The Nigerian company Dangote, owned by Africa’s richest man, Aliko Dangote has emerged the most valuable brand in Nigeria for 2018.
The company was part of other 49 top brands in Nigeria unveiled at the weekend in Lagos. The Top 50 brands in Nigeria were ranked following a survey conducted by the agency, Brand Nigeria.
Brand Nigeria in its report praised managers in-charge of the Dangote Brand for this success. Dangote becomes the Nigerian brand to top the rankings since 2013.
Other brands in Nigeria ranked in the top 50 include, Promasidor Nigeria Limited, BUA, Nine Mobile and Olam. Conoil, Channels TV, Union Bank, Access Bank, Chi, Toyota, and GTBank were also among the list.
The Head of Brand Nigeria, Taiwo Oluboyede says 46 percent of the top brands amounting to 23 are Nigerian brands.
“We used the Brand Strength Model (BSM index). It is model that measures a brand’s ability to deliver on its promise to the consumers from the consumer’s point of view.
The model uses basic qualitative elements. There are seven variables that goes into the BSM model”, Oluboyede said giving details about how the rankings were carried.
Chief Corporate Communication Officer of the Dangote Group, Anthony Chiejina says “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.”
Dangote Group is the largest indigenous industrial conglomerate in Sub-Saharan Africa. The company is also the largest producer of cement in Africa.