By: Mpho Shelile
MASERU- Brand Africa in partnership with Tangerine COshine a spotlight on the most influential and successful brands in the nation, by proudly unveiling its Top 100 Brands for 2024 and awarding them for their dedication and hard work.
The event, held at the Avani Lesotho, highlights the most influential and successful brands in the nation, recognizing their dedication, hard work, and significant contributions to the community.
Business leaders, entrepreneurs, and industry stakeholders gathered to honor the brands that have not only achieved remarkable growth but have also set new standards in their respective sectors. The ceremony served as a testament to the resilience and ingenuity of Lesotho’s business community.
One of the events highlights was the awarding ceremony, where special recognition was given to brands that have demonstrated remarkable growth, innovation, and community impact. These awards underscored the importance of not only achieving business success but also contributing positively to society.
In his opening remarks, Mr. Phelane Phomane, Executive Chairman & Co-MD @Tangerine Co emphasises that the recognition of these brands is crucial for the country’s economic and social development. “Today, we celebrate the spirit of innovation, the drive for excellence, and the commitment to community that these brands embody. Their success stories are a source of inspiration for all of us and a testament to what can be achieved through hard work and dedication.”
Mr. Phomane explained that the awarded brands were not chosen by the organizing committee but by the Basotho people themselves. A comprehensive survey was conducted, reaching out to a wide cross-section of the population.
“Every Basotho was given the opportunity to voice their preferences, providing insights into which brands they favoured the most and the reasons behind their choices. This inclusive approach ensured that the selection process truly reflected the collective opinions and experiences of the nation, making the recognition of these brands a genuine representation of the people’s trust and admiration”.
Dr. Thebe Ikalafeng Founder, Brand Africa in his remarks states that he believes brands drive growth and reputation of a country, emphasized the pivotal role of brands in his remarks, stating that he firmly believes that brands are fundamental drivers of a country’s growth and reputation. He elaborated that brands are not just commercial entities but also powerful symbols that encapsulate a nation’s identity, values, and aspirations.
He adds that by fostering a robust brand ecosystem, countries can enhance their economic performance, attract investments, and promote a positive image on the global stage.
Dr. Ikalafeng highlights that successful brands contribute to national pride and unity, and their impact extends beyond economic benefits to influencing cultural and social dimensions of society. He urged stakeholders to recognize the strategic importance of nurturing and promoting local brands as a means to achieve sustainable development and global competitiveness.
He also pointed out that only 23% of Basotho spend money on local brands, while 73% prefer international brands. Adding that it is about time Basotho recognise and use local brands.
The awarded local brands recognized by Basotho include First National Bank (FNB), Alliance Insurance, Maloti Mountain Brewery, Joachim, Lesotho Flour Mills, LNBS, Letšeng Diamond, Tlotsa, and Vodacom Lesotho. Mr. Meshu Mokitimi was awarded a life achievement award.
In contrast, the international brands recognized by Basotho are Nike, Samsung, Toyota, SABC, Adidas, and Gentle Magic etc, with America being the most admired country.
Mrs. Pontšo Monyau, on behalf of Tlotsa, acknowledges Basotho for supporting and believing in their products. She promised that they would continue working hard to produce only the best products for their clients.
On behalf of Alliance, Manager of PR, Communications, and Sponsorship, Mrs. Limakatso Mokobocho, expresses gratitude to the Basotho who have supported them for the past 30 years. “Together, we are building something big and building our own community. An award for Alliance is an award for Basotho.”
Mrs. Masakoane Hanyane, FNB’s Marketing and Communications Director, states that FNB has been the top financial brand in Lesotho for the past three years. “We appreciate Basotho for recognizing the work we are doing at FNB. The core of our existence is to help out and give back to the community wherever we can.” She promised that FNB would continue to assist Basotho through their banking services, digital platforms, and community care, expressing heartfelt thanks to Basotho once again.
To conclude, Dr. Thebe Ikalafeng declares that Brand Africa is dedicated to recognizing and promoting African brands that demonstrate excellence and innovation. “Through initiatives like the Top 100 Brands, we aim to inspire and empower businesses across the African continent.”