Raheem Akingbolu reviews the Dangote brand and links its back to back clinching of the Africa's Most Admired Brand award to the global best practice approach of the brand's promoters.
In positioning and management,
All these were confirmed recently when the leading African brand was again recognised as the most Admired Brand in
Basking in the admiration of many well-wishers, the Pan-African conglomerate has again emerged as the most Admired Brand in
In an unprecedented move, Dangote won awards in 8 different categories at the recent award presentation organised by Brand Africa, a renowned organisation, in
To win a single award signifies quality of production; but to sweep eight awards at a go portrays a winning mentality of the organisation's workforce and an enduring acceptance of its products and services by consumers, customers and even peers, to the chagrin of known and imagined rivals. All thanks to its top-notch personnel, who have scaled challenges and rode headwinds to make this success a reality.
Continental Status
In a recent issue of the Brand Africa 100: Africa's Best Brands rankings, Dangote retained its status as the most admired African brand recalled spontaneously.
Group Chief Commercial Officer,
Umar said that Dangote has risen a notch higher as a global brand with the export of Dangote Fertiliser to many countries of the world. "People now identify with the brand and in all the countries where we operate,
Umar said, "To the management of DIL, the ranking was not unexpected, because the company has a long-standing reputation for quality, relevance, compliance and social stewardship. Our mission and vision engage and inspire us; and by extension connects us to both our internal and external stakeholders.
"We fervently believe that only Africans can develop Africa, and this gives us a stronger sense of relevance in all the countries where we have our operations. We are touching lives by providing their basic needs and empowering Africans more than ever before, creating jobs, reducing capital flight, and helping the government to conserve foreign exchange drain by supporting different industrial and infrastructural projects of African governments."
External Accolades
Founder and Chairman of Brand Africa, Thebe Ikalafeng, stated that Dangote has remained a stalwart global African brand and symbolises African pride. He added that Dangote has also moved up a rank in the Top 100 most admired brands and retains its #1 Made-in-
Ikalafeng, giving an insight into the process of selecting the winners, said the rankings are based on a pan-African survey covering over 25 countries, which collectively account for an estimated over 85% of Africa's population and 85 per cent of the continent's GDP.
According to him, "the research is conducted by GeoPoll, the world's leading mobile surveying platform, with strategic analyses, insights and ranking conducted by
Enduring Ranking
Established in 2011, the Brand Africa 100: Africa's Best Brands rankings are the most authoritative survey and analysis on brands and underlying businesses in
Brand Africa is an inter-generational movement to inspire a brand-led African renaissance to drive Africa's competitiveness, connect Africa and create a positive image of the continent.
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
"As we emerge out of the pandemic and Africa seeks to assert itself, the results are very inspiring and bode well of an African renaissance led by competitive world class African brands," says Thebe Ikalafeng, Founder and Chairman of Brand Africa and Brand Leadership.
"With 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
Now in its 12th year, every year on or around
The Brand Africa 100 results will be published in the June issue
The 2022 Brand Africa 100: Africa's Best Brands were organised by Brand Africa partners in
Sustainable Trend
The historic haul of the eight Brand Africa awards is worth celebrating in every sense of the word, and every staff of the
These awards were won through the collective efforts of the Dangote staff across all levels, and they have set the tone for a sustainable tenure at the top in all the sectors where we play. With the renowned winning mentality of the President/CE and the can-do attitude of every internal stakeholder, this is surely not the last award for this Group. As this particular accolade recedes, other landmarks loom on the horizon. The record is not over yet.
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