Samsung has come up as the number one most admired brand in Africa. The firm grew its brand value by 13 percent. This progress may be attributed to Samsung’s expedient recall and customer support options.
Brand Africa, which has annually ranked brands that buyers admire from 2011, has compiled the list from exceeding 11,000 brand mentions on a mobile survey carried out in 19 nations. This collectively represents 74 % in the continent’s population.
The telecom company based in South Africa came in at number nine and is the only African brand that appears in the top 10. In the past year it was ranked number 1, but Brand Africa attributes legal challenges for its fall.
“The halo around MTN in the past two, three years, would be the challenges that it had in Nigeria both in regards to not disconnecting customers, some who weren’t active any longer,” claims Thebe Ikalafeng who is the founder of Brand Africa, .
“There were challenges in moving their income around the continent, around importing them.”
“All these challenges truly had a huge influence on the perception around the brand. And obviously it also had some leadership challenges and leadership modifications.”
Contrary to the pressure behind Samsung’s Galaxy Note 7, the company has come in as the single most admired brand in Africa.
The corporation grew its brand worth by 13 percent. This progress may be attributed to Samsung’s expedient recall and customer support options.”The most significant factor that they did is how responsive they were when the crisis hit them, says Ikalafeng.
“They have been accessible, they were responsive, and they gave no excuses.”
Following Samsung, Nike, Adidas, Coca-Cola, Apple, LG, Nokia and Toyota ranked the highest amongst the most-admired brands in Africa.
French apparel firm Lacoste was by far the most improved brand, attaining the 42nd position from 94th in 2015, which was followed by Mirinda that jumped to 41st from the 88th spot.
As outlined by Brand Africa, in spite of vibrant political and social movements, at the same time as the entrepreneurial energy around the continent, Africans are behind at producing brands speedy sufficient to face international brands.
This is very clear in the fact that Europe has 42 brands in the Leading 100, 25 are from the US and 17 are in Asia, with Africa in final place with only 16 brands in the list.According to Brand Africa, legislators on the continent are not producing enabling policies adequately to assist businesses thrive.
Their report says that Africa has an estimated 0.6 percent share of trademarks filed globally and invests less than a single percent of GDP in research.
“If you are not researching, how are you going to find out the wants? How will you be able to make new solutions and new goods?” Ikalafeng stated.
“If you observe the major nations, the Chinas, the Americas, and all those, they genuinely invest a great deal in trade and in developing their trademarks. Now should you not own your trademark, somebody else will own it.”
Brand Africa reports that without investment in research and owning trademarks, international businesses will top rated the brand leadership and dictate the trends.
And thus, right now is extra critical than ever for Africans to rise and build Africa brands.