Dangote group emerges most valuable brand for the fourth time

Dangote Group, a fully integrated conglomerate and proudly Nigeria brand has again emerged as the most valuable brand in Nigeria for the fourth time in a row, while the MTN Nigeria trailed as the most popular brand in the new Top of the Mind (TOM) survey conducted among corporate executives in the country.

In rating the brands, seven metrics were deployed, and they include Brand Popularity; Quality Element; Market leadership; Innovation; national Spread; CSR-Environmental friendliness and Online Engagements.

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).

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, Mr. Taiwo Oluboyede, the head of Brand Nigeria explained that 46 per cent of the top brands amounting to 23 were 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, then followed by the trio of BUA, Nine Mobile and Olam all of which moved 12 points from last year’s 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 were the brands that had 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,” he said.

Globacom emerged in the third place, followed closely by Coca-cola Nigeria who enjoys a lot of its global brand appeal.

Leadership, other News Agencies