The award by Brand Africa was announced in Johannesburg, South Africa on the occasion of Africa Day, marking the 13th Annual Brand Africa 100 2023 rankings.
The 2023 ranking makes it the sixth consecutive year that the Dangote brand has emerged as the most admired brand on the continent.
MTN came in the second position, while Digital Satellite Television (DSTV) came third, both of South-Africa origin.
Dangote was also adjudged as the number one African Pride brand followed by the Ethiopian Airline and MTN.
In a newly introduced category, the Dangote brand came second in sustainability, by brands doing good for the people, society and the environment.
Dangote Industries Limited through its Group Chief, Branding and Communication, Anthony Chiejina described the brand’s continuous emergence as the number one most admired indigenous African brand as well deserved given the amount of commitment and diligence the group puts into its work.
Chiejina noted that” the Dangote brand generates strong nationalistic impressions and powerful feelings across the Continent in terms of industrialisation, self-sufficiency, prosperity, power and production.”
Acxording to him, this has been further strengthened with the recent commissioning of 650,000 bpd Dangote Petroleum Refinery & Petrochemical complex which is a huge industrial complex.
He added: “The brand portends the inevitability of Nigerian global ascendancy and a gateway to regional and continental development.”
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 “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”.
Chief Growth Officer Africa Middle East for Kantar, Karin Du Chenne, who has been the insight lead for Brand Africa since inception in 2010 says, “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.
The ratings by Brand Africa were 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 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.