Gwamcee News
Dangote Industries Limited has emerged as Nigeria’s most valuable brand for the sixth consecutive year, as confirmed by the brand and marketing firm, TOP 50 BRANDS NIGERIA.
Winning the award for a record 6th time confirms the foremost African indigenous Conglomerate’s unwavering dominance of the domestic brand space.
TOP 50 BRANDS NIGERIA, is a qualitative, non-financial evaluation of top corporate brands in the country.
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).
The rating firm, in a statement, said that Dangote got an impressive aggregate score of 86.2 on the Brand Strength Measurement (BSM) index, reinforcing its position at the forefront. The score reflects the consistent excellence of the brand.
MTN came secured a second place with 85 BSM index score. They remain a strong contender.
This year’s third and fourth positions are secured by Airtel Nigeria and Globacom, both with BSM index scores of 77.9 and 77 respectively.
Interestingly, this reaffirms the prominence of telecom brands, with three out of the top four hailing from this sector.
Among the Top 10 brands are Access Bank, Zenith Bank, Coca-Cola, GTCO, and First Bank, Globacom was adjudged the Most Popular Brand following the outcome of a Top of Mind (TOM) Survey, where respondents mentioned 10 brands that came to their mind or that they could easily recall.
This year’s survey had as respondents Chief Marketing Officers and head of corporate communications of major companies across the land.
TOP 50 BRANDS Nigeria, while announcing the ratings said, “This annual top brand evaluation provides a qualitative, non-financial assessment of the value of leading corporate brands in the country. It gauges consumers’ perceptions of brands and their impact on overall brand strength, using the Brand Strength Measurement (BSM) index—a model designed to assess a brand’s ability to deliver on its promises from the consumer’s perspective.”
Five of the top 10 brands are banks, while three are telecoms. Impressively, nine of the 10 were among the top 10 last year, while four maintained their previous positions .
Overall, 26 or 52% of the 50 brands are multinationals, while 24 or 48% are Nigerian brands.
