…as top Lesotho brands are recognised
Chris Theko
Local clothing apparel, Bonono Merchants walked away as the biggest winners of the night during the Brand Africa 100 Most Admired Brands in Lesotho 2022 Edition event held at the Avani Lesotho hotel on Wednesday night.
The clothing brand scooped both the Most Admired Lesotho Apparel and Most Admired Lesotho Brand, with Joachim Garments following closely as runners-up in both categories with Alliance Insurance in the Most Admired Lesotho Brand while Basutoland Ink was third-place in the Most Admired Lesotho Apparel.
Although elated by the news, founder of Bonono, Chere Mongangane said both awards came as a surprise to them because they were not expecting it.
“Last year we got a certificate and it was still a surprise because sometimes when you are working you hardly realise the impact and recognition.
“For us it is quite unbelievable but also an affirmation as well that we are on the right track despite all the challenges we face in the business.
“We are not only selling the product but we are selling the story of Basotho so that even non Basotho can understand where we come from,†Mongangane said.
The top ten saw Basutoland Ink in fourth followed by lotion brand, Tlotsa in fifth place while Maluti Premium Lager, Sentebale Gap Funeral services and MKM Funeral Services were in sixth, seventh and eighth place respectively.
Telecommunications company, Econet Telecom Lesotho took Most Admired Brands in Lesotho ahead of second placed Shoprite and third-placed Vodacom Lesotho.
The Awards’ activity is meant to inspire African brands to grow as well as recover beyond the Covid-19 pandemic, organized and hosted by the Brand Africa Network which handed the awards following a survey conducted on Lesotho’s most admired brands, as part of the broader Brand Africa 100 which ranks the best performing brands on the continent.
The survey is also meant to accelerate the African Continental Free Trade Area’s (AFCFTRA) goal of growing intra-African trade from 18% to 50% by 2030. Brand Africa 100 surveys was established in 2011 and analyses brands as well as underlying businesses in Africa, based on a study by international research company, Geopoll, across 25 countries.
The Lesotho edition was facilitated by Tangerine Co. Africa as a local partner. The surveys were conducted in April 2021 in urban, peri-urban and rural areas through face-to-face interviews and online questionnaires.
Some of the country’s top corporates made waves as biggest winners such telecommunications giant, Vodacom Lesotho who scooped the top-most award as the overall most admired brand in the country, while Standard Bank Lesotho was awarded for the best overall brand in the financial sector, while Lesotho Post Bank was awarded for local best financial brand in the country.
The awards were presented by Brand Africa Lesotho Chapter chairperson, Advocate Phelane Phomane who is also the Chief Executive Officer of Mamoth Citrus Group. The group’s subsidiary, Tangerine is Brand Africa’s local partner.
The ceremony also recognized the individuals who are leaders contributing in their different fields to grow them in the country and globally.
Former Lesotho National Olympic Committee (LNOC) president, ‘Matlohang Moiloa-Ramoqopo was awarded in African Brand Leadership Excellence in the sports administration, with businessman and founder of Executive Transport, Lebona Lephema scooping the Africa Brand Leadership Excellence in Business award.
