Nigerian multinational industrial conglomerate, Dangote Group, has emerged as the Most Valuable Brand in Nigeria while MTN Nigeria emerged as the Most Popular brand in the new Top of the Mind (TOM) survey conducted among corporate executives in the country.
In rating the brands, seven metrics were deployed which are Brand Popularity; Quality Element; Market leadership; Innovation; national Spread; CSR-Environmental friendliness and Online Engagements.
Dangote brand came first in five metrics, defeating MTN to a distant second.
The ratings were made public last weekend at the annual top corporate brand evaluation report by Top 50 Brands Nigeria.
“The subject of brand and branding has become central in every corporate setting.And regardless of the sounds of the time, the brand drives and determines corporate placement, particularly at an unprecedented time like these,” said, the Brand Consulting firm’s CEO, Taiwo Oluboyede.
He said: “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 homegrown brands gave an impressive performance.