Globacom, which recently marked its 19 years of quality services delivery in Nigeria has been named the Most Popular Brand in the country for the year 2022.
This was contained in a statement made available to newsmen as part of the public presentation of the 2022 brand evaluation by ‘TOP 50 BRANDS NIGERIA’.
Disclosing this in a news statement, Mr. Taiwo Oluboyede, CEO of the brand rating firm, said, “this is the second time that Globacom, a proudly Nigerian brand will be achieving the status of the Most Popular Brand in the country for the year”.
Describing what this is all about, he said “Brand popularity, the extent to which a brand enjoys facial recognition and retention in the minds of the people is also the degree of its wide acceptability and purchase by the general public. This is largely driven by the level of awareness, the extent to which customers are able to recall or recognize a brand under different conditions.”
He went further to say that “A popular brand does not emerge overnight. It is a result of many characteristics it exhibits over a period of time. Put another way, brands that are popular have some common threads which run through them and they have consistently communicated their values and promises which give them that status.”
He listed out some of the traits of popular brands as “Originality, Sincerity, Boldness and taking giant strides, Consistency, Visibility and Humane among others.”
The Most Popular brand is an outcome of a top of the mind (TOM) survey where respondents mentioned 10 brands that come to their mind or could easily recall. This year’s again was conducted among CMOs and Head of Corporate Communication of major companies across the land. However, respondents were not allowed to mention their own brands to avoid prejudice.
It should be noted that respondents are people with good knowledge of the subject of brand because they are mostly custodians and promoters of their company’s brand. More so, their individual opinions, particularly since prejudice was not allowed to creep in, indicated the opinion of a multitude of people.
These are people that understand the market and are well-grounded in consumers’ choice patterns. Their individual choice represents the opinion of many people in one.
In eulogising the Most Popular brands, Taiwo said “The emergence of the 50 Most Popular Brands was done by putting the best 50 brands in the pigeon holes according to public perception of them. The most preferred among them is the PRIMUS INTERPARES, that is, first among equals.”
He said “The Most popular brands are those whose height cannot be hidden under a bushel by reason of their impeccable corporate performance in the business environment, the past calendar year. The listed brands have consistently ‘walked the talk’ and have endeared themselves to the consumers.
They have surpassed their products and services categories to become a part of everyday life across the land. They stimulate enduring affection that arouses positive emotions, having functional benefits, and present strong physical cues, strong enough to establish an intrinsic advantage over others.”
Globacom topped the list this year with 83.8% of respondents (without prompts) listed Glo or Globacom as one of their top 10 top of the mind brands.
This was immediately followed by Dangote Industries, another Nigerian owned with 81.6%
In third place is MTN Nigeria with 80.8 percent, while Coca-cola came fourth with 76.1%.
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Others among the top 10 in the 2022 Most Popula Brands in Nigeria are Nestle, GTCO, DUFIL Prima Foods, Zenith Bank, Airtel, First Bank with 71.4%, 70%, 66.3%, 65.2%, 65.1%, 63.2 % respectively.
Among the top 10, Nigeria and multinational brands have equal splits of 5 brands each.
The telecoms and Banking & Financial Services categories had 3 brands each, among the top 10, – GTCO, Zenith Bank and First Bank; Globacom, MTN and Airtel.
Overall, 23 are Nigerian while 27 are multinational
The banking and financial services category had the highest number of entries with 11 brands.
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