For a record 6^th time, Dangote Industries’ unwavering dominance, the esteemed brand has once again secured the top spot as Nigeria’s Most Valuable Brand. This achievement was confirmed by the brand and marketing firm, TOP 50 BRANDS NIGERIA, as part of its comprehensive 2023 Top Brands perception assessment.

Dangote Continue to Excel

Dangote’s consistent excellence is showcased by its impressive aggregate score of 86.2 on the Brand Strength Measurement (BSM) index, reinforcing its position at the forefront. Notably, MTN remains a strong contender, securing a close second place with an 85 BSM index score. This year’s third and fourth positions are secured by Airtel Nigeria and Globacom, both with BSM index scores of 77.9 and 77 respectively. Interestingly, this reaffirms the prominence of telecom brands, with three out of the top four hailing from this sector.

The Top 10

Among the Top 10 brands, we find Access Bank, Zenith Bank, Coca-Cola, GTCO, First Bank, And Bua Group. Particularly noteworthy is the ascent of BUA Group into the top 10 for the first time with a strong 70.8 BSM Index.

Globacom: The Most Popular Brand in Nigeria

It is of note that Globacom was adjudged the Most Popular Brand as revealed in the presentation too. This is an outcome of a Top of Mind (TOM) Survey, where respondents mentioned 10 brands that come to their mind or that they could easily recall. This year’s survey had as respondents Chief Marketing Officers and Head of Corporate Communications of major companies across the land

In a subsequent press release following the official unveiling, the rating firm stated that, “this annual top brand evaluation provides a qualitative, non-financial assessment of the value of leading corporate brands in the country. It gauges consumers’ perceptions of brands and their impact on overall brand strength, using the Brand Strength Measurement (BSM) index—a model designed to assess a brand’s ability to deliver on its promises from the consumer’s perspective.”

In today’s market, brands have woven themselves into the fabric of our daily lives, from dawn to dusk and even in every consumer choice. This phenomenon is amplified by the rise of concepts like consumer awareness, differentiation, and the dynamics

of the global economy, making brands pivotal actors.

Brand Personified

Speaking on the outcome of this year’s evaluation, Taiwo Oluboyede, CEO of TOP 50 BRANDS NIGERIA, likened brand to a person, he said. A brand is like a person with all the traits that defines his/her personality to the audience. When you hear someone’s name, you are likely not just going to remember their faces or apparel, but who they really are and what they mean to you” Someone may claim to be the best man in the world, could even go as far as doing paid advertising to attract attention. However, the real description of the person to you is your experience. Perception about a person could change from like to dislike or the other way round, same is also true for a brand. That is why promoters go extra length consistently remains in the target audience like-list.

He elaborated further, emphasizing that the onus lies with brand owners and promoters to uphold compelling propositions and consistently deliver on promises. “It’s not just about making pledges anyway; it’s about steadfastly living up to them—a commitment that separates the top brands from the rest,” he added.

A breakdown of the 2023 evaluation report indicated that, Nigerian-owned brands continued to shine among the top 10, with 10 brands. These are Dangote, Globacom, Access Bank, Zenith Bank, GTCO, First Bank, and BUA Group.

Five of the top ten brands are Banks, while three are Telecoms. Impressively, 9 of the 10 were among top 10 last year, while 4 maintained their previous position. Airtel Nigeria made a remarkable ascent to the third place. Also, six brands have consistently maintained a top 10 positions for a remarkable 7 years in a row.