By Cynthia Ezekwe
Dangote, a pan-African conglomerate brand has been named the most admired African brand for the sixth consecutive year, among the top 100 brands on the continent.
Brand Africa, an intergenerational movement to inspire a brand-led African renaissance to drive Africa’s competitiveness, connect Africa, and create a positive image of the continent, disclosed this in its 2023 rankings of the top 100 most admired brands in Africa, based on a survey and rankings conducted by Geopoll, Kantar, and Brand Leadership across 32 African countries that account for more than 85 percent of the continent’s GDP and population.
According to the ranking, MTN telecommunication company took the second position while the Digital Satellite Television (DSTV) came third, both of South African origin.
The Pan-African conglomerate brand was also adjudged to be the number one African Pride brand, followed by Ethiopian Airlines and MTN, respectively,
Brand Africa, in its statement announcing the ranking, noted that in a new category of brands that are doing good for people, society, and the environment, inspired by business shifting from profit to purpose, MTN and Dangote as African brands came first and second, respectively, while Unicef emerged as the number one NGO and Coca-Cola emerged as the number one non-African brand.
Brand Africa disclosed that Dangote retained the number one spot for the sixth time despite African brands slipping to 14 per cent of the top 100 most admired brands in Africa as non-African brands entrench their position on the continent.
Commenting on the survey affirming Dangote as the number one most admired indigenous African brand, Anthony Chiejina, group chief, branding and communication, Dangote Industries Limited, noted that the pan-African conglomerate deserved the awards, stating that Dangote brand generates strong nationalistic impressions and powerful feelings across the continent in terms of industrialization, self-sufficiency, prosperity, power, and production.
Chiejina stated that this was further strengthened with the recent commissioning of the 650,000 bpd Dangote petroleum refinery and petrochemical complex, which is a huge industrial complex or frigate.
“The brand portends the inevitability of Nigerian global ascendancy and a gateway to regional and continental development”, he added.