For the sixth consecutive year, the Dangote brand emerged ‘Most Admired African Brand’ among top 100 brands in the continent by respondents who were prompted to recall a brand in the continent.
Dangote was followed by the telecommunication outfit, MTN in the second position, while the Digital Satellite Television (DSTV), another South African brand followed in the third position.
The pan-African conglomerate brand was also adjudged as the number one African Pride brand, followed by 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.
These were announced during the Africa Day marking the 13th Annual Brand Africa 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, across 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, society and the environment, inspired by business 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 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 GTBank, which had led the ranking for the past three years.
The category is dominated by South African and Nigeria with six brands each, accounting for 48% of the rankings, while the USA has four, led by VISA, at 16%, making up 64% of the Top 25 brands.
In another category specific ranking of the Top 25 media brands, 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 sixth 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 African Continental Free Trade Area (AfCFTA) and other initiative to drive African initiatives, African 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 economic challenges, that African consumers have reverted to their trusted, mostly non-Africa brands, rather than give African brands a chance.
“Nonetheless, this is the state of brands in Africa, and an urgent need to build trust in Made in African brands,” he stated
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 that “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”.
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 added that, “despite the increased countries and sample sizes which have invariably grown the volumes of brands analysed, the survey continues to yield a very consistent 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 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 industrialization, self-sufficiency, prosperity, power and production.”
He stated that this was further strengthened with the recent commissioning of 650,000bpd 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.