SURVEY REPORT PRESENTATION MOST TRUSTED BRAND AWARDS 2013
SURVEY REPORT PRESENTATION
MOST
TRUSTED BRANDAWARDS
2013
Brands’ income comes from the customers-so, brands must providewhat they think is of value to the customers. It sounds obvious, yetvery few brands do it well.
The goal of branding is to build, maintain, and enhance relationshipbetween brands and consumers. Relationship building is a powerfulmeans of creating and sustaining competitive advantage.Sustainable relationship involves trust as its main ingredient.Therefore, brands must build a relationship of trust with theircustomers. Trust as a critical element in relationship is the focus ofthis survey.
The Most Trusted Brand survey is an attempt to track the strengthof brands relationships with their consumers. It is expected thatresults from the tracking would enable an environment ofcontinual learning, continual improvement and innovation for thebrand owners.
Background
It is expected that it would stimulate a new way to think- seeingthe customer’s input in this survey as a gift, and new knowledgethat can be used to better brand planning and achievecompetitive advantage. The results would serve as a reminderfor the brand owners to build on-going relationships by keepingtheir promises and building trust.
Most Trusted Brand Awards is brandhealth’s contribution tostrong brand management in Nigeria.
Research Objectives
The study has only one objective: To identify brands that best bond with the consumers.
Research Methodology Respondents were interviewed face to face in-home using fully
structured questionnaires. Multi-stage sampling method was usedin selecting respondents.
1600 respondents were interviewed in 10 states in Nigeria. Thestates include: Lagos, Oyo (Ibadan), Kwara (Ilorin), Kano, Plateau(Jos), FCT (Abuja), Abia (Aba), Akwa Ibom (Uyo), Rivers (PortHarcourt) and Edo (Benin).
50% of the sample were males while the balance 50%respondents were females. The study also comprised ofrespondents aged 16 - 25 years (35%), 26 - 40 years(25%), 41-55(25%) and 56 years and above(15%). In terms of social class,10% of the respondents were consumers in the upper incomeclass (AB), 40% in the middle income class (C1,C2) and 50% in thelower income class (DE).
The fieldwork was done between September and October,2013. . `
In each product category, the respondents were asked tenquestions relating to trust. They were asked to associate thestatements read out to them with brands (a single brand perstatement). No brand name was mentioned to the consumers.Respondents named the brands spontaneously. The aggregatescores for the ten statements were then computed todetermine the most trusted brand for each product category.
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
There are several brands of … in Nigeria today, which brand name would you say? ( only one Brand for each statement)
Trust Metrics
Categories:
The survey covered 26 product categories. The categories are:
Bath Soap CategoryBank CategoryCar CategoryCarbonated Soft Drink CategoryCocoa -Base Drink CategoryDetergent CategoryFast Food Restaurant CategoryGin CategoryGSM Handset CategoryHome Appliances CategoryLager CategoryMattress CategoryMalt Drink Category
Milk CategoryMultivitamin CategoryMobile Phone Service Provider CategoryNewspaper CategoryNoodles CategoryPay TV CategoryRadio CategorySeasoning CategorySausage CategoryStout CategoryTable Water CategoryTelevision Station CategoryToothpaste Category
How Brands Won In Previous Years
Category
2012 2011 2010
Winner Winner Winner
Bath Soap Category Dettol Dettol Lux
Bank Category FBN FBN FBN
Bottled Water Category Eva Eva Eva
Car Category Toyota Toyota Toyota
Carbonated Soft Drink Category Coke Coke Coke
Cocoa Base Drink Category Milo Bournvita Milo
Detergent Category Omo Omo Omo
Fast Food Restaurant Category Mr Biggs Mr Biggs Mr Biggs
GSM Handset Category Nokia Nokia Nokia
Home Appliances Category LG LG Samsung
Lager Category Star Star Star
Mattress Category Vita Foam Vita Foam Vita Foam
Malt Drink Category Maltina Maltina Malta Guinness
Milk Category Peak Peak Peak
Multivitamin Category Astymin Astymin Astymin
Mobile Phone Service Provider Category MTN MTN MTN
Newspaper Category Punch Punch Punch
Noodles Category Indomie Indomie Indomie
Pay TV Category DSTV DSTV None
Radio Category Raypower Raypower Raypower
Seasoning Category Maggi None None
Stout Category Guinness Guinness None
Television Station Category NTA NTA NTA
Most Trusted Brand (Overall) Nokia Indomie Indomie
Human Brand NoneMajor Gen. (RTD) Muhammadu Buhari
Dr. (Mrs.) Dora Akuyili
Bath Soap Category
Aggregate Trust Metrics
23
1211
10
75
43 3 3
2 2
10
6
Bank Category
28
22
11
86 6
4 42 2 2
5
Aggregate Trust Metrics
Car Category
45
20
6 64
2 2 2 2 2
9
Aggregate Trust Metrics
Carbonated Soft Drink Category
38
1714
9
5 4 4 3 24
Aggregate Trust Metrics
Cocoa-Based Drink Category
Milo Bournvita Ovaltine Cowbell Choco
Peak Choco Others
56
27
8
2 25
Aggregate Trust Metrics
Detergent Category
Aggregate Trust Metrics
Ariel
Omo
Klin
Sunlight
Good Mama
Bimbo
WAW
Others
30
28
23
7
3
2
2
5
Fast Food Restaurant Category
Aggregate Trust Metrics
33
86 5 4 3 3 3 2
14
19
Gin Category
Aggregate Trust Metrics
43
9 85 5
3 2 2 2
912
GSM Handset Category
Aggregate Trust Metrics
61
10 10 10
3 1 1 1 1 2
Home Appliances Category
Aggregate Trust Metrics
LG
Sony
Samsung
Sharp
Panasonic
Phillip
Can’t Say
Others
42
18
17
7
5
2
6
3
Lager Category
Star Harp Gulder Heineken 33 Export Trophy Goldberg Others
38
22
16
10
4 3 2
5
Aggregate Trust Metrics
Mattress Category
Aggregate Trust Metrics
Vita Foam Mouka Foam
Unifoam Sara Foam Bode Foam Oxford Foam
Can’t Say
4341
52 1 1
7
Malt Drink Category
30
27
24
64
3 3 3
Maltina Amstel Malta Guinness
Hi Malt Maltex Malta Gold Grand Malt Others
Aggregate Trust Metrics
Milk Category
Aggregate Trust Metrics
Peak Dano Cowbell Three Crown
Loya Jago Coast Others
60
8 75 4 3 3
10
Multivitamin Category
Aggregate Trust Metrics
17
109
7
43 3 3 3 3
2 2 2 2
9
21
Mobile Phone Service Provider Category
MTN Glo Etisalat Airtel Others
54
1715
12
2
Aggregate Trust Metrics
Newspaper Category
Aggregate Trust Metrics
29
13 13
10
5 5 54 4
2
10
Noodles Category
Aggregate Trust Metrics
Indomie Golden Penny
Chikki Cheriee Dangote Honey Well
Mimee Others
69
6 64 4 4 3 4
Pay TV Category
Dstv
Startime
GoTV
MyTv
HiTv
Strong
MCL
CTL
Daarsat
Others
59
14
12
4
2
2
2
1
1
3
Aggregate Trust Metrics
Radio Category
Aggregate Trust Metrics
14
11
9
6
43 3 3 3 3 3
2 2 2 2
20
10
Seasoning Category
Knorr Maggi Star
Royco Onga Suppy Mr Chef Chicken Flavour
Doyin Others
31
27
14
10
5
2 2 2
7
Aggregate Trust Metrics
Sausage Category
Aggregate Trust Metrics
Gala Biggi Supper Bite
Rite Meaty Beef Roll Can’t Say Others
53
119
63 2
106
Stout Category
Guinness
Legend
Turbo King
Williams
Others
63
27
3
2
5
Aggregate Trust Metrics
Table Water Category
Aggregate Trust Metrics
Eva Swan Ragolis Nestle Farro Gossy Cway Cascade Visleris Others
51
11
64 4
2 2 2 2
16
Television Station Category
Aggregate Trust Metrics
2726
9
6
32 2 2 2 2 2
17
Toothpaste Category
Aggregate Trust Metrics
Close Up Oral B Dabur Maclean My My Sensodyne Others
53
17
128
2 26
Most Trusted Brand in Nigeria 2013
Brand Nokia Toyota FirstBank
Honda GT Bank
Blackberry
Samsung
Indomie
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
14
76
54
3 3 3 3 3 3
Human Brand12
6
5 5
4
3 3 3 3
2 2 2 2 2 2