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Dangote Now Most Valuable Brand in Nigeria

Aliko Dangote, chief executive officer of Dangote Group, gestures after signing a factory construction contract with Sinoma International Engineering Co. Ltd. in Lagos, Nigeria, on Wednesday, Aug. 26, 2015. Dangote Cement has expanded capacity five-fold in the last four years as the company invested outside its home market. Photographer: Tom Saater/Bloomberg

Dangote Group has emerged the most valuable brand among the top 50 brands in Nigeria for 2018, The Nation reports.

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 hailed the efforts of the handlers of the Dangote Brand “because this is the first time a Nigerian brand will achieve the feat since 2013.”

Unveiling the list of the top 50 brands at an event attended by top executives of leading corporate organisations in the country, as well as stakeholders in marketing and advertising industry, Mr. Taiwo Oluboyede, the head of Brand Nigeria, said 46 per cent of the top brands, amounting to 23, were Nigerian brands.

He said Promasidor Nigeria Ltd emerged the highest gainer, jumping 15 points from last year, followed by the trio of BUA, Nine Mobile and Olam, which moved 12 points from last year’s position.

According to him, seven brands, namely Conoil, Channels TV, Union Bank, Access Bank, Chi, Toyota and GTBank maintained their positions.

Oluboyede said Fidelity Bank came as a first entrant this year and Stallion Group made a fresh return to the top 50 brands, having exited before.

The top 50 brands in Nigeria, he said, were the brands that had succeeded in delivering their promises to consumers.

“They are fast growing in value and they are the drivers of our economy. The top brands this year are those that have been able to analyse needs, see opportunities by creating solution to them and communicating same to the consumers.

“They have also become so good at it that the consumers often refer to them with the name of the need they meet. That is their products or services. These brands have found how to deliver something special often times.”



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Copyright 2018 SIGNAL. Permission to use portions of this article is granted provided appropriate credits are given to and other relevant sources.

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