CMOs, corporate communication heads to select Nigeria’s most popular brands in 2021

Top 50 Brands Nigeria, a firm that evaluates and rate top corporate brands in Nigeria, says the annual top brand evaluation for this year will be selected by chief marketing officers (CMOs) and corporate communication heads of top corporate brands across the nation.

In a recent virtual event organised by the firm, it said a key component of the annual evaluation is the top of the mind (TOM) survey which is a test of consumer’s cognitive ability of major brands in Nigeria.

It explained that chief communication officers or corporate communications heads and CMOs are required to mention 10 corporate brands they could easily recall, aside from their own brands.

Taiwo Oluboyede, CEO of Top 50 Brands Nigeria, said: “The idea of CMOs and Head of corporate communications selecting the Most Popular Brands is to have the opinion of a multitude of people in a few. These men and women have been in the market real-time for a long time.

“They can tell you, based on first hand understanding and experience what the market is saying. They directly relate with and communicate their brand’s propositions to the consumers.

“Aside from their brands, they also could tell you which brand is really hitting it the right way or not. With the benefits of hindsight, they could predict a brand’s likely outcome in the long run.

“However, for the purpose of fairness and to avoid prejudice, they CANNOT choose their own brand. They have to mention other brands, other than theirs”.

The firm said the TOM is a confidential survey, adding that respondent identity is not attached or disclosed in any way and the outcome is for the sole purpose of this annual brand evaluation.

The Top 50 Brands Nigeria further said the outcome of the selection will be made public at the 2021 unveiling of the 50 top brands in the country, later in the year.

In 2020, some of the companies that emerged winners of the most popular brands in Nigeria include: Dangote Group as most valuable brand that power Nigeria at 60; MTN Communications Nigeria as most popular Nigerian brand; Coca-Cola Nigeria as most valuable in the beverages category; and GTBank as most valuable in the banking and financial services category.