Strong brands, businesses instrumental to Africa’s collective growth
... Group to announce 100 top African brands
For the first time, pan-African consumers have been given an opportunity to vote for their most admired and valued brands. The continent’s most valued brands will be revealed at the inaugural Brand Africa100 Awards to be held in Johannesburg September 29, 2011, at the Sandton Convention Centre.
The inaugural Brand Africa100, which coincides with the second annual Brand Africa forum, focuses on a regional representation of sub-Sahara African markets including Botswana, DRC, Ghana, Kenya, Nigeria, South Africa, Tanzania, Uganda and Zambia.
The Brand Africa100 research is based on a multi-tier methodology that incorporates qualitative, quantitative and secondary research and has been developed by the Brand Leadership Academy in partnership with TNS, globally respected consumer knowledge and information company, and Brand Finance plc, the world’s leading independent valuation consultancy.
“One of the primary drivers of Africa’s growth lies in stimulating and growing thriving African and global businesses and brands in Africa,” states Brand Africa founder/chairman, Thebe Ikalafeng in a report by Bizcommunity. “And consumers are the ultimate arbiters of that success. Thus, the inaugural Brand Africa100 will signal which brands are getting it right on the continent.”
Research was conducted by TNS across the markets among a sample of over 8, 000 respondents. The resultant brands were valued by Brand Finance plc (UK) using a methodology to derive a net present value (NPV) of the trademark and associated intellectual property, delivering a brand value and ultimate rank for each brand.
Brand Africa is an independent pan-African brand-centric initiative for African leaders, decision makers, citizens and influencers to shape the agenda and change perceptions of Africa by proactively driving Africa’s image, reputation and competitiveness in the continent and in the world. Brand Africa aims to create and facilitate opportunities and platforms to share insights, thought-leadership and best practises in shaping the growth, reputation and competitiveness of sovereign nation brands and, ultimately, the collective African brand.
At the middle of this year, the list of World top 100 brands was released by the global leader in marketing communication, WPP-owned company, Millward Brown with African brands missing in the roll. The list was dominated by US-based brands, China and Europe with BRIC nations – Brazil, Russia, India and China collectively accounting for seven of the 11 newcomers in the list.
Concerned about African absence in the list, brand analysts who assessed the development said Africans were not communicating their brands at the global level. Emma Odowima whose company BrandHealth rates brands in Nigeria says ratings are on the space brands occupy in the minds of consumers, noting “awareness, penetration and usage are major factors in rating of brands. Our brands have low awareness at the global level.”
An advertising expert, Kayode Ebatamehi, states that the absence of African brands in the world’s list is “historical.” Secondly, it has to do with African relatively young attempt at the brand building enterprise.
