Why Dangote Group is rated the most valuable brand in Nigeria

Why Dangote Group is rated the most valuable brand in Nigeria

Lagos-based brand and marketing research firm, Top 50 Brands Nigeria , has named the Dangote Group as Nigeria’s most valuable brand. Every year, the firm selects top brands in Nigeria; those that have gained significant equity over time with good market share; brands that are strong enough to establish a natural advantage over their rivals; brands that create value by delivering on their promises and those that inspire enduring affections from their customers.

During the public presentation ceremony in Lagos, Taiwo Oluboyede, Chief Executive of Top 50 Brands, said the brands were rated using the Brand Strength Measurement (BSM) model. “In the selection and rating of the 50 top brands, we used the Brand Strength Model. It is a model that measures a brand’s ability to deliver its promise to the consumers from the consumer’s point of view,” he said.

“The model uses basic qualitative elements, including a survey to determine this. It starts with a test of people’s knowledge and affinity with brands operational in Nigeria. We had a survey called ‘Top on the mind’ where people tell us brands that easily come to their mind or they can recall,” he added. Other variables in the model test brand quality, innovation, online engagement, national spread and corporate social responsibility. All these are aggregated into the model and the resultant outcome separates the top brands. In a way, the model also measures weakness.

Dangote Group, a fully made in Nigeria brand is owned by Alhaji Aliko Dangote. He started The Dangote Group as a micro trading firm in 1977 after studying business in the Al Azhar University in Cairo, Egypt. The brand has been able to earn its reputation as the most valuable brand in the country through years of hard work, perseverance and belief in the potential of the Nigerian market. The micro trading company has grown into a multi-billion dollar conglomerate delivering quality products and providing excellent business services.

Regarded as one of Nigeria’s most diversified business conglomerate, the Group’s businesses include food processing, cement manufacturing and distribution, sugar and salt manufacturing, refining and distribution and pasta manufacturing and distribution. The company is also into the production and distribution of food seasoning, vegetable oil refining and distribution, tomato paste manufacturing and distribution, transportation, ports management, haulage and real estate. The group is also building an ultra modern crude oil refinery and petrochemical production plant where they hope to manufacture and distribute […]

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