[Série] These African brands that have become international successes – Jeune Afrique

2023-08-14 09:16:18

It is an appointment now closely scrutinized by the major brands present on the continent. Each year, Brand Africa publishes a ranking of the most prominent brands among African consumers. The survey is carried out by GeoPoll, Kantar and Brand Leadership in 32 African countries to identify, year following year, the most admired brands. And, year following year, the marques Western brands hold the upper hand with, in order in 2023: Nike, Adidas, Samsung, Coca-Cola, Apple… It is not until tenth place that an African brand, in this case the southern mobile telephone operator -african MTN, does not appear.

To readThe rise of African brands

“Despite optimism regarding the progress of the African Continental Free Trade Area (AfCFTA) and other progressive Africa-focused initiatives, consumers are still not giving brands from the continent a chance,” he said. Thebe Ikalafeng, founder and president of Brand Africa, during the presentation of the survey results in June, in Abidjan. Of the 100 most admired brands by Africans surveyed, the number of African brands represented in the ranking even fell by 20% compared to 2022.

To readTo take off, African luxury must choose a local positioning

However, even if they do not have the notoriety of Western multinationals, some African brands stand out in their country and, above all, for export. They have managed to make a difference thanks to their strategy, relying on local know-how or through their original positioning. We have (arbitrarily) selected four of these products or brands that have become success storiesto tell their story and the recipe for their success.

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The four episodes of the series:

To readFrom Burkina to Japan, how Dari Couspate became the king of Moroccan couscous

Jadida, the “made in Tunisia” margarine that is a hit in Africa (2/4)

Java, the coffee that wanted to become the African Starbucks (3/4)

Boulaouane, the Moroccan wine that conquered l’Europe (4/4)

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