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.”

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