Safaricom Named Most Admired Brand in Kenya by Brand Africa

Safaricom, the leading telecommunications brand in Kenya, has been recognized as the number one overall brand in Kenya and the top Kenyan brand in the 14th annual Brand Africa 100 | Africa’s Best Brands research and rankings. The study, conducted by Brand Africa in partnership with the Gina Din Group, highlights Safaricom’s dominant position in the Kenyan market and across the continent, reflecting its impact and influence in telecommunications and beyond.

The annual survey, which identifies the most admired brands across Africa, reveals that while 56% of Kenyans express belief in Africa’s potential, only 26% of their most admired brands are made in Africa, with Kenyan brands making up 23% of the Top 100 brands. Safaricom, alongside its mobile money service M-Pesa, not only leads as the number one overall brand in Kenya but also tops the rankings as the leading Kenyan brand, telecommunications brand, and brand recognized for its positive contributions to society, people, and the environment. Coca-Cola was named the top non-African brand in Kenya, showcasing the strong influence of global brands within the Kenyan market.

The rankings further identified category leaders among Kenyan brands, underscoring the diversity and competitiveness of local businesses. Citizen emerged as the top media brand, Equity Bank as the number one financial services brand, and Tusker as the leading non-alcoholic brand. Other notable Kenyan brands include Ketepa Tea as the top consumer non-cyclical brand, Naivas as the leading retail brand, Softcare as the top personal care brand, Denri as the leading apparel brand, and Ramtons as the top electronics/computer brand.

Among non-Kenyan brands, Coca-Cola led in the non-alcoholic beverages category, Samsung in electronics/computers, Nike in sports and fitness, Toyota in auto manufacturers, Gucci in luxury, Blue Band in consumer non-cyclical, Google in technology, Nivea in personal care, and DSTV in media. European brands accounted for 30% of the Top 100 most admired brands in Kenya, followed by African brands at 26%, North American brands at 22%, Asian brands at 20%, and Oceania at 2%.

In a new category assessing the most admired country contributing to a better Africa, Kenyans ranked their own nation as the top choice, followed by South Africa, the USA, Rwanda, and Tanzania. This patriotic sentiment reflects Kenya’s growing national pride and its recognition of the country’s significant contributions to the continent’s development.

Safaricom/M-Pesa was acknowledged not only as the leading Kenyan brand but also as the most admired brand for its societal, environmental, and philanthropic contributions. Coca-Cola and UNICEF were also recognized as top brands for their positive impact on society, highlighting the importance of corporate social responsibility among admired brands.

Brand Africa Chairman and Founder, Thebe Ikalafeng, praised Kenya as one of the continent’s leading nation brands, noting the rankings’ demonstration of the market’s diversity and the strength of local brands that drive the economy and shape national identity. Gina Din Kariuki, Founder and Chairman of Gina Din Group, emphasized the importance of celebrating leading brands like Safaricom, Equity, and Tusker for their role in defining Kenya’s global narrative and contributing to the continent’s prosperity.

Ambassador Peter Madens also commended the initiative, underscoring the economic significance of African brands and their role in Africa’s emergence as a competitive global powerhouse. Brand Africa’s research, conducted annually in over 30 markets across Sub-Saharan Africa, North Africa, and East African Islands, covers 85% of the continent’s GDP and population. The rankings, independently funded and conducted without brand payments, ensure an objective and comprehensive assessment of Africa’s best brands.

As Kenya continues to lead in brand excellence, the recognition of Safaricom and other local brands not only reinforces their economic impact but also cements their status as key players in Africa’s brand landscape.