Business
SIX YEARS ON: DANGOTE IS STILL THE “MOST ADMIRED BRAND” IN AFRICA
SIX YEARS ON: DANGOTE IS STILL THE “MOST ADMIRED BRAND” IN AFRICA
…2nd in Sustainability brand in Africa among top 100 brands
Sahara Weekly Reports That For the sixth consecutive year, the Dangote brand has been adjudged as the Most Admired African Brand among the top 100 brands in the continent.
Dangote, as the most Admired African when respondents are prompted to recall an African brand specifically was followed by the Telecommunication outfit, MTN in the second position and Digital Satellite Television (DSTV) coming third, both of South African origin.
The pan-African conglomerate brand was also adjudged as the number one African Pride brand followed by the Ethiopian Airline and MTN respectively.
In a newly introduced category, the Dangote brand came second in Sustainability, by brands doing good for the people, Society, and the Environment.
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These were announced in Johannesburg, South Africa on the occasion of the Africa Day marking the 13th waymarkingca 100: Africa’s Best Brands 2023 rankings of the Top 100 most admired brands in Africa based on a survey and rankings conducted by Geopoll, Kantar and Brand Leadership, acro,, 32 African countries that account for more than 85% of the continent’s GDP and population.
Brand Africa in its statement announcing the ranking disclosed that in a new category of brands that are doing good for people, societonening goodenvironment, inspire,d by, usiness shifting from profit to purpose, MTN and Dangote as African brands came first and second respectively while Unicef emerged as the number one NGO and Coca-Cola emerged as the number one non-African brand.
In the category specific ranking of tcategory-specifical services brands, Africa’s oldest banking group, Standard Bank surged to the number one position of the most admired brand in Africa, displacing GTBank, which had led the rankings for the past 3 years, but is reeling from recent UK regulatory issues, service charegular, and a tough competitive enviro, ment. The category is dominated by South African (6) and Nigerian (6) brands which account for 48% of the rankings, with the USA (4), led by VISA, at 16% percent, making up 64% of the Top 25 brands.
In another category-specific ranking of tcacategory-specificnds, DSTV, the consumer brand of the Multichoice Group, retains its dominant ranking ahead of BBC and CNN as the most admired media brand in Africa. Consistent with previous rankings, non-African media dominate the continent, accounting for 76% of the Top 25 brands.
Brand Africa disclosed that Dangote retained the number one spot for the 6th time despite African brands slipping to 14% of the Top 100 most admired brands in Africa as non-African brands entrench their position in the continent.
Thebe Ikalafeng, founder and chairman of Brand Africa expressed concern that despite optimism with the progress of the mistContinental Free Tradethe a (AfCFTA) and other initiative to drive Afriotother evernitiativeAfrican brands still regressed 20% from a 10-year high of 17% to 14% share of the Top 100 most admired brands in Africa.
“It is concerning that despite the momentum in operationalizing the AfCFTA, rising internal pride in continent albeit against global ethe conintentlenges, that African consumers have reverted to their trusted, mostly non-Africa brands, rather than give African brands a chance,” he stated. “Nonetheless, this is the state of brands in Africa, and an urgent need to build trust in Made in African brands.”
Bernard Okasi, the Director of Research, GeoPoll, which has been the lead data collection partner since 2015 while speaking on the outcome of the survey explained “With an ever increasing number of countries,even-increasinggsize, and the growth of mobile across the continent, more than ever, using mobile continues to prove to be an effective tool to reach and access respondents across the continent”.
The Chief Growth Officer Africa Middle East for Kantar, Karin Du Chenne, who has been the insight lead for Brand Africa since inception in 2010 says, Africate the itsroptionsuntries and samplDespite which have invariably grown the volumes of brands analysed, the survey continues to yield aanalyzednsistent picture of the leading brands in the continent, albeit not yet to Africa’s advantage.”
He added that as a non-profit initiative and to ensure the objectivity and independence of the rankings, the Brand Africa 100 | Africa’s Best Brands research to determine the most admired top-of-mind brands in Africa are not funded by any brand.
Reacting to the last survey affirming Dangote as thsurveymost admired indigenous Afric n brand, Group Chief, Branding and Communication, Dangote Industries Limited, Anthony Chiejina said the awards were well deserved because “the Dangote brand generates strong nationalistic impressions and powerful feelings across the Continent in terms of industrialization, self-sufficiency, prosperity, power and production.”
He stated that this was further strengthened with the recent commissioning of 650,000 bpd Dangote Petroleum Refinery & Petrochemical complex which is a huge industrial complex or frigate. “The brand portends the inevitability of Nigerian global ascendancy and a gateway to regional and continental development”, he added.
Established in 2010, Brand Africa is an intergenerational movement to inspire a brand-led African renaissance to drive Africa’s competitiveness, connect Africa and create a positive image of the Continent.
BUA Foods Bags Multiple Awards
…Becomes first Nigerian business to win AABLA Company of the Year Award
BUA Foods Plc, the makers of IRS Pasta, BUA Sugar, IRS Flour, and BUA Rice, has emerged as the 2024 Company of the Year at the prestigious CNBC’s Africa All Africa Business Leaders Awards (AABLA) held in South Africa.
This historic win makes BUA Foods the first Nigerian organisation to win the Company of the Year award in the 12-year history of AABLA, Africa’s largest premier business award renowned for recognising outstanding achievers in Africa’s business landscape.
The award came hours before BUA Foods was named the “Most Valuable Indigenous Food Company” at the 2024 BrandCom Award in Lagos State. In late September 2024, Marketing Edge also awarded BUA Foods as the “Customer-centric FMCG Corporate Brand of the Year” while Media Consortium named IRS Premium Wheat Flour the “Premium Brand of the Year”.
According to the leading Nigerian food company, the awards acknowledge its significant contributions to the African food industry, commitment to sustainable growth, and positive impact on the continent.
The Managing Director of BUA Foods, Engr. Ayodele Abioye (PhD.), in his acceptance speech at the AABLA award in South Africa, noted that the award is not just for BUA Foods but for the entire African food industry.
A statement from BUA Foods on Sunday quoted Abioye as saying, “We are deeply honored to be acknowledged as the Company of the Year. This recognition is a testament to our position as a leading force in the African food industry. We are proud to contribute to economic development and positively impact the continent.
“This award is not just for BUA Foods but for the entire African food industry. It acknowledges our collective efforts to bolster food security in the region, especially in the face of ongoing challenges.
“Just last month, we solidified our position as a global player by signing agreements with Italian and Turkish firms to expand our Pasta and Wheat production to 900,000 metric tonnes per annum and 2.5 million metric tonnes per annum respectively. This strategic move positions us to become the largest milling company in Nigeria by 2025, and ultimately Africa in the near future”.
Ayodele subsequently expressed gratitude to the organisers of the award, valued stakeholders, and employees of the company, saying their trust and loyalty have fueled BUA Foods growth.
He also reaffirmed BUA Foods’ commitment to empowering African communities through sustainable food production and distribution.
“As we look ahead, we remain steadfast in our mission to feed Africa and contribute to the region’s economic development. We will continue to explore new markets, forge strategic partnerships, and invest in innovative technologies to elevate the African food industry to unprecedented levels,” he added.
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