25 May 2026 Yas (owned by AXIAN Telecom), a leading pan-African telecommunications company, has been named a ‘Brand to Watch’ in the Brand Finance Africa 200 2026 report and has debuted in the index with a brand value of USD 277 million, ranking 61st overall and 43rd by brand strength with a Brand Strength Index (BSI) score of 84.8 out of 100. The recognition marks another significant milestone in Yas’ emergence as one of Africa’s most compelling brand transformation stories, having first gained global recognition earlier this year in the Brand Finance Telecoms 150 2026. 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. The transition was anchored in continuity – preserving the trust customers had built with each local brand, while creating a cohesive, future-ready proposition with the scale to compete across Africa. Yas’ debut in the Brand Finance Africa 200 2026 ranking reflects the increasing continental resonance of the brand and underscores Yas’ continued investment in network expansion, digital innovation, and inclusive connectivity that help African communities unlock their digital potential across the continent. Hassan Jaber, CEO AXIAN Telecom, said: “Being recognised in Brand Finance Africa 200 alongside the continent’s most established brands is a milestone that speaks to the strength of our strategy and the quality of our execution. In just over a year, Yas has grown from a new unified brand into one that resonates deeply with customers across our markets and commands real standing on the continental stage. 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. But more than anything, this ranking belongs to the millions of customers who chose us, trusted us, and built with us. We don’t announce an achievement – we celebrate a journey shared with the millions of people who let us be part of theirs.” Oliver Schmitz, Managing Director, Brand Finance Africa, commented: AXIAN Telecom’s transition to Yas stands out as one of the most effective large‑scale rebranding initiatives we have observed across Africa. What is particularly impressive is not simply the creation of a new pan‑African brand, but the disciplined and deliberate transfer of equity from strong local legacy brands into Yas without erosion of trust or relevance. 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. This is reflected not only in Yas’ strong debut in the Telecoms 150, but also in its recognition in the Africa 200 2026 ranking, where it is emerging as one of the continent’s most compelling brand transformation stories. Yas demonstrates that when rebranding is anchored in strategy, execution, and customer insight, it can unlock significant brand value and strengthen competitive positioning across Africa’s rapidly evolving digital markets.” To access the full Brand Finance Africa 200 2026 report, please visit: Africa | Reports | Brandirectory ____________ About Yas Yas (owned by AXIAN Telecom) is a leading telecommunications company that operates in 11 markets across Africa and the Indian Ocean, providing mobile, fixed, digital infrastructure and fintech services to more than 43 million customers. Yas positions itself as a trusted partner, dedicated to helping customers unlock their digital potential. Yas harnesses cross-market synergies and leverages the combined resources of a strong unified pan-African business to drive innovation. Yas has expanded through active acquisitions and considerable network investment since 2015, systematically ensuring its businesses have a positive and sustainable impact on the daily lives customers and communities they serve. Yas ranks amongst the top 20 strongest telecom brands and has been named a 2026 ‘Brand to Watch’ in the global telecoms sector in Brand Finance Telecoms 150 2026 report. www.axian-telecom.com.
