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Dangote, GTBank, DSTV, others emerge most admired brands in Nigeria

Dangote, GTBank, DSTV, others emerge most admired brands in Nigeria

Brand Africa has unveiled the 12th annual Brand Africa 100: Africa’s Best Brands 2022 rankings of the top 100 most admired brands in Africa with Dangote, GT Bank, Channels TV, DSTV, Coke leading the list of most admired brands in Nigeria.

Dangote, the pre-eminent African brand founded in 1981 by Nigerian Aliko Dangote, emerged as the number one brand that symbolises African pride in a question where Brand Africa sought to establish which brand in Africa is a flag carrier and embodiment of rising optimism and pride in Africa.

On the continental level, MTN leads the list of most admired African brands followed by Dangote, Kenya Airways and Ethiopian Airlines while the three most admired African best brands are Nike, Adidas, and Samsung. The report states that 83 percent of the 100 most admired brands in Africa are non-African brands.

Against a backdrop of internal focus as a consequence of an urgent rebuilding of economies devastated by the COVID-19 pandemic and the acceleration of AfCFTA’s goal of driving greater intra-African trade, after a 5-year decline, African brands have surged 4 percent to 17 percent from an all-time low of 13 percent in 2020 and 2021 in the 2022 Brand Africa 100 Africa’s Best Brands survey and ranking of the best brand in Africa.

Non-African brands, led by overall pace-setter Nike for the 5th consecutive year, continue to dominate with a share of 83 percent of the most admired brands in Africa. Coca-Cola, which has been in the top 5 for 10 consecutive years, is the number one overall most admired brand in Nigeria.

In a separate list of the top 25 most admired financial services brands, African brands, led by Nigeria’s GT Bank for the third consecutive year, dominate the ranking.

Read also: African brands value recovers $50bn on digital transformation

DStv has consolidated its position as the number one African media brand for the second year running, while Channels TV led as the number one Nigerian media brand, in a category that is fast going digital and mobile.

Recognising that while the rebound in African brands is notable, the results will not be sustainable without committed and inspirational leadership, in 2022, Brand Africa recognised those leaders who are the catalyst for growth for Made in Africa brands both in corporate and in those who have championed and supported the development of great local brands in supporting industries.

GT Bank’s Group CEO, Segun Agbaje and Nigerian doyen of marketing, founder and chairman of Troyka Group were awarded the inaugural Africa Brand Leadership Excellence awards for inspiring brand-led excellence that drives the growth of made in Africa brands.

“As we emerge out of the pandemic and Africa seeks to assert itself, the results are very inspiring and bode well for an African renaissance led by competitive world-class African brands,” said Thebe Ikalafeng, founder and chairman of Brand Africa and Brand Leadership.

“With the increased number of countries and greater sample size this year, more than ever, and especially so during the pandemic, mobile proved to be the effective tool for us to reach and access respondents across the continent,” said Bernard Okasi, director of research, GeoPoll, which has been the lead data collection partner since 2015.

Karin Du Chenne, chief growth officer Africa Middle East for Kantar, which has been the insight lead for Brand Africa since its inception in 2010 says, “despite volumes of brands analysed as a result of increased sample size in terms of respondents and countries, the survey continues to yield a very consistent picture of brands and trends that are transforming the continent.”

Now in its 12th year, every year on or around Africa Day, 25 May, Brand Africa releases the results of the survey on the most admired brands in Africa based on a survey across 29 countries that represent as much as 85 percent of the continent’s GDP and population. The 2022 survey was conducted between March and April 2022 and yielded over 80,000 brand mentions and over 3,500 unique brands.