The image-damaging issues with the Ford Kuga may change this in next year’s ranking, but Ford remains one of the most valued brands on the African continent, with affordability and range counting in their favor.
Japanese car-maker Nissan is well-respected and valued on the African continent, with a wide-range of vehicles produced for African consumers, with some even manufactured within Africa. For this reason, the vehicle brand has a presence in numerous African countries.
While certain automotive brands have chosen to minimize investment or even pull local operations out of the continent, Volkswagen consistently invests in Africa, and as a result, their cars are found in numerous African countries, helping them to build value in the eyes of consumers.
Smartphones are gaining great traction in Africa, and while the most popular brands remain high-end options such as the iPhone and Samsung models, Chinese manufacturer Huawei now offers affordable smartphone options which African consumers appreciate, earnng Huawei a brand value of $25.2 billion.
The luxury vehicle group is seen as posh and unattainable to consumers in most parts of Africa, but they are still viewed as a brand of great value. By embracing the latest technologies and bringing them to the African market, the German car manufacturer has cultivated great brand recognition in places like South Africa.
In 1973 BMW’s Rosslyn plant was established in South Africa, as the Bavarian company’s first foreign plant. It produced its one millionth 3 Series sedan in February 2015. This was only the beginning, and now BMW has 30 sites in 14 different countries, with Brand Africa their brand value in Africa at around $37 billion.
The car manufacturer from Japan is the most valued brand in the automotive category, beating German manufacturers BMW and Mercedes. A simple look around the streets of many African countries would reveal, by the sheer number of vehicles versus competitors, the connection that African consumers have with Toyota.
The world’s most popular social media network is a hit in Africa too and is highly valued by consumers and business on the continent. In 2016 Facebook stats showed that 330 million Africans had access to the internet, with 44 percent of that population actively using Facebook.
With the proliferation of mobile in Africa, a mega mobile brand like Samsung has inevitably built a strong platform on the continent and was ranked the most admired brand in Africa for 2016/17, while placing as the fourth most valued brand among African consumers with a brand value of around $66 billion.
Microsoft is responsible for many of the computers, devices, tablets and even mobile phones on the continent, and certainly the software that makes much of those items work. Consumers appreciate the value and innovation that Microsoft and Windows have brought into their lives.
In a list dominated by automotive companies, the handset makers of high-end smartphones have also done well to earn a place in African hearts, with iPhone, iPad and Mac computer maker Apple positioning themselves as Africa’s second most valued tech brand.
Google is the most valued brand among Africans, with all three of the most valuable brands coming from the U.S. Apple previously held the top spot, but Google has increased its brand value on the continent to around $110 billion, beating out the company famous for sleak design and solid functionality by around $2 billion.
