Dangote, GTB dominate Africa’s most Admired Brands

Dangote Industries Limited (DIL) and Guaranty Trust Bank have again emerged as the most Admired Brands in Africa for the year 2022, for their leadership positions in driving quality brands across the continent.

Dangote won awards in eight different categories at the 12th yearly Africa’s Best Brands 2022 rankings of the top 100 most admired brands in Africa organised by Brand Africa.

Guaranty Trust Bank (GTB) also emerged the most admired financial services brands in Africa for the third consecutive year, leading the top 25 nominees with 68 per cent of the share, while DStv consolidated its position as the number one African media brand for the second year running, while Channels TV led as the number one Nigerian media brand, in a category that is fast going digital and mobile.

Speaking at the awards presentation in Lagos, the Founder and Chairman of Brand Africa and Brand Leadership, Thebe Ikalafeng, said against a backdrop of internal focus as a consequence of an urgent rebuilding of economies devastated by the COVID-19 pandemic and the acceleration of AfCFTA’s goal of driving greater intra-African trade, after a five-year decline, African brands have surged from four per cent to 17 per cent from an all-time low of 13 per cent in 2020 and 2021.

He said Nigerian brands, such as Dangote, Glo, Jumia and Nasco are among the 17 African brands that have heralded a four per cent surge by African brands to 17 per cent share of the top 100 brands in Africa.

Ikalafeng, giving an insight into the process of selecting the winners, said the rankings were based on a pan-African survey covering over 25 countries, which collectively account for an estimated over 85 per cent of Africa’s population and 85 per cent of the continent’s Gross Domestic Product (GDP).

According to him, “the research is conducted by GeoPoll, the world’s leading mobile surveying platform, with strategic analyses, insights and ranking conducted by Kantar, the world’s leading data, insights and consulting company and Brand Leadership Group, Africa’s foremost branding, strategic communications and intellectual property advisory firm.”

The Group Chief Commercial Officer, Dangote Industries Limited, Rabiu Umar, who received the awards, commended Brand Africa for the initiative of building and promoting African brands. He urged the organisers not to relent in their efforts to see that brands from Africa compete favourably with foreign ones.