Today, on Africa Day, Brand Africa released the 13th list of the most admired brands in Africa based on a survey and rankings conducted by Geopoll, Kantar and Brand Leadership, across 32 African countries that account for more than 85% of the continent’s GDP and population.

Despite optimism with the progress of AfCFTA and other initiative to drive African initiatives, African brands regressed 20% from a 10-year high of 17% to 14% share of the Top 100 most admired brands in Africa, as stalwart African brands, MTN dropped out of the Top 10, and all African brands lost ground, except Zambia’s Trade Kings, the highest African mover and new at #38.

Europe, led by Adidas at #2, has grown its share of the most admired brands in Africa to 37%, ahead of North America at 32% led by Nike, the #1 brand for the 5th consecutive year, and Asia which retains its 17% share led by Samsung, the #3 brand for the 3rd consecutive year.

In a new category of brands that are doing good for people, society and the environment, inspired by business shifting from profit to purpose, Unicef emerged as the #1 NGO, Coca Cola the #1 non-African brand and MTN the #1 African brands.

In a category specific ranking of the Top 25 financial services brands, Africa’s oldest banking group, Standard Bank surged to the #1 most admired brand in Africa, displacing GTBank, which had led the rankings for the past 3 years, but is reeling from recent UK regulatory issues, service challenges and a tough competitive environment. The category is dominated by South African (6) and Nigerian (6) brands which account for 48% of the rankings, with the USA (4), led by VISA, at 16% percent, making up 64% of the Top 25 brands.

In a category specific ranking of the Top 25 media brands, DSTV, the consumer brand of the Multichoice Group, retains its dominant ranking ahead of BBC and CNN as the most admired media brand in Africa. Consistent with previous rankings, non-African media dominate the continent, accounting for 76% of the Top 25 brands.

MTN is the #1 most admired African brand in the Top 100 brands recalled spontaneously, while Dangote has retaken the lead as the #1 most admired brand when respondents are prompted to recall an African brand specifically.

Fifteen (15) percent of the Top 100 brands are new entrants, led by USA’s Oral B the highest mover at #34, Zambia’s Trade Kings at #38 and the USA’s Jordan at #42.