Yas ranks among Africa’s top 50 strongest brands  

DAR ES SALAAM: Yas has emerged as one of Africa’s fast-rising telecom brands, debuting in the Brand Finance Africa 200, 2026 report with a brand value of 277 million US dollars, which are strong indicators of rising market strength and customer confidence.

The telecom firm (owned by AXIAN Telecom) ranked 61st overall and 43rd by brand strength with a Brand Strength Index (BSI) score of 84.8 out of 100.

AXIAN Telecom CEO, Mr Hassan Jaber, said the recognition marks another milestone in Yas’ emergence as one of Africa’s most compelling brand transformation stories, following its earlier global recognition in the Brand Finance Telecoms 150 2026 report.

“This recognition reinforces our ambition to be Africa’s trusted digital ally and our commitment to investing in the infrastructure, innovation and experiences that make that ambition real,” he said.

He added that Yas’ ranking reflects its growing continental resonance and ongoing investment in network expansion, digital innovation, and inclusive connectivity to help African communities unlock their digital potential.

“Being recognised in Brand Finance Africa 200 alongside top brands is a milestone reflecting our strong strategy and execution. In just over a year, Yas has grown into a brand that resonates with customers and stands out across the continent,” he noted.

Yas was created when AXIAN Telecom unified multiple market-leading brands across its operations in Madagascar, Comoros, Senegal, Togo and Tanzania under a single pan-African identity, building a brand platform designed for scale.

Managing Director, Brand Finance Africa, Oliver Schmitz said AXIAN Telecom’s transition to Yas stands out as one of the most effective large‑scale rebranding initiatives we have observed across Africa.

“Our research shows that AXIAN Telecom has successfully carried forward the most valuable attributes of its legacy brands – reliability, value, and market relevance – while establishing Yas as a cohesive, future‑ready brand with regional scale,” he said.

What is particularly impressive is not just the creation of a pan-African brand, but the careful transfer of equity from strong local legacy brands into Yas without losing trust or relevance.