A reconfirmation of what makes Dangote the numero uno brand manufacturers in Nigeria was again made last weekend in Lagos.
At a well-applauded event, aptly tagged ‘Top 50 Brands’, Dangote emerged the most valuable brand among the top 50 brands in Nigeria for 2018. This is coming barely three months after the brand was adjudged the most admired brand of African origin by consumers, in a brand-rating coordinated by South Africa-based Brand Leadership, in conjunction with Johannesburg Stock Exchange (JSE). Brand Nigeria, the agency that coordinated the survey in Nigeria, in its report, lauded the efforts of the handlers of the Dangote Brand because this is the first time a Nigerian brand would be achieving the feat since 2013. Unveiling the list of the top 50 brands at the event attended by top executives of leading corporate organizations in the country, as well as stakeholders in Marketing and Advertising Industry, Mr. Taiwo Oluboyede, the Head of Brand Nigeria, explained that 46 percent of the top brands amounting to 23 are Nigerian brands, and topping the list is Dangote. Giving insights into how the evaluation of the top 50 brands was carried out, Soboyede said the Brand Strength Model (BSM index,) a model that measures a brand’s ability to deliver on its promise to the consumers from the consumer’s point of view, used. Chief Corporate Communication Officer of the Dangote Group, Anthony Chiejina, said the management was not surprised at the ranking because the company has continuously deepened and delivered on its core values to be a world-class enterprise that is passionate about the quality of life of the people and giving high returns to stakeholders. And this philosophy is driven by values, which include customer service, entrepreneurship, excellence and leadership. Chiejina added that in any of their subsidiaries, the focus is to provide local, value-added products and services that meet the ‘basic needs’ of the populace. Through the construction and operation of large scale manufacturing facilities in Nigeria and across Africa, the Group is focused on building local manufacturing capacity to generate employment, prevent capital flight and provide locally produced goods for the people. The expansion of Dangote brands, especially Cement, has operations in 14 African countries, including Nigeria, Benin, Ghana, Senegal, South Africa and Zambia, among others, all of which have continually added to popularity of the company and its products.