Aliko Dangote
Raheem Akingbolu reviews the
rating of the Top 50 Brands in Nigeria, reckoning that the
emergence of
Dangote as the Most Valuable Brand, has simply confirmed various
national and international reviews that have adjudged the brand as the
leading brand in Nigeria and one of the best from Africa
Few months ago, brand owners and
analysts were on the lookout for the 2019 edition of the Top 100 brands
in Africa with the hope that there would be improvement for African
indigenous brands over last year’s rating. Regrettably, the rating
pattern was not exactly different from what happened last year. Save
for Dangote and perhaps MTN that appear to be flexing muscles with the
global brands operating in the continent, many African brands didn’t go
far in the rating.
According to the organisers, the Brand
Africa 100 rankings are based on a survey among a representative sample
of respondents 18 years and older, conducted in 25 countries across
Africa. It was further stated that the process covers all African
economic regions, collectively these countries account for an estimated
80 per cent of the continent’s population and 75 per cent of the GDP.
However, when consumers were prompted to
recall the most admired African brand, Dangote retained the number one
position. In 2018, Dangote brand was named the most valuable brand among
the top 50 brands in Nigeria for 2018 by Brand Nigeria. Further
analysis of the ranking indicates that overall, the 2018/19 Brand Africa
100 list, which is calculated from15,000 brand mentions, illustrates a
very diversified range of brands in Africa and shows year-on-year
consistency with 80 per cent of the top 100 brands having being in the
top 100 Most Admired Brands in previous years.
Few days ago, the promoters of Top 50
Brands in Nigeria, released this year’s list and Dangote industry again
took the lead, following its 2018 feat. The declaration made the
Nigerian brand double as Most Valuable overall and Nigerian brand in the
2019 review.
Dangote, a proudly Nigerian brand is the
most diversified and largest conglomerate in West Africa and one of the
largest in the continent. Dangote Cement, a member of the group is the
most capitalised company on the Nigerian Stock Exchange. Dangote is
expected to deliver its 650,000 barrel per day capacity crude oil
refinery with the world tallest atmospheric tower in the coming year
Top 50 Brands 2019
Every year at Top 50 Brands Nigeria, the
organisers present a list of 50 top corporate brands that have exceeded
others in delivering their promise and have clearly become market
leaders in their category and beyond.
According to the promoters of the award,
the top brands this year are those that have been able to analyse
needs, see opportunities in them by creating solutions, while
communicating same to the consumers. They have become so good at it that
the consumers often refer to them by the name of the need they met.
This has become a critical differentiator that separates them from the
others.
“The achievements and growth of these
brands have also become a critical point of positive narrative that
enhances the value, reputation and perception of the Nigeria brand. And
vital indicators that attracts capital and foreign direct investments.
The outcomes of this annual report has
also created healthy competition among top corporate brands in Nigeria.
The annual ranking is gradually becoming like a report card with which
top brands know their positioning and how they are faring in the market.
Since this is all about consumer’s
perception (which influences buying decisions), the valuation of the
organisation therefore starts from the consumer’s point of view, using
the Brand Strength Measurement (BSM Index).
Uppermost among these variables is the
Top on the Mind (TOM) Survey. It is a test of consumer’s knowledge,
understanding, acceptability, or simply their affinity with these
brands. Respondents were asked to mention top 10 brands (companies) that
easily come to their mind. It has been observed that consumers often
mentioned brands they patronise, respect or see often.
Other variables, according to the
organisations are; innovation, category leadership, quality elements and
national spread. Others are; online engagement and corporate social
responsibility (CSR).
With Dangote on top of the chart, MTN
Nigeria maintained its second placement in this annual ranking, while
Globacom, another Nigerian brand is on the third position this year with
75.2 BSM points. Coca-cola Nigeria emerged on the fourth position and
Dufil Prima, makers of the popular Indomie noodles came fifth.
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