LAGOS – SAMSUNG, the electronics firm, has defied the controversy around its flagship model last year to emerge as the continent’s most-admired brand.
It has knocked mobile operator, MTN, to that accolade as the South African-headquartered firm still reels from its own mishaps in Nigeria, Africa’s biggest economy.
Regulators fined the company over US$5 billion for its failure to disconnect millions of unregistered subscribers.
Samsung however were still good enough to rise to position one despite the fire-prone Note 7, which nonetheless was not launched in Africa.
These rankings are the outcomes of the Top 100 Brands in Africa, released from London on Friday.
The big story in this year’s ranking is the fall in the number of African brands in the Top 100.
Only 16 African brands are represented a fall from 25 two years ago.
This shows that African brands need to work much harder at becoming mainstream and building brand awareness. African brands, accounts for only
0,75 percent of the value of the Top 100 Most Valuable brands.
That is in line with Africa having a mere 0,6 percentshare of trademarks filed globally and where investments in research and development (R&D) is
less than 1 percent against of distribution of between 2-5 percent in developed markets.
Among the 19 markets surveyed, non-African brands dominate the Top three in each market.
In the financial services category, Nigeria’s GTBank leads the overall rankings in Africa and Barclays retains its position as the number 1 non-African financial services brand.
Africa’s Top Brands full results and analysis will be available on Monday, courtesy of African Business magazine in partnership with Brand Africa,
Brand Finance, GeoPoll and Kantar TNS.
– CAJ News