Wake-up call as homegrown African firms slump to record low in 2025 brand rankings
In Kenya, Safaricom retained its position as Kenya’s most admired made-in-Kenya brand and most admired NSE-listed brand.
The share of homegrown African brands among the continent’s most admired has fallen to its lowest point on record, sounding an alarm for local industry leaders and policymakers.
According to the 2025 edition of the ‘Top 100 Most Admired Brands in Africa,’ by research firm GeoPoll, only 11 per cent of the listed brands are homegrown.
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The record is a decline from 14 per cent in 2024, and the lowest since the rankings began in 2011.
Notably, global giants continue to dominate the rankings, leaving African brands struggling to secure mindshare and market presence in their own backyard.
The findings suggest a growing disconnect between local products and consumer loyalty, despite the continent’s vast cultural and economic diversity.
In response, brand analysts and stakeholders from the research firm are sounding a wake-up call to African countries, urging increased investment in the creation, support and promotion of African brands that can compete both at home and on the global stage.
They stress that building strong, relatable local brands is not only a matter of pride but a key driver of sustainable economic growth.
“It’s a wake-up call, time to invest in building, supporting and celebrating African brands that resonate with our people,” the survey report reads.
Nevertheless, the report says the sharp decline highlights the urgent need for strategic branding, innovation and policy support tailored to elevate African companies.
Without this, the experts reckon that the continent risks becoming merely a consumer of global brands rather than a creator of its commercial icons.
During the review period, iconic African brands led the way, with MTN (South Africa), Dangote (Nigeria), Azam Group (Tanzania), DStv (South Africa), Glo (Nigeria), and Jumia (Nigeria) retaining their spots among the top five most admired African brands.
Overall, Nike (USA) remains the most admired brand on the continent for the 8th consecutive year.
In Kenya, Safaricom retained its position as Kenya’s most admired made-in-Kenya brand and most admired NSE-listed brand.
Equity Bank emerged as the most admired financial services brand made in Kenya.
Looking ahead, the report notes that optimism in Africa’s potential continues to rise, with 68 per cent of respondents across 31 countries expressing belief in the continent, up from 64 per cent in 2024.
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