…MTN, Most Popular Brand
For the fourth time in a row, Dangote Group has again emerged as the most valuable brand in Nigeria while MTN Nigeria trailed as the Most Popular brand in the new Top of the Mind (TOM) survey conducted among corporate executives in the country.
In rating the brands, seven metrics were deployed, and they include brand popularity; quality element; market leadership; innovation; national spread; CSR-environmental friendliness and online engagements.
Of the seven metrics according to the report, Dangote brand came atop in five, beating MTN to a distant second.
The ratings were made public, over the weekend, at the annual top corporate brand evaluation report by TOP 50 BRANDS NIGERIA.
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 added.
Globacom emerged in the 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 4fourbrands. This is followed by the telecoms with three brands.
Commenting on the top brands ranking, Femi Awoyemi, Founder and Chairman of Proshare Nigeria Limited said: “With the thorough evaluation process and degree of attention to detail evident in the report, the list indeed provides a true and fair representation of top brands by strength, popularity and potentials in Nigeria…”