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Dangote emerges most admired African brand

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Aliko Dangote

Dangote Group, from Nigeria has emerged most admired African brand, of African origin, by customers forward of telecommunication large, MTN in accordance with the South African based mostly Brand Leadership Movement in collaboration with the Johannesburg Stock Exchange (JSE).

The Dangote brand, which can also be the main brand in Nigeria got here atop within the fresh rating of 100 greatest manufacturers in Africa themed “Brand Africa:100”, the sixth version introduced in Johannesburg, South Africa.

The Brand Africa 100” was established in 2010, in recognition of the expansion of African manufacturers, which had been starting to problem international manufacturers in Africa or lead international manufacturers in new classes resembling telecommunications.

The purpose of Brand Africa is to establish, acknowledge and promote African and international manufacturers which might be catalysts for Africa’s development, popularity and worth.

Describing the brand, “Dangote”, The Brand Africa revealed that the Nigerian industrial brand, Dangote is the primary African brand recalled when customers are prompted concerning the continent of origin whereas the South African tele-communications brand MTN is the primary African brand spontaneously recalled no matter continent of origin.

The United States sports activities and health brand, Nike, is the general brand in Africa spontaneously recalled by customers.

The Brand Africa 100 rating is predicated on a survey amongst customers 18 years and older, carried out in 23 international locations throughout Africa.  The
international locations, representing all African financial areas, collectively account for 75 per cent of the inhabitants and the 74 per cent of the GDP of Africa.

Chief Corporate Communication Officer of the Dangote Group, Anthony Chiejina, stated the administration was not shocked on the rating as a result of
the corporate has constantly deepened and delivered on its core values. The focus of the corporate, in accordance with him, is to be a world-class enterprise that’s passionate concerning the high quality of lifetime of the folks and giving excessive returns to stakeholders.

“And this philosophy is pushed by values, which embrace customer service, entrepreneurship, excellence and management. In any of our subsidiaries, the main target is to supply native, value-added services that meet the ‘basic needs’ of the populace. Through the development and operation of enormous scale manufacturing amenities in Nigeria and throughout Africa, the Group is concentrated on constructing native manufacturing capability to generate employment, stop capital flight and supply domestically produced items for the folks.

“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 acknowledged.

African manufacturers rose barely to account for 17 per cent of the Top 100 manufacturers in Africa, non-African manufacturers retained their agency place in Africa with 83 per cent share of the Top 100 most admired manufacturers in Africa.

Brands from Europe lead the desk with 40 per cent, North America at 24 per cent and Asia 19 per cent.  West Africa six per cent, with solely Nigerian manufacturers and Southern Africa per cent.

The Top 100 is dominated by know-how and digital manufacturers (29 per cent), client (non-cyclical) (19 per cent), attire (15 per cent),
car (eight per cent), meals (7 per cent) and sports activities & health (5 per cent) classes are the highest classes.

“Overall, the 2017/18 Brand Africa 100 listing, which began out with over 15,500 brand mentions protecting over 2,200 admired manufacturers,
illustrates a very diversified portfolio of classes and types in Africa.

Founder and Chairman of Brand Africa and Brand Leadership, Thebe Ikalafeng, stated: “African manufacturers have an essential function in serving to
to construct the continent. These rankings are an essential metric of the progress Africa is making in creating home-grown world-class manufacturers which might be altering the narrative on African competiveness, picture and popularity and contributing to its socio-economic transformation.

“There is an unbelievable year-on-year consistency, with 60 per cent of the Top 10 manufacturers widespread among the many Top 10 Most Admired African Brands and
Most Admired Brands in Africa, led by Nigeria’s Dangote and Glo, South Africa’s MTN and Shoprite, Kenya’s Tusker and Ethiopia’s Anbessa.  Out of the 16 African manufacturers in Top 100 in 2016/17, six exited and 7 entered the Top 100 in 2017/18.

“The main change on the listing is the standing of the Safaricom/Mpesa brand.  Because Vodacom/Vodafone not too long ago turned majority proprietor of the enterprise, within the 2017/18 tables the Safaricom/Mpesa brand had been consolidated into the Vodacom/Vodafone brand.  Singled out, the Safaricom/Mpesa brand ranked 27, larger than the Vodacom/Vodafone brand, which is at #31.  Collectively, the Vodacom/Vodafone/Safaricom brand is now at #17.

“Safaricom/Mpesa stays a extremely recalled ‘African’ brand amongst Financial Services and the Most Admired Brands in Africa. Zimbabwe’s Econet made the most spectacular first time entry into the Top 100 at #40. After a lengthy keep on the listing regardless of its innumerable challenges, BlackBerry lastly fell off the listing because the brand exited the patron markets.  On the opposite hand, Etisalat, which dropped 31 spots, stays on the listing of the Top 100 regardless of exiting Africa in 2017.

“The highest gains are dominated by apparel and lifestyle sport brands Ralph Lauren (+48), Versace (+41) and a resurgent Reebok (+43). The sports category, led by Nike (#1), remains a strong performer, due to strategic repositioning or expansion in their positioning towards lifestyle and high profile endorsements and partnerships which have freshened and broadened the brands’ appeal, particularly to youthful and young consumers.”

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