Dangote Group has been adjudged the most-admired African brand by consumers.
It took the prize ahead of telecommunication giant, MTN according to the South Africa-based Brand Leadership Movement in collaboration with the Johannesburg Stock Exchange (JSE)
The Dangote brand came tops in the fresh ranking of 100 best brands in Africa organized 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 objective of Brand Africa is to identify, acknowledge and promote African and global brands that are catalysts for Africa’s growth, reputation and value.
The Brand Africa described Dangote Group as “the number one African brand”
The Brand Africa 100 ranking is based on a survey among consumers 18 years and older. It was 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.
“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.
“The expansion of our business especially the Cement which has operations in 14 African countries including Nigeria, Benin, Ghana, Senegal, South Africa and Zambia, among others has added to popularity of our company and the products, Chiejina stated.
African brands rose slightly to account for 17 per cent of the Top 100 brands in Africa, non-African brands retained their firm position in Africa with 83 per cent share of the Top 100 most admired brands in Africa.