In a new Top of the Mind (TOM) study of corporate executives in Nigeria, MTN Nigeria came in second as the most popular brand.
Brand Popularity, Quality Element, Market Leadership, Innovation, National Spread, CSR-Environmental friendly, and Online Engagements were among the seven parameters used to rank the brands.
According to the report, Dangote brand topped five of the seven metrics, with MTN a distant second. The rankings were revealed over the weekend at TOP 50 BRANDS NIGERIA’s annual top corporate brand evaluation report.
The annual top brands league table which has become like a report card with which top corporate brands have a feel of their ranking in the market is done with a special purpose model, the Brand Strength Measurement (BSM Index), a model that tests a brand’s ability deliver on its promise to its consumers from the consumer’s points of view. It is a qualitative, non-financial evaluation of top corporate brands in the country which is done annually.
Taiwo Oluboyede, the Brand Consulting firm’s CEO in his address said, without any doubt, the subject of brand and branding has become central in every corporate setting. And regardless of the sounds of the time, the brand drives and determines corporate placement, particularly at an unprecedented time like these.
He said: “We are glad once again that a Nigerian brand emerged as the Most Valuable for the year. This says a lot about our tenacity and resilience as a people and our businesses, regardless of the situations around us. Even though overall, we have more multinationals, the homegrown brands gave an impressive performance.
“For example, 6 of the top 10 in the league table are Nigerian, most of which have also spread to other countries across Africa and other continents of the world.”
Globacom emerged in third place, followed closely by Coca-cola Nigeria who enjoys a lot of its global brand appeal.
Others in the top 10 in this annual ranking are GTBank, Airtel, Access Bank, Zenith Bank, First Bank, and Dufil Prima Foods in that order.
Six brands among the top 10 have maintained top 10 positions for 6 years consecutively-they are Dangote, MTN, Globacom, FirstBank, GTBank, and Coca-Cola.
The Banking and Financial Services category had the highest number of entries among the top 10 with 4 brands. This is followed by the telecoms with 3 brands.
seven (7) companies listed on the Nigerian Exchange Limited (NGX) made the list of top 10 brands in Nigeria. This implies that about 70% of the top brands are listed on NGX, which draws attention to the correlation between brands and markets.”
Share on Facebook «||»
Share on Twitter «||»
Share on Reddit «||»
Share on LinkedIn