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.
According to the survey, Dangote retains rank as #1 most admired African brand recalled when consumers are prompted for African brands.
Other Nigerian brands that made the list of most admired African brands include: Glo, Star Beer, and Jumia.
Brand Africa 100
Since 2011, the Brand Africa 100 has been surveying and ranking the most admired brands spontaneously recalled by African consumers. In a relatively stable Top 100 list, the US sports and fitness mega brand, Nike, retains the overall #1 brand in Africa spontaneously recalled by consumers.
South African telecoms brand MTN is the #1 African brand spontaneously recalled brand, while surging Ethiopian brand Anbessa Shoes, at #2, swopped positions with Nigerian conglomerate, Dangote, which is the #3 most admired brand of African of origin. However, when consumers are prompted to recall the most admired African brand, Dangote retains the #1 position.
Reacting to the news, 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.
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. Covering all African economic regions, collectively these countries account for an estimated 80% of the continent’s population and 75% of the GDP.
Overall, the 2018/19 Brand Africa 100 list, which is calculated from 15,000 brand mentions illustrates a very diversified range of brands in Africa and shows year on year consistency with 80% of the Top 100 brands having been in the Top 100 Most Admired Brands in previous years.