The Dangote Group has for the second year emerged the most
admired African brand ahead of the telecommunication giant, MTN, in a survey of
100 Africa’s best brands announced in Johannesburg at the weekend.
The South Africa-based Brand Africa, in a survey carried out
in collaboration with the Johannesburg Stock Exchange (JSE) and which report
was released at the weekend, of 15,000 brands mentioned, Dangote ranked first
when consumers were prompted to recall the most admired African brand.
In the top 100 list, Nike, a non-African brand, retains the
overall number one brand in Africa spontaneously recalled by consumers. South
African telecoms brand, MTN, is the number one African brand spontaneously
recalled brand, while surging Ethiopian brand, Anbessa Shoes, at number two,
swapped positions with Nigerian conglomerate, Dangote, which is the number
three most admired brand of African origin.
However, when consumers were prompted to recall the most
admired African brand, Dangote retained the number one position. Just last
year, the Dangote brand was named the most valuable brand among the top 50
brands in Nigeria for 2018 by Brand Nigeria.
The Brand Africa 100 rankings are based on a survey among a
representative sample of respondents 18 years and older, conducted in 25
countries across Africa.
The founder and Chairman of Brand Africa and Brand
Leadership, Thebe Ikalafeng, said of the outcome of the survey, “It is
disappointing that despite its vibrant entrepreneurial environment, Africa is
not creating new competitive brands to meet the needs of its growing consumer
market.”
In his reaction, the
Group Chief Corporate Communication Officer of Dangote Group, Anthony Chiejina,
said the Dangote brand’s ranking was not unexpected because the company had a
long-standing reputation for quality, relevance compliance and social
stewardship.
“We are touching lives by providing their basic needs and
empowering Africans more than ever before creating jobs, reducing capital
flight, and helping government conserve foreign exchange drain by supporting
different industrial infrastructural projects of African governments.
“All these are our credo and we do not compromise it. And
the ranking is just an acknowledgement of all these by our stakeholders, We
keep our brand promise and stay authentic,” he said.
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