This is the 2020 ranking for top the 100 brands in Africa, as compiled by the African Business Magazine. Nike, a non-African brand, topped. A decade ago in 2010, Nike placed ninth. However, a deliberate strategy of partnerships with African sports achievers and national teams have paid off after a decade.
One of this year’s big winners is Indomie, which comes in at #34. An Indonesian based company that entered the Nigerian market over 30 years ago has today managed to turn instant noodles into a staple food in Africa’s most populous country, challenging jollof rice for main billing in Nigerian and Ghanaian households.
It controls 74% of the market and the brand is so popular that the Indonesian trade minister Enggartiasto Lukita said that most Nigerians make the common mistake thinking of Indomie as a local product. To many Ghanaian and Nigerians, all noodles are Indomie! Many other variations of the brand has since emerged.
The second highest mover is Vlisco, moving 50 places to #45. Vlisco is arguably the most dominant brand representing African fashion.
Its success has shone a light on African fashion and undoubtedly inspired other global brands, such as LV Basotho’s range of blankets or Christian Louboutin’s collaboration with Senegalese artists to launch the Africaba Tote Bag incorporating bold Ankara prints that originated in West Africa.
African Brands – Ghana’s Kente in the Loom
The world of fashion has helped African style go global. More recently we saw English designer Stella McCartney also use Ankara inspired prints in her Paris show and Thai-American designer Thakoon taking inspiration from the Maasai for his latest collection.
In a resurgence and appreciation of “African fabrics” most of which are inspired by Vlisco, among the “brands” mentioned by respondents were Mozambique’s “Capulana”, Ghana’s “Kente” and Zambia’s “Kitenge”.