ADDIS ABABA, Ethiopia — The 15th annual Brand Africa 100 | Africa’s Best Brands has been revealed, and despite Africa’s growing self-confidence, only 11% of the Top 100 most admired brands in 2025 are African—down from 14% in 2024 and marking a historic low.
Yet amid the troubling decline in African brand representation, South Africa has emerged as the most admired nation brand in Africa, reaffirming its cultural and economic influence across the continent.
The comprehensive rankings, unveiled at the historic Africa Hall in Addis Ababa, Ethiopia, reflect input from over 31 countries and 8 languages, representing more than 85% of Africa’s population and GDP. The survey was conducted by independent global partners including Kantar, GeoPoll, and local research agencies across the continent.
“It is disappointing to see the sharp drop in African brands, which mirrors the ranking of non-African nations as the most influential in Africa,” said Thebe Ikalafeng, Founder and Chairman of Brand Africa.
“It’s a wake-up call for Africa—and a barometer of the continent’s lagging industrialisation agenda. It’s not enough for Africans to say they believe in the continent—they must buy made-in-Africa. For that to happen, African brands must invest in R&D, continue to innovate, deliver quality, and use authenticity as a differentiator.”
Top rankings & Hall of Fame inductees
- Nike retains the #1 spot as the most admired brand overall in Africa for the eighth year in a row, underlining the dominance of global consumer brands.
- MTN and Dangote were named the most admired African brands, by spontaneous and aided recall respectively.
- Bathu, the proudly South African sneaker brand, continues to soar as the #1 most admired apparel brand—furthering its legacy as Africa’s top sneaker.
- Standard Bank is Africa’s most admired financial services brand.
- South Africa was named the most admired nation brand, while the United States, United Kingdom, and China ranked as the most influential foreign nations on the continent.
In recognition of enduring brand excellence, Dangote, MTN, M-Pesa, Ethiopian Airlines, and Brand South Africa were inducted into the inaugural Brand Africa Hall of Fame for maintaining high rankings over 5 to 15 years.
In his keynote, Mr Claver Gatete, United Nations Under-Secretary-General and Executive Secretary of the Economic Commission for Africa, praised the laureates for their continental impact, adding:
“We must invest in youth-driven innovation, regional value chains, and the creation of a Pan-African creative innovation fund to identify, finance, and globalise Africa’s most promising brands.”
Where Africa shops: Key consumer trends
The top sectors influencing African consumers in 2025 include:
- Technology (18%)
- Luxury goods (12%) – a sector South Africa leads according to the State of Africa’s Luxury Market Report
- Consumer non-cyclicals (11%)
- Automobiles (9%)
Brands like Samsung, Apple, Adidas, and Toyota continue to command top-of-mind awareness among African youth and middle-income consumers, supported by fast-growing eCommerce trends.
Call to action: Buy African, build Africa
Despite 68% of Africans expressing belief in the continent—up from 64% in 2024—the failure to translate optimism into consumer support remains a major challenge. Ikalafeng and other leaders warn that unless African brands deliver on quality, innovation, and consistency, the admiration gap will only grow wider.
Shining a spotlight on African consumer excellence, 2025 Product of the Year South Africa has already showcased examples of what’s possible when local brands commit to excellence.
As the Brand Africa 100 rankings hit headlines across the continent, a multi-country roadshow will now follow, aiming to turn data into action and connect African consumers to the brands that truly reflect their aspirations.
Explore more Stories Shaping South Africa Today—and how they’re transforming the continent’s future, one brand at a time.
