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Top 50 Brands: Dangote Now The Most Valuable Brand In Nigeria

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Dangote has emerged as the most valuable brand among the top 50 brands in Nigeria for 2018 unveiled at the weekend in Lagos. 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 an 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.

Giving the highlights of the brands rating, he stated that Promasidor Nigeria Limited emerged the highest gainer jumping 15 points from last year, the followed by the trio of BUA, Nine Mobile and Olam all of which moved 12 points from last year position, while seven brands, Conoil, Channels TV, Union Bank, Access Bank, Chi, Toyota, and GTBank maintained their positions.

He stated further that Fidelity bank came as a first entrant this year and Stallion Group making a fresh return to the top 50 brands this having exited before.

The top 50 brands in Nigeria, Soboyede maintained are the brands that have succeeded in delivering their promises to the 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 solutions 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.”

Giving insights into how the evaluation of the top 50 brands was carried out, Soboyede said: “we used the Brand Strength Model (BSM index). It is a model that measures a brand’s ability to deliver on its promise to the consumers from the consumer’s point of view. The model uses basic qualitative elements and there are seven variables that goes into the BSM model”.

According to the variables starts with a test of people’s knowledge and affinity with the brands operational in Nigeria. We had a top on the mind survey where people tell us brads that easily come to their mind or brand they can recall.

“Other variables in the model are innovation-this is a test how innovative a brand service delivery is; Quality-this checks some factors that enhance consumer’s confidence in product delivery; Category Leadership-this is a classification of brands within their industry; Online engagements-this checks how active the brand’s online platforms are and how engaging it has been from last evaluation; National Spread-this checks operational presence of a brand across the country.”

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 is 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. In any of our 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 our business especially the Cement which has operations in 14 African countries including Nigeria, Benin, Ghana, Senegal, South Africa and Zambia, among others has added to the popularity of our company and the products, Mr. Chiejina stated.

It would be recalled that back in July, the Dangote brand came atop in the ranking of 100 best brands in Africa themed “Brand Africa:100”, the sixth edition announced in Johannesburg, South Africa.

The Brand leadership in the ranking list said of Dangote brand “Nigerian industrial brand Dangote is the number one African brand recalled when consumers are prompted about the continent (Africa) of origin while the South African telecommunications brand MTN is the number one African brand spontaneously recalled irrespective of the continent of origin.

The United States sports and fitness brand, Nike, is the overall brand in Africa spontaneously recalled by consumers. The Brand Africa 100 ranking is based on a survey among consumers 18 years and older, conducted in 23 countries across Africa. The countries, representing all African economic regions, collectively account for 75% of the population and the 74% of the GDP of Africa.

African brands rose slightly to account for 17% of the Top 100 brands in Africa, non-African brands retained their firm position in Africa with 83% share of the Top 100 most admired brands in Africa. Brands from Europe leads the table with 40%, North America at 24% and Asia 19%. West Africa 6% with only Nigerian brands and Southern Africa 6%.

The Top 100 is dominated by technology and electronic brands (29%), consumer (non-cyclical) (19%), apparel (15%), automobile (8%), food (7%) and sports & fitness (5%) categories are the top categories.

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Tony Elumelu Foundation Disburses First Tranche of $5m Partnership Commitment from African Development Bank

Gbemileke Ajayi

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Tony O. Elumelu, CON, has congratulated the African Development Bank (AfDB), and AfDB President Akinwumi Adesina, on their commitment to African entrepreneurship, with the disbursement of $2.5million seed capital to the AfDB-sponsored beneficiaries of the 2019 TEF Entrepreneurship Programme. $2.5m was released today, with the remainder expected to be disbursed to the entrepreneurs in Q12020.

The AfDB commitment follows the recent $8.5 million disbursements from the United Nations Development Programme (UNDP) to 2,648 entrepreneurs in the Sahel region and Africa more broadly and further accelerates the economic empowerment generated by the Tony Elumelu Foundation. In 2019, the Foundation significantly increased the scale and reach of it impact, with the number of beneficiarieof its flagship Entrepreneurship Programme rising from its annual commitment of 1,000 to 5,150, in collaboration with global and African partners.

 With its commitment to strengthen small and medium-sized enterprises and develop young entrepreneurs, AfDB joined the growing list of global development institutions benefiting from the Tony Elumelu Foundation’s unique model of identifying, training, mentoring and funding entrepreneurs and start-ups across Africa. The partnership demonstrates the implementation of the AfDB’s ten-year “Jobs for Youth in Africa” strategy, launched in 2016, to support the creation of 25 million meaningful jobs across the continent.

The partnership illustrates TEF’s willingness to share its infrastructure and know-how, with others who share the mission to empower young African entrepreneurs and TEF’s goal of creating millions of jobs, as well as generating

 billions in revenue, to catalyse economic growth across the continent.

The Foundation is currently accepting applications to the 2020 cohort of its flagship Entrepreneurship Programme on TEFConnect.com, Africa’s digital hub for entrepreneurs.

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Dangote Farms Commissions Tomatoes Nursery To Provide Seedlings For Farmers

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In a bid to make Nigeria self-sufficient in tomato production, Dangote Tomatoes Processing Limited, owned by the younger brother of Africa’s richest man, Sani Dangote, has unveiled a N2.8 billion greenhouse nursery in Kano to supply the best quality tomato seedlings to Nigerian farmers.

Speaking on the project, Sani Dangote said the nursery is designed to use the automated Pat Moose planting technology, the first of its kind in Nigeria and has the capacity to process 350 million tonnes of hybrid tomato seedlings per season enabling the planting of 12,000 hectares of tomato farm. The pat moose process takes three weeks before proceeding to the next stage reducing the whole process of growing tomatoes to just 3 months.

He stated that Nigeria consumes about 2.3 million tonnes of tomatoes annually and with the establishment of the nursery, “we have created a capacity to triple tomato production, attaining self-sufficiency in tomato production as well as a potentially exporting surplus to neighboring countries.

“Furthermore, this nursery will produce the highest quality tomato seedling available meaning that the farmers can grow the highest yield tomatoes. Currently, the yields produced by Nigerian farmers are less than the global standard. As a result, farmers will be able to earn more income from selling higher volumes of harvests each season.

“Nigeria is on a trajectory to becoming self-sufficient in rice, tomatoes and poultry production. This means that millions of jobs will be created for her citizens.”, Sani Dangote explained.

The African continent imports $40 billion of food annually despite having 65% of the world’s arable land. The public-private model on-going in Nigeria could be adopted by other African countries to also attain self-sufficiency in food production.

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Tony Elumelu Donates Technology Centre To AAU

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Chairman of UBA Group, Tony O. Elumelu, has made the donation of a multipurpose information technology center to his alma mater, Ambrose Ali University.

Through the UBA Foundation, the corporate social responsibility arm of the United Bank for Africa Plc (UBA), Elumelu has championed the construction of a state-of-the-art multipurpose information technology building, which will benefit the students of Ambrose Alli University in Ekpoma, Edo State. The hall, to be named The Tony O. Elumelu multipurpose hall, is furnished with computers, desks, and chairs measure 839 square meters and have adjoining offices and conveniences.

Elumelu highlighted his motivation: “Education is crucial to Nigeria’s human capital – whether our young people join our national institutions, the private sector or, as I did, take the entrepreneurial path, no one can afford to be cut off from the digital world. It has been a personal mission to ensure that the hall was delivered to specification, for the benefit of the students at the AAU. Success brings with it the duty to give back, and I am just grateful that I am now in a position to meaningfully help the next generation”.

The multipurpose hall was formally handed over to the University, at a ceremony attended by members of the University’s governing council and staff, led by Vice-Chancellor, Prof Ignatius Onimawo.

Speaking at the commissioning, UBA’s Directorate Head, South Bank, Mr. Chris Ofikulu, who represented the UBA Group Chairman, highlighted the contribution of UBA, through its Foundation, to education and development across Africa.

‘As a pan-African bank, operating in 20 countries across our continent, UBA is committed to being a socially responsible institution, and a role model for businesses in Africa. The UBA Foundation actively promotes the socio-economic improvement of the communities in which UBA operates, with a particular emphasis on development in the areas of “Education, Environment, and Economic Empowerment”. We believe in intervening and building capacity within communities, facilitating projects that will act as catalysts for social and economic development’ he stated.

“Tony Elumelu is a product of this great university and is conscious of the need to give back and there is no substitute for world-class educational infrastructure, and this is what has informed the construction of these facilities, that will help equip the future leaders of our great nation Nigeria,” he said.

The AAU Vice-Chancellor, Prof Ignatius Onimawo, who expressed his heartfelt gratitude towards the gesture by the UBA Group Chairman, noted that one of the most pressing needs of the University for 2020 had been met, and thanked UBA and Mr Elumelu.

He challenged students to make proper use of the facilities provided by UBA and to ensure that they emerge great leaders and mentors like Elumelu, whose commitment to catalyzing entrepreneurial growth across Africa, through the Tony Elumelu Foundation, and institutionalizing African philanthropy, had created a strong positive role model. ‘We at Ambrose Ali university are so proud of our son Tony Elumelu and every time we see him doing good across Africa, we feel joy and accomplishment’ said Onimawo.

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