TOP  BRANDS IN 2015

brands INTRODUCTION AND SELECTING 50 TOP BRANDS 2014 TOP 50 BRANDS NIGERIA These are the brands that have shown tremendous leadership in their sectors and across the corporate Nigeria and had earned sufficient brand equity. This has endeared them to Nigerians and thus, has considerable followership. These brands have transcended their products or services categories to become part of the popular culture. They are iconic, they have set themselves apart from others, and have inspire an enduring affection among the populace. A brand is definitely more than a name, mark, logo, icons or catch phrase. A brand is a promise and successful brands deliver on their promises. They tell consumers what value they add through their products and deliver to the expectation of their customers.

It’s by delivering on the promises that

they create value. The top50brands selected are brands that have weather the storms over the years and are adding values to our daily lives. The 2014 evaluation also includes

‘

top 10 Brands to Watch.

ese are exciting list of potential top brands in Nigeria. Companies with compelling presence and significant brand building activities. Though th

ey aren’t among the t

op 50 yet, but they are promising. We hope this exciting block will be joining the top 50 league table very shortly. Brand has become an essential property that enhances the value of a company. Strong brand enhance followership, market performance and sells the company. The time has come for directors and stakeholders to start making more concerted effort about

their company’s intangible assets which

enhance the value of their brand, at the board meetings, same way they deliberate on stock values. This is because; a strong and healthy brand drives sales and sustains the company. Advertisement, as wonderful as they are only help in communicating your promises. Delivering on your product and/or service promise is key for a sustaining brand power. We evaluate the intangible asset of major brands and presenting the top 50 in the process. While brand valuation is relatively new in Nigeria, we are happy to see increasing awareness of company executives, trying more to ensure that they keep their brand promises. A major limitation to our processes is unavailability of sufficient information, particularly, for the qualitative review of the brand; hence we have to rely on the physical presence, consumer behavior and perception of the brands to arrive at the top, while our target is to have a combination both qualitative and quantitative. We are working with several other organizations to achieve this and hopefully we will be able to have the top 50 brands listed in terms of asset base and consumer perception in the future.

EMERGENCE

Activities that led to the emergence of the 50 top brands 2014 started with a review of major brands in Nigeria earlier in the year. The number of brands for our evaluation was subsequently reduced the top

 

100 that meet stated criteria. These 100 brands were presented to the public at various platforms. This becomes necessary particularly for the popularity survey. Our brand selection was based on a set of criteria which are listed below. The brands that meet the stated criteria was put up for popularity vote to determine their perception from consumers and customers. This was done through a phone based selection system. We assigned a unique set of number to a particular brand which is made known to the general public. To choose their favourite brands, phone users were required to simply flash their

brand’s unique

number and

it’s

 selected. This also gives room to accommodate larger percentage of the populace to partake in the process. We had a set of built in checks to prevent multiple voting from the same phone number, for instance, a phone number can only select a particular brand once, every other time is not recorded. However, same number can select up to 50 brands. The flash to choose system was developed by Vconnect Global Services Limited, a leading ICT firm in Nigeria.

SELECTION CRITERIA Market Acceptability:

This is the extent to which a brand is acceptable to the market. This is actually tested with the popularity evaluation.

Corporate social responsibilities

: in CSR, we relied mainly on publicly available information on the companies, even though

we didn’t have the means of physically examine the claims. We

reviewed these information and try to check from more than one source.

Customer service delivery:

Meeting the ever increasing expectation of the service-sensitive customer is one of the greatest challenges facing organizations today

. In a highly competitive market as we are, customer is central to the success of any organization. The more of them you have and retain the better your bottom-line. Customers on the other hands are getting more demanding, after all, they have options. Customer has got his grooves back. We took time to consider service promises and delivery. This is done by interaction with some customers. Even though everyone is now consciously building on their customer satisfaction, some still exceeded others, mostly, using innovative customer services systems. More investment in training and modern technology has also help. All these reflected in choices made by customers.

Visionary & Innovation:

 A key measurement of healthiness of a brand is its vision which forms the brand promises made. This had to be adequately communicated to all target audience in a language that they understand. Coca-cola, our case study for example has been communicating just one vision/promise, Happiness, wonderful experience. Every of their media reflect this. We live in a fast changing world; a year 2000 model of operation will make a complete failure of any company in 2014. So we took note of those with significant improvement in outlook and public knowledge operations

Popularity evaluation

, we had a phone based selection system specially designed for this purpose by

Vconnect Global Services Limited, called ‘flash to choose’. We

assigned a unique set of numbers to each

 

of the 100 brands being reviewed. All a user need to do is simply flash his/her preferred brand’s unique number and it’s selected. Certain keys were built in to prevent undue advantages. A particular phone

number can only select a brand once. Any other flash is not recorded. However, a number can choose more than one brand. Our goal on the project is to regularly present monetary values of major operational brands in Nigeria, using the combination of qualitative and quantitative brand valuation methodology. In a short while, the annual TOP 50 BRANDS NIGERIA® table will be based on these two, such that we present the actual monetary worth of the top brands. That is, they will be 50 most valuable brands in terms of financial value of their brands. A major limitation to this is the unavailability of related data which are necessary for our valuation. We are making every effort, working with our partners to make this happen and finally conform to global standard practice. Therefore, the TOP 50 BRANDS NIGERIA® 2014 in alphabetical order are: 1.

ACCESS BANK PLC 2.

AIICO INSURANCE PLC 3.

AIRTEL NIGERIA. 4.

ARIK AIR OF NIGERIA. 5.

BUA GROUP. 6.

CADBURY NIGERIA PLC 7.

COCA COLA NIGERIA LIMITED 8.

CONOIL PLC. 9.

DAAR GROUP (AIT & RAYPOWER) 10.

DANA GROUP: 11.

DANGOTE CEMENT PLC 12.

DIAMOND BANK PLC 13.

DUFIL PRIMA FOOD (INDOMIE) 14.

ECO BANK 15.

ETISALAT 16.

EXXON MOBIL. 17.

FCMB 18.

FIRST BANK NIGERIA 19.

FORTE OIL PLC 20.

FRIESLAND PLC 21.

GLOBACOM. 22.

FLOUR MILL NIG PLC (GOLDEN PENNY

GSK. 

GTBANK PLC 

GUINNESS NIGERIA

HONEYWELL GROUP. 27.

JULIUS BERGER 28.

LAFARGE WAMPCO 29.

MANSARD INSURANCE 30.

UNILEVER NIGERIA PLC

. MTN NIGERIA 31.

MULTICHOIC 32.

NAHCO PLC.

NESTLE PLC. 34.

NIGERIA BREWERIES. 35.

NOKIA

 36.

OANDO PLC 

PROMASIDO 38.

PUNCH NEWSPAPER39.

PZ CUSSON. 40.

Seven-Up bottling Company Plc 41.

SHELL 42.

STALLION GROUP 43.

STANBIC IBTC. 44.

TOTAL PLC. 45.

TOYOTA NIGERIA 46.

UACN PLC. 47.

UBA PLC. 48.

UNION BANK PLC. 50.

ZENITH BANK PLC