Africa must take bold and strategic steps to redefine its global identity through powerful branding, the United Nations Economic Commission for Africa (UNECA) declared on Friday during the unveiling of 'Brand Africa 100: Africa’s Best Brands 2025'.

Speaking at the high-profile event in Addis Ababa, UNECA Executive Secretary, Claver Gatete, urged African governments, businesses, and institutions to prioritize the development of globally competitive African brands that reflect the continent’s identity, culture, and economic potential.

Organised in partnership with Brand Africa and African Business, the annual report ranks the continent’s most admired brands based on a comprehensive survey conducted in 31 African countries. The results serve as a key indicator of how African and non-African brands are perceived across the continent.

Gatete emphasised that branding goes far beyond logos or marketing campaigns. “We must keep in mind that what defines a brand is not merely a logo or a slogan,” he said. “An authentic African brand must embody the continent’s stories, culture, and aspirations.”

Despite notable advancements in sectors like digital finance, sustainable development, and creative industries, Gatete pointed out that African brands still struggle to gain international recognition. He called for coordinated action to close this visibility gap.

Africa’s emerging middle class is fuelling a consumer market that is projected to surpass 2.2 trillion US dollars by 2030, he said, citing African Development Bank projections. 

He highlighted several success stories across the continent: Ghana and Côte d’Ivoire’s investment in cocoa processing, Kenya’s dominance in mobile banking, Nigeria’s vibrant entertainment sector, Rwanda’s environmental leadership, and South Africa’s diversified industry.

To accelerate progress, Gatete outlined five strategic priorities for boosting African brand visibility: Strengthening institutional support for brand development, enhancing regional integration of value chains, investing in quality and innovation, aligning with the goals of the African Continental Free Trade Area (AfCFTA), and Leveraging Africa’s rich cultural capital for authentic storytelling.

Gatete also highlighted the continent’s demographic strength, noting that over 70 percent of Africa’s population is under the age of 35. This youthful majority, he said, holds the key to building resilient branding ecosystems and shaping Africa’s image for generations to come.

The push to strengthen African brands, he added, aligns closely with the African Union’s Agenda 2063, which envisions a prosperous, integrated, and self-confident continent.