Posted by News Express | 28 October 2013 | 2,608 times
As a measure of its growing influence in the continent, Dangote Group has emerged among Africa’s top 10 most valuable brands in 2013.
In a survey conducted by the London-based African Business Magazine, tagged ‘The Brand Africa 100 table’, Dangote emerged as the most valuable brand in the consumer goods sector with an African brand value of 216. However, the brand emerged the 8th most valuable brand when placed against brands from other sectors.
‘The Brand Africa 100’ table was established in 2011, in recognition of the growth of African brands, which were beginning to challenge global brands in Africa or lead global brands in new categories such as telecommunications.
Commenting on the recognition of Dangote brand, African Business stated: “But what is perhaps a little more suprising is that Dangote, the largest manufacturing conglomerate in West Africa, and Globacom, the Nigeria-based telecommunication provider, are also in the lists. Both brands have managed to win the hearts of the communities in which they operate.”
Declaring brands as an asset, the magazine explained that the aim of ‘Brand Africa 100’ is to identify, acknowledge and promote African and global brands that are catalysts for Africa’s growth, reputation and value.
Explaining its method at arriving at the ranking, the pan-African magazine said: “The study involved a comprehensive research among consumers 18 years and older, living in representative countries in metropolitan sub-Saharan Africa regions to draw up a list of the most admired African and global brands in Africa. Each respondent was asked to mention the five local and global brands they admired.”
News Express reports that Dangote’s emergence did not come as a surprise to industry watchers. The brand has steadily increased its influence in many African nations through establishment of cement factories. It operates in about 13 African nations making one of the most visible, recognised and admired brands.
•Photo shows Dangote Group President, Aliko Dangote.
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