Dangote is Africa’s ‘Most Admired Brand’ for 5 consecutive years

*Organisers of the event say Dangote Industries Limited has remained a stalwart global African brand and symbolises African pride

Gbenga Kayode | ConsumerConnect

Dangote Industries Limited (DIL), a Pan-African and fully integrated conglomerate, again, has emerged as the ‘Most Admired Brand in Africa for the Year 2022.

The company attained the status for its leadership position in driving quality brands across the African continent.

ConsumerConnect reports Dangote won awards in eight different categories Wednesday, May 27, 2022, at the venue of the award presentation organised by Brand Africa, a renowned organisation, in Lagos, Nigeria.

The DIL in a statement disclosed the other awards include the Most Admired Nigerian Brand, West Africa’s Most Admired Brand that symbolises African Pride; West Africa’s Most Admired African Brand, and Most Admired Nigerian Brand in Africa, among others.

In his address on the occasion, Thebe Ikalafeng, Founder and Chairman of Brand Africa, stated that Dangote has remained a stalwart global African brand and symbolises African pride.

Ikalafeng noted Dangote has also moved up a rank in the 100 Top most admired brands and retains its No.1 Made-in-Nigeria brand rank.

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

“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,” Ikalafeng further said.

In a recent issue of the Brand Africa 100: Africa’s Best Brands rankings, the DIL as well disclosed that Dangote and MTN retained their statuses as the most admired African brands recalled spontaneously and when prompted, respectively.

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

The DIL Group Chief Commercial Officer also stated that Dangote has risen a notch higher as a global brand with the export of Dangote Fertilizer to many countries of the world. He further said: “People now identify with the brand and in all the countries where we operate, Dangote Cement has become a reference point.”

Umar said: “To the Management of DIL, the ranking was not unexpected, 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.”

He also noted: “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, and helping government to conserve foreign exchange drain by supporting different industrial and infrastructural projects of African governments.”

About Brand Africa

Established in 2011, the Brand Africa 100: Africa’s Best Brands rankings are the most authoritative survey and analysis on brands and underlying businesses in Africa, based on a study by Geopoll across 29 countries spanning all the five economic regions.

An analysis of the data over the past 10 years, has established that on average, slightly over 20 percent of the brands admired by Africans are made in Africa.

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