Dangote Dominates Brand Africa Awards, Sparks Conversation on "Made-in-Africa" Loyalty

The recent 15th annual Brand Africa 100 awards ceremony, held at the historic Africa Hall in Addis Ababa, Ethiopia, marked a significant triumph for pan-African conglomerate Dangote Industries Limited. The company and its visionary leader, Aliko Dangote, were the recipients of multiple prestigious accolades, underscoring their profound impact on the continent's economic landscape and brand identity. This remarkable achievement, however, also casts a spotlight on a broader, pressing issue facing African brands: the disconnect between rising continental optimism and declining loyalty to homegrown products.

Dangote Industries Limited emerged as a clear leader, securing the coveted title of "Most Admired African Brand" based on an independent, consumer-led survey spanning over 30 African nations. This recognition speaks volumes about the company's widespread appeal and consumer trust across diverse markets. 

Adding to this historic feat, Dangote Industries Limited was also inducted into the Brand Africa Hall of Fame, becoming the very first African firm to receive this esteemed distinction. This induction serves as a powerful testament to Dangote's transformative influence on African consumers and its pivotal role in shaping a positive narrative for the continent on a global scale.

Further cementing the company's legacy, Aliko Dangote, the President and Chief Executive of Dangote Industries Limited, was personally honored with a Lifetime Achievement Award. This award acknowledges his unparalleled leadership in driving impactful industrialization, his success in establishing a world-class African brand, and his relentless efforts in reshaping the continent's economic future through a benchmark, homegrown enterprise. His vision and dedication have undeniably set a high standard for African entrepreneurship and industrial development.

Joining Dangote Industries in the inaugural Hall of Fame were other African powerhouses, including MTN, M-Pesa, Ethiopian Airlines, and the nation of South Africa itself. These entities were recognized for their consistent ranking among Africa's most admired brands over the past 5 to 15 years, demonstrating their sustained commitment to building sustainable and globally respected brands.

Reacting to the wave of accolades, Anthony Chiejina, Group Chief Branding & Communications Officer at Dangote Industries Limited, emphasized that these honors are a reflection of the group’s unwavering commitment to excellence and innovation. He attributed the success to the dedication of the company's outstanding team, partners, and stakeholders, all of whom have consistently believed in the mission to drive sustainable development and economic growth across Africa. Chiejina also expressed profound appreciation for the Lifetime Achievement Award bestowed upon Aliko Dangote, hailing him as a leader who has built a purposeful, world-class industrial brand that has "exceptionally transformed African lives and the African narrative." He underscored that Dangote's legacy serves as an inspiration for generations of entrepreneurs and leaders across the continent, reaffirming the company's commitment to pushing boundaries and delivering meaningful value.

The significance of these awards was further highlighted by Mr. Claver Gatete, United Nations Under-Secretary-General and Executive Secretary of the Economic Commission for Africa, in his keynote address. Gatete lauded Aliko Dangote, the Hall of Fame inductees, and all Brand Africa laureates for their contributions to advancing the African agenda. He particularly acknowledged the alignment between Brand Africa's objectives and the ECA’s mission of promoting inclusive industrialization, regional integration, and private sector-led growth. Gatete's remarks extended to a crucial call for increased investment in youth-led innovation, regional value chains, and the establishment of a Pan-African Creative Innovation Fund. This fund, he proposed, would be instrumental in identifying, financing, and ultimately globalizing Africa’s most promising brands, allowing them to compete effectively on the world stage.

While the celebration of Dangote's success was prominent, the Brand Africa 100 rankings for 2025 also presented a sobering reality. Despite a growing sense of optimism among Africans, with 68% expressing belief in the continent (up from 64% in 2024), the report revealed a concerning decline in loyalty to African brands. Only 11% of the Top 100 Most Admired Brands are African, marking a historic low and a decrease from 14% in 2024. This stark contrast underscores an urgent need for homegrown brands to translate continental belief into tangible consumer loyalty.

Thebe Ikalafeng, Founder and Chairman of Brand Africa, minced no words in his assessment of the findings. He described the sharp drop in African brands as "disappointing," equating it to the ranking of non-African nations as the most influential in Africa. Ikalafeng emphasized that this trend serves as a "wake-up call for Africa" and a "barometer of the continent’s lagging industrialisation agenda." His message was clear: it is not enough for Africans to simply express belief in the continent; they must actively choose to "buy made-in-Africa." For this to happen, Ikalafeng stressed the critical need for African brands to prioritize investment in research and development, continue to innovate, deliver uncompromising quality, and leverage their authenticity as a key differentiator in a competitive global market.

The success of Dangote Industries Limited at the Brand Africa 100 awards is undeniably a source of pride for the continent. However, the broader insights from the report present a vital challenge for African businesses and consumers alike. The future of African brands hinges not only on creating world-class enterprises but also on fostering a strong sense of consumer loyalty that translates into tangible support for homegrown products and services. Only then can the continent truly harness its economic potential and solidify its position on the global stage.