Friday, 21 November 2014

Most admired and valuable African brand is...MTN

The 2014 Brand Africa 100 results were announced on Friday at the Nairobi Stock Exchange in Kenya. Non-African Coca-Cola toppled Nokia as the most admired brand, while African MTN moved up a notch.

Thebe Ikalafeng, Chairman, Brand Africa and Brand Finance Africa said: 'Despite a challenging environment for emerging African and non-African brands seeking a share of the lucrative African market, MTN remains the pre-eminent global Africa benchmark and inspiration, with consistent brand leadership and a special place as a pioneering enabler brand for African businesses and consumers'.

The survey was carried out in eight countries, namely Ghana and Nigeria (West Africa); Kenya, Tanzania and Uganda (East Africa); DRC (Central Africa) and Mozambique and South Africa (Southern Africa). 

Of these, MTN is only active in four of them, namely Ghana, Nigeria, Tanzania and Uganda. This begs the question as to whether the MTN is particularly strong in these four countries, so allowing it to dominate the whole group, or whether the compilers have weighted the results from the four nations. Either way there is a concern regarding methodology of the study.  

However, MTN is the dominant telco group in Africa. 'Africa & Middle East Telecom-Week' has found that it is the largest group by subscriber numbers with some 157.25 million at the end of the first quarter of 2014, and enjoyed a Compound Annual Growth Rate (CAGR) of 8% in the period 1Q 2012 - 1Q 2014.

Its nearest rival is Vodafone/com with 127.38 million (6 percent CAGR), and the recently enlarged Etisalat / Maroc Telecom with 91.76 million ( 9 percent CAGR). Orange is fourth with 91.71 million, whilst Bharti Airtel is fifth with 80.53 million, but a reasonable CAGR for 1Q12 - 1Q14 of 9 percent.

To learn more about the African telecoms market, download the Africa & Middle East Mobile Factbook 2Q 2014.