Dangote, Glo named most admired Nigerian brands in Africa

Dangote and Globacom have been listed as the most admired brands in Nigeria by Brand Africa.

In its recently released brand ranking for the 100 most admired brands in Africa, Dangote and Globacom were the highest-ranked Nigerian brands.

Of the listed 100 brands, 13 were of African descent;  six of which were from Nigeria.

The other Nigerian brands that made the list were Nasco, Star Beer, Jumia and Maltina.

In the most admired finance brands subcategory, Guaranty Trust Bank was ranked the most admired followed by First Bank.

Other Nigerian finance brands that made the list were United Bank for Africa, Access Bank, Zenith Bank and Fidelity Bank.

According to the 54th edition of the magazine where the ranking was published, 2020 represents the lowest performance of African brands.

“This year’s ranking shows a further decline for African brands, representing 13 percent of this year’s list, little more than a third of their showing a decade earlier,” the report read.

“This is their lowest performance to date, down two percent from last year.”

The magazine said the decline of African brands on the ranking is due to mergers and acquisitions (M&A); and the “obsolescence” of many brands.

Over the last 10 years, African brands that have made it to the ranking has dropped from over 60 to the 13 that made the list in 2020.

Europe maintained its lead with 42 brands,

Nike (USA) retained its position as number one in Africa for the third year in a row, followed by Adidas (Germany).

The annual ranking is a consumer-led survey that is conducted in 27 countries.

To make the list of the Top 100 Most Admired Brands in Africa and the Most Admired African Brands, the brands have to be available and mentioned in the survey in at least one country other than their primary market.