MOST TRUSTED BRANDS IN NIGERIA IN 2013
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This document presents the results of the 2013 Most Trusted Brand survey conducted in Nigeria. Over 1,600 respondents across 10 states were interviewed to assess the level of trust in 26 product categories. Brands were scored based on 10 trust metrics to determine the most trusted brand in each category. The survey found Dettol to be the most trusted bath soap, First Bank the most trusted bank, Toyota the most trusted car brand, and Indomie noodles the most trusted brand overall in Nigeria for 2013. The results are intended to help brands better understand consumer trust and identify opportunities to improve relationships.
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MOST TRUSTED BRANDS IN NIGERIA IN 2013
- 1. MOST TRUSTED BRAND AWARDS 2013 SURVEY REPORT PRESENTATION
- 2. Background Brands’ income comes from the customers-so, brands must provide what they think is of value to the customers. It sounds obvious, yet very few brands do it well. The goal of branding is to build, maintain, and enhance relationship between brands and consumers. Relationship building is a powerful means of creating and sustaining competitive advantage. Sustainable relationship involves trust as its main ingredient. Therefore, brands must build a relationship of trust with their customers. Trust as a critical element in relationship is the focus of this survey. The Most Trusted Brand survey is an attempt to track the strength of brands relationships with their consumers. It is expected that results from the tracking would enable an environment of continual learning, continual improvement and innovation for the brand owners.
- 3. It is expected that it would stimulate a new way to think- seeing the customer’s input in this survey as a gift, and new knowledge that can be used to better brand planning and achieve competitive advantage. The results would serve as a reminder for the brand owners to build on-going relationships by keeping their promises and building trust. Most Trusted Brand Awards is brandhealth’s contribution to strong brand management in Nigeria.
- 4. Research Objectives The study has only one objective: To identify brands that best bond with the consumers.
- 5. Research Methodology Respondents were interviewed face to face in-home using fully structured questionnaires. Multi-stage sampling method was used in selecting respondents. 1600 respondents were interviewed in 10 states in Nigeria. The states include: Lagos, Oyo (Ibadan), Kwara (Ilorin), Kano, Plateau (Jos), FCT (Abuja), Abia (Aba), Akwa Ibom (Uyo), Rivers (Port Harcourt) and Edo (Benin). 50% of the sample were males while the balance 50% respondents were females. The study also comprised of respondents aged 16 - 25 years (35%), 26 - 40 years(25%), 4155(25%) and 56 years and above(15%). In terms of social class, 10% of the respondents were consumers in the upper income class (AB), 40% in the middle income class (C1,C2) and 50% in the lower income class (DE). The fieldwork 2013. . ` was done between September and October,
- 6. In each product category, the respondents were asked ten questions relating to trust. They were asked to associate the statements read out to them with brands (a single brand per statement). No brand name was mentioned to the consumers. Respondents named the brands spontaneously. The aggregate scores for the ten statements were then computed to determine the most trusted brand for each product category.
- 7. Trust Metrics There are several brands of … in Nigeria today, which brand name would you say? ( only one Brand for each statement) Q1 You feel most confident in. Q2 Would be consistently honest and sincere in addressing your needs. Q3 Is a brand that would do the right thing even when nobody is watching. Q4 Is a brand name you obtained what I look for in ……. Q5 Is a brand that offers highest quality. Q6 Is a brand that genuinely care about its customers and deeply concern about their wellbeing. Q7 Is a brand that always upgrades and increase knowledge and skills as important tools to serve its customers well. Q8 Is a brand you rely on to solve your problems. Q9 Is a brand that is consistently get result in a way that inspires trust. Q10 Which band would you say is the most trusted in the category
- 8. Categories: The survey covered 26 product categories. The categories are: Bath Soap Category Bank Category Car Category Carbonated Soft Drink Category Cocoa -Base Drink Category Detergent Category Fast Food Restaurant Category Gin Category GSM Handset Category Home Appliances Category Lager Category Mattress Category Malt Drink Category
- 9. Milk Category Multivitamin Category Mobile Phone Service Provider Category Newspaper Category Noodles Category Pay TV Category Radio Category Seasoning Category Sausage Category Stout Category Table Water Category Television Station Category Toothpaste Category
- 10. How Brands Won In Previous Years Category Bath Soap Category Bank Category Bottled Water Category Car Category Carbonated Soft Drink Category Cocoa Base Drink Category Detergent Category Fast Food Restaurant Category GSM Handset Category Home Appliances Category Lager Category Mattress Category Malt Drink Category Milk Category Multivitamin Category Mobile Phone Service Provider Category Newspaper Category Noodles Category Pay TV Category Radio Category Seasoning Category Stout Category Television Station Category Most Trusted Brand (Overall) 2012 Winner Dettol FBN Eva Toyota Coke Milo Omo Mr Biggs Nokia LG Star Vita Foam Maltina Peak Astymin MTN Punch Indomie DSTV Raypower Maggi Guinness NTA Nokia Human Brand None 2011 Winner Dettol FBN Eva Toyota Coke Bournvita Omo Mr Biggs Nokia LG Star Vita Foam Maltina Peak Astymin MTN Punch Indomie DSTV Raypower None Guinness NTA Indomie Major Gen. (RTD) Muhammadu Buhari 2010 Winner Lux FBN Eva Toyota Coke Milo Omo Mr Biggs Nokia Samsung Star Vita Foam Malta Guinness Peak Astymin MTN Punch Indomie None Raypower None None NTA Indomie Dr. (Mrs.) Dora Akuyili
- 13. Bank Category
- 15. Car Category
- 17. Carbonated Soft Drink Category
- 22. Aggregate Trust Metrics 5 Others WAW 2 Bimbo 2 Good Mama Sunlight Klin Omo Ariel 3 7 23 28 30
- 23. Fast Food Restaurant Category
- 25. Gin Category
- 30. Aggregate Trust Metrics 3 Others 6 Can’t Say Phillip Panasonic Sharp Samsung Sony LG 2 5 7 17 18 42
- 31. Lager Category
- 32. Aggregate Trust Metrics 38 22 16 10 4 Star Harp Gulder Heineken 33 Export 3 Trophy 5 2 Goldberg Others
- 34. Aggregate Trust Metrics 43 41 7 5 2 Vita Foam Mouka Foam Unifoam 1 Sara Foam Bode Foam 1 Oxford Foam Can’t Say
- 36. Aggregate Trust Metrics 30 27 24 6 4 Maltina Amstel Malta Guinness Hi Malt Maltex 3 3 Malta Gold Grand Malt 3 Others
- 37. Milk Category
- 41. Mobile Phone Service Provider Category
- 45. Noodles Category
- 47. Pay TV Category
- 49. Radio Category
- 52. Aggregate Trust Metrics 31 27 14 10 7 5 2 Knorr Maggi Star Royco Onga Suppy Mr Chef 2 Chicken Flavour 2 Doyin Others
- 53. Sausage Category
- 54. Aggregate Trust Metrics 53 11 Gala Biggi 9 Supper Bite 10 6 Rite 3 Meaty 6 2 Beef Roll Can’t Say Others
- 55. Stout Category
- 56. Aggregate Trust Metrics 5 Others Williams Turbo King Legend Guinness 2 3 27 63
- 58. Aggregate Trust Metrics 51 16 11 6 Eva Swan Ragolis 4 Nestle 4 Farro 2 Gossy 2 Cway 2 2 Cascade Visleris Others
- 62. Aggregate Trust Metrics 53 17 12 8 6 2 Close Up Oral B Dabur Maclean My My 2 Sensodyne Others
- 63. Most Trusted Brand in Nigeria 2013 14 7 6 5 4 3 3 3 3 3 3 Brand Nokia Toyota First Bank Honda GT Bank Blackberr y Sams ung Indomi e LG MTN Peak Base 1,600 1,600 1,600 1,600 1,600 1,600 1,600 1,600 1,600 1,600 1,600 Score 14 7 6 5 4 3 3 3 3 3 3