{"id":62603,"date":"2018-06-13T21:47:54","date_gmt":"2018-06-13T20:47:54","guid":{"rendered":"http:\/\/pointblanknews.com\/pbn\/?p=62603"},"modified":"2018-06-13T21:47:54","modified_gmt":"2018-06-13T20:47:54","slug":"dangote-emerges-as-the-most-admired-african-brand","status":"publish","type":"post","link":"https:\/\/pointblanknews.com\/pbn\/news\/dangote-emerges-as-the-most-admired-african-brand\/","title":{"rendered":"Dangote emerges as the most admired African brand"},"content":{"rendered":"
Dangote Group, from Nigeria has emerged as the most admired African brand,<\/div>\n
of African continent origin, by consumers ahead of telecommunication<\/div>\n
giant, MTN according to the South African based Brand Leadership Movement<\/div>\n
in collaboration with the Johannesburg Stock Exchange (JSE)<\/div>\n
<\/div>\n
The Dangote brand which is also the leading brand in Nigeria came atop in<\/div>\n
the fresh ranking of 100 best brands in Africa themed \u201cBrand Africa:100\u201d,<\/div>\n
the sixth edition announced in Johannesburg, South Africa.<\/div>\n
<\/div>\n
The Brand Africa 100\u201d was established in 2010, in recognition of the<\/div>\n
growth of African brands, which were beginning to challenge global brands<\/div>\n
in Africa or lead global brands in new categories such as<\/div>\n
telecommunications.<\/div>\n
<\/div>\n
The aim of Brand Africa is to identify, acknowledge and promote African<\/div>\n
and global brands that are catalysts for Africa\u2019s growth, reputation and<\/div>\n
value.<\/div>\n
<\/div>\n
Describing the brand, \u201cDangote\u201d, The Brand Africa revealed that the<\/div>\n
\u201cNigerian industrial brand Dangote is the number one African brand<\/div>\n
recalled when consumers are prompted about the continent (Africa) of<\/div>\n
origin while the South African tele-communications brand MTN is the number<\/div>\n
one African brand spontaneously recalled irrespective of continent of<\/div>\n
origin.<\/div>\n
<\/div>\n
The United States sports and fitness brand, Nike, is the overall brand in<\/div>\n
Africa spontaneously recalled by consumers.<\/div>\n
<\/div>\n
The Brand Africa 100 ranking is based on a survey among consumers 18 years<\/div>\n
and older, conducted in 23 countries across Africa.\u00a0 The countries,<\/div>\n
representing all African economic regions, collectively account for 75 per<\/div>\n
cent of the population and the 74 per cent of the GDP of Africa.<\/div>\n
<\/div>\n
Chief Corporate Communication Officer of the Dangote Group, Anthony<\/div>\n
Chiejina said the management was not surprised at the ranking because the<\/div>\n
company has continuously deepened and delivered on its core values. The<\/div>\n
focus of the company, according to him, is to be a world-class enterprise<\/div>\n
that is passionate about the quality of life of the people and giving high<\/div>\n
returns to stakeholders.<\/div>\n
<\/div>\n
\u201cAnd this philosophy is driven by values, which include customer service,<\/div>\n
entrepreneurship, excellence and leadership. In any of our subsidiaries,<\/div>\n
the focus is to provide local, value-added products and services that meet<\/div>\n
the \u2018basic needs\u2019 of the populace. Through the construction and operation<\/div>\n
of large scale manufacturing facilities in Nigeria and across Africa, the<\/div>\n
Group is focused on building local manufacturing capacity to generate<\/div>\n
employment, prevent capital flight and provide locally produced goods for<\/div>\n
the people.<\/div>\n
<\/div>\n
\u201cThe expansion of our business especially the Cement which has operations<\/div>\n
in 14 African countries including Nigeria, Benin, Ghana, Senegal, South<\/div>\n
Africa and Zambia, among others has added to popularity of our company and<\/div>\n
the products, Chiejina stated.<\/div>\n
<\/div>\n
African brands rose slightly to account for 17 per cent of the Top 100<\/div>\n
brands in Africa, non-African brands retained their firm position in<\/div>\n
Africa with 83 per cent share of the Top 100 most admired brands in<\/div>\n
Africa.<\/div>\n
<\/div>\n
Brands from Europe leads the table with 40 per cent, North America at 24<\/div>\n
per cent and Asia 19 per cent.\u00a0 West Africa 6 per cent, with only Nigerian<\/div>\n
brands and Southern Africa per cent.<\/div>\n
<\/div>\n
The Top 100 is dominated by technology and electronic brands (29 per<\/div>\n
cent), consumer (non-cyclical) (19 per cent), apparel (15 per cent),<\/div>\n
automobile (8 per cent), food (7 per cent) and sports & fitness (5 per<\/div>\n
cent) categories are the top categories.<\/div>\n
<\/div>\n
\u201cOverall, the 2017\/18 Brand Africa 100 list, which started out with over<\/div>\n
15,500 brand mentions covering over 2,200 admired brands, illustrates a<\/div>\n
very diversified portfolio of categories and brands in Africa.<\/div>\n
<\/div>\n
Thebe Ikalafeng, Founder and Chairman of Brand Africa and Brand<\/div>\n
Leadership.\u00a0 Said \u201cAfrican brands have an important role in helping to<\/div>\n
build the African brand,\u201d says These rankings are an important metric of<\/div>\n
the progress Africa is making in creating home-grown world-class brands<\/div>\n
that are changing the narrative on African competiveness, image and<\/div>\n
reputation and contributing to its socio-economic transformation.<\/div>\n
<\/div>\n
\u201cThere is an incredible year-on-year consistency, with 60% of the Top 10<\/div>\n
brands common among the Top 10 Most Admired African Brands and Most<\/div>\n
Admired Brands in Africa, led by Nigeria\u2019s Dangote and Glo, South Africa\u2019s<\/div>\n
MTN and Shoprite, Kenya\u2019s Tusker and Ethiopia\u2019s Anbessa.\u00a0 Out of the 16<\/div>\n
African brands in Top 100 in 2016\/17, 6 exited and 7 entered the Top 100<\/div>\n
in 2017\/18.<\/div>\n
<\/div>\n
\u201cThe The major change on the list is the status of the Safaricom\/Mpesa<\/div>\n
brand.\u00a0 Because Vodacom\/Vodafone recently became majority owner of the<\/div>\n
business, in the 2017\/18 tables the Safaricom\/Mpesa brand was consolidated<\/div>\n
into the Vodacom\/Vodafone brand.\u00a0 Singled out, the Safaricom\/Mpesa brand<\/div>\n
ranked 27, higher than the Vodacom\/Vodafone brand, which is at #31.<\/div>\n
Collectively, the Vodacom\/Vodafone\/Safaricom brand is now at #17\u2026<\/div>\n
<\/div>\n
\u201cSafaricom\/Mpesa remains a highly recalled \u2018African\u2019 brand among Financial<\/div>\n
Services and the Most Admired Brands in Africa.\u00a0 Zimbabwe\u2019s Econet made<\/div>\n
the most spectacular first time entry into the Top 100 at #40. After a<\/div>\n
long stay on the list despite its innumerable challenges, BlackBerry<\/div>\n
finally fell off the list as the brand exited the consumer markets.\u00a0 On<\/div>\n
the other hand, Etisalat, which dropped 31 spots remains on the list of<\/div>\n
the Top 100 despite exiting Africa in 2017.<\/div>\n
<\/div>\n
\u201cThe highest gains are dominated by apparel and lifestyle sport brands<\/div>\n
Ralph Lauren (+48), Versace (+41) and a resurgent Reebok (+43). The sports<\/div>\n
category, led by Nike (#1), remains a strong performer, due to strategic<\/div>\n
repositioning or expansion in their positioning towards lifestyle and high<\/div>\n
profile endorsements and partnerships which have freshened and broadened<\/div>\n
the brands\u2019 appeal, particularly to youthful and young consumers.\u201d<\/div>\n","protected":false},"excerpt":{"rendered":"

Dangote Group, from Nigeria has emerged as the most admired African brand, of African continent origin, by consumers ahead of telecommunication giant, MTN according to the South African based Brand…<\/p>\n","protected":false},"author":1,"featured_media":57161,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","footnotes":""},"categories":[5],"tags":[],"class_list":["post-62603","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news"],"yoast_head":"\nDangote emerges as the most admired African brand - Pointblank News<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/pointblanknews.com\/pbn\/news\/dangote-emerges-as-the-most-admired-african-brand\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Dangote emerges as the most admired African brand - 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