MTN emerges 2016 most valuable brand
Leading ICT firm in Nigeria, MTN, has been recognised by Top 50 Brands Nigeria, as the Most Valuable Brand in Nigeria in 2016.
MTN Nigeria emerged Most Valuable Brand, after a survey was conducted using Brand Strength Measurement (BSM) indices. BSM is a specially designed model that uses basic qualitative elements: Brand identity/retention, quality elements, market/category leadership, innovation, national spread and CSR to test the strength or weakness of a brand. Other brands on the top 50 list include Coca-Cola, GTBank, Dufil Prima (Indomie), Nestle, First Bank of Nigeria, Dangote Group, Nigerian Breweries, and Guinness amongst others.
Speaking at the award’s presentation held in MTN Nigeria’s headquarters, the CEO of Top 50 Brands Nigeria, Taiwo Oluboyede, the organizers of the award stated that the year-long research was done with the top of the mind survey, where members of the public were engaged to list out brands they are familiar with.
“This enabled us to test people’s feelings, feedbacks, knowledge of brands and affinity. Based on this mechanism, respondents listed brands that they can easily recall or they are familiar with and it was observed that people easily recall brands they recently engage with or they see often.”
It was following these methodic and meticulous processes that MTN Nigeria emerged as the Most Valuable Brand in Nigeria,” Oluboyede said.
Receiving the award on behalf of MTN Nigeria, its Chief Executive Officer, Ferdi Moolman, said, “We are pleased to have emerged the Most Valuable Brand in Nigeria through this award. We are particularly glad that participants of the survey find us worthy as the Most Valuable Brand in Nigeria.”
Moolman further said that this is a demonstration of our continuous drive to make the lives of our customers a whole lot brighter by meeting their needs and aspirations through our products and services. He used the opportunity to thank Nigerians for the confidence they have reposed in MTN through the years and affirmed the company’s commitment to continue to invest in infrastructure to enhance Nigerians’ experience on the network.