TOP BRANDS

Dangote still Nigeria’s most valuable brand in annual ‘league table’

By our News Team | 2021

MTN Nigeria is the most popular brand, as rated by a Top of Mind survey among corporate executives in the country.

Marketing communities around the world have, in recent years, taken to recognising their country’s top brands in categories such as the most valuable or the most recognised brands.

In doing so, a kind of Premier League table has been created, with perennial branding top-achievers fighting it out among themselves and taking on occasional new challengers to their positions.

Nigeria is no different, and this year the giant Dangote Group has again emerged as the Most Valuable Brand in the country, while MTN Nigeria is the most popular through a Top of Mind survey conducted among corporate executives in the country.

The study is released annually by Top 50 Brands Nigeria, using a ‘league table’ compiled with the Brand Strength Measurement Index.

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Model tests delivery of the brand promise

This is 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.

Taiwo Oluboyede, CEO of Top 50 Brands Nigeria, said recently that branding has become central in every corporate environment, particularly in the unprecedented times the world has been experiencing.

“We are glad, once again, that a Nigerian brand has 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,” he stated.

“Even though overall, we have more multinationals [in the rankings], the homegrown brands gave an impressive performance. For example, six 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.”

Six brands are regulars in the Top 10 rankings

Globacom, another proudly Nigerian brand, emerged in the third place this year, followed closely by Coca-Cola Nigeria.

Others in the top 10 in this annual ranking (in order of placement) are: GTBank; Airtel; Access Bank; Zenith Bank; First Bank; and Dufil Prima Foods.

Six brands have remained in the Top 10 for six consecutive years. 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 four brands. This is followed by the Telecoms category with three brands.

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