The Top 50 Brands in Nigeria 2021, has Dangote Group, a fully integrated Conglomerate, and Nigerian owned emerging as the Most Valuable Brand in the country for the year.
MTN Nigeria emerged as the most popular brand according to a Top of the Mind (TOM) survey conducted among corporate executives in the country. This was revealed in the 2021 annual top corporate brand evaluation report, Top 50 Brands Nigeria.
In the third spot is Globacom, a fully owned Nigerian communication company, followed closely by Coca-cola Nigeria, a subsidiary of the global brand.
GTBank, Airtel, Access Bank, Zenith Bank, First Bank, and Dufil Prima Foods in that order, are among the remaining top 10 brands for this year, 2021.
However, among these top 10 brands, six of them, Dangote, MTN, Globacom, FirstBank, GTBank, and Coca-Cola have maintained their spots in the top 10 positions for 6 years running.
Taiwo Oluboyede, the brand consulting firm’s CEO in a statement said, without any doubt, the subject of brand and branding has become central in every corporate setting.
“We are glad once again that a Nigerian brand emerged as the Most Valuable for the year. This says a lot about our tenacity and resilience as a people and our businesses, regardless of the situations around us.
“Even though overall, we have more multinationals, the home-grown brands gave an impressive performance. For example, 6 of the top 10 in the league table are Nigerian, most of which have also spread to other countries across Africa and other continents of the world”.
This annual survey is a qualitative, non-financial evaluation of top corporate brands in the country which involves the use of a special purpose model known as the Brand Strength Measurement (BSM Index), a model that tests a brand’s ability to deliver on its promise to its consumers from the consumer’s perspective.
Among the top 10, the Banking and Financial Services category had the highest number of entries with 4 brands. This is followed by telecommunications with 3 brands.
In the survey, there are 28 Multinationals, with MTN Nigeria topping them, while there are 22 Nigerian brands.