Dangote Group has once again been recognized as the most admired African brand among the top 100 brands on the continent. This prestigious accolade marks the sixth consecutive year that Dangote has secured the top position, showcasing its continued influence and reputation in the African business landscape.
The ranking, known as the Brand Africa 100: Africa’s Best Brands 2023, was announced in Johannesburg, South Africa, during the celebration of Africa Day. The survey and rankings were conducted by Geopoll, Kantar, and Brand Leadership across 32 African countries, which collectively represent more than 85 percent of the continent’s Gross Domestic Product (GDP) and population.
Respondents were prompted to recall an African brand, and Dangote emerged as the most admired, followed by MTN in the second position and Digital Satellite Television (DSTV) in third place, both originating from South Africa. Additionally, Dangote was named the number one African pride brand, with Ethiopian Airline and MTN securing the second and third positions, respectively.
In a newly introduced category that focuses on brands making positive contributions to society, MTN and Dangote ranked first and second, respectively. This category recognizes brands that prioritize social and environmental responsibility alongside profitability. Furthermore, the ranking acknowledged UNICEF as the leading non-governmental organization (NGO), while Coca-Cola emerged as the top non-African brand.
Bernard Okasi, the Director of Research at GeoPoll, the lead data collection partner for the survey since 2015, emphasized the effectiveness of using mobile technology to reach and access respondents across the continent. With an expanding number of countries and a growing mobile penetration rate, the survey has provided a consistent and reliable picture of Africa’s leading brands.
Karin Du Chenne, the Chief Growth Officer Africa Middle East for Kantar and the insight lead for Brand Africa since its inception in 2010, noted that despite the survey’s extensive reach, the results consistently reflect the dominant brands in the continent. However, he acknowledged the need for Africa to further leverage its own brands for greater advantage.
Anthony Chiejina, the Group Chief of Branding and Communication at Dangote Industries Limited, expressed gratitude for the well-deserved recognition. He attributed the success of the Dangote brand to its embodiment of nationalistic values and its significant contributions to industrialization, self-sufficiency, and economic prosperity across the continent. Chiejina also highlighted the recent commissioning of the 650,000 barrels per day Dangote Petroleum Refinery & Petrochemical complex, which symbolizes Nigeria’s global ascendancy and its role as a catalyst for regional and continental development.
As Dangote Group continues to lead the way as Africa’s most admired brand, its ongoing success and commitment to innovation and sustainable growth serve as a testament to the company’s influential position in the African business landscape.