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Again, Dangote emerges most admired African brand in fresh survey

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Dangote

Dangote Group from Nigeria has for the second year emerged the most admired African brand, of African continent origin, by consumers ahead of the telecommunication giant, MTN, in a survey of 100 Africa’s best brands announced in Johannesburg at the weekend.

According to the South Africa-based Brand Africa in a survey carried out in collaboration with the Johannesburg Stock Exchange (JSE), the seventh edition, which was released at the weekend, of 15,000 brands mentioned, Dangote ranked first brand when consumers are prompted to recall the most admired African brand.

In the top 100 list, the United States (U.S.) 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 brand, while surging Ethiopian brand Anbessa Shoes, at number two, swopped positions with Nigerian conglomerate, Dangote, which is the number three most admired brand of African of origin.

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.

Thebe Ikalafeng, Founder and Chairman of Brand Africa and Brand Leadership, said of the outcome of 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.

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.


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