Africa’s most admired tech brand Samsung’s consumer confidence at its high

It's do or die for Africa's most admired tech brand, Samsung, as it continues to enjoy consumer confidence despite economic downturn and the perpetual decline of smartphone sales


South African tech news

HARDLY a month after being named the ‘coolest cellphone brand’ in South Africa in the Sunday Times Generation Next Survey 2019, the world’s second largest tech company has now been recognised as the most admired technology brand in the latest Brand Africa 100: Africa’s Best Brands survey. The annual survey, now in its seventh year, researches, ranks and celebrates leading African and non-African brands across Africa. In this year’s findings, Samsung was named as number 1 ‘most admired technology brand’ and susequently the ‘third overall most admired brand’ in Africa across all categories – after Nike at number one, followed by Addidas.

A brainchild of Brand Africa, the survey prides itself as the first and most comprehensive pan-African study. All thanks to the South-Korean tech giant’s recentless pursuit of excellence for customer-centric solution, Dudu Mokholo, chief marketing officer at Samsung Central Africa says it’s an honour being “recognised by the people we design our products for”. The research, she adds, validates Samsung’s ongoing focus on creating products that empower Africans to do more, which is in line with the award’s mission to “help create a favourable reputation of Africa as an entrepreneurial, independent and competitive continent”.

In addition to South Africa, which has most admired brands overall, accounting for 24%, the Brand Africa 100 list also recognised Samsung as the most loved brand in Nigeria, Ghana, Senegal, Cameroon, Democratic Republic of Congo and Morocco as well as number three in Kenya. The rankings are published annually in partnership with African Business Magazine and Brand Africa Partners.

“Samsung’s relentless pursuit of excellence and innovation has resulted in products that are redefining the world,” says Mokholo, adding: “We are therefore perfectly positioned to connect people, touch lives and offer an unprecedented level of value – we use design and innovation to provide people with new experiences and aspirational products.”


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