Safaricom and its subsidiary, M-Pesa, remain Kenya’s most beloved and valuable brands, recognised for their excellence in customer service and management.
The latest review by Brand Africa, in partnership with Gina Din Group, indicates that Safaricom dominated the rankings as the most admired brand in Kenya.
Despite recent controversies, including criticism from Gen-Z protesters over the company’s alleged close ties with the government and accusations of censorship, Safaricom maintained its top position.
The company is currently facing a backlash for urging the Communications Authority of Kenya (CA) to restrict internet service providers (ISP) like Starlink from offering certain lower-cost services in the country.
Safaricom secured the top spot across multiple categories: Overall brand, Kenyan brands, telecommunications brands, and as the top brand in “Doing Good for Society, People, and Environment.”
Among the Kenyan category leaders, Citizen was named as the number one media brand, Equity Bank as the number one financial services brand, Tusker is the leading Kenyan alcoholic brand with Ketepa Tea leading as the consumer non-cyclical brand in the country, the research revealed.
Personal care brand
Kenya’s retailer Naivas was recognised as the number one retail brand, Softcare as the top personal care brand, Denri as the leading apparel brand, and Ramtons as the number one electronics/computer brand.
In the non-Kenyan category, top-ranked brands included Coca-Cola (non-alcoholic beverages), Samsung (electronics/computers), Nike (sports and fitness), Toyota (auto manufacturers), Gucci (luxury), Blue Band (consumer non-cyclical), Google (technology), Nivea (personal care), and DSTV (media).
A new category assessed the most admired country contributing to a better Africa, with Kenyans ranking their own country, Kenya, as number one. South Africa, the USA, Rwanda, and Tanzania rounded out the Top 5.
European brands led in the Top 100 most admired brands in Kenya rankings accounting for 30 per cent, while African brands accounted for 26 per cent, North America at 22 per cent and Asia at 20 per cent and Oceania at 2 per cent.
In a new category to determine the most admired country that contributes to a better Africa, Kenyans ranked Kenya as the number one country.
South Africa, USA, Rwanda and Tanzania make up the rest of the Top 5.
Speaking during their 14th annual Brand Africa 100 event, Thebe Ikalafeng, Brand Africa chairman and founder stated that Kenya was one of the continent’s leading nation brands.
“The results of the rankings demonstrate the diversity and complexity of the Kenyan market – and the strength of the local brands which drive its economy and identity,” Ikalafeng added.
Also commenting on the research, Gina Din, founder and chairman of Gina Din Group emphasised that celebrating leading brands such as Kenyan giants, Safaricom, Equity and Tusker, was important because they are not only shaping the country and ultimately the continent’s identity and driving its prosperity; but are redefining its global narrative and stature.
Unstoppable momentum
“Brand Africa’s latest research across 31 countries underscores the unstoppable momentum of a brand-led renaissance that truly reflects the continent’s limitless potential,” she said.
Safaricom/Mpesa (Kenyan brand), Coca Cola (non-Kenyan brand) and Unicef (Non-Profit brand) are ranked the most admired brands for doing good for society, environment and people.
