Glo named among Africa’s 5 biggest brands
Telecommunications operator, Globacom, has emerged as one of the five best brands in Africa in the latest survey conducted by Brand Africa and published in the African Business magazine.
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Brand Africa said Globacom, the parent company of Glo Mobile Ghana, made the list because it had "won the hearts of the communities where it has its footprint."
It stated that Globacom got an impressive brand value of 655 to rank among the top five brands on the continent in a list of the top 10 Most Valuable Brands in Africa.
Brand Africa said in its report that in 10 years of operation, Glo had built a reputation as an authentic African brand with its extensive network across many African countries where it operates such as Ghana, Nigeria and Benin.
Some of the strategies adopted by Globacom to establish a strong pedigree as a pan-Africa brand include the sponsorship of the annual Glo CAF Awards, a celebration of Africa's best footballers; The CNN African Voices, which celebrates heroic Africans in different fields; The X Factor, the world's biggest music reality TV show; Manchester United, one of the world's best football clubs live telecast of English Premier League on DSTV among others.
The survey, tagged, “The Brand Africa 100 Table,” was developed by Brand Leadership Academy in partnership with TNS, the globally respected consumer knowledge and information company and Brand Finance Plc, the world's leading independent valuation consultancy.
“Based Brand Africa’s definition of an African brand as a multinational brand developed in Africa, by Africans, with a secondary or primary listing in Africa serving customers primarily in Africa with a growing international recognition or footprint and contributes to Africa’s economic growth and global image and reputation, it is no surprise that Globacom made the list," says Globacom Group COO, Mohamed Jameel.
Explaining its method of arriving at the brands' ranking, Brand Africa, said "the study involved a comprehensive research among consumers 18 years and older living in representative countries in metropolitan sub-Saharan Africa regions who were asked to draw up a list of the most admired African and global brands in Africa. Each respondent was asked to mention the five local and global brands they admired.
Commenting on the survey, Brand Africa Founder and Chairman, Thebe Ikalafeng, said, "One of the primary drivers of Africa’s growth lies in stimulating and growing thriving African and global businesses and brands in Africa. Consumers are the ultimate arbiters of that success. Thus, the inaugural Brand Africa 100 signals which brands are getting it right on the continent."
