Dangote, GTBank emerge most admired African brands

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Idowu Sowunmi

For the third time in a row, Dangote Group has emerged as the most admired brand of African origin by consumers.

Also, GTBank has emerged as the most admired financial brand in Africa and the United Kingdom’s BBC retained its media category ranking as the most admired media brand in separate category sub-surveys.

This was disclosed in a survey of 100 Africa best brands announced in a novel global virtual event that incorporated the market openings of Kenya, South Africa and Nigeria.

African brands only occupy 13 of the 100 entries, seven less from last year.

The consumer-led survey sought to establish brand preferences across Africa. The survey was conducted among a representative sample of respondents 18 years and older, in 27 countries which collectively represent 50 per cent of the continent, covering all economic regions and accounting for an estimated 80 per cent of the population and the GDP of Africa.

The 2020 survey was conducted between February and April 2020 and yielded over 15,000 brand mentions and over 2,000 unique brands.

Established 10 years ago, the Brand Africa 100: Africa’s Best Brands survey and rankings have become the most authoritative survey, analysis, and metric of brands in Africa.

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Founder and Chairman of Brand Africa and Brand Leadership, Thebe Ikalafeng, during an online interactive session via Zoom, said: “African brands have an important role in helping to build the image, competitiveness and transforming the continent’s promise into a real change.”

He expressed concerns that 10 years after “the triumphant FIFA World Cup in South Africa which globally highlighted the promise and capability of Africa, and despite the vibrant entrepreneurial environment, Africa is not creating more competitive brands to meet the needs of its growing consumer market”.

Global Client Development Manager, GeoPoll, Caitlin van Niekerk, in his remarks, said: “The reach and accessibility of mobile across the continent enabled us to survey respondents across a representative sample of countries quickly and effectively, giving us vital and timely results at a critical time. Kantar has been the insight lead for Brand Africa since inception in 2010.”

In his reaction, Group Chief Corporate Communication Officer of Dangote Group, Anthony Chiejina, said the management was not unexpected of the ranking because the company has a long standing reputation for quality, relevance compliance and social stewardship.

According to him, “Our mission and vision engage and inspire us to by extension connects us with both our internal and external stakeholders.

“We fervently believe that only Africans can develop Africa, and this gives us stronger sense of relevance in all the countries where we have our operations.

“We are touching lives by providing their basic needs and empowering Africans more than ever before; creating jobs reducing capital flight, helping government conserve foreign exchange drain by supporting different industrial infrastructural projects of African government.”

Chiejina noted that Dangote Cement has been producing high quality and affordable cement, reducing poverty, engaging in unprecedented philanthropy and above all respecting the laws of the land where we operate.

He said: “All these are our credo and we do not compromise it, it is our way. And the ranking is just an acknowledgement of all these by our stakeholders, We keep our brand promise and stay authentic.”

Out of the top 100 brands in 2010/11, only half still appear in this year’s list due to mergers, acquisitions and the obsolescence of many brands.

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The most prominent changes are in the technology category with the demise Blackberry (#32 in 2010/11), the consolidation of Vodafone (#54 in 2010/11 and now #13 in 2020) which acquired Vodacom in 2008 and re-branded in 2011, Etisalat (#40 in 2010/11) re-branding to 9 Mobile in 2017 and Motorola (#39) being acquired by Lenovo in 2014.

A Chinese brand, Tecno, has raced up the ranking from #33 to #5 in the rankings – a dominant performance for one of China’s premier global brands that are not even sold in China.

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