The countryâ€™s top most admired brands were awarded for their exploits in the services they afford to Basotho at a lavish ceremony held at the Mpilo Boutique Hotel in Maseru on Friday.
With the aim to inspire African brands to grow as well as recover beyond Covid-19 pandemic, the awards ceremony was organized and hosted by the Brand Africa Network which handed the awards following a survey conducted on Lesothoâ€™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 Areaâ€™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 countryâ€™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 groupâ€™s subsidiary, Tangerine is Brand Africaâ€™s local partner.
The awards ceremony also served as the launch of the 2022 Africa Brand Top 100 survey season, with the winners scheduled to be announced at a ceremony bigger and more glittering to take place on May 31, 2022.