Dangote has emerged the most valuable brand among the top 50
brands in Nigeria for 2018 which were unveiled last weekend in Lagos. The Brand
Africa 100 ranking is based on a survey among consumers 18 years and older,
conducted in 23 countries across Africa
This is coming barely three months after the brand was
adjudged the most admired brand of African origin by Consumers in a brand
rating coordinated by South Africa based Brand Leadership in conjunction with
Johannesburg Stock Exchange (JSE).
Brand Nigeria, the Agency that coordinated the survey in
Nigeria, in its report lauded the efforts of the handlers of the Dangote Brand
because this is the first time a Nigerian brand would be achieving the feat
since 2013.
Unveiling the list of the top 50 brands at an event attended
by top executives of leading corporate organisations in the country as well as
stakeholders in Marketing and Advertising Industry, the Head of Brand Nigeria, Mr.
Taiwo Oluboyede, explained that 46
percent of the top brands amounting to 23 are Nigerian brands.
Giving the highlights of the brands rating, he stated that
Promasidor Nigeria Limited emerged the highest gainer jumping 15 points from
last year, the followed by the trio of BUA, Nine Mobile and Olam all of which
moved 12 points from last year position, while seven brands, Conoil, Channels
TV, Union Bank, Access Bank, Chi, Toyota, and GTBank maintained their
positions.
He stated further that Fidelity bank came as a first entrant
this year and Stallion Group making a fresh return to the top 50 brands this having
exited before.
The top 50 brands in Nigeria, Soboyede maintained are the
brands that have succeeded in delivering their promises to the consumers. “They
are fast growing in value and they are the drivers of our economy. The top
brands this year are those that have been able to analyse needs, see
opportunities by creating solutions to them and communicating same to the
consumers.
“They have also become so good at it that the consumers
often refer to them with the name of the need they meet that is their products
or services. These brands have found how to deliver something special often
times.”
Giving insights into how the evaluation of the top 50 brands
was carried out, Soboyede said: “we used the Brand Strength Model (BSM index).
It is model that measures a brand’s ability to deliver on its promise to the
consumers from the consumer’s point of view. The model uses basic qualitative
elements and there are seven variables that goes into the BSM model”.
According to the variables starts with a test of people’s
knowledge and affinity with the brands operational in Nigeria. We had a top on
the mind survey where people tell us brads that easily come to their mind or
brand they can recall.
“Other variables in the model are innovation-this is a test
how innovative a brand service delivery is; Quality-this checks some factors
that enhance consumer’s confidence in product delivery; Category
Leadership-this is a classification of brands within their industry; Online
engagements-this checks how active the brand’s online platforms are and how
engaging it has been from last evaluation; National Spread-this checks
operational presence of a brand across the country.”
Chief Corporate Communication Officer of the Dangote Group,
Anthony Chiejina said the management was not surprised at the ranking because
the company has continuously deepened and delivered on its core values is to be
a world-class enterprise that is passionate about the quality of life of the
people and giving high returns to stakeholders.
“And this philosophy is driven by values, which include
customer service, entrepreneurship, excellence and leadership. In any of our
subsidiaries, the focus is to provide local, value-added products and services
that meet the ‘basic needs’ of the populace. Through the construction and
operation of large scale manufacturing facilities in Nigeria and across Africa,
the Group is focused on building local manufacturing capacity to generate
employment, prevent capital flight and provide locally produced goods for the
people.
“The expansion of our business especially the Cement which
has operations in 14 African countries including Nigeria, Benin, Ghana,
Senegal, South Africa and Zambia, among others has added to popularity of our
company and the products, Mr. Chiejina stated.
It would be recalled that back in July, the Dangote brand
came atop in the ranking of 100 best brands in Africa themed “Brand
Africa:100”, the sixth edition announced in Johannesburg, South Africa.
The Brand leadership in the ranking list said of Dangote
brand “Nigerian industrial brand Dangote is the number one African brand
recalled when consumers are prompted about the continent (Africa) of origin
while the South African tele-communications brand MTN is the number one African
brand spontaneously recalled irrespective of continent of origin.
The United States sports and fitness brand, Nike, is the
overall brand in Africa spontaneously recalled by consumers.
The Brand Africa 100 ranking is based on a survey among
consumers 18 years and older, conducted in 23 countries across Africa. The
countries, representing all African economic regions, collectively account for
75% of the population and the 74% of the GDP of Africa.
African brands rose slightly to account for 17% of the Top
100 brands in Africa, non-African brands retained their firm position in Africa
with 83% share of the Top 100 most admired brands in Africa. Brands from Europe
leads the table with 40%, North America at 24% and Asia 19%. West Africa 6% with only Nigerian brands and
Southern Africa 6%.
The Top 100 is dominated by technology and electronic brands
(29%), consumer (non-cyclical) (19%), apparel (15%), automobile (8%), food (7%)
and sports & fitness (5%) categories are the top categories.
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