“We want to enrich everyone’s life, not just the lives of a select few. From epic cameras and vivid, immersive viewing experiences to long-lasting batteries and strong security, we’re focusing on what really matters to young people. Importantly, through immensely popular devices such as the Galaxy A Series, Samsung ensures that awesome is for everyone. We believe these awards reflect Samsung’s commitment to placing cutting-edge technology in the hands of the youth. This, along with our long-sustained dedication to empowering people through our far-reaching bursary and learnership programmes resonates with South Africans. We will continue to create incredible, original experiences through the power of technology,” said Dudu Mokholo, Chief Marketing Officer at Samsung Africa.

Since 2004, the Sunday Times study has kept track of how youth interact with and respond to brands. It’s now the leading annual youth brand preference and consumer behaviour survey, polling over 5,500 youths aged eight to 23.

These awards come at a time when many people including South Africa’s learners and students were using devices such as the Samsung Galaxy A32 5G for remote working and studying. These affordable devices can be seamlessly connected to TV’s and tablets to allow young people to effortlessly connect with their world. Samsung is also offering future-proof technologies as 5G so the youth can experience next-generation speed and performance, demonstrating its commitment to providing accessible devices without compromising on quality.

Samsung devices clearly resonate in a big way. The brand knows that young people are not passive consumers of existing content. They are active, spontaneous creators of the next generation. As digital natives, the smartphone is central to their creativity. This is why devices have been designed to help create instant connections with friends and family, and make it easier and exciting to express yourself on social media. The innovations are also designed to maximise what’s possible on the most on-trend apps. Samsung believes that everyone deserves a phone that can help create anything you want at an affordable price. It’s innovation for all!

Samsung will continue to usher in the innovation of our time, including devices like the content creator’s dream, the Galaxy S21 5G Ultra, and recently launched foldable Galaxy Z series, which offer category-redefining technology that open up endless possibilities for more flexibility, functionality, and fun. These along with Samsung’s innovation throughout its product range clearly resonate with the youth, for which they are thoughtfully created.

“It’s always an honour to be recognised by the people we design our products for. This research validates our ongoing focus on creating products that empower Africans to do more. Samsung’s continued growth in Africa is fuelled by our commitment to be a part of the continent’s growth and prosperity,” says Dudu Mokholo, Chief Marketing Officer at Samsung Central Africa.

The Brand Africa 100® list also recognised Samsung as the number one brand in Nigeria, Ghana, Senegal, Cameroon, Democratic Republic of Congo and Morocco as well as number three in Kenya. The rankings are published annually in partnership with African Business Magazine and Brand Africa Partners.

“Samsung’s relentless pursuit of excellence and innovation has resulted in products that are redefining the worlds of TVs, smartphones, wearable devices, tablets, cameras, digital appliance and other ground-breaking technological categories. Samsung is therefore perfectly positioned to connect people, touch lives and offer an unprecedented level of value – we use design and innovation to provide people with new experiences and aspirational products,” concludes Mokholo.