Dangote Emerges Most Admired African Brand

Jonathan Eze

Dangote Group has emerged the most admired African brand on the continent by consumers ahead of the telecommunication giant, MTN, according to the South Africanbased Brand Leadership Movement in collaboration with the Johannesburg Stock Exchange (JSE).

The Dangote brand which is also the leading brand in Nigeria came atop in the fresh ranking of 100 best brands in Africa with the theme: ‘Brand Africa:100’, the sixth edition announced was in Johannesburg, South Africa.

The Brand Africa 100 “was established in 2010 in recognition of the growth of African brands, which were beginning to challenge global brands in Africa or lead global brands in new categories such as telecommunications.

“The aim of Brand Africa is to identify, acknowledge and promote Africans and global brands that are catalysts for Africa’s growth, reputation and value.”

Describing the brand, Dangote, The Brand Africa revealed that the “Nigerian industrial brand ( Dangote) is the number one African brand on the continent (African origin) while the South African telecommunications brand (MTN) is the number one African brand irrespective of continent of origin.

“The United States sports and fitness brand, Nike, is the overall brand in Africa spontaneously recalled by consumers.”

The Brand Africa 100 ranking is based on a survey among consumers 18 years and older, conducted in 23 countries across Africa. The countries representing all African economic regions collectively account for 75 per cent of the population and the 74 per cent of the GDP of Africa.

Chief Corporate Communication Officer of the Dangote Group, Anthony Chiejina, said the management was not surprised at the ranking because the company has continuously deepened and delivered on its core values.

The focus of the company, according to him, is to be a world-class enterprise that is passionate about the quality of life of the people and giving high returns to stakeholders.

He said: “And this philosophy is driven by values, which include customer service, entrepreneurship, excellence and leadership. In any of our subsidiaries, the focus is to provide local, value-added products and services that meet the basic needs of the populace. Through the construction and operation of large scale manufacturing facilities in Nigeria and across Africa, the group is focused on building local manufacturing capacity to generate employment, prevent capital flight and provide locally produced goods for the people.”