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.
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
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