M-Pesa has emerged as Kenya’s strongest brand for 2026, followed by Safaricom and Samsung, according to new consumer research released by Superbrands East Africa, highlighting the growing influence of brand reputation, quality and reliability on purchasing decisions.
The rankings, unveiled in Nairobi on Wednesday, November 4, place M-Pesa at the top with a Superbrands score of 91.909, ahead of Safaricom at 89.623 and Samsung at 89.622.
WhatsApp secured fourth position with a score of 89.584, while Google completed the top five at 89.527. Naivas ranked sixth, followed by Dettol in seventh place and Bolt in eighth. Kenya Airways and YouTube completed the top ten.
The annual recognition is based on consumer assessments of brands across 112 categories, evaluating their quality, reliability and distinction. These attributes measure how well brands meet customer expectations, maintain consistent performance and differentiate themselves from competitors.
Research conducted by Kantar for Superbrands East Africa also found that 86 per cent of surveyed Kenyan consumers are likely to purchase products or services carrying the Superbrands seal.
Additionally, 84 per cent said the recognition would increase their trust in a brand, while 85 per cent indicated that it would encourage them to consider purchasing a product or trying a new service.
Superbrands East Africa Project Director and Associate Publisher Jawad Jaffer said the findings demonstrate that consumers increasingly value brands that consistently deliver on their promises.
“Kenyan consumers have many brands to choose from, but what ultimately matters is whether a brand delivers on its promises,” said Jaffer, adding that businesses must earn consumer confidence through consistent brand building rather than relying solely on advertising.
The research further established that 81 per cent of consumers believe the Superbrands seal helps businesses distinguish themselves from competitors, while an equal proportion said it helps them identify leading brands in their respective categories.
However, price remains an important consideration, with only 63 per cent of respondents saying they would consider paying more for products or services carrying the recognition.
The findings suggest that while strong brand reputation can influence purchasing decisions, businesses must continue offering competitive value to retain customers and strengthen loyalty.
Beyond brand recognition, the study examined consumer attitudes towards social media influencers, finding that 58 per cent of respondents trust influencer recommendations at least occasionally.
However, only 10 per cent said they consistently trust such endorsements, while 42 per cent expressed distrust, citing concerns about insincere promotions and a preference for independent purchasing decisions.
The research also revealed gaps in public understanding of the Superbrands recognition. Although half of respondents associated the seal with excellence, quality and trust, 26 per cent mistakenly identified it as a manufacturer’s logo.
Product packaging was the leading point of exposure to the recognition, accounting for 64 per cent of responses, followed by television at 31 per cent and social media at 29 per cent.
Meanwhile, consumer willingness to recommend recognised brands improved, with the Net Promoter Score rising from 10 in 2024 to 31 in 2026.
Other brands featuring in the top 30 include Equity Bank, Kenya Airways, Citizen TV, University of Nairobi, Kenyatta University, Toyota, Mercedes-Benz, Coca-Cola, KFC and Glovo.
The rankings underline the importance of customer experience, consistent product quality and reliability in building competitive brands in Kenya’s increasingly demanding consumer market.