For the sixth consecutive year, the Dangote brand has been adjudged as the Most Admired African Brand among top 100 brands in the continent.
In the category specific ranking of the Top 25 financial services brands, Africa’s oldest banking group, Standard Bank surged to the number one position of the most admired brand in Africa, displacing Guaranty Trust Bank, which had led the rankings for the past three years, but is reeling from recent UK regulatory issues, service challenges and a tough competitive environment.
Brand Africa disclosed that Dangote retained the number one spot for the sixth time despite African brands slipping to 14 per cent of the Top 100 most admired brands in Africa as non-African brands entrench their position in the continent. The director of Research, GeoPoll, Bernard Okasi, 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, greater sample size, 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.
Reacting to the last survey affirming Dangote as number one most admired indigenous African 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 Industrialisation, self-sufficiency, prosperity, power and production.
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