According to the team at BCW Africa, in the 10 years since the inception of the Brand Africa 100: Africa’s Best Brands survey and rankings, regarded as the most authoritative survey and analysis of brands on the continent, African brands have lagged their non-African counterparts.

Since a high of a 34% share in 2011 when the first survey was launched, African brands have dropped to an all-time low with just a 13% share in the 2020 survey of the Top 100 brands Africans admire — non-African brands accounted for 87% of the Top 100 brands, says the team. 

"African brands have an important role to play in helping to build the image and competitiveness of the continent," says Thebe Ikalafeng, founder of Brand Leadership and Brand Africa 100.

Ikalafeng adds, "In the wake of COVID-19, there has been a shift in consumer values towards community and supporting local, which is likely to continue beyond the pandemic."

"This provides fresh opportunities to invest in local brands, drive greater consciousness amongst consumers and, ultimately, grow the number of African brands that Africans admire and that feature in the Brand Africa 100: Africa’s Best Brands," says Ikalafeng.

'#BuyAfricaBuildAfrica' aims to align with and support the African Union 2063 agenda for a united, peaceful and prosperous Africa. It also strives to support the Africa Continental Free Trade Area Agreement goal to accelerate intra-African trade and boost Africa’s trading position in the global market.

BCW Africa says that qualifying ‘made in Africa’ brands are encouraged to adopt and co-brand their initiatives and brands with the #BuyAfricaBuildAfrica stamp of approval. Here, the team lists five criteria for qualification:
  • The brand should be created in Africa.
  • The business should be registered and trading in Africa.
  • The business should be tax-registered and compliant in Africa.
  • The brand or business should be serving African and / or global consumers.
  • The business should employ at least one person other than the founder.
Local brands can register by visiting www.brand.africa and completing a form. Upon verification, they will receive access to a certificate and '#BuyAfricaBuildAfrica' collateral they can use to promote their business as a purveyor of African products and services and enhance awareness and profile as an African brand. #BuyAfricaBuildAfrica is a non-profit initiative and no fees are required to join the movement.

"The over 80 African brands of all sizes across various industries that have been in the Brand Africa 100 over the past 10 years are being encouraged to register on the platform and start displaying the logo in their marketing campaigns — as the pioneers of ‘made in Africa’ excellence," says Karin Du Chenne, Kantar’s chief growth officer: Africa and the Middle East.

"Consumers also have an important role to play in identifying, sharing about and supporting local brands because; by buying Africa together, we can build Africa," Du Chenne adds.

"Our teams of brand experts, research specialists and communication professionals across the continent are the catalysts for this initiative, in the hopes that many others will support it. We have collaborated on the Brand Africa 100 with Brand Leadership for some years now, so this takes our joint commitment to building brands in Africa one step further," concludes Robyn de Villiers, BCW Africa chairperson and CEO.

For more information, visit www.bcw-global.com. You can also follow BCW Africa on Facebook, Twitter or on Instagram.