Brand Africa has recently released its 15th annual Brand Africa 100 rankings, showcasing Africa’s Best Brands and Ethiopia’s Best Brands. The unveiling took place at the prestigious Africa Hall in Addis Ababa, Ethiopia, the birthplace of the African Union.
One of the key findings of the 2025 rankings is the disparity between the optimism for Africa reaching 68% and the fact that Ethiopian brands only account for 13% among the Most Admired Brands in the country. Ethiopian Airlines stands out as the #1 most admired aviation brand in Africa and the #1 most admired Ethiopian brand. It has also been inducted into the inaugural Brand Africa Hall of Fame for consistently ranking among Africa’s most admired brands over the past 5-15 years.
Despite Ethiopian Airlines’ success, only 6% of the Top 100 most admired brands in Ethiopia are of Ethiopian origin. This statistic highlights the challenge for homegrown brands to convert belief into consumer commitment and for Africans to support Made in Africa brands.
The study also revealed that only 32% of Ethiopians believe that African countries contribute to a better Africa. Surprisingly, China is ranked as the #1 most admired country in Ethiopia, ahead of Ethiopia itself. This data underscores the need for African brands to invest in research and development, innovation, quality, and authenticity to differentiate themselves in the market.
The rankings also shed light on other notable brands in Ethiopia, such as EBS, which is the #1 most admired Ethiopian media brand, and Mekedonia, Ethio Telecom, and Coca Cola, which are recognized as the #1 most admired brands for Doing Good For Society.
On a continental level, Nike retains its position as the most admired brand overall in Africa for the 8th consecutive year. Nike is also the top brand across different generations in Ethiopia, with Adidas leading among Baby Boomers.
In conclusion, the Brand Africa 100 rankings serve as a barometer of Africa’s industrialization agenda and the need for Africans to support local and African brands. The study was conducted independently by reputable research firms, GeoPoll and Kantar, and supported by regional partners. Moving forward, Brand Africa will continue its mission to drive a brand-led African agenda through initiatives and partnerships.
For more information on the Brand Africa agenda and the Brand Africa 100 rankings, visit www.brand.africa. The rankings will also be featured in the upcoming edition of African Business magazine.
