Dangote has emerged as the Most Admired African brand in 2021, retaining its position for the fourth consecutive time.
Gatekeepers News reports that the Pan-African and fully integrated conglomerate, Dangote Group has been awarded the 2021 Most Admired Brand in Africa for its leadership position in driving quality brands across Africa.
Dangote pushed MTN and DSTV of South Africa to the second and third positions respectively.
The feat made Nigeria occupy the number one position as a country with the most admired brand in Africa.
Gatekeepers News gathered that the 2021 survey was conducted between March and April 2021 and yielded over 80,000 brand mentions and over 3,500 unique brands. The award was announced by Brand Africa, founders of the Brand Africa 100: Africa’s Best Brands during a virtual event in Uganda.
Top 100 brands in Africa continue to be dominated by European brands which have held their share at 41% (-1), North America (+1), Asia (no change), and Africa retaining its 13% share of the most admired brands in the world.
Most of the African countries that dominated the rankings also retained their positions with Nigeria (-1) and South Africa (-) with 5 brands each, Ethiopia (+1) and Kenya (-) accounting for the13 brands among the Top 100 most admired brands in Africa.
Founder and Chairman of Brand Africa and Brand Leadership, Thebe Ikalafeng said: “There is no doubt the pandemic, that continues to cost lives and livelihoods, and coincided with the launch of the implementation phase of the AfCFTA which aims to accelerate intra-Africa trade from 18% to 50% in 2030, is becoming a catalyst for economies with nations having to look internally for sustainability. With the internal shifts in the rankings in particular the African brands, Africa can and will need to grow its brands to meet the needs of its growing consumer market.
“African brands will continue to play a dual role of being globally competitive but most importantly of transforming the continent’s promise into a real change.”
On his part, Group Chief Corporate Communication Officer of the Dangote, Anthony Chiejina, said the management was not surprised by the ranking because the company has a long-standing reputation for quality, relevance compliance and social stewardship.
“Our mission and vision engage and inspire us, and by extension connects us to both our internal and external stakeholders.
“We fervently believe that only Africans can develop Africa, and this gives us a 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 and infrastructural projects of African government.”
Chiejina stated further that Dangote Cement has been producing high-quality products, creating employment, reducing poverty, engaging in unprecedented philanthropy and above all respecting the laws of the land where we operate. “All these are our credo and we do not compromise it. And the ranking is just an acknowledgement of all these by our stakeholders, we keep our brand promise and stay authentic,” he concluded.