Dangote Group was this week announced as the most valuable brand in Nigeria. It came first in the top 50 brands according to a survey carried out by market research agency Brand Nigeria.
In May, Dangote Group was also judged the most admired brand of African origin in the annual Brand Africa 100 survey. The survey, carried out by Brand Africa and Johannesburg Stock Exchange, found Dangote Group the number one brand when consumers were prompted about the continent of origin and the number two brand when they weren’t, behind South African telecoms company MTN. Dangote Group came in at number 21 in the list of all worldwide brands most admired in Africa. MTN was the only African brand to be rated higher, at number 6.
Dangote Group began in the bulk commodity trade in the 1970s, switching its focus to manufacturing in the 1990s and then to asset acquisition in the early 2000s. It now operates in a range of sectors, including the manufacturing and distribution of food staples such as flour, salt, sugar and tomato paste. Its flour operation is the largest flour milling company in Africa and its sugar refinery is the second largest in the world after Domino Sugar’s Chalmette Refinery in New Orleans.
The group’s other operations include refining of crude oil, petrochemicals and fertiliser, real estate management and cement manufacturing. Dangote Cement is the largest company listed on the Nigeria Stock Exchange, with plants in Obajana, Ibese and Gboko and plans to expand capacity to make Nigeria self-sufficient in cement manufacturing.
The other brands in Nigeria’s top 5 according to the survey are MTN Nigeria, Globacom, Guaranty Trust Bank and Coca-Cola Nigeria. Shoprite Nigeria is the only retailer to achieve a place in the top 50, reaching number 35.
