Brand Africa 100: Africa’s Best Brands
Q. What is Brand Africa 100: Africa’s Best Brands?
A. Brand Africa 100 is a Brand Africa pan-African initiative to research, rank and celebrate leading African and non-African brands in Africa. It is the first and most comprehensive pan-African study and ranking of brands in Africa.
Brand Africa 100 was developed by leading pan-African leading research, strategy and activation advisory firm, Brand Leadership in 2011. Every year, Brand Africa, in partnership with Kantar, the globally respected consumer knowledge and information company and Geopoll, the leading surveying platform with a database of over 250 million respondents in emerging markets globally and Brand Leadership, independently survey, analyze and rank brands in Africa.
The comprehensive rankings and analyses are published annually around Africa Day, 25 May, by African Business Magazine and Brand Africa channels and partners, and are covered extensively by leading global and African media.
Q. What is an African brand?
A: An African Brand is a brand developed in to serve African consumers, with a primary or secondary listing in Africa, an established African footprint of at least one other African country beyond its African domicile, which contributes to Africa’s economic growth and global image and reputation.
Q. What is a Non-African Brand?
A: A non-African brand is a multi-national brand developed outside Africa, with a primary listing outside Africa, an African footprint and/or available to consumers in Africa, and contributes to Africa’s global reputation as an attractive destination for economic growth and investment.
Q. What is the definition of a Brand as applied in Brand Africa 100: Africa’s Best Brands.
A: Brand Africa defines a brand as a “trademark and associated intellectual property including the word mark and iconography” that signifies the source and ownership of a product or service.
Q. What is the methodology used to determine Brand Africa 100: Africa’s Best Brands?
A: It is a random mobile intercept survey leveraging Geopoll’s sophisticated mobile technology and reach across Africa among a representative sample of African consumers 18 years and older. This methodology ensures a wider reach, higher penetration and expediency in conducting research.
Kantar analyses the data and creates a weighted index representative of the population within each country and Africa overall to create the ranking of the Most Admired Brands in Africa.
Q. Why is mobile methodology used to collect data?
A: Because of the high penetration of mobile telephony as a primary mode of communication and increasingly for consumer transactions in Africa, this methodology and medium ensures a wider reach, higher penetration and expediency in conducting research.
Q: What is the coverage of Brand Africa 100: Africa’s Best Brands across Africa?
A: The Brand Africa 100 survey covers 26 countries representing all five economic regions in Africa, which accounts for just under 50% of all of Africa’s sovereign countries and the four primary African Union languages of English, French, Portuguese and Arabic. Collectively, the countries account for an estimated 80% of the population and the GDP of Africa.
Q: What are the key categories of results for Brand Africa 100: Africa’s Best Brands?
A: The Brand Africa 100: Africa’s Best Brands results are reported in various key categories, including:
Top 100 Most Admired Brands in Africa
The Top 25 Most Admired African Brands (prompted)
The Top 10 Most Admired African Brands (among the Top 100 Most Admired Brands) (unprompted)
The Top 25 Most Admired Media Brands in Africa
The Top 25 Most Admired Financial Services Brands in Africa.
The Most Admired Listed Brands in Africa (among the Top 100 Most Admired Brands in Africa.
Most Admired Brands by Country of Origin
Q: Why is it important to measure brands?
A: First, a brand is an asset and a key value driver. Therefore, measuring its admiration is an assessment of the effectiveness of the brand’s custodianship by management and resultant return on investment for its shareholders and investors. Second, developing and building successful brands and the businesses behind them helps Africa to solve its socio-economic challenges by creating jobs and the tax bases to fund public goods. Finally, successful brands are a vector of a positive image, competitiveness and reputation for Africa. Therefore, Brand Africa 100 is a critical measure on and inspiration for creating Brands That Build Africa.
Q: Who are the partners in Brand Africa?
A: Brand Africa is a non-profit collaborative initiative led by Brand Leadership (www.brandleadership.africa), Africa’s leading brand research, strategy and activation advisory firm, in partnership with Geopoll (www.geopoll.com), the world’s leading mobile surveying platform with a database of over 250 million respondents in emerging markets, Kantar (www.kantar.com), the globally respected consumer knowledge and information company, African Business, Africa’s leading business magazine since 1966, supported by Africa Media Agency (www.amediaagency.com), a pan-African news distribution agency, BCW Africa (www.bcw-global.com), the pre-eminent African public relations network of the world’s largest full-service global communications agencies and africa practice (www.africapractice.com), a pan-African strategic advisory and communications consultancy.