A survey has revealed that Coca Cola is the Most Admired Brand in Kenya while Safaricom leads as the Most Admired Brand Made in Kenya and the Most Admired Made in Kenya Brand Listed on the Nairobi Securities Exchange.
Making the announcement, NSE in partnership with Geopoll, Kantar, Brand Leadership and Africapractice, hosted Brand Africa’s announcement of the Most Admired Brands in Kenya. The list, the 7th annual Brand Africa 100.
KCB was recognized as the most admired financial services brand in Kenya. Safaricom’s Mpesa (#13), retained its pole position among mobile money brands with Orange Money (#18), MTN Mobile Money (#19) and Tigo (#23), underscores the impact of not only Mpesa as the catalyst, but mobile as a key enabler for financial access.
In a comparison of the most admired brands in Kenya versus East Africa region, while Nike is leading brand in East Africa, Coke is the leading brand in Kenya. Fifty percent of the brands, all non-African – Coca Cola, Samsung, Airtel, Apple and Nike – are common between Kenya and the region.
In a category analysis, Kenya Airways (Aviation/Transport), Citizen (Media), Safaricom (Telecoms), Tusker (Alcoholic Beverages), KCB (Financial Services) are the leading Made in Kenya brands in a list that’s 50 per cent African (Kenya) and 50 per cent non-African.
Established in 2011, the Brand Africa rankings, developed by pan-African branding and reputation advisory firm, Brand Leadership Group supported by GeoPoll, and strategic analysis and insights by Kantar.
The rankings are based on a comprehensive survey among a representative sample of respondents 18 years and older, conducted in 25 countries which collectively account for 80 per cent of Africa’s population and 75 per cent of the continent’s GDP.
“One of the biggest challenges facing Africa is transforming its vibrant entrepreneurial energy and environment to create competitive brands that meet the needs of its growing consumer market, says Thebe Ikalafeng, Founder and Chairman of Brand Africa and Brand Leadership.
“More importantly, as is evident with Safaricom, Mpesa and Tusker, the leading made in Kenya brands, the next biggest challenge is retaining the ownership of these brands and ultimately the profits in Africa,” he added.
He noted that these rankings are an important metric of and challenge for creating home-grown competitive African brands that will transform the African promise and change its narrative and image as a competitive continent.