Every year, the brand valuation consultancy Brand Finance puts 6 000 of the world's biggest brands to the test and publishes over 100 reports, ranking brands across all sectors and countries, says Brand Finance.

Africa's top 200 most valuable and strongest brands are included in the Brand Finance Africa 200 2025 report.

Brand value is the net economic benefit that a brand owner would achieve by licensing the brand in the open market. Brand strength is the efficacy of a brand's performance on intangible measures relative to its competitors, adds Brand Finance.

Jeremy Sampson, Chairman of Brand Finance Africa, says, "Africa remains a patchwork of diverse markets, with no real pan African brands. Many brands continue to be deeply rooted in their countries of origin. However, there are encouraging signs, especially in the banking sector, where we're seeing strategic expansion into neighbouring markets where business opportunities are viable."

On the power of nation branding, Sampson adds, "Governments worldwide recognise the importance of nation branding as a strategic tool to attract investment, boost tourism and drive economic growth. The two main areas where Africans show the strongest brand consciousness are in nation branding — where South Africa, Nigeria, Kenya, Egypt and Morocco lead — and in sports branding, especially football, with iconic brands such as Bafana Bafana, the Super Eagles, Harambee Stars, the Pharaohs and the Atlas Lions."

According to Brand Finance, highlights of the Brand Finance Africa 200 2025 report include: 

Key Findings of the African Brand Valuation Analysis

The top 10 most valuable African brands are all South African.

With a brand value of USD$2.9-billion, MTN, the region's most valuable brand since Brand Finance commenced the study of wider African brands in 2020, retains its top position despite economic volatility, inflationary and regulatory challenges in the Nigerian market. 

Vodacom (with a brand value of USD$2.5-billion) and Standard Bank (with a brand value of USD$2.2-billion) maintain second and third place, respectively — their brand values supported by their continent-wide footprints.

First National Bank (with a brand value of USD$1.7-billion), Absa (with a brand value of USD$1.6-billion), Nedbank (with a brand value of USD$1.2-billion) and Investec (with a brand value of USD$1.2-billion) all rank amongst the top 10 most valuable brands, with the banking sector claiming five of the top 10 positions.

Amongst the top 10, retail brands are now represented by Checkers (with a brand value up 36% to USD$1.4-billion), Woolworths SA (with a brand value up 29% to USD$1.3-billion) and Shoprite (with a brand value up 13% to USD$1.2-billion).

The growth of these brands shows that, despite intense competition, South African and African brands more widely rank amongst the strongest globally, reflecting the high quality of the services and products they offer.

Key Findings of the African Brand Strength Analysis

The top 20 strongest African brands in 2025 all earn an AAA+ rating, the highest brand strength rating awarded by Brand Finance.

Checkers, the strongest African brand in 2025, rises from seventh place in 2024 with a Brand Strength Index (BSI) score of 97.7 out of 100. This surge is driven by outstanding domestic brand perceptions, including perfect 10 out of 10 scores in 'likeability,' consideration, recommendation and 'word of mouth'. Brand Finance data reveals that consumers are also satisfied with Checkers' pricing regime.

Kenya's Tusker is the second strongest African brand in 2025, with a BSI score of 97.1 out of 100. The brand notes perfect 10 out of 10 scores for familiarity, consideration and reputation within its home market, reflecting its deep-rooted domestic relevance and strong consumer trust.

South African retail brand Clicks ranks third with a BSI score of 97.0 out of 100, followed by Pick n Pay in fourth with a score of 96.8. Pick n Pay's strong performance reflects improvements in 'brand I know well,' reputation and several other key brand metrics, though it ranks slightly lower in 'brand I love' and overall recommendation. Despite boardroom issues, these concerns have not hugely impacted consumer perceptions.

Mr Price ranks as the fifth strongest African brand in 2025, followed by Capitec Bank in sixth place. South African insurance brand OUTsurance ranks seventh with a BSI score of 94.4 out of 100.

Kenya Commercial Bank also ranks among the top 10 strongest African brands in eighth place, followed by Dis-Chem and First National Bank in ninth and tenth place, respectively.

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