Below are the summarized results of "Africa's Best Brands", an annual survey conducted by Geopoll, Kantar, and Brand Leadership. The chart aggregates the data for the top 100 companies between 2011 and 2018.
The top brands of 2018 were dominated by companies associated with popular sports events and cell phone manufacturers, such as Nokia, Adidas, Samsung, Tecno, Puma, Apple, and MTN. Toyota received the highest ranking in the automobile industry at 11th place. Gucci, whose counterfeit products are popular in west African countries such as Nigeria, claimed 9th place.
The five Japanese companies on the list are Toyota, Sony, Toshiba, Honda, and Nissan.
Other Japanese brands which previously made the top 100 list but were excluded in 2018 (Sharp, Panasonic, Hitachi, Yamaha, Sanyo, Mazda, and Mitsubishi) are also noted separately.
The rankings of cell phone manufacturers reflected business competition, with Tecno, Itel, Huawei, and Infinix rising higher, while Nokia (previously ranked 1st in 2011) fell to 15th. Of particular note, Tecno is one of the top 5 brands this year. Huawei is climbing steadily year-on-year, finishing at 18th. JUMIA, which had its IPO in April, made the list for the first time at 74th place.
There are 7 Chinese brands on the list and all are in the tech industry, such as manufactures of cell phones, home appliances (Hisense), and computers (Lenovo). The count of American brands, at 29, far surpassed all other countries. Meanwhile, 14 African brands made the list.
It is necessary to keep in mind that the target countries and sample sizes for the report are unknown. It is apparent that, for some regional brands, their rankings might be affected by the size of the population of those regions. For example, the Ethiopian shoe brand Anbessa--which is well-known in Ethiopia but less so outside of the country--ranked in at 12th place, likely due to the large population size.