Dangote emerges Most Valuable, MTN, Most Popular Brand in Nigeria 2021
For the fourth time in a row, Dangote Group, a fully integrated Conglomerate and proudly Nigeria brand again emerged as the most Valuable brand in Nigeria. In the same vein, MTN Nigeria emerged as the Most Popular through a Top of the Mind (TOM) survey conducted among corporate executives in the country.
The ratings were made public, over the weekend, at the annual top corporate brand evaluation report, 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 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 another proudly Nigerian brand 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.
6 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.
Airtel Nigeria recorded the highest gainer among the top 10, moving 5 places to emerge on the 6th position.”
Commenting on the top brands ranking, Femi Awoyemi, a financial analyst, 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…This edition of BRANDNIGERIA’s Top50 Brands in Nigeria highlighted brands that have demonstrated strong resilience and adaptive capacity to the new normal in growing or maintaining their brands. These brands have been able to maintain consumers’ confidence and market shares as observed by professionals and analysts…”
Chief Corporate Communications and Branding officer of Dangote Group, Anthony Chiejina said: “Dangote’s emergence did not come as a surprise to industry watchers. The brand has steadily increased its influence in many African nations through establishment of cement factories. It operates in about 13 African nations making it one of the most visible, recognized and admired brands in Africa.”
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