As a measure of its growing influence in the continent, Dangote Group has emerged among Africa’s top 10 most valuable brands in 2013 in a survey conducted by African Business Magazine, a pan-African business magazine. In a survey tagged ‘The Brand Africa 100 table’, Dangote emerged as the most valuable brand in the consumer goods sector with an African brand value of 216. However, the brand emerged the 8th most valuable brand when placed against brands from other sectors. “The Brand Africa 100” table was established in 2011, in recognition of the growth of African brands, which were beginning to challenge global brands in Africa or lead global brands in new categories such as telecommunications. Commenting on the recognition of Dangote brand, the magazine stated that: “…But what is perhaps a little more suprising is that Dangote, the largest manufacturing conglomerate in West Africa, and Globacom, the Nigeria-based...