Total brand value of top 25 most valuable Kenyan brands reaches KES338.3 billion in 2025, reveals new data from Brand Finance
LONDON, 10 June 2025 – Equity Bank (brand value up 8.4% to KES71.3 billion) retains its position as the most valuable Kenyan brand for the second year running, according to a new report from Brand Finance, the world's leading brand valuation consultancy. The bank’s dominance is attributed to its strong financial performance, robust customer base, and a high Brand Strength Index (BSI) score of 90.7 out of 100, driven by sustained customer trust and engagement.
The banking sector contributes over half of the ranking’s total brand value, accounting for over KES185 billion, underscoring the sector’s central role in Kenya’s economy. Five of the top 10 most valuable Kenyan brands are banks: Kenya Commercial Bank, Co-operative Bank of Kenya, NCBA, and I&M.
Safaricom (brand value up 0.5% to KES58.3 billion) maintains its position as the second-most valuable Kenyan brand, and leads in environmental sustainability perceptions, according to Brand Finance research.
Tusker (brand value up 67% to KES9.6 billion) is the fastest-growing Kenyan brand in 2025. Strong revenue growth, attributed to successful pricing strategies and commercial activities implemented by East African Breweries Limited, (EABL) have largely fuelled this growth. Kenya’s growing economy and increasing urbanisation have boosted consumer spending, further driving demand for branded alcoholic drinks like Tusker.
Tusker is also the strongest Kenyan brand, with a BSI score of 97.1 out of 100. Brand Finance research reveals that the brand notes perfect 10 out of 10 scores for familiarity, consideration, and reputation in its home market, reflecting its deep-rooted domestic impact and strong consumer trust.
APA Insurance, GA Life Assurance, and ICEA Lion enter the 2025 ranking, reflecting the ongoing expansion of Kenya's insurance sector, with life insurance seeing notable growth due to a surge in consumer demand.
Walter Serem, Regional Manager, Brand Finance East Africa, commented:
“As the Brand Finance Kenya custodian, my role is critical in highlighting the value of local brands in relation to global benchmarks. Strong brands command premium pricing, build customer loyalty, generate employment, and attract international investment - all of which drive Kenya's economic growth. In the Kenya 25 2025 ranking, 18 brands have increased their brand values, while five new entrants join the list, highlighting the dynamic and ever-evolving nature of Kenya’s branding landscape."
Brand Finance is the world’s leading brand valuation consultancy. Bridging the gap between marketing and finance, Brand Finance evaluates the strength of brands and quantifies their financial value to help organisations make strategic decisions.
Headquartered in London, Brand Finance operates in over 25 countries. Every year, Brand Finance conducts more than 6,000 brand valuations, supported by original market research, and publishes over 100 reports which rank brands across all sectors and countries.
Brand Finance also operates the Global Brand Equity Monitor, conducting original market research annually on 6,000 brands, surveying more than 175,000 respondents across 41 countries and 31 industry sectors. By combining perceptual data from the Global Brand Equity Monitor with data from its valuation database — the largest brand value database in the world — Brand Finance equips ambitious brand leaders with the data, analytics, and the strategic guidance they need to enhance brand and business value.
In addition to calculating brand value, Brand Finance also determines the relative strength of brands through a balanced scorecard of metrics evaluating marketing investment, stakeholder equity, and business performance, compliant with ISO 20671.
Brand Finance is a regulated accountancy firm and a committed leader in the standardisation of the brand valuation industry. Brand Finance was the first to be certified by independent auditors as compliant with both ISO 10668 and ISO 20671 and has received the official endorsement of the Marketing Accountability Standards Board (MASB) in the United States.
Brand is defined as a marketing-related intangible asset including, but not limited to, names, terms, signs, symbols, logos, and designs, intended to identify goods, services, or entities, creating distinctive images and associations in the minds of stakeholders, thereby generating economic benefits.
Brand strength is the efficacy of a brand’s performance on intangible measures relative to its competitors. Brand Finance evaluates brand strength in a process compliant with ISO 20671, looking at Marketing Investment, Stakeholder Equity, and the impact of those on Business Performance. The data used is derived from Brand Finance’s proprietary market research programme and from publicly available sources.
Each brand is assigned a Brand Strength Index (BSI) score out of 100, which feeds into the brand value calculation. Based on the score, each brand is assigned a corresponding Brand Rating up to AAA+ in a format similar to a credit rating.
Brand Finance calculates the values of brands in its rankings using the Royalty Relief approach – a brand valuation method compliant with the industry standards set in ISO 10668. It involves estimating the likely future revenues that are attributable to a brand by calculating a royalty rate that would be charged for its use, to arrive at a ‘brand value’ understood as a net economic benefit that a brand owner would achieve by licensing the brand in the open market.
The steps in this process are as follows:
1 Calculate brand strength using a balanced scorecard of metrics assessing Marketing Investment, Stakeholder Equity, and Business Performance. Brand strength is expressed as a Brand Strength Index (BSI) score on a scale of 0 to 100.
2 Determine royalty range for each industry, reflecting the importance of brand to purchasing decisions. In luxury, the maximum percentage is high, while in extractive industry, where goods are often commoditised, it is lower. This is done by reviewing comparable licensing agreements sourced from Brand Finance’s extensive database.
3 Calculate royalty rate. The BSI score is applied to the royalty range to arrive at a royalty rate. For example, if the royalty range in a sector is 0-5% and a brand has a BSI score of 80 out of 100, then an appropriate royalty rate for the use of this brand in the given sector will be 4%.
4 Determine brand-specific revenues by estimating a proportion of parent company revenues attributable to a brand.
5 Determine forecast revenues using a function of historic revenues, equity analyst forecasts, and economic growth rates.
6 Apply the royalty rate to the forecast revenues to derive brand revenues.
7 Discount post-tax brand revenues to a net present value which equals the brand value.
Brand Finance has produced this study with an independent and unbiased analysis. The values derived and opinions presented in this study are based on publicly available information and certain assumptions that Brand Finance used where such data was deficient or unclear. Brand Finance accepts no responsibility and will not be liable in the event that the publicly available information relied upon is subsequently found to be inaccurate. The opinions and financial analysis expressed in the study are not to be construed as providing investment or business advice. Brand Finance does not intend the study to be relied upon for any reason and excludes all liability to any body, government, or organisation.
The data presented in this study form part of Brand Finance's proprietary database, are provided for the benefit of the media, and are not to be used in part or in full for any commercial or technical purpose without written permission from Brand Finance.
