Dangote Group Emerges At The Top
A survey of 100 Africa best brands, announced in Johannesburg at the weekend, put Dangote Group ahead of telecommunication giant, MTN. According to the seventh edition of South Africa-based Brand Africa, in a survey carried out in collaboration with the Johannesburg Stock Exchange (JSE), of 15,000 brands mentioned, Dangote ranked first when consumers were prompted to recall the most admired African brand.
In the top 100 list, the United States sports and fitness mega brand, Nike, a non-African brand, retains the overall number one brand in Africa spontaneously recalled by consumers. South African telecoms brand, MTN, is the number one African brand spontaneously recalled the brand, while surging Ethiopian brand, Anbessa Shoes, at number two, swapped positions with Nigerian conglomerate, Dangote, which is the number three most admired brand of African of origin.
L-R: Chairman, Dangote Cement Plc, Aliko Dangote; Group Managing Director/CEO, Engr. Joseph Makoju; Non-Executive Director, Dangote Cement Plc.| Nairametrics
However, when consumers are prompted to recall the most admired African brand, Dangote retains the number one position. Just last year, Dangote brand was named the most valuable brand among the top 50 brands in Nigeria for 2018 by Brand Nigeria. Further analysis of the ranking indicates that overall, the 2018/19 Brand Africa 100 list, which is calculated from 15,000 brand mentions, illustrates a very diversified range of brands in Africa and shows year-on-year consistency with 80 per cent of the top 100 brands have been in the top 100 Most Admired Brands in previous years.
Dangote Group Emerges Most Admired African Brand | Leadership Newspaper
Overall, African brands faltered to an all-time low 14 percent share of the top 100 most admired brands in Africa. However, MTN (South Africa), Dangote (Nigeria) and Safaricom (Kenya) are the most admired highest listed brands on sub-Sahara’s leading bourses, the JSE, Nigeria Stock Exchange and Nairobi Securities Exchange respectively.
Faced with a relentless focus on the African opportunity and investment by non-African brands, Africa’s share of the most admired brands has been rapidly declining over the past three years from a high of 25 per cent in 2013/14 to lows of 16 per cent in 2015/16, 16 per cent in 2016/17 and 17 per cent in 2017/18. The Brand Africa 100 rankings are based on a survey among a representative sample of respondents 18 years and older, conducted in 25 countries across Africa. Covering all African economic regions, collectively these countries account for an estimated 80 per cent of the continent’s population and 75 per cent of the GDP.
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In a reconfigured category listing where technology and electronics and telecoms categories were separated and new categories of luxury and personal care were introduced or re-introduced, the Top 100 is dominated by technology and electronic brands (18 per cent) and telecoms (seven per cent), consumer (non-cyclical) (16%), auto manufacturers (11 per cent), luxury (10 per cent), automobile (11 per cent), apparel (eight per cent), retail (seven per cent), food (four per cent), non-alcoholic beverages (five per cent), personal care (four per cent), sports & fitness (four per cent) and media (one per cent) categories.
Founder and Chairman of Brand Africa and Brand Leadership, Thebe Ikalafeng, said of the outcome of the survey: “It is disappointing that despite its vibrant entrepreneurial environment, Africa is not creating new competitive brands to meet the needs of its growing consumer market. Brand Africa 100 was developed by Pan-African branding and reputation advisory firm, Brand Leadership Group, supported by GeoPoll, the leader in mobile-based market research throughout Africa, and strategic analysis and insights by Kantar TNS, the world’s leading data, insights and consulting company.