‎Top 50 Brands Nigeria 2025 report names Dangote, MTN, Glo as leaders

By Ralph Tathagata

Top 50 Brands Nigeria is an independent brand and market research organization. It promotes excellence in corporate branding. Recently, it released its 2025 report. The report reflects how local and multinational brands shape Nigeria’s business landscape. They achieve this through innovation, consistency, and consumer connection.

The organization unveiled the 50 most admired and resilient brands that power the country. Notably, the ranking featured an equal representation of 25 Nigerian brands and 25 multinationals. This highlights the growing competitiveness of indigenous brands in both local and global markets. Now in its 13th year, the industry ranking has become one of the country’s most respected benchmarks. It measures corporate brand strength, trust, and impact.

Dangote Retains the Crown, MTN Leads Popularity

According to the report, Dangote Industries emerged as Nigeria’s Most Valuable Brand for the eighth consecutive year. It achieved a remarkable BSM Index of 86.3. This is a testament to its dominance as Africa’s leading industrial conglomerate.

Next, MTN Nigeria ranked second with 83.4 points. It also emerged as the Most Popular Brand from the Top-of-the-Mind (TOM) consumer survey. Airtel Nigeria followed in third place, while Globacom, Nigeria’s homegrown telecom giant, took the fourth position.

Comment on Brand Strength

Commenting, Taiwo Oluboyede, Chief Brand Analyst and Convener, #IAMBRANDNIGRIA, said, “Brand is not just an essential component of an organization. The brand is the organization. Therefore, for something that is that important, there is always the need for periodic assessment and evaluation. That’s what this ranking represents—a mirror that reflects how strongly brands are performing in the hearts and minds of Nigerians.”

Oluboyede further noted that brand strength has become a key driver of corporate value and sustainability. He emphasized that “strong brands don’t just sell products; they build trust, inspire loyalty, and sustain business growth even in challenging times.”

Ranking Methodology and Key Trends

The report stated that 50 brands were ranked. This used the proprietary Brand Strength Measurement (BSM) Model. This model evaluates brands using seven key variables. These variables capture both market performance and consumer perception.

The key variables are:

Popularity (Top of the Mind Awareness)
Online Engagement
Sentiment Analysis
Category Leadership
Innovation & Quality
National Spread
Corporate Social Responsibility (CSR)

Together, these indicators produce a comprehensive BSM Index score. This score determines each brand’s final position in the ranking. For ethical and public interest reasons, the evaluation excludes political, governmental, religious, tobacco, and betting brands.

Key Trends and Insights

Banking & Financial Services remained dominant, with 15 brands on the list.
Moreover, Telecoms sustained strong consumer visibility, led by MTN, Airtel, Globacom, and 9mobile.
Significantly, seven of the Top 10 brands are Nigerian-owned. This underscores the resilience of indigenous brands.
Opay Nigeria recorded the year’s highest leap, gaining 10 points on the BSM Index.
Thisday Group and Moniepoint made their debut appearances.
Consistency pays: Five brands—Dangote, MTN, First Bank, Globacom, and Coca-Cola—have maintained a top 10 position for nine consecutive years.

Brands to Watch

The report also unveiled the 10 Brands to Watch. These are fast-rising and innovative brands building significant market influence. They include PalmPay, Premium Trust, Omniretail, Nomba, Moove, Johnvents, Greenville, Chowdeck, EAC, and Globus Bank.

Commenting further, Oluboyede emphasised that the Top 50 Brands Nigeria® initiative celebrates not just corporate excellence. It also celebrates the resilient “Naija Spirit.” This spirit encompasses the creativity, optimism, and determination that define Nigerians both at home and abroad.

“Beyond our natural resources, Nigeria’s greatest asset is her people—their resilience, innovation, and drive for success. The brands we celebrate today are powered by that same spirit,” he said.

In conclusion, through its proprietary Brand Strength Measurement (BSM) model, the report evaluates and ranks brands annually. The ranking is based on consumer perception, market performance, and impact. Therefore, it serves as a trusted reference for investors, marketers, and business leaders.