Safaricom and MTN brands among the world’s strongest in telecoms sector

The strength of these brands is driven not by global scale, but by local dominance and daily relevance, the consultancy states. 

Its research shows that both MTN and Safaricom have very strong brand perceptions in their core African markets, with consistently high scores across reputation, reliability, preference, and recommendation, reflecting deep-rooted consumer trust and loyalty.  

“Their brands have been reinforced over many years through sustained investment in networks, digital services and customer experience, enabling them to entrench themselves as the default choice for millions of consumers and businesses,” Brand Finance notes. 

Another African telecoms brand, Vodacom, ranks 16th among the world’s strongest telecoms brands. 

A new telecoms brand entry from Africa 

The study also names Mauritian-based brand Yas as a ‘brand to watch’ in the telecoms sector, debuting in the Telecoms 150 ranking in 2026 with a brand value of US$277-million.  

“This achievement is underpinned by Yas’s recent rebranding, which unifies its operations in key African markets – Madagascar, Senegal, Togo and Comoros – under a single pan-African identity, reinforcing its growing regional presence and influence,” Brand Finance says. 

“Yas now also ranks among the top 20 strongest brands in this year’s study – a powerful reflection of its growing leadership, strengthened competitiveness, and a commitment to unlocking Africa’s digital possibilities.” 

Comments Jeremy Sampson, Chairman of Brand Finance Africa: “While not as globally competitive in brand value, African telecoms brands dominate the brand strength ranking, with four African brands ranked among the world’s top 20 strongest telecoms brands in 2026.  

“Safaricom and MTN remain at the forefront, underscored by their deep local relevance, trust, cultural connection and firm presence in the everyday lives of the people they serve.  

“Meanwhile, Yas’ performance in the 2026 ranking, debuting in 19th rank for brand strength, underscores one of the most significant brand transformations in African telecoms to date. Its success highlights how strategic brand consolidation, combined with a clear vision and consistent delivery, can drive growth, regional leadership and lasting customer trust.” 

Globally, the ‘Brand Finance Telecoms 150 2026’ report names Deutsche Telekom of Germany as, once again, the most valuable telecoms brand globally.