROUP              BV %

4            Electronics/Computers       -24%
21           Apparel                      55%
75           Beverages                    12%
13           Telecommunications           10%
62           Beverages                     --
68           Apparel                       0%
31           Beverages                     8%
61           Electronics/Computers       -32%
8            Telecommunications           82%
18           Beverages                     4%
54           Electronics/Computers       -48%
43           Apparel                       --
50           Apparel                     -15%
91           Retail                      -32%
97           Apparel                       --
35           Retail                      -25%
59           Media                        18%
83           Retail                      -26%
82           Beverages                   -10%
45           Retail                      -24%
79           Cosmetics/Personal Care       0%
40           Consumer, Non-Cyclical        0%
80           Apparel                      19%
70           Telecommunications           30%
23           Beverages                    18%
36           Consumer, Non-Cyclical       17%
65           Retail                      -28%
77           Telecommunications            --
55           Food                         36%
95           Beverages                     --
28           Beverages                     --
33           Consumer, Non-Cyclical       18%
60           Cosmetics/Personal Care       --
63           Food                         -5%
34           Beverages                     --
6            Telecommunications            --
15           Electronics/Computers         --
32           Consumer, Non-Cyclical        --
42           Cosmetics/Personal Care       --
47           Food                          --
67           Auto Manufacturers            --
72           Telecommunications            --
73           Food                          --
81           Consumer, Non-Cyclical        --
85           Auto Manufacturers            --
86           Beverages                     --
89           Food                          --
96           Consumer, Non-Cyclical        --
98           Apparel                       --
100          Auto Manufacturers            --

TOP 5 BRANDS IN AFRICA BY VALUE BY SECTOR

ADMIRATION    BRAND   BRAND              BRAND VALUE   DOMICILE
RANK          VALUE                      2014 US$M
              RANK

Apparel
10            14      Nike               20,821        United States
7             27      Adidas             7,776         Germany
22            31      Gucci              6,303         France
90            34      Louis Vuitton      5,807         France
41            49      Levi's             2,982         United States

Auto Manufacturers
5             5       Toyota             34,903        Japan
29            7       BMW                28,962        Germany
69            8       Volkswagen         27,062        Germany
17            11      Mercedes-Benz      24,172        Germany
19            12      Honda              22,152        Japan

Non-Alcoholic Beverages
1             6       Coca-Cola          33,722        United States
16            19      Pepsi              19,442        United States
58            42      Sprite             4,260         United States
26            48      Fanta              3,097         United States
55            62      Mirinda            1,685         United States

Telecommunications
46            17      Orange             19,851        France
2             36      MTN                5,381         South Africa
11            44      Airtel             3,819         India
25            46      Etisalat           3,452         UAE
3             54      Vodacom/fone       1,716         United Kingdom

Electronics & Computers
14            1       Apple              104,680       United States
3             2       Samsung            78,752        South Korea
56            4       Microsoft          62,783        United States
39            18      HP                 19,824        United States
20            76      Toshiba            13,709        Japan

Consumer, Non-Cydical
27            15      Nestle             20,273        Switzerland
20            35      Unilever           5,395         United Kingdom
87            47      Procter & Gamble   3,106         United States
40            72      Omo                474           United Kingdom
36            76      Dangote            253           Nigeria

Media
94            3       Google             68,620        United States
--            26 *    Facebook           9,819         United States
38            37      BBC                5,033         United Kingdom
--            54 *    Linkedln           2,150         United States
59            67      DStv               827           South Africa
Financial Services

--            9 *     HSBC bank          26,870        United Kingdom
--            20 *    Barclays Bank      14,166        United Kingdom
--            26 *    Visa               9,058         United States
--            29 *    AIG                6,481         United States
--            58 *    Standard Bank      1,595         South Africa

                                       CHANGE
ADMIRATION    INDUSTRY GROUP           IN BV %
RANK

Apparel
10            Apparel                  39%
7             Apparel                  34%
22            Apparel                  0%
90            Apparel                  11%
41            Apparel                  --

Auto Manufacturers
5             Auto Manufacturers       34%
29            Auto Manufacturers       25%
69            Auto Manufacturers       14%
17            Auto Manufacturers       19%
19            Auto Manufacturers       37%

Non-Alcoholic Beverages
1             Beverages                -1%
16            Beverages                4%
58            Beverages                7%
26            Beverages                4%
55            Beverages                -

Telecommunications
46            Telecommunications       21%
2             Telecommunications       4%
11            Telecommunications       2%
25            Telecommunications       9%
3             Telecommunications       10%

Electronics & Computers
14            Electronics /Computers   20%
3             Electronics /Computers   34%
56            Electronics /Computers   38%
39            Electronics /Computers   23%
20            Electronics /Computers   -7%

Consumer, Non-Cydical
27            Consumer, Non-Cyclical   12%
20            Consumer, Non-Cyclical   19%
87            Consumer, Non-Cyclical   --
40            Consumer, Non-Cyclical   0%
36            Consumer, Non-Cyclical   17%

Media
94            Media                    32%
--            Media                    76%
38            Media                    25%
--            Media                    --
59            Media                    18%
Financial Services

--            Financial Services       18%
--            Financial Services       5%
--            Financial Services       20%
--            Financial Services       16%
--            Financial Services       -6%

* equivalent rank because not in top 100
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Article Details
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Title Annotation:Brands
Author:Ikalafeng, Thebe; Schmitz, Oliver; Kemp, Rupert
Publication:African Business
Article Type:Cover story
Date:Dec 1, 2014
Words:5535
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