Despite Optimism for Africa Reaching 68%, African Brands Tumble to a Historic Low of 11% Among the Most Admired Brands i
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GUEST – Thebe Ikalafeng, Chairman and Founder of Brand Africa
Brand Africa, in partnership with African Business and the Economic Commission for Africa, unveiled the results of the 15th annual Brand Africa 100 | Africa’s Best Brands rankings. The announcement was made at the historic Africa Hall in Addis Ababa, Ethiopia the birthplace of the Organisation of African Unity (OAU), now the African Union (AU).
The 2025 rankings reveal a stark disconnect between rising African optimism and declining brand loyalty. While 68% of Africans express belief in Africa, up from 64% in 2024, only 11% of the Top 100 most admired brands are African - a historic low, down from 14% in 2024. This drop underscores the urgent challenge for homegrown brands to convert belief into consumer commitment, and Africans to support Made in Africa brands.
The rankings are based on a comprehensive pan-African survey conducted across 31 countries and in 8 languages, from Arabic to Swahili - representing over 85% of the continent’s population and GDP.
Brand Africa, in partnership with African Business and the Economic Commission for Africa, unveiled the results of the 15th annual Brand Africa 100 | Africa’s Best Brands rankings. The announcement was made at the historic Africa Hall in Addis Ababa, Ethiopia the birthplace of the Organisation of African Unity (OAU), now the African Union (AU).
The 2025 rankings reveal a stark disconnect between rising African optimism and declining brand loyalty. While 68% of Africans express belief in Africa, up from 64% in 2024, only 11% of the Top 100 most admired brands are African - a historic low, down from 14% in 2024. This drop underscores the urgent challenge for homegrown brands to convert belief into consumer commitment, and Africans to support Made in Africa brands.
The rankings are based on a comprehensive pan-African survey conducted across 31 countries and in 8 languages, from Arabic to Swahili - representing over 85% of the continent’s population and GDP.
