Dangote, MTN Lead Africa’s Most Admired Brands in 2020

• Dangote, MTN Lead Africa’s Most Admired Brands in 2020

Dangote Group has been named Africa’s most admired brand for the third time in a row in 2020 following a survey of 100 top brands in Africa.

In the result announced via a virtual global event that incorporated market openings in Kenya, Nigeria and South Africa, MTN, Africa’s leading telecommunication giant, was also named as a top brand on the continent.

GTBank claimed back the #1 spot this year, in a specific question and ranking of brands in the financial services sector, while the United Kingdom’s BBC retained its media category as well as CNN and Aljazeera. Out of the 100 Brands entries, African brands only had 13 entries, representing a 2 percent decline from 2019 submission.

“Africa’s Best Brands survey and ranking have established themselves as the most authoritative survey, analysis and metrics of brands in Africa’’ Says Dangote. This statement was established 10 years ago to correspond with 2010 FIFA World cup, which is the world’s biggest single sporting events, the Brand Africa 100.

Thebe Ikalafeng, Founder and Chairman of Brand Africa and Brand Leadership, during an online interactive session via Zoom, said, “African brands have an important role in helping to build image, competitiveness and transforming the continents promise into a real change.”

He further stated that “its concerning that in the last 10 years since the triumphant FIFA world cup in South Africa which globally highlighted the promise of capability of Africa, and despite the vibrant entrepreneurial environment, Africa is not creating more competitive brands to meet the needs of its growing consumer markets.

Again, the then president of the African Development Bank, Dr Donald Kaberuka, stated that “Africa’s private sector is poised to become the main engine of growth for the African continent.” With the rise of new African private sector champions, many anticipated the emergence and rise of African brands. Growth was projected to reach 6.2% by 2020. A decade later, in the midst of a global health and economic pandemic, the optimism has been tempered. Growth projections at the start of the year hovered around 3.9%  but now there is talk of Africa’s first recession in 25 years.

Also, Group Chief Communication Officer of the Dangote Group, Anthony Chiejina said ‘”the company had a long-standing reputation for quality, relevance compliance and social stewardship.”