Zambia’s largest consumer goods (FMCG) company Trade Kings has been ranked No 49 on the list of Africa’s 100 most admired brands.
Trade Kings has largest media spend in Zambia.
The ranking is based on the Top 100 best brands in Africa from Brand Africa’s 6th annual Brand Africa 100: Africa’s Best Brands based on a survey among consumers 18 years and older, conducted in 23 countries across Africa.
The countries, representing all African economic regions, collectively account for 75% of the population and the 74% of the GDP of Africa.
Africa’s largest mobile operator, MTN, ranked No6 on the list, up from No9 in 2016/17; food giant Tiger Brands ranked 32, Shoprite 38 and DStv 56.
US sports apparel company Nike took the No1 spot, followed by South Korean electronics manufacturer Samsung at No2 and German sports apparel company Adidas at No3.
Brand Africa Chairperson Thebe Ikalafeng, who released the list at the Johannesburg Stock Exchange on Friday, said their survey received more than 15, 500 brand mentions covering more than 2, 200 brands.
The survey was conducted in 23 African countries accounting for 75percent of the continent’s population.
South Africa’s DStv made the Top 3 brands in the media category, together with Google and Facebook.
First National Bank ranked No7 on the list of Top 25 most admired financial services brand, with Stanbic/Standard Bank ranked at No5, while Old Mutual ranked 14, Nedbank 19 and MTN Mobile Money 20.
Nigeria’s Guaranty Trust Bank was ranked No1, followed by the UK’s Barclays/Absa at No2 and Togo’s Ecobank at No3.
Ikalafeng said that if Africans created their own brands, they could create their own future.
He said controversial prophet Shepherd Bushiri and Nelson Mandela were some of the “brands” mentioned by respondents to the survey.
It was concerning that 83 percent of brands in Africa came from outside the continent.
Ikalafeng said African brands needed to empower consumers and be at the centre of relevant solutions, and that technology should be a key driver for growth.