• While 56 per cent of Kenyans believe in Africa, only 26 per cent are loyal to African brands, the continental survey indicates.
• Coca Cola (US brand) and South Korea's Samsung are the second and third most admired brands overall.
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Safaricom/Mpesa is the most admired brand in Kenya, the latest survey by Brand Africa and Gina Din Group indicates.
It leads Coca Cola (US brand) and South Korea's Samsung which come in second and third, respectively, among the overall most admired in the country inclusive of international brands.
Among Kenyan brands, Tusker and Equity trail Safaricom/Mpesa which remains a major driver of the country's telecommunication industry and mobile money.
The most admired financial services brands are Equity Bank, KCB and the Co-operative Bank of Kenya, with the Nairobi Security Exchange listed lenders remaining top players in the country's financial sector.
The survey conducted on behalf of the two companies by the world research firm, GeoPoll, covered 30 countries that account for over 85 per cent of the population and over 85 per cent of the GDP of Africa.
While 56 per cent of Kenyans believe in Africa, only 26 per cent are loyal to African brands, the continental survey indicates.
With this, foreign brands continued to dominate the personal care cluster, non-alcoholic beverages, technology, sports and fitness brands and auto-manufacturers.
Toyota remains the most preferred car make followed by Honda and Mercedes Benz.
In electronics and computers, Samsung tops as the most admired brand by Kenyans beating Apple and Tecno. Google (USA) leads in technology brands followed by Microsoft and Jumia .
Other top foreign brands loved by Kenyans are Nike, Adidas and Puma in the sports and fitness category while Nivea topped the personal care category, followed by Kenya's Softcare and Nice and Lovely.
Naivas tops in the most admired retail brands followed by Kilimall and Sarit.
The top 100 most admired brands in Kenya rankings are led by European brands accounting for 30 per cent, African brands at 26 per cent, North America at 22 per cent and Asia at 20 and Oceania at two per cent.
In a new category to determine the most admired country that contributes to a better Africa, Kenyans ranked Kenya as the number one country.
South Africa, USA, Rwanda and Tanzania make up the rest of the top five.
Safaricom/Mpesa, Coca Cola and Unicef (Non-Profit brand) are ranked the most admired brands for doing good for society, environment and people.
Brand Africa chairman and founder Thebe Ikalafeng said the results demonstrate the diversity and complexity of the Kenyan market – and the strength of the local brands which drive its economy and identity.
Gina Din, Founder and Chairman of Gina Din Group said:“Celebrating leading brands such as Kenyan giants, Safaricom, Equity and Tusker, is important because they are not only shaping the country and ultimately the continent’s identity and driving its prosperity; but are redefining its global narrative and stature," said Gina Din founder and Chairman of Gina Din Group said
NSE chairman Kiprono Kittony termed the top brands as valuable businesses in Kenya.
"As a custodian of the value for businesses, many of the brands that are not listed on our bourse, are among the most trusted businesses and the leaders we want to attract to the NSE to create sustainable shareholder value,”said Kittony.
The results are published every year in the June special edition of African Business, the continent’s foremost business magazine since 1966.