Since 2011 Brand Africa has published an annual list of the 100 most admired brands in Africa, initially in the Mail and Guardian and, since 2013, in partnership with African Business . This year's list, published in full here, eagerly anticipated in the continent's C-suites, has shown which companies have held commercial and cultural sway and become more than providers of goods and services for the continent. Much has changed in the time that the list has been published. The African consumer has grown more connected, aspirational, and brand-conscious. Meanwhile, technology has unlocked new opportunities across sectors and markets.
This year's rankings, once again, paint a clear picture of the overwhelming dominance of foreign brands on the continent, demonstrating deep-rooted patterns in consumer behaviour, and the immense brand power wielded by multinational corporation. Despite this, a handful of indigenous companies have stood the test of time and consistently demonstrated that it is possible to build enduring African brands that retain the trust and loyalty of African consumers.
Five African championsOne of these companies is MTN, which rose one spot to become the top African brand overall, and climbed one spot to rank 10th among the Top 100 Global Brands. The South Africa-headquartered telecoms operator also retained its position as the number one telecoms brand in Africa, ahead of regional rivals Airtel ranked 24th and Glo ranked 37th. With over 290 million subscribers across 21 African markets, the company's market penetration is undeniable and unrivalled in most of the markets it operates in. It also operates the continent's largest mobile money platform, MoMo, with over 70 million users and an annual transaction volume nearing 200bn.
Another strong performer is Ethiopian Airlines, which rose to 42nd overall in the rankings, up from 43rd in 2024. The firm maintained its status as the continent's top aviation brand and the only African carrier to feature in the Top 100. The airline's hub-and-spoke model, centred around Addis Ababa, connects over 60 African cities to more than 130 destinations worldwide. With 7.02bn in profits in the fiscal year ending June 2024, the airline is among the top 20 globally by revenue. Its profits were boosted by a 30 increase in passenger numbers in the same year, despite a challenging travel environment and reported delays in deliveries of new aircraft.
Dangote Group, Africa's largest industrial conglomerate, continues to cement its position as a continental industrial leader. In this year's rankings, it rose three spots globally to 25th and despite being overtaken by MTN as Africa's top brand overall, Dangote retained its position as the number one African industrial brand, ahead of rivals such as Azam Group and Trade Kings. The continued rise of Dangote can be attributed to its growing output in cement production. The company has expanded its footprint and now has an operational presence in ten countries and a market presence in eight more. Just as important is its expansion beyond cement and petroleum into fertilisers and food processing and tentative steps towards clean energy and petrochemicals.