Mukwano Group of Companies, one of the leading conglomerates in East and Central Africa, has been rated fifth Most Admired African Brand.
Mukwano, a homegrown brand, which has been dominant in the Fast Moving Consumer Good (FMCG) sector in the East African region for three decades, was ranked fifth African Most Admired Brand at the Annual Brand Africa 100 Gala in Johannesburg, South Africa.
Mukwano ascended by 42 places to break into the Top 10 of the Most Admired Brands--African category. The Most Admired Brands in Africa were rated separately.
In a press release issued on October 22nd, Brand Africa observed that African brands had remained relatively stable at 24%, 25% and 23% in 2013, 2014 and 2015. The Brand Africa 100 showed that established brands in Africa had held their ground and non-African brands are a dominant 77% of the Top 100 brands.
The Top 100 Most Admired Brands are the United States (21%), Nigeria (11%), UK (9%), Japan (8%), France (6%), Netherlands (5%), Germany (4%), Italy (4%), South Africa (4%) and Kenya (4%. African brands remain a negligible 1% share of the value of the Top 100 Most Valuable Brands.
"These rankings are increasingly significant as they are an important metric of the progress Africa is making in creating brands and services that respond to African conditions, needs and ambitions," says Thebe Ikalafeng, Founder and Chairman of Brand Africa and Chairman of Brand Finance Africa. "Simultaneously, they are a reflection and celebration of both non-African and African brands that meet the African consumer standard."
Mukwano Group CEO Mr. Tony Gadhoke was delighted by the recognition.
"The brand is our precious asset and we are delighted to be recognized at continental level. Our good corporate image and high quality products have endeared us to consumers and other stakeholders," Gadhoke stated.
Brand Africa 100 was developed by pan-African branding and reputation advisory firm, Brand Leadership Group in partnership with Geopoll, the leading mobile survey platform with a database of nearly 200m users in emerging markets, TNS, the globally respected consumer knowledge and information company and Brand Finance, the world's leading independent valuation consultancy.
It is a two-phase process that starts with comprehensive consumer research in 22 countries across Africa to establish the list of the 100 admired Brands and concludes with financial valuation to determine the 100 most valuable brands in Africa.
Top 10 Most Admired Brands in Africa Top 10 Most Admired Brands - African
#1 MTN (South Africa) (+1) #1 MTN (South Africa) (+1)
#2 Samsung (+1) #2 GLO/Globacom (Nigeria) (-6)
#3 Coca Cola (-2) #3 Dangote (Nigeria) (+9)
#4 Nike (+6) #4 Tusker (Kenya) (-8)
#5 Adidas (+2) #5 Mukwano (Uganda) (+42)
#6 Nokia (-2) #6 Simu TV (Tanzania) (-)
#7 Airtel (+4) #7 Zenith Bank (Nigeria) (-)
#8 Toyota (-3) #8 Peak Milk (+2)
#9 LG (0) #9 Sasko (South Africa) (-)
#10 Mercedes Benz (+7) #10 Star Beer (Nigeria) (+40)