Dangote Now Most Valuable Brand in Nigeria

Dangote Group, MTN Nigeria, Globalcom, GTBank and Coca-Cola Nigeria top a list of 50 most valuable brands in Nigeria for 2018.

Brand Nigeria, a marketing research firm in Lagos, said it tested company's popularity in a Top on the Mind survey, which also indicates affinity.

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, CEO Top 50 Brands Nigeria, Taiwo Oluboyede explained that they used a model that tests a brand’s ability to deliver on its responsibility to the consumer, from the consumer’s point of view, called Brand Strength Measurement, BSM.

Dangote which previously held the position of most valuable Nigerian brand, and having emerged the most valuable brand overall automatically means it is still the most valuable Nigerian brand, with MTN Nigeria emerging as the most valuable multinational.

Others top brands include Glo 77.94, GTBank 77.59, Coca-Cola Nigeria 73, First Bank Nigeria 69.2, Unilever Plc 67.5, UBA 66, Zenith Bank 65.9 and Dufil Prima Foods 65.1.

Out of the fifty top brands in Nigeria, twenty-three of them are Nigerian brands while twenty seven are multinationals. This means that 46 per cent of Nigerian brands made the 2018 chart while multinationals amassed 54 per cent points.

This year's survey also saw Promasidor becoming the highest gainer by jumping 15 points upwards, while second highest gainers are BUA, 9mobile and Olam with 12 points each.

Another significant feature in 2018 survey is the entry of Fidelity Bank as the first-time entrant in the survey chart. And on the chart, Conoil, Channels TV, Union Bank, Access, Chi, Toyota and GTBank all maintained 2017 positions in 2018.

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.

September 03, 2018